What's the news?
We've known for some time that SEAT was intending to spin off its Cupra high performance models as a standalone brand, and now here's the first proof of the concept - a Cupra Ateca, with 300hp, four-wheel drive, and a dramatic new V-shaped badge instead of the familiar SEAT S.
The plan is for Cupra to become SEAT's high performance wing, developing more focused, and for that matter much more expensive, cars than SEAT itself. Some 260 dealers across Europe are going to have special space put aside in their showrooms for Cupra models, and a separate 'brand experience' is envisaged for Cupra, away from SEAT's more everyday practicality. The new brand will also take on all of SEAT's motorsports activities.
"Cupra is a big opportunity for SEAT, for our customers and for the business", said SEAT President Luca de Meo, who has been the driving force behind the entire project. "The whole project has surfaced as the dream of a group of people who were looking for a way to conquer a new group of car lovers."
SEAT Vice-president for Sales and Marketing Wayne Griffiths highlighted that "Our ambition for the Cupra brand is to double the sales within the next four-to-five years, focusing our business model on four main pillars: distribution, partnerships, racing and product."
As well as performance, Cupra will become SEAT's personalisation and customisation arm, rather akin to Department Q at Aston Martin (only based around Spanish hatchbacks and SUVs instead of hugely expensive coupes). SEAT is establishing partnerships with small, specialist design firms such as Trakatan (which is a leather-work specialist) and Fabike, which builds custom-made bikes.
In the meantime, Cupra has its first production model, the Cupra Ateca, to show off. It uses the same 300hp 2.0-litre TSI turbo engine and four-wheel drive system as the current SEAT Leon Cupra, and is designed to blend both high performance and practicality. "Cupra Ateca offers versatility like no other brand. It's about a unique model in its segment, with 300hp, 4Drive and a new 7-speed DSG gearbox. It is the best example of balance between sportsmanship, fun at the wheel and ease of use in everyday life" said SEAT Executive Vice-President for Research and Development, Dr Matthias Rabe.
On the mechanical front, the engine gets a new particulate filter so as to be super-clean, a tweaked seven-speed DSG gearbox, adaptive suspension, and a hardcore Cupra setting for the drive select system. You can also optionally spec massive 18-inch Brembo brakes. It'll hit 100km/h in 5.4secs and go on to a top speed of 245km/h.
Design-wise, there's a new honeycomb grille with the new Cupra logo, lots of glossy black detailing, spoilers, front and rear diffusers, 19-inch diamond-cut alloys, and a choice of six body colours; Energy Blue, Velvet Red, Brilliant Silver, Rodium Grey, Magic Black and Nevada White.
Inside, there are Alcantara seats, lots of aluminium and carbon-fibre, and standard equipment including keyless entry and start system, wireless charger, GSM signal booster, 360º top view camera, eight-touchscreen navigation system plus, digital instruments, and park assist.
There will also be an optional carbon-fibre styling pack, and sportier Cupra bucket seats.