The new CUPRA Ateca Infotainment system

The CUPRA brand, created from SEAT's award-winning motorsport division, is the ultimate expression of uniqueness, sophistication and performance, born from passion and designed to captivate car enthusiasts around the world, creating vehicles that aren't founded in nostalgia but rooted in the present.

Some of the most experienced, engaged and obsessed staff within the motorsport division decided to create a new dimension of the company - an alternative outlet for its competences and capabilities as an organisation.

CUPRA will create an even livelier range of products focusing on SEAT models. They will leverage the Volkswagen Group's powerful technological toolkit and access the huge array of possibilities it gives them, but they will also be open to cooperating with people and companies which talk the same language and share the same understanding of how to create experiences: merchandising, accessories, events and, of course, motorsport.

As CUPRA diversifies its business and develops new models that offer the perfect mix of performance, driveability and usability, the brand will leverage the existing infrastructure that SEAT benefits from, with dedicated floor space in 277 specially selected dealerships across Europe.

The start of this journey began last February with the introduction of the new Brand and its first model, the CUPRA Ateca, a high-performance SUV that marks the beginning of a new era, and the perfect car to launch the CUPRA brand into the market.