The metamorphosis will require rather more glamour than can be contained in a go-faster Ateca - but of course that's where the sales volume is, and given its parent's long term flirtation with loss-making, Cupra will be encouraged to turn a profit almost from the off.
Naturally, in the Cupra Ateca (a name destined to seem arse about face for quite some time) there are Snow and Off-Road settings added to the onboard drive modes in case there's a kerb to mount on the school run - although the manufacturer also promises that tweaks have been made to the adaptive suspension which will befit the car's Cupra mode.
Not that anyone has told the designers that, mind. It says rather a lot about the Ateca that considerably more attention appears to have been paid to it's styling than the underbody. Around the new badge (which still looks like something from the Marvel Universe) the standard add-ons have been assembled: honeycomb effect, gloss black, matt aluminum, diamond cut alloys - you name it. There's even a Carbon Fibre Exterior Pack. And an interior one, too.
Just in case that all started to seem a bit too show-and-no-go, Cupra has included a few kickers alongside the Ateca. Most interesting is the TCR, the brand's first racing car which will begin competing later this year. Going racing is obviously a decent way for the brand to start earning its spurs, and, being based on a Leon, the car looks rather good.
Once you've got your head around that, the brand is keen for you to think about the Ibiza and Arona in Cupra costume (because it's almost certainly happening in both cases) and we'd lay good odds on seeing a Mii too if the Up GTI really takes off. A busy future then. In time, we'll know whether or not it's a bright one.