Announced by SEAT UK late this afternoon: The new CUPRA brand is now ready to launch its first new product, with the CUPRA Ateca available to order from tomorrow (Thursday 11 October). The CUPRA Ateca is the new icon of hedonistic success for customers engaged in the pursuit of pleasure. It’s the first product from our new CUPRA brand and its top selling points – uniqueness, sophistication and performance – perfectly embody the brands core values: Uniqueness: There is no other product like the CUPRA Ateca currently available at a similar price range. The CUPRA Ateca will offer customers a unique proposition; SUV practicality and high performance, all at an affordable price Sophistication: This is at the heart of the CUPRA Ateca’s design – with sporty, yet elegant, features such as glossy black styling, diamond-cut alloy wheels and the new CUPRA logo and lettering Performance: The CUPRA Ateca comes with a 2.0 TSI 300PS engine equipped with 4Drive and a newly-developed gearbox. This model is the highest-performance SUV available in the UK outside of premium manufacturers Breakthrough design The new CUPRA Ateca has a host of external design features, giving it standout appeal and real road presence. Standard equipment includes: New CUPRA front bumper styling Full LED lights New CUPRA logo and lettering Exclusive 19-inch diamond-cut alloy wheels with black brake callipers Glossy black external detailing including window surrounds, front grille and roof rails Lower profile than Ateca (it sits 10mm closer to the ground) Welcome light with CUPRA logo Rear bumper with glossy black diffuser Two twin exhausts Inner beauty The CUPRA Ateca is designed to be as unique and sophisticated on the inside as it is on the outside. It comes with the following equipment as standard: Leather sports steering wheel with copper stitching and CUPRA logo Black Alcantara seats with copper stitching and embossed with the CUPRA logo Black Alcantara door panels Aluminium pedals Glossy black interior details Powerful yet economical The CUPRA Ateca comes with the powerful 2.0 TSI 300PS 4Drive engine that produces 400NM of torque and a refined, yet sporty sound. To complement this engine, the car also comes with a newly-developed seven-speed direct-shift gearbox (DSG), which offers fast and smooth handling through precise gear changes. Price and positioning The CUPRA Ateca launches into a completely new segment in the market and has almost no direct competition. It is priced competitively at £35,900 on-the-road (OTR) and offers the perfect solution for customers looking for a powerful, sporty drive with the practicality of an SUV. This is the car that doesn’t make you compromise. To simplify the buying process, the CUPRA Ateca launches with metallic paint and CUPRA care aftersales package (full details will be published alongside launch offers) included within the price. Launch timings and stock cars CUPRA Ateca opens for ordering tomorrow (11 October). The launch weekend is planned for the end of week 48 2018 (1 to 2 December). To support a successful launch, and to showcase the best of the range, launch cars are equipped with some option packs so you can demonstrate all the great features to your customers. You have a choice of two launch models: CUPRA Ateca with Comfort & Sound Pack, Design Pack and Panoramic Sunroof CUPRA Ateca with Comfort & Sound Pack only CUPRA Specialist Dealers will have a mandatory allocation of two vehicles (one demonstrator and one showroom vehicle). Non-CUPRA Specialists will have an optional allocation of up to two vehicles. All launch cars have been ordered centrally by SEAT UK. These will be processed on a first-come, first-served basis. Offers Full details of launch offers and programmes will be published on SEAT Hub next week (starting 15 October). Finance offers will be quotable in Connect OnLine in early November.