SEAT S.A. Appoints Sven Schuwirth as Executive Vice-President for Sales and Marketing, Overseeing SEAT and CUPRA Brands

SEAT S.A. Appoints Sven Schuwirth as Executive Vice-President for Sales and Marketing, Overseeing SEAT and CUPRA Brands

(IN BRIEF) SEAT S.A. has appointed Sven Schuwirth as the new Executive Vice-President for Sales and Marketing, overseeing both SEAT and CUPRA brands, starting from February 1, 2024. This appointment marks a natural progression in Schuwirth’s career at SEAT, where he has previously played a key role in digital business and product strategy. He will join the company’s Board of Management, reporting to Wayne Griffiths, CEO of SEAT and CUPRA, succeeding Kai Vogler, who will become the CEO of Volkswagen Financial Services Overseas AG. Schuwirth’s responsibilities will include leading the company’s transition to electrification, managing the launch of upcoming models, and further developing the SEAT brand. During Vogler’s tenure, CUPRA’s sales doubled, achieving record-breaking deliveries in 2023. Volkswagen Financial Services Overseas AG will oversee non-European operations of Volkswagen Financial Services AG.

(PRESS RELEASE) MARTORELL, 25-Jan-2024 — /EuropaWire/ — SEAT S.A., a Spanish car manufacturer part of Volkswagen Group, is pleased to announce the appointment of Sven Schuwirth as the new Executive Vice-President for Sales and Marketing, effective February 1, 2024. In this role, Mr. Schuwirth will take on responsibility for both the SEAT and CUPRA brands, marking a natural progression in his career at SEAT S.A. He will join the company’s Board of Management and will report directly to Wayne Griffiths, CEO of SEAT and CUPRA, succeeding Kai Vogler, who will assume the role of CEO at the newly-established Volkswagen Financial Services Overseas AG.

Sven Schuwirth joined SEAT S.A. in June 2021 as Head of Digital Business and Product Strategy, where he played a pivotal role in shaping CUPRA’s product strategy and expanding the brand into new markets, including Australia, after becoming CUPRA’s COO in March 2023.

Wayne Griffiths, CEO of SEAT and CUPRA, commented on the appointment, saying, “In the disruption of the automotive industry, being able to count on visionary leaders like Sven Schuwirth will be increasingly essential on our journey of transformation. Sven has done a great job during the last two years in our company and has integrated perfectly with the team and culture of the company. He shares our clear vision for the future of both our brands, SEAT and CUPRA, and is totally committed to realising our company’s vision,”

In his new role, Mr. Schuwirth’s key responsibilities will include advancing the company’s transition to electrification, overseeing the market launches of upcoming models, such as the CUPRA Tavascan, CUPRA Terramar, and CUPRA Raval, and further developing the SEAT brand.

Expressing gratitude to the outgoing Executive Vice-President for Sales & Marketing, Kai Vogler, Wayne Griffiths added, “I want to extend my heartfelt thanks to Kai Vogler, whose significant contributions have played a pivotal role in doubling the company’s sales performance and establishing CUPRA as one of Europe’s fastest-growing car brands, even in a challenging environment. I have greatly enjoyed working with Kai and personally appreciate his support and trust during his tenure at SEAT S.A. I am confident that he will continue to excel in his new role as CEO of Volkswagen Financial Services Overseas AG.”

Under Kai Vogler’s leadership, CUPRA achieved remarkable success, with sales more than doubling, and the brand achieving a record-breaking 230,700 deliveries in 2023. Aftersales results also increased by nearly 40%, while SEAT S.A. achieved record market share in Europe.

Kai Vogler will be returning to Volkswagen Financial Services AG to take on the role of Chief Executive Officer of the newly-established Volkswagen Financial Services Overseas AG, as part of the realignment of Volkswagen Financial Services AG (VWFS) and Volkswagen Bank GmbH, expected to conclude in mid-2024. Volkswagen Financial Services Overseas AG will serve as the holding company for Volkswagen Financial Services AG’s non-European operations, covering twelve markets, including China, Brazil, and Australia.

Sven Schuwirth brings more than two decades of extensive automotive industry experience to his new role, with a substantial part of his career spent at AUDI AG. His diverse roles at AUDI AG included Head of Brand Development and Corporate Identity, Head of Brand Strategy, and Head of Brand Development and Digitalization. In 2019, he returned to AUDI AG after a year at BMW AG to lead the newly-established division ‘Brand Audi, Digital Business, and Customer Experience.’

SEAT S.A. Communications

Ezequiel Avilés
Corporate Communications
M/ +34 646 303 738
ezequiel.aviles@seat.es

Owen Prowel 
Strategic Communications & Reputation
M/ +34 683 157 186
owen.prowel@seat.es

SOURCE: SEAT, S.A.