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According to media reports, Seattle is working on a rebranding plan that will position Seattle as a higher-end brand to gain more benefits, and repositioning the brand is part of Volkswagen's strategy.

The plan was revealed by Volkswagen CEO Dis at the Frankfurt Motor Show in September. Seattle may use its high-performance brand Cupra as a new brand name and develop a series of new cars that are expected to enter the global market in 2025.

The Seattle Revival Plan is one of Volkswagen's brand rebranding plans. Some time ago, Volkswagen has just launched a new brand LOGO with a more flattened design, as well as a redesign of the R brand LOGO to adapt to the development of the times.

Deiss says Seattle needs to occupy a more advanced brand market than Volkswagen brands in order to survive, just like the Alfa Romeo brand positioning in FCA. From the current brand positioning, the cost of Seattle's main models is similar to that of Volkswagen-related models, but the price is lower, which is the main reason for Seattle's brand reshaping.

While Deiss affirmed the Seattle brand's sales of more than 500000 vehicles last year, it expressed concern about its lacklustre performance in major European markets.

In 2018, Seattle launched the high-performance independent sub-brand Cupra, and announced the new LOGO. After the independent brand, more products will be separated from the Seattle brand.

From 2020, Cupra will move from a small base shared with the company's racing department to a new headquarters of 2400 square meters, and the number of employees has increased by 50%. It is understood that there are only two models in the Cupra brand, Atka and Leon, and the Cupra brand sold 18000 vehicles this year, an increase of 80 per cent over 2018.

In addition, in September, the Cupra brand released a set of official drawings of the tavascan concept car, the first all-electric car since the brand was founded, and is based on the Volkswagen MEB platform. It is equipped with dual motors, the maximum power is 225 kw 0-100km/h acceleration time of less than 6.5 seconds, and the comprehensive range reaches 450km.

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