RE: Cupra officially a stand-alone brand

RE: Cupra officially a stand-alone brand

Wednesday 31st January

Cupra officially a stand-alone brand

SEAT has big plans for its newly formed performance division - today it takes the first (baby) step



Just in case it goes on to build something extraordinary in the fullness of time, you may want to file away where you are right now so that future generations might be told of the moment when Cupra was born. That's right, today Martorell confirms the launch of its stand-alone performance brand - a division that much will be expected of in the coming years.

Right now, the announcement only really comes with a website - which doesn't really have anything on it barring a loud video which shouts buzzwords at you (the first word is 'courage' so you get the idea). In the accompanying press release, SEAT explains that the time has come for Cupra to "gain its own soul, its own DNA, its own identity by becoming a new entity".


What it actually means is that all new Cupra models will come with their own branding, sweeping all mention of SEAT under the rug. And while there is currently only one car in the lineup - the long-running Leon, on the verge of sold-out R status - there are many more on the drawing board, not least the Ateca variant, which will be unveiled at Geneva next month.

Beyond that? Well, who's to say. Stand-alone status offers many more opportunities - particularly in the limited edition avenue that SEAT previously explored with oddities like the Ibiza-based Bocanegra - but Cupra will be doing well if it just manages to better distinguish its output from Volkswagen's mechanically similar GTI range. Martorell will feel like it's doing that with the Ateca - but a future Cupra Ibiza would be a worthier test of its resolve.

Author
Discussion

The Crack Fox

Original Poster:

12,839 posts

121 months

Wednesday 31st January
quotequote all
I am sat here, wking myself raw, at this important news.

(I am struggling to see the point of Seat, let alone this 'brand' nonsense).

GTEYE

1,142 posts

139 months

Wednesday 31st January
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I read this and interpret it as "marketing cobblers".

The1Driver

551 posts

81 months

Wednesday 31st January
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These sub brands don't really mean anything these days... As said above. All just marketing bull.

captain_cynic

1,961 posts

24 months

Wednesday 31st January
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GTEYE said:
I read this and interpret it as "marketing cobblers".
This.

Basically they're saying that Cupra is now another brand of VAG which will be rebadging VW's assembled in Spain.

VW, changing brand names so people don't figure out all our cars are crap.

CaptainSensib1e

1,021 posts

150 months

Wednesday 31st January
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Is this like Ford rebranding it's top line model Vignales so it car try and get people to spend more money? Seems utterly pointless.
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donkmeister

983 posts

29 months

Wednesday 31st January
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Every Cupra owner I've ever met (and there have been plenty) generally introduces themselves by explaining that their car has the wheelnuts off an Audi R8, the engine oil out of a Bentley and can burn the same petrol as a Veyron and is therefore, more or less, basically the same car.

Will owners of new Cupras feel compelled to do the same now their car won't be wearing a Spanish Skoda Seat badge?

Mike1990

534 posts

60 months

Wednesday 31st January
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donkmeister said:
Every Cupra owner I've ever met (and there have been plenty) generally introduces themselves by explaining that their car has the wheelnuts off an Audi R8, the engine oil out of a Bentley and can burn the same petrol as a Veyron and is therefore, more or less, basically the same car.

Will owners of new Cupras feel compelled to do the same now their car won't be wearing a Spanish Skoda Seat badge?
Don’t forget Audi R8 Oil Caps.

cbmotorsport

1,449 posts

47 months

Wednesday 31st January
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Marketing waffle.

Guvernator

8,197 posts

94 months

Wednesday 31st January
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So they've just announced Cupra will be a new performance sub-brand with it's own identity and the first car they are building will be a jazzed up version of a Seat SUV..........riiiiggghhhtttttt.

Because as anyone knows, the first thing you think about when you think about performance is an SUV.

Buzz84

601 posts

78 months

Wednesday 31st January
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Bit like The Citroen DS sub brand has become it's own entiry.

Suppose this just frees them up for a bit more of the VAG parts/chassis bin...

Coming soon, the Cupra Yeti...

cossers

1,381 posts

69 months

Wednesday 31st January
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Might even get the vauxhall Adam options so you can clip on and off the front vents, mirror covers and badge etc with different coloured ones too.

