WHY IS SEAT DO­ING THIS?

Autocar - - NEWS - JAMES ATTWOOD

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.

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