Fleet News

Seat el-Born will launch as Cupra el-Born

The Seat el-Born will now be launched under the Cupra brand, as the VW Group’s first ‘hot’ electric hatch.

Revealed by Seat at the 2019 Geneva Motor Show, the VW MEB-based el-Born features an 82kWh battery that provides a range of 310 miles.

Cupra has given the car a sporty makeover with a more aggressive appearance and bucket seats.

The car, which shares its underpinnings with the VW ID3, will be launched next year.

Seat’s vice-president for sales and marketing and Cupra CEO Wayne Griffiths said: “The Cupra el-Born displays all the genes of the Cupra brand and is the living proof that performance and electrification are a great match. It will allow us to make an important step into the era of electrification, add more sales and increase the contribution margin.”

Seat, meanwhile, is pouring £4.5bn into electric car research and development over the next five years.

Currently, Seat has just one pure EV in its model line-up – the Mii city car – but the newly-announced investment will go towards vehicle development at the brand’s Technical Centre, particularly towards electrifying the range, as well as equipment and facilities at the Martorell, Barcelona and Componentes plants.

Griffiths added: “Seat and Cupra are essential for the development of the company. Each one has its clear role, its own personality and attributes and addresses different customer profiles.

“Seat is the entry gate to the Volkswagen Group: we have the youngest customers – on average 10 years younger – and many first-time buyers. Cupra on the other hand, targets a new market segment that lies between the mass market and thet traditional premium market. We are sure that there is great potential for growth among customers who are looking for the uniqueness of Cupra.”

Seat’s future plans include the creation of a new software development centre, SEAT:CODE, with offices in the heart of Barcelona’s Rambla district.

Its creation will add a further 100 software developers to a team of 150 already employed byh the OEM to help create new digital products and solutions for Seat and Cupra.

The brand will also follow-up the launch of its SEAT MÓ mobility brand in the city with a new subscription model for its 100% electric SEAT MÓ eScooter 125 and the SEAT MÓ eKickScooter 65.

The all-inclusive service will enable access to a 100% electric SEAT MÓ 125 eScooter for days, weeks or months (including maintenance, insurance, charging), from £135-per-month.



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