In what way can a colour, a texture or a symbol convey the personality of a new brand? Coming up with the answer falls within the scope of the work carried out by designers in the automotive industry. “The new CUPRA Ateca is refined, bold and stylish” says Tony Gallardo, the head of Design at SEAT, when referring to the first model of the new CUPRA brand. The following are the five key aspects that define its essence.

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