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Wayne Griffiths has been appointed the new President of the SEAT company, effective October 1st. Griffiths will also continue as CEO and President of the CUPRA brand and for the time being will remain Sales and Marketing executive Vice-president of the company.

He replaces Luca de Meo as chief executive officer, who joined Renault in July 1, 2020.

Griffiths joined SEAT in 2016 as the head of sales. With Griffiths at the helm of the sales