In Switzerland is perceived Seat as the sporty VW subsidiary. Not so in Spain. There Seat is not a sport, but simply a Spanish brand. Clearly, because the Iberian roads are full of Seat of any kind, and the least of them earn the title of athletic. That is, the brand in Martorell, near Barcelona, is also athletic, on the go, it proves successfully for years in touring car racing. On the road Seat blows now with the new fire Cupra to attack.

Cupra is short for Cup Racing, and emerged from the 2002 brand Cup to be held the Seat Leon Supercopa. Ultra-sporty road models of the Seat have since been crowned with the additional title of Cupra – and now the appendage to the own brand. This have been done by other manufacturers, Hyundai with the luxury brand Genesis or Citroën with the chic daughter of DS. However, while these two brands are developing completely stand-alone models, remains the Cupra for the time being, in the case of sporty derivatives of existing Seat models; only these will be provided henceforth with the angled Cupra Logo, and according to independently marketed.

Full of promise

All Marketing is the key word when it comes to this new brand. The Spanish different the Excesses out of full pipes: “the Cupra is the ultimate expression of uniqueness, elegance and performance”, propagated by the manufacturer’s full-bodied, and don’t want to usher in a new Era in the auto market.

The reality is, however, less pompous. Your own dealer will not give it for the time being, this so-called Cupra Corner in the selected Seat-dealers. 277 Europe should emerge far, 80 percent of which should be available by the end of the year in operation; a large part of it in the main market of Germany. In Martorell Cupra receives a send place of business with their own, of course, highly motivated employees.

One of them is head of marketing, Khaled Soussi; he also sprayed Cupra-enthusiasm. “We will be positioning the new brand between mass and premium market,” explains the Ex-Seat-managers. “Cupra is sure to delight car fans around the world with vehicles, resulting from a true Passion and beyond nostalgia, the present is rooted.” Beyond marketing, technical Transfiguration, this means that Seat will sell its sporting model derivatives, in the future, under the independent Brand Cupra. That’s all.

The beginning, not from the world of Motorsport known to Leon, but of all the Ateca. A compact SUV with all-wheel drive and off-road mode as a messenger for the special sportiness – this is not a contradiction? Not for Khaled Soussi: “The Ateca is the perfect car for the launch of the brand.”

That the decision has less to do with high performance and sportiness, but more with the fact that SUV’s sell currently incredibly well, the marketing chief, unspoken, confirmed that the Timing of the Seat model range, have been crucial. On the next Leon, is currently sold as a Seat Leon Cupra, we would need to wait at least until next year. Wayne Griffiths, Seat Board member for sales and Marketing, confirms: “Even if the SUV popularity still awake, there are presently on the market, no model, with the Cupra Ateca comparable. That is why we are convinced of its success.”

First models from 2020 onwards

The Ateca so it blows for the Cupra to the attack. The 4.38 meters long SUV stands out optically by a sporty touch of the Seat Version, such as the four exhaust tailpipes at the rear, or the copper-colored Details in the interior. It is powered by a 2-Liter turbo diesel with 300 HP and 400 Nm of torque, the power is transferred via a 7-speed dual-clutch transmission to all four wheels. 5.2 seconds to 100 kph and a top speed of 247 km/h – these are actually sporting values.

So it feels that way, it was tuned the suspension accordingly firmer, the body by a centimeter closer to the road and thus lowering the centre of gravity. Thanks to the adaptive chassis control, different Set can be chosen-ups, to make the vehicle adjust to different driving situations.

On a closed road in the Catalan Hinterland of the Cupra Ateca was allowed to show what he’s capable of. The perfect cavalier start the electronics (Launch Control) is in charge of the works is impressive: The Compact SUV shoots like from the catapult shot. The turbo petrol engine spins willingly, the engine sound is meaty, and not by Software-gizmos distorted – it is as well. In tight curves, the 1.6-ton and 1.6 meters high SUV slides soon, once through the front wheels. The Brembo brakes handle stopping this vehemently, but there is unfortunately only against extra charge. In everyday driving, without sport, with the airs and graces of the Cupra Ateca drives just as unspectacular and perfectly, as the Seat Ateca drives.

And what will the future bring? “We are very confident that we can attract new customers who are looking for a vehicle between the mass market and the premium segment,” says Seat Board member Wayne Griffiths. UndCupra head of marketing, Khaled Soussi announces: “We will launch seven new models by 2020.” Because of the already since years ago Seat Leon Cupra in all the model variants is, however, attributed to. The really new Cupra models will be the next Leon, a small SUV, as well as a “Special Model”. Vehicles hopefully that will speak for itself, without the exaggerated marketing phrases.

(editing Tamedia)

Created: 23.01.2019, 20:02 PM