5 keys from Cupra, a signature for car enthusiasts

Fernando Salvador, Communications Director at Cupra, reveals the 5 keys that define Cupra as a brand.

The name CUPRA identified SEAT’s sportiest versions until last February, when CUPRA was born as a completely new brand, independent of SEAT; a brand of sensations, sportiness, technology and excellence.

CUPRA knocks on the door of a rather special customer: a premium, demanding user with an always very sporty touch, which is the essence of CUPRA. This is how the brand has been in its still short but intense life, first in the shadow of SEAT and now with its own path to forge.

The moment to drive it is approaching: it will be in October when the new CUPRA Ateca with 300 CV reaches the market. It will be followed by the long-awaited CUPRA Ibiza, and the CUPRA Arona, León and… other models that will arrive later.

The latest technology, the turbocharged TSI petrol engines with 300 CV -like the one in the ATECA-, the DSG gearbox with paddle shifters on the steering wheel, the reinforced brakes with Brembo components, all-wheel drive or the carefully finished interiors will be just some of the usual features that will differentiate and define CUPRA models, which is born with an exciting future.

CUPRA’s Communications Director, Fernando Salvador, clearly explains why CUPRA was born and gives us the keys to the new brand.

1. A good business for everyone: cars at a higher price

“CUPRA is born, first of all, for business reasons. With it we will obtain significant profits (both for SEAT and for CUPRA) thanks to its additional sales at a higher price, which will give us greater profitability.”

2. Cupra is aimed at a different audience from SEAT’s

“This new brand has been created for the customer. CUPRA allows us to reach new customers who seek originality and sophistication, accompanied by excellent performance. It is also a customer we are going to win over in the market, coming from other brands, a type of user who perhaps would not buy a SEAT, but whom we will surely convince with a CUPRA.”

3. CUPRA cars will offer cutting-edge technology

“Another of CUPRA’s keys is technology: with CUPRA we will be able to invest in developing the best technology, because its customers will indeed be willing to pay for it. And then, we can incorporate this technology across the entire SEAT model range.”

4. CUPRA will remain linked to the world of motorsport

“Competition is the fundamental part of CUPRA’s identity, its leitmotiv; that is where it was born. But, in addition, the world of competition is the ideal space to test the new technologies we mentioned earlier.”

5. Halo effect: CUPRA aims to shine through its brand image

“CUPRA will generate a dazzling effect in the market, which will positively affect SEAT. CUPRA represents the love of the automobile, and a specific team from our company of motoring enthusiasts is turning this passion into unique products and experiences for customers.”

To this day there is no brand on the market like CUPRA. Soon it will be possible to drive the CUPRA Ateca and it will become evident that the wait has been worth it, because buying a CUPRA will be a treat for gourmets of the automotive world, or so the Spanish firm assures us.