Cupra, the luxury division of SEAT, is born, with the Ateca as the first model

“Originality, sophistication and benefits”. Under this triple definition/declaration of intent it has just come out in Barcelona, ​​although under the mantle of the Spanish manufacturer of the Volkswagen Group. |

Fiat already has Abarth. Nissan has Infiniti. Toyota has Lexus. Citroen has DS. And SEAT has from today Cupra. What until today was a series of versions within the SEAT range, with an emphasis on sports performance (“Cupra” is an acronym for “Cup Racing”), becomes a subsidiary brand, with models in which the design and the benefits are aimed at a public that seeks, above all, sensations in a vehicle.

“Cupra is a great opportunity for SEAT. This project arose from the desire of a group of people who were looking for a way to captivate a new audience of car fans.” These are the words of Luca de Meo, president of the Spanish automobile firm.

Cupra will also encompass the firm’s competition and racing division, which until now was called SEAT Sport. According to those responsible for the firm, the logo “is inspired by the attitude of tribal civilizations, and reflects the values ​​that the new brand wants to convey: passion, precision, determination and courage.”

The Ateca, the first

And to launch this new brand, SEAT has not hesitated that the first model in its range to put “Cupra” before its last name is , the successful midsize SUV born in 2016, and which is establishing itself as one of the benchmark options in the powerful SUV market. And its technical sheet makes it clear what the philosophy of the new firm is: 300 horsepower 2.0 TSI engine, 4Drive all-wheel drive with seven driving modes (Normal, Sport, Eco, Individual, Snow, Off-road and CUPRA) and a new seven-speed DSG automatic gearbox.

With all this, the Cupra Ateca reaches 245 km/h speed, with acceleration from 0 to 100 km/h in 5.4 seconds. As for the design, the “birth certificate” is given mainly in the powerful grill in the shape of a honeycomb that houses the logo of the new brand. The sports bumper, the copper-colored logo on the tailgate, four exhaust pipes and 19-inch wheels are also obvious. You can choose between six colors: blue, red, silver, gray, black or white with their corresponding “hipster” surnames.

Inside, the sports seats upholstered in black Alcantara, gray stitching and carbon fiber effect on the sides are really visible. The sports steering wheel and the gear lever knob also feature gray stitching. Obviously, the pedals are finished in aluminum.

The equipment, very complete as standard, has powerful options, such as Brembo brakes, carbon fiber on both the exterior and interior of the vehicle and, for 2019, bucket seats.

With all this, the Cupra Ateca represents another step in the SUV segment, a vehicle that combines design, performance on asphalt and off-road, and sensations in general, to “occupy” one of the few deserted islands that remain within of the todocamino archipelago.

Cupra TCR, the debut in competition

On the other hand, and returning to the circuit, the Cupra TCR becomes the brand’s first competition car. It will officially compete in the 2018 TCR Series Championship. The Cupra TCR incorporates a bumper, steering wheel, hood and bucket seats that are different from the Cupra street model, as well as an electronic control unit with software adapted to the 2018 regulations.

In the future, new SEAT models will soon arrive at the Cupra brand. At the “starting line” are both the Ibiza and the Arona, which already have their own design exercise.

At the next Geneva Motor Show we will be able to see both the Cupra Ateca and the TCR live in March. And it will be around then when we know the availability of the new brand and the first prices.