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Differences in wheelbase, weight distribution and aero mean that one model is better suited to different circuit type. I don't know what the Italian circuits are like but that may be a factor.
In reality I think it's down to customer support, brand recognition and all the other reason FIRE mentions. I'm sure many people don't even that Cupra exists as a brand. It's a much easier sell to potential sponsors if you tell them you are racing an Audi.
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