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Seat’s Cupra performance arm is going it alone with a new logo

The team that brought you Seat’s hot hatchbacks is breaking away from the mothership

It’s time, internet, to welcome a new performance car brand to the world. And a new logo. Except, this isn’t a start-up shed outfit with a billion horsepower hybrid tricycle. It’s actually Seat’s performance arm, Cupra, which is becoming a standalone brand. 

Seat, sorry, Cupra says: CUPRA [no need to shout, folks, we’re listening] has always been the sportiest expression of SEAT. Now the time has come for it to gain its own soul, its own DNA, its own identity by becoming a new entity. All new CUPRA [‘we’re going deaf now] vehicles will feature the new CUPRA logo.”

In the short term, it’s expected that Cupra will continue to sportify Seat’s range of family hatches – and crossovers – and keep on winding up Renaultsport, not to mention the VW overlords and their precious GTI. Whether or not this will afford Cupra the opportunity to build its own bespoke sports cars – like AMG when it went solo, or even Polestar’s hybrid coupe – remains to be seen. 

What are we saying about this logo then? Very ‘Transformers’. We reckon there’s a hint of ‘drunken tattoo on an 18-30 holiday’ about it, but maybe that’ll fit Cupra’s lairy character in its brave new world…

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