Monday, 26 february 2018 | Redacción CEU
Cupra becomes independent. The range stops being one of the nicknames of Seat to introduce itself as a new independent car brand. With a sports approach, focused on power and high performance but without distancing too much from affordable prices, the firm believes it has managed to gather the necessary ingredients to captivate a new audience. How is Cupra introducing itself and what does it promise? Why does this brand choose an SUV as its first model? With what other cars does it intend to surprise the masses?
Cupra, an acronym for Cup Racing, abandons the Seat logo for a new and own one that is bronze color, has defined straight lines and is inspired by the tribal civilizations that according to its promoters represent the values of the new brand: passion, precision, determination and courage. The sports car firm of Seat is launched to the market with the strong slogan "Cupra, nothing to prove". Its creators trust that the firm will become in a new elite brand, differentiating itself from the most generalist manufacturers and attracting the attention of a new public interested in vehicles with a more sophisticated and sporty character and with a greater purchasing power, but it seems that they did this without distancing much from the affordable prices –the new Curpra Ateca could have a price 10% higher than the classic Ateca according to Seat sources collected by the EFEAgency, in line with this information, the newspaper El País informs that the range could have a difference of the same percentage respect to the rest of Seat models–.
Is Cupra still a Seat brand?
The Cupra is not the first case of emancipation in the automotive world, Alpine and Renault ,Abarth and Fiat or AMG and Mercedes are some of its precedents. Although Cupra introduces itself as an independent brand with its own identity, it will continue to be integrated into the business framework of Seat and collaborating with the company in the model development. Therefore, it is not a new manufacturer, but a new brand focused on the design and marketing of cars with a sports line inspired by the classic vehicles that made it come today to have its proper name, but with a new approach, concept and strategy. The own Seat's authorized dealers will also market the brand, one out of five of the company dealers will have a specialized area in these models, approximately 265 throughout Europe and it is possible that some will be installed outside the continent.
Cupra will not only develop original models but will also be in charge of the motorsport and racing division that was handled by Seat Sport until now. TCR Cupra will be its first racing car, a vehicle designed for the TCR Series championship. But the car that has gotten the spotlights, the star of the Cupra's birth and that will also be responsible for paving the way of the brand in the market, is another one. Although some pointed to the Cupra Ibiza as the chosen one, Seat surprised them with the choice of an SUV to present the sports brand.