This is Cupra's first car – the 300hp Cupra Ateca

The compact wagon is pretty much exactly what we could have expected a hot Seat Ateca to be like – complete with 296bhp TSI motor, DSG ‘box and all-wheel drive – had Cupra remained a badge rather than being elevated into a brand. But as of now, all the spiciest Seats are officially just Cupras – and this is the first of them.

So what makes a Cupra rather just a Seat? There’s no visible Seat badging, and instead, a new corporate ID with copper-coloured logo inspired (it says here) by the passion and courage of ancient tribal civilisations.

The look that distinguishes this first Cupra is based around a honeycomb grille, the Cupra name spelled out in matt aluminium across the front, and a gloss black finish for the roof rails, wing mirrors, window frames and diffusers. There are no bodywork changes over the standard Ateca. In case you forget what brand of car it is you are driving, the word ‘Cupra' is projected on to the ground as a ‘welcome’ light.

Inside there’s Alcantara trim and aluminium-faced pedals, the options of a carbon-fibre dash and (from 2019) special bucket seats, plus all the safety and convenience kit the Ateca already offers. 

Cupra says it has instilled the new model with typical Cupra driving spirit, well known from cars like the hot Ibiza and Leon and in the past capable enough to bag the front-drive record at the Nurburgring. The mechanical package, already familiar from Cupras as well as other VW group models, is said to work with a low centre of gravity and bespoke tuned suspension to give the high-riding Ateca dynamic handling.

As well as modes in the 4Drive 4x4 system that include off-road and snow, there’s the familiar Cupra choice that gives the engine and suspension a sportier edge.

None of this is at the expense of ride quality or day-to-day usability, says Cupra, while the Ateca offers even more five-door room and practicality than the Seat Leon Cupra (which continues to be available in special-edition R ST form). 

“Cupra Ateca offers versatility like no other brand,” said the brand’s R&D chief Matthias Rabe. “It’s a unique model in its segment and the best example of balance between sportsmanship, fun at the wheel and ease of use in everyday life.” 

No price so far – the current best 190bhp Seat Ateca costs just over £30k – but we do know where Cupra dealerships will be. That’s in a sectioned-off corner of 260 specially selected Seat dealerships across Europe.

At Geneva Cupra will be debuting another new face: the Leon TCR, the brand’s first racer and set to take part in the new TCR touring car championship this year. Part of Cupra’s standalone brief is to take control of all the former Seat Sport’s competition departments.