The relationship between SEAT and CUPRA will begin to distance itself as both brands will reduce their strategy of cooperation and shared models. The objective established by the Spanish manufacturer includes the launch of unique and specific models in each of the brands.
SEAT and CUPRA they are two brands that are called to coexist. On several occasions Wayne Griffiths himself, Chairman of SEAT SA and Executive Director of CUPRA, has made it clear that the continuity of both companies is guaranteed. However, it is crucial to establish a strategic plan that allows each of these Spanish brands to be made viable. Now, another senior official from the two firms has made some very interesting statements that shed more light on the strategy that will be implemented.
Richard Harrison, Head of SEAT and CUPRA in the United Kingdom, has confirmed some aspects about how it will be possible for both firms to coexist without actually competing with each other or, what is even more relevant, that the continuity of, for example, SEAT, could be put at risk. Harrison is clear about it, the key will be to offer well differentiated products.
The commercial success of the CUPRA Formentor since its launch marks the way forward. The head of SEAT and CUPRA in the United Kingdom pointed out that both firms must continue to offer specific models in order to differentiate themselves. The new CUPRA Born will not be sold under the SEAT brand and the same will happen with the future CUPRA Tavascan.
As for the CUPRA UrbanRebel, there are still doubts since, remember, SEAT will develop the new electric city cars for the Volkswagen Group. And it is that it is foreseeable that a sale price can be set that is in accordance with SEAT standards. When asked if a simple proposal for a specific brand model would help buyers, Harrison stated: “The simple answer to that is yes. You can tell that the CUPRA Formentor is just a CUPRA. I think the fact making products more specific in the future will help clarify the differentiation between brands».
«Help clarify what a CUPRA is. Our brands are evolving and CUPRA is still a young brand. It takes a while to establish ourselves in a clear way, but these are very encouraging early signs for CUPRA, ”said Harrison.
SEAT and CUPRA will continue to distance themselves through prices
On the other hand, Harrison assured that SEAT and CUPRA will continue to distance themselves from the point of view of prices: «The decision regarding the Born was based on the positioning of the brands. SEAT is more on the value end of the market and CUPRA is between massive (market) and premium. For the cost of producing the Born with electrical technology, etc., it makes sense to redesign a car that feels more naturally in its price position and more in line with its production costs.
These statements come shortly after Griffiths made it clear that CUPRA will take priority over SEAT in the commitment to the electric car. A really important decision that will mark the immediate future of both companies.