Cupra is coming – SEAT’s performance arm goes it alone
February 03, 2018driversclub
SEAT’s Cupra performance division is to go it alone and become a standalone brand.
The Spanish car maker, which is a part of the Volkswagen Group, seems to have enough belief in the strength of the Cupra name and will make an official announcement on February 22nd confirming the move.
A logo for the separated brand has already been revealed (you can see it at the top of this article) and the first Cupra models will be revealed during the Geneva Motor Show in early March.
The SEAT Leon Cupra is one of the finest hot hatches on the market right now, and it seems likely that a lightly refreshed version of that car – albeit without the SEAT logos – would be a decent place to start.
A tuned-up take on the Mii would mirror the recently launched VW Up GTI, while a hot Ateca is a likely proposition too – we’re speculating because there really isn’t much detail so far.
In addition to announcing the separation, the only thing SEAT has had to say about the matter is the following statement: “Cupra has always been the sportiest expression of SEAT. Now the time has come for it to gain its own soul, its own DNA, its own identity by becoming a new entity. All new Cupra vehicles will feature the new Cupra logo.”
Amputating the hottest cars from the core brand may seem risky but it has worked in the past with Abarth and DS separating from Fiat and Citroen respectively.
Stephen Hasley, brand manager at Petrol News, comments: “SEAT has shown it knows how to work out a performance car with the Leon Cupra so we have every confidence they can pull it off.”
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