Seat has launched Cupra as a stand-alone brand, similiar to what Citroen has done with DS. The Cupra brand will offer its own 'distinct identity' and has a USP, of sorts: Uniqueness, Sportiness and Performance.

Cupra will have a 'dedicated floor space' in 260 selected dealers across Europe, and is a "big opportunity" for SEAT, according to President Luca de Meo.

Featuring at the head of each new model going forward, will be a logo which is inspired by 'tribal civilisations and reflects the values that the new brand is keen transmit'.  Cupra will also be the enitre motorsport division, which has been a SEAT own responsibility in the past.

SEAT Vice-president for Sales and Marketing Wayne Griffiths highlighted that “Our ambition for the CUPRA brand is to double the sales within the next 4-5 years, focusing our business model on four main pillars: distribution, partnerships, racing and product.”

The new Cupra Ateca will feature a 2.0-litre engine and will produce 296bhp.  The engine will be twinned with a seven-speed DSG gearbox with more precise gear changes promised.  Top speed of the new model will be 152mph and the sprint to sixty will be done in 5.4 seconds.

'Powerful' continues on the outside, with special and striking details featuring heavily, alongside the new logo.  Gloss black details are reminded of the Cupra influence on the new model, with the roof rails, wing mirrors, window frames and front grille.  Black brake callipers and a sporty rear bumper, are finished off with the CUPRA logo on the boot lid.  Completing the exterior look are 19'' diamond cut alloy wheels with CUPRA detailing, as well as six body colour choices: Energy Blue, Velvet Red, Brilliant Silver, Rodium Grey, Magic Black and Nevada White.

On the inside, the Alcantara trim on the door panels and seats are adorned with CUPRA logos and completed with black, grey stitching and carbon fibre effect covering the sides.  

The list of standard equipment in the CUPRA Ateca is follows three basic principles: technology, design and safety. That is why systems such as the keyless entry and start system, wireless charger, GSM signal booster, 360º top view camera, 8” touchscreen navigation system plus, dynamic chassis control -adaptive suspension-, digital cockpit, and park assist all come as standard.