Spanish carmaker Seat, a subsidiary of the Volkswagen Group, has announced the launch of its new Cupra sub-brand. The newly-formed division will be Seat’s “ultimate expression of sportiness,” and will be tasked to “captivate car enthusiasts around the world.”

There’s a new logo for the sub-brand too, which “is inspired by the attitude of tribal civilisations and reflects the values that the new brand is keen to transmit – passion, precision, determination and courage.”

This logo can be found on the Cupra Ateca, the sub-brand’s first model – an SUV that is powered by a 2.0 litre TSI engine paired with a seven-speed DSG. There’s 300 PS on tap here, along with adaptive suspension and a 4Drive all-wheel drive system.

Cupra Ibiza concept

Performance-wise, the hot Ateca will complete the 0-100 km/h test in 5.4 seconds, and will hit a top speed of 245 km/h. Deceleration can be handled by the optional Brembo performance brakes that sport a black finish.

Visual identifiers include a honeycomb mesh for the front grille, a unique bumper, plenty of gloss black accents, a rear diffuser and spoiler, quad exhaust tips and 19-inch diamond cut alloys.

Inside, you get a good spread of black Alcantara with grey stitching in certain areas, including the leather-wrapped steering wheel and gear knob. Aluminium pedals and plenty of Cupra logos complete the look. If that’s not enough, you can specify carbon-fibre exterior and interior packs, or even bucket seats that will come later on.

Cupra TCR

The performance SUV is only the start for Cupra, as it has also presented two concepts that likely preview future production models. The first is the Cupra Ibiza, which will have the Polo GTI in its sights in production guise, while the other is the Cupra Arona compact crossover (no photos yet).

Aside from road-going models, Cupra will also take over all motorsport and racing responsibilities from Seat Sport, which will be directly integrated into the new sub-brand. The Cupra TCR will be Cupra’s first race car, and will officially compete in the TCR racing series in the 2018 season.

GALLERY: Cupra Ateca