The sportiest Seats have long used the Cupra name, but it's now been turned into a standalone sub-brand, in much the same way as Fiat's sportiest models are badged as Abarths.
There's just one car in the line-up at the moment: the Cupra Ateca SUV. However, Cupra versions of the Ibiza and Leon hatchbacks are also planned, as is a bespoke model which – initially, at least – won't be offered in regular Seat from.
Don't think that the first Cupra is just an Ateca with a bit more power and a sporty bodykit, either. Its engine, gearbox and four-wheel drive system are actually very similar to what you'll find in Volkswagen's flagship Golf R hot hatch, and the car can hit 62mph in just 5.4sec.