It’s difficult to introduce a new automotive brand. But when you’re the Volkswagen Group, there are resources and money to support the endeavor. Why Volkswagen Group needs another brand is up for conjecture, but this new marque, Cupra, may hit our shores in the not-too-distant future.
Spain is not known for being a major home of automotive manufacturing, but it has managed to produce badge-engineered Fiat models for years. Known as SEAT—pronounced seh-aht (and, coincidentally, rhyming with Fiat)—it’s an acronym for Sociedad Espoñola de Automóviles de Turismo or “Spanish Society of Passenger Cars.” The 1950 inception initiated a joint venture between a government-owned institution and Fiat, but the Volkswagen Group bought SEAT in 1986. By 1991, the Spanish company began building its first model completely developed under Volkswagen Group’s ownership. Today, the brand exists in over 70 countries.
Compared to Volkswagen, SEAT has a more affordable price point, with edgier styling and less strange model names. Today, SEAT produces a subsidiary called Cupra. Though Cupra Racing originated from SEAT’s motorsports exploits (originally as SEAT Sport), Cupra in turn was established as an official high-performance brand in 2018. The first cars were Volkswagen-based, but a unique Cupra vehicle appeared for 2021. All models have been hatchbacks or crossover SUVs.
The newest model in the Cupra portfolio is the Terramar, a vehicle based on Volkswagen Group’s MQB platform, which includes familiar names like the VW Arteon and Atlas. Currently, it is either a mild hybrid or PHEV. According to Car and Driver, Cupra has aspirations to penetrate the American market as a sporty brand positioned between VW and Audi by the end of the decade. The Formentor, a subcompact battery-electric crossover, is one of the models anticipated for these shores, with another mid-sized SUV to be built in North America. According to a Cupra rep, the Terramar demonstrates “where we are, where we are going, and where we want to go in the future.” Car and Driver feels the mild hybrid comes closest to exhibiting the style and dynamics for which the brand strives.
A lot can happen in five years—witness manufacturers backing off from EV goals for the end of the decade. A Cupra on these shores smacks of brand sprawl, considering we already have Volkswagen, Audi, and Porsche. What are your thoughts? Tell us in the comments section below.
