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Vicky Bellward CUPRA specialist at Duff Morgan Norwich


The CUPRA name, the sportiest expression of SEAT, has earned an enviable reputation on flagship, high-performance variants of mainstream models. Practical and potent, the popular Ibiza and Leon ranges have benefitted from the CUPRA treatment in the past.

Now SEAT has made CUPRA a brand in its own right. The CUPRA brand was announced early 2018, arriving in showrooms late last year. Its logo is inspired by tribal civilisations, balancing different worlds and elements, and bringing together passion, precision, style and performance with courage and determination. It’s a symbol of everything CUPRA stands for.

Duff Morgan CUPRA specialist Victoria Bellward said: “SEAT has separated CUPRA into its own entity. It has got different brand values.”

Duff Morgan welcomed CUPRA - the ultimate expression of sportiness, combined with sophistication, functionality, comfort, technology and reliability - becoming a standalone brand. It’s got off to a great start with the team driving brand awareness. “They wanted Cupra to still be recognised in the SEAT brand but wanted differentiation. The overall feel is what Cupra is all about – more unique and standout. We’re the one that sets trends, rather than follows trends.”

The range currently comprises the CUPRA Ateca, a high-performance version of SEAT’s medium SUV with a 300hp 2.0-litre turbo petrol engine, DSG automatic gearbox and 4Drive all-wheel drive, and CUPRA versions of the Leon hatchback and ST estate.

The standalone performance brand will grow to seven models over the next few years. The shape of things to come was revealed at the Geneva Motor Show in March with a near-production concept of the Formentor SUV.

This first model with 100% CUPRA DNA is a 245hp 1.5-litre turbo petrol plug-in electric hybrid. A performance package in a practical family car, CUPRA has been designed to appeal to all ages. “The whole idea was that they were wanting to find that middle ground. You can have that SEAT Ateca but if you want a faster car, with a bit more pizzazz, then you can have a CUPRA.”

Spiced-up CUPRA models combine the space of a sensible family car with the potent performance of a sports car and are more affordable than many competitors. The CUPRA Ateca can be specified with a Comfort and Sound pack (extra driver aids, convenience features and upgraded sound system), a stylish Design pack (including upgraded Brembo brakes and eye-catching copper-coloured alloy wheels) or both. It certainly grabs the attention of visitors to the showroom in Jupiter Road, Norwich, which has ‘CUPRA corner’, a dedicated CUPRA area.

It’s also helped by the Cupra Ateca’s colours highlighting the copper-coloured badging. “It is redefining people’s perception of what performance is all about,” Victoria explained. While every SEAT dealership can sell CUPRA models, Duff Morgan in Norwich is a specialist centre with a CUPRA Ateca in the showroom and a demonstrator, along with a Leon CUPRA.

The CUPRA brand has a bright future too. “We have a list of customers who, as soon as we know something about a smaller CUPRA model, are anxious to see it. “People are becoming aware of the brand. We want to shout about it as much as possible because a lot of people have not thought a high-performance car was within their grasp but it is now – it’s not a high price tag like some rivals. “The initial response we have had has been incredible,” she added.

In CUPRA corner customers can configure their car on a display screen and the CUPRA specialist has dedicated parking for customers and CUPRA courtesy cars. CUPRA models are available from Duff Morgan SEAT in Jupiter Road, Norwich, NR6 6SU and Bergen Way, King’s Lynn, PE30 2JG.

Phone 01603 480200 for Norwich, 01553 770144 for Lynn or visit