High performance Seat models will now be branded as Cupra, as the Spanish brand separates its tuning arm in a similar move to Abarth and DS.
The Cupra Ateca comes with the Leon's 296bhp 2.0 litre turbo under the bonnet, a seven-speed dual-clutch gearbox and four wheel-drive, enough to scoot what was SEAT's family-friendly Ateca to 62mph in 5.4 seconds and on to 154mph.
Cupra has kick-started its spin-off from Seat with the introduction of a performance version of Seat's best-selling SUV.
Performance is impressive for what is a large vehicle, with the 0-60mph sprint taking 5.2 seconds and a top speed registered at 152mph.
The Ateca's software has also been uprated to include a Cupra setting in its drive modes.
Out back, there isn't much to report as the Cupra Ateca only has minor changes.
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The standard equipment in the Cupra Ateca is oriented towards three basic principles: technology, design and safety, with keyless entry and start system, wireless charger, GSM signal booster, 360º top view camera, 8in touchscreen navigation system plus, dynamic chassis control adaptive suspension, digital cockpit, and park assist all coming as standard.
Instagram has the first images of the front of the new bronze logo Cupra.
Inside, Alcantara is used on the door panels and seat upholstery, the steering wheel is covered in leather, and various trim pieces are finished in gloss black.
Matthias Rabe, executive vice-president for research and development at Seat, said: "Cupra Ateca offers versatility like no other brand".
Seat is one of the fastest growing brands in Europe and in addition to the sub-brand, Cupra will also encompass the entire motorsport and racing division of Seat.
Last, but certainly not least, at the Geneva Motor Show the parent company Seat has prepared its own sporty derivative in the form of the production guise SEAT Leon Cupra R ST, a model that will reach European dealerships later this year.