Opinion: Why spinning off Cupra can help give Seat focus

Seat Cupra
Seat is turning Cupra into a full performance sub-brand
Creating a standalone performance brand will allow Seat to appeal to two distinct audiences

The difference between a Cupra Ateca and a Seat Ateca Cupra might sound pedantic – but it’s all about brand positioning.

Cupra confirmed as standalone performance sub-brand of Seat

Seat has always been positioned as the Volkswagen Group’s ‘youth’ brand. In the past, that has involved a focus on sportiness, with its Cupra models serving as halo products. But with the ‘smartphone generation’ more interesting in technology and style, Seat’s growth in recent years has been fuelled by broadening its appeal through SUVs and a focus on cool, ‘urban’ design. 

So creating a stand-alone Cupra brand enables Seat Sport to develop hot machines that don’t fit the main firm’s new focus, but will still appeal to a core and passionate audience, and allow the wider Seat brand to become more focused on its new direction – without losing the benefit of having a credible performance arm.

The interest is in the decision to present such cars as Cupra machines, without Seat branding – similar to what Fiat has done with Abarth, or Volvo has done with Polestar – and a step beyond performance arms such as Mercedes-AMG and Audi Sport. That could help Cupra build a greater cult following – but only if the hard work is done to ensure it builds its own identity.

Read more

Cupra confirmed as standalone performance sub-brand of Seat

Car sub-brands: hits and misses

Interview: Polestar's performance EV plans

All Seat reviews on Autocar

Comments

Post a Comment

Popular posts from this blog

BTCC 2018: Neal wins Diamond Double at Snetterton

Image
Neal clinched victory in the extended Diamond Double race Jack Goff stars in qualifying and race one, while veteran Neal clinches glory in double-length finale Triple British Touring Car champion Matt Neal clinched victory in the special extended Diamond Double race at Snetterton, held to mark the 60th anniversary of the series in his Honda Civic Type R . Rising stars Jack Goff and Ashley Sutton also took race wins at the Norfolk track. Instead of the usual reverse-grid finale, the third race at Snetterton was extended from 12 laps to 20, with double championship points on offer and no success ballast. The race also featured its own separate qualifying session. Picture special: 60 years of the BTCC That was good news for Eurotech driver Goff, who went fastest in both qualifying sessions to claim two pole positions in his Civic Type R. He made the first one count, pulling out a big lead in treacherous wet conditions.  The young guns of the BTCC Behind Goff, reigning champion
Read more

Japan's micro sports cars – Honda and Daihatsu kei cars driven

Image
S660 and Copen are the only kei sports cars in production Kei cars are big in Japan, but do they deliver driving thrills? We sample a pair in Tokyo to find out When the American style of christening storms came to Britain a couple of years ago, it was inevitable that some wag in the Met Office would find a way to undermine the whole concept with an underwhelming name to snigger about.  Storm Brian was the result. It’s a fine English name but perhaps lacking the gravitas of many of those coined overseas. “In terms of impact, we’ve had spray overtopping quaysides,” someone from the Environment Agency told the BBC of Brian’s pummelling of Cornwall. Top marks for not trying, Brian.  While Brian was doing his thing on the other side of the world, Typhoon Lan – now there’s a name – was homing in on southern Japan, bringing with it 140mph winds and a storm that made photographer Stan Papior wish he’d invested in a waterproof camera and jacket.  Look really closely at some of his pictur
Read more