Saying the Cupra should be more like the S1 or S3 or Golf R is completely academic. The same people that say Audi can build the S1 are the same people who tell SEAT what they can and can't build.
Audi are in a different market space to SEAT, they are profitable not just on the back of their sporty brands, on their range in general. (If your wedged enough to be able to afford it) Their range of cars is huge, with a large selection of variants.
This is where SEAT will always lose out, they are slap bang in the middle of a recovery.
The last decade was pretty bad for the company in global sales, not so much in the UK, where it has risen year on year. However they are now bucking the trend in a way they have never managed before, the Leon is being lauded by the press and most customers as a serious market contender to Ford, Renault and even VW's own Golf.
SEAT need to build on this, overall range popularity is what makes an argument for the kind of cars Audi can offer. They sell 1000's of A1's, A3's A4's Q3's Q5's TT's need I go on. Their global sales bubble is in a state where it can generally do no wrong at the moment in the eyes of the bean counters.
So when the marketing people come along and say lets make a Quattro based shopping A1 barmy hatch, the bosses say go for it.
When SEAT have the same conversation, it will generally go... how many SE's FR's have been sold this year, how is the profitability and what can we do to sell more. Truth is its all about volumes, the small amount of Cupra sales will be eclipsed by the SE and FR sales over the course of a year, and that is how it should be if the company is to succeed.
As I say its been a tough decade for the brand, but the Leon has bucked the trend, and the management now appear to be on the right track by offering choice.
The Cupra is the first statement of intent, but I don't think its the overall picture.
The
Ibiza needs a reboot in due course, maybe another product such as an small SUV type needs introducing to the range, something based on the Q3 which is already built at Martorell.
When SEAT are in a growth position, and sustain that growth, which appears to be happening, will the suits say ok lets build something a bit meaner, a real halo product. 4WD Cupra R, well maybe, lets hope that is the case.
Patience is a virtue, but just because Audi and VW can generally do what they like, it doesn't automatically follow suit that SEAT get carté blanche to do the same.
