SEAT Confirms Plans for Performance Sub-Brand

Volkswagen AG’s SEAT unit says it will launch a new sub-brand next month for its sporty Cupra trim line.

Vehicles sold under the nameplate will be adorned with a Cupra logo without any SEAT badging. Initial models likely will be performance variants of existing SEAT vehicles—starting with the Ateca SUV—while brand exclusive vehicles are expected to be added later.

SEAT introduced the Cupra (short for cup racing) name in 1996 with a souped-up version of the Ibiza city car. The moniker has been used sparingly since then and currently is limited to the Leon Cupra R.

Making Cupra a stand-alone brand will further differentiate its identity and allow for new opportunities, according to the carmaker. This could include production versions of several recent concept models. Last year SEAT trademarked the names of three former concepts: the Bolero sports sedan, Salsa hatchback and Tango convertible.