Seat launches Cupra as independent brand

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Seat has announced that Cupra, the OEMs performance vehicle sub brand, will become a new brand in its own right. The newly formed brand has also unveiled its first model, the Cupra Ateca.

Cupra will continue to develop models in conjunction with its sister company and has targeted independent growth. With this move, the brand will have dedicated floor space in approximately 260 Seat dealerships across Europe.

“Cupra is a big opportunity for Seat, for our customers and for the business,” said Luca de Meo, president at Seat. “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.”

In addition, the new brand will encompass the entire motorsport and racing division, an area that until now was the responsibility of Seat Sport.

Unveiled in Barcelona, Spain, last week (February 22), the new Ateca SUV is fitted with a 2.0-liter TSI engine that delivers 300ps. Developed to include a newly designed Otto Particulate Filter System the Ateca will meet all the latest emission legislations.

Designed to have an improved, more powerful sound, the engine is also equipped with a newly developed 7-speed DSG gearbox that has been developed to offer faster, smoother and more precise changes.

“Cupra Ateca offers versatility like no other brand,” said Dr Matthias Rabe, executive vice-president for R&D at Seat. “It’s about a unique model in its segment, with 300ps, 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.”

The 4Drive traction system analyses road conditions in real time, including the speed of the car, speed of each wheel, the steering wheel position, and the driving style or mode to quickly and progressively deliver power at each moment to the necessary wheels.

February 27, 2018

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Sam joined the UKi Media & Events automotive team in 2017, having recently graduated from the University of Brighton with a degree in journalism. For the newest addition to the editorial team, stepping into the assistant editor position signalled the start of a career in the subject he studied. In addition to his work on UKi’s automotive titles, Sam also contributes to Stadia, writing content for the magazine and website.

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