Cupra is the latest addition to the Extreme E series

Perhaps it's the kudos of having a multi-World Champion F1-driver onboard, as Cupra are the first road-car manufacturer to jump onboard the new Extreme E rally-championship.

Ok, calling Cupra a manufacturer is a little tenuous. If you're unfamiliar with Cupra, they are the recent off-shoot of SEAT, being the more performance orientated arm of the Spanish firm.

Hot SEAT's have been badged Cupra for decades, but since the introduction of the Cupra Ateca last year, all sporting SEATs will now be Cupras. Confused? You should be.

To put it simply, you want a normal, school-run Ateca, you get a SEAT, you want a pants-on-fire, sporty Ateca, you get a Cupra, and so it will be across the range from now on.

Cupra have become the first big-brand name to attach itself to Extreme E, following Lewis Hamilton's announcement last week that he has set-up his own team, X44.

Cupra's sign-up to this new eco-friendly series isn't as a new entrant however, as they will be partnering with ABT, who have been on the entry list for several months now.

The partnership is logical. ABT is a motorsport and tuning company who have been working with Volkswagen Group (of which SEAT/Cupra are part of) products for decades. Cupra are also about to launch their second model and first bespoke design, the Formenter, which will be a performance SUV.

The Cupra Formenter

Cupra have also shown their desire to embrace the performance-EV world recently too, with their fully-electric and fully functioning, 670bhp Leon Touring Car concept.

ABT have form in electric powered motorsport too, running a Formula E team since the series inception in 2014, winning the 2016-2017 season.

Cupra said of it's inclusion to the Extreme E championship "The Extreme E represents Cupra challenger attitude in the racing world and its ambition to explore new motorsport experiences. For this reason, the decision to become the first automotive manufacturer to participate in the competition and reinforce our cooperation with ABT is proof of both partners' shared vision of reinventing the world of high-performance cars through electrification."

Cupra Leon EV Touring Car concept

The Extreme E Championship will begin on the 22nd of January 2021 in Senegal, with four rounds to follow in Saudi Arabia, Nepal, Greenland and Brazil. With all entrants running the specially designed, all electric, rally-raid cars, called the Spark ODYSSEY 21.

The aim of the series, aside from the competition, is to raise awareness of the impact of global warming to natural environments, while also showcasing and developing sustainable technology for transportation of the near future.