Cupra Ateca First fruits of Seat’s spicy sub-brand
Big-selling SUV benefits from more pep and glitz. Just don’t mention the ‘S’ word…
Right, let’s be clear about this: the SUV you see here is the Cupra Ateca and not, you must understand, the Seat Ateca Cupra. That might seem like a trif ling point, but knowing the difference between Cupra as a Seat performance badge and Cupra as a Seat sub-brand is key to understanding the aims of this definitely-not-a-seat-ateca.
While Cupra-badged Seat models were all about performance, the Cupra sub-brand has a slightly different brief, mixing performance with ‘uniqueness and sophistication’, according to company chiefs. The idea is that Cupra-branded models will appeal to a slightly more affluent customer base that won’t baulk at a higher sticker price.
That’s why the first Cupra model is an Ateca and not, say, a Cupra Ibiza. Seat believes there are bigger profit margins to be had making a highperformance family SUV than a hot hatch. And Seat also believes there’s a fairly sizeable gap in the market for a Cupra Ateca, above the likes of family SUVS such as the Hyundai Tucson, Peugeot 3008 and, yes, Seat Ateca, and below premium sporting models such as the Audi Q3 and BMW X3 M40i.
So how do you turn a Seat Ateca into a Cupra Ateca? Well, there’s a new ‘tribal’ Cupra logo, which entirely replaces the Seat badges. There’s also a new grille design and rear bumper, some glossy black details, quad exhausts and 19in diamond cut alloys. Inside, there are more Cupra logos, Alcantara-clad seats, a leather steering wheel and gearstick and aluminium pedals, among other features.
The Cupra Ateca features the Volkswagen Group’s EA888 2.0 TSI engine, in this case tuned for 296bhp and 295lb ft, enough to propel the 1632kg SUV from 0-62mph in 5.2sec on its way to a top speed of 153mph. There’s a seven-speed DSG automatic ’box and variable four-wheel drive, while work has been done to the Ateca’s adaptive suspension settings.
There’s been considerable tuning of the Ateca’s software, including a new Cupra drive mode. Our test machine also featured the optional Performance Pack which, among other tweaks, includes uprated Brembo brakes and bucket seats. Yes, bucket seats in an SUV.
The machine we tested was officially still a pre-production version. From where we were sitting (in the aforementioned bucket seat) it all looked rather finished and polished, although Seat claims there’s still some tuning work to do, largely on the software and settings.
Given we rate the Seat Ateca as one of the best family SUVS on the market, you won’t be surprised that adding extra performance and kit enhances the package, making the Cupra Ateca very nice to drive. On normal roads, in the standard drive modes, it feels much like a standard Ateca, albeit one with a pleasing punch of extra power when needed. So there’s decent turnin and positive, direct steering, while the suspension and chassis control settings do a decent job of masking the Ateca’s height and weight.
To prove the Cupra Ateca’s sporting credentials, we were also given the chance to test it on a race circuit. And, should you fancy a few hot laps after dropping the kids off at school, you’ll be glad to know that the Cupra Ateca is enjoyable on a circuit. That is, of course, with the physicsbased caveat that it’s a high-sided, relatively heavy SUV, so it’s prone to understeer if you push too hard, and it’s easy to overwork the brakes if you ask too much of them.
Even if you never take a Cupra Ateca onto a circuit – and, let’s face it, you probably won’t – it’s undoubtedly an enjoyable car. But it isn’t a hardcore ‘hot’ version of the Ateca: it’s a more rounded proposition. It’s recognisably an Ateca, but it has a bit more of everything, including cost: the Cupra Ateca is likely to sell for around £38,000, compared with £30,340 for the current top-spec Seat Ateca (the 187bhp 2.0 TDI).
That price fits right into the market gap Seat has identified for the Cupra Ateca: above standard family SUVS, but below premium offerings. And, on this early evidence, it certainly feels like a compelling option for those seeking a car that mixes performance kicks with crossover practicality. Just don’t call it a Seat.