WHY IS SEAT DOING THIS?
The difference between a Cupra Ateca and a Seat Ateca Cupra might sound pedantic – but it’s all about brand positioning.
Seat’s growth in recent years has been fuelled by broadening its appeal through SUVS and a focus on cool, ‘urban’ design. That doesn’t necessarily fit with performance models. So creating a stand-alone brand enables Seat Sport to develop hot machines that don’t fit the main firm’s new focus, and the wider Seat brand to become more focused on its new direction.
The interest is in the decision to present such cars as Cupra machines, without Seat branding – a step beyond performance arms such as Mercedes-amg and Audi Sport. That could help Cupra build a greater cult following – but only if the hard work is done to ensure it builds its own identity.