Syndrome280

82 posts

40 months

Wednesday 31st January
quotequote all
donkmeister said:
Every Cupra owner I've ever met (and there have been plenty) generally introduces themselves by explaining that their car has the wheelnuts off an Audi R8, the engine oil out of a Bentley and can burn the same petrol as a Veyron and is therefore, more or less, basically the same car.

Will owners of new Cupras feel compelled to do the same now their car won't be wearing a Spanish Skoda Seat badge?
Never heard that one before, but to be fair some of the SEAT owners I have met are a little odd.
If it makes you feel better I have ripped the Cupra badges off mine and know all to well it's a boring looking Golf R rip-off with a lower end VWG badge; in fact that's why I like it, it looks nice but pretty mundane, no-one is impressed or stares, but it is bloody quick.

On another note, I can't say I'm even remotely enthused about the "Cupra news", I too will be filing this under a heading of "marketing BS".

Fetchez la vache

5,045 posts

143 months

Wednesday 31st January
quotequote all
I suspect this may work well in some markets where there is presumably a Cupra "scene" as much as there is a smaller Seat "scene" over here.

Not necessarily this market however that is overly badge oriented and judging by comments on previous articles, people are (very sadly) worried about what their neighbours may think.

Onehp

397 posts

212 months

Wednesday 31st January
quotequote all
Syndrome280 said:
donkmeister said:
Every Cupra owner I've ever met (and there have been plenty) generally introduces themselves by explaining that their car has the wheelnuts off an Audi R8, the engine oil out of a Bentley and can burn the same petrol as a Veyron and is therefore, more or less, basically the same car.

Will owners of new Cupras feel compelled to do the same now their car won't be wearing a Spanish Skoda Seat badge?
Never heard that one before, but to be fair some of the SEAT owners I have met are a little odd.
If it makes you feel better I have ripped the Cupra badges off mine and know all to well it's a boring looking Golf R rip-off with a lower end VWG badge; in fact that's why I like it, it looks nice but pretty mundane, no-one is impressed or stares, but it is bloody quick.

On another note, I can't say I'm even remotely enthused about the "Cupra news", I too will be filing this under a heading of "marketing BS".
Same here, Cupra removed and like the subdued but imho good looks, as confirmed by many a non-car people. Cupra for me is simply the cheapest way of getting into a given vag platform+engine, sporty handling and, again imho, better looks than a given VW. At the same time it is a dangerous brand as many overly brave/stupid youngsters crash them, I hope the seperate Cupra brand doesn't bump my premium as the ic get better statistics...

Jonno02

1,730 posts

38 months

Wednesday 31st January
quotequote all
donkmeister said:
Every Cupra owner I've ever met (and there have been plenty) generally introduces themselves by explaining that their car has the wheelnuts off an Audi R8, the engine oil out of a Bentley and can burn the same petrol as a Veyron and is therefore, more or less, basically the same car.

Will owners of new Cupras feel compelled to do the same now their car won't be wearing a Spanish Skoda Seat badge?
What utter waffle, never heard any of that before.

I have one on lease. It's a cheapish somewhat performance car that's still pretty practical. Not exciting to look at and doesn't stand out, but I do like that. I wouldn't pay what golf R's demand on lease now; and they're even more dull, so I got this. Fairly cheap, fairly cheerful and fun to have a drive in. I lease, so I have zero brand 'loyalty.' I'm just sat here crossing my fingers that Hyundai actually support good deals from the i30N soon. Couldn't give a st if Cupra is now its own brand; which we all know is some marketing nonsense.

loudlashadjuster

2,973 posts

113 months

Wednesday 31st January
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Martorell

Mr-B

1,389 posts

123 months

Wednesday 31st January
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Jesus H! Some of these car companies have high opinions of themselves don't they? Ford/Vignale, Citroen/DS now SEAT with this load of cobblers. Is it just a ruse to push up prices a few months/years down the line?

DanielSan

12,894 posts

96 months

Wednesday 31st January
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luckystrike

452 posts

110 months

Wednesday 31st January
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Interesting to see VW attempting to help its supposedly sporty brand shift more cars by removing all the sporty models from its lineup to stick under a new badge. There can’t be much at all distinguishing Skoda from Seat now.

I wonder if a VRS sub-brand is on the horizon?

Kenny Powers

774 posts

56 months

Wednesday 31st January
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Interesting news. Seems like this brand could be producing some fairly cool vehicles. I don’t see the move making sense if they’re not gonna go all-in.