Two separate worlds, SEAT and CUPRA, are exhibiting side by side to captivate visitors to their stands. CUPRA is making its public debut at this new edition of the Geneva Motor Show. The new brand was created for the purpose of conquering a new group of motor enthusiasts who are looking for a reinterpretation of the sporty essence by combining uniqueness, sophistication and performance. CUPRA aims to appeal to new customers who want to avoid entering in the luxury segment but at the same time want to feel special.
SEAT President Luca de Meo stated that “CUPRA is an example of SEAT’s organisational restructuring with the aim of enhancing its position as a solid company that can encompass not only its own core business, but new spin-offs as well. Two further examples are the digital laboratory SEAT Metropolis:Lab Barcelona and XMOBA, the new company we presented last week at the Mobile World Congress to identify and invest in business models related with future mobility.” De Meo added that “SEAT is diversifying its business and developing new models that can be profitable, while continuing to strengthen its financial position.”
International debut of the CUPRA e-Racer, the world's first 100% electric touring race car.
The brand is releasing two new models that will become major head-turners in Geneva. CUPRA is showcasing its ecological competition model, the CUPRA e-Racer, the world’s first 100% electric racing touring car. This is a reflection of CUPRA’s commitment to its competitive spirit, as it will continue to participate in championship racing and assume the skills carried out until now by SEAT Sport. With this fully electric model, CUPRA aims to lead the way to efficient racing, aware of the need to make progress towards furthering sustainability in all motoring aspects.
“The CUPRA e-Racer is a true motorsport car, delivering 300 kW of continuous power and up to 500 kW of peak power”, said Dr. Matthias Rabe, Executive Vice-President for R&D. “The CUPRA e-Racer’s intention is to exceed the performance of the conventional version, to demonstrate CUPRA’s technological capabilities at all levels”. Together with the e-Racer, the CUPRA Ateca will also be in the spotlight, an exclusive SUV that shapes the beginning of the new brand as it becomes the first model in its segment among the generalist brands.
SEAT is also presenting its latest developments in vehicle digitisation and connectivity in Geneva, which were recently showcased at the 2018 Mobile World Congress held in Barcelona. The most prominent is the integration of the popular song recognition service Shazam, which beginning in April will be operational in the brand’s vehicles via the SEAT DriveApp for Android Auto. With this partnership, the company has become the world’s first carmaker to incorporate this app and is taking a further step in its goal of providing its customers with an experience that is increasingly connected and safe.