Seat unveiled its sporty sub-brand’s first stand-alone model, the 296-hp Cupra Ateca in Barcelona in February 2018. Until then, the Spanish automaker had manufactured sportier variants of its mainstream cars under the Cupra badge, but they wanted the new brand to have its own DNA and identity. Cupra was launched as the go-to brand for a young public eager to have a high-performance sports car with a lower price tag. Cupra represents a contemporary vision of ‘sportiness, beauty, style, functionality, personalisation, technology and reliability.’ More Cupra models soon followed, like the Cupra Arona, Cupra TCR race car, and the Cupra Ibiza.