Seat explores electrified Cupras
Seat’s Cupra sub-brand could make electrified performance cars as it seeks to stand out from its competitors.
The idea is still at an early stage but is being debated internally at the firm’s headquarters in Spain and is pushed by UK managing director Richard Harrison.
“How we could use the capability of electricity on Cupra is interesting,” said Harrison. “I’d like to see more done with the Cupra and Seat Sport brands, and one opportunity could be for an electrified Cupra.
“There are no fully formed plans yet, but I’d be keen to explore the opportunities between hybrid and full electric. If we did it, we’d pick one or two vehicles and do them properly; Cupra isn’t a badge to put on everything.”
Seat global boss Luca de Meo has spoken of his desire to make more of the Cupra brand, to build desirability and customer loyalty and to drive profits. A move to electrification could enable Seat to exploit the relatively low average age of its buyers, which are youngest in the Volkswagen Group.
Any expansion of Seat Sport could mean a return to high-level motorsport for the Spanish brand, which has competed in rallying and touring cars in the past.
“If we did it, we’d need to debate whether to go into motorsport to prove the quality of our products, or to let them speak for themselves,” said Harrison. “Tesla has come from nothing to something with no heritage, so it is possible. But if we choose the former option, it doesn’t have to be about Nürburgring lap records.”
An Ateca Cupra is under development and is set to join Seat’s line-up next year.