Title: Cupra: A New Era for Seat’s Sporty Sub-Brand

Introduction

Seat, once known as Volkswagen Group’s sporty mainstream marque, is undergoing a significant transformation. At the Munich motor show, it was announced that Seat would no longer be a conventional car maker, with its current models being phased out. Instead, Seat will focus on electric “mobility solutions” such as e-scooters. The mantle of producing fun and mainstream cars has been passed on to Cupra, Seat’s even sportier sub-brand. This article explores the evolution of Seat and the rise of Cupra as the new face of sporty cars.

The Transition from Seat to Cupra

For years, Seat was positioned as the Volkswagen Group’s answer to Alfa Romeo, offering dynamically adept and visually appealing cars at an affordable price. However, Cupra has now taken over this role, producing cars that embody Seat’s original vision. One such example is the Formentor, a five-door family crossover that combines striking design with practicality. Despite being exclusive to Cupra, the Formentor could easily bear the Seat badge without compromising its appeal.

The Distinction between Seat and Cupra

While the distinction between Seat and Cupra may not be significant to most car buyers outside of Spain, it holds importance within the company. Cupra represents a fresh start for the brand, allowing designers and engineers to create vehicles without being constrained by heritage or DNA. The recent unveiling of the Dark Rebel concept car exemplifies this approach. Cupra design boss Jorge Díez stated that they were able to create the car from scratch, unburdened by the need to adhere to Seat’s established identity.

The Missed Opportunity for Seat

Although Cupra’s success is commendable, it raises questions about why Seat did not take this direction earlier. After years of stagnation, Seat has finally found a brand that resonates with car enthusiasts and mainstream buyers alike. However, one cannot help but wonder if Seat could have achieved this success had they embraced a sportier image sooner. Nonetheless, the current focus on Cupra is a positive development for the company and its employees.

Expanding Horizons: Caffeine & Machine

In a similar vein, Caffeine & Machine, a hub/pub/coffee shop/hotel catering to car enthusiasts, has recently opened a new branch called The Bowl in Houghton Conquest, Bedfordshire. This expansion reflects the growing demand for destinations that celebrate car culture. Such establishments provide a sense of community and camaraderie among like-minded individuals. While some may argue that the joy of driving lies in the journey itself, having a destination in mind adds purpose and excitement to the experience.

Conclusion

The transition from Seat to Cupra marks a new era for the Volkswagen Group’s Spanish arm. Cupra has taken over as the brand responsible for producing both fun and mainstream cars, embodying Seat’s original vision. While the distinction between Seat and Cupra may not be crucial to most car buyers, it represents a fresh start for the company and its employees. The success of Cupra highlights the missed opportunity for Seat to establish itself as a sporty mainstream marque earlier. Additionally, the expansion of car-friendly establishments like Caffeine & Machine demonstrates the growing demand for destinations that celebrate car culture. Whether it’s through the evolution of automotive brands or the creation of car-centric destinations, it’s clear that the passion for cars continues to thrive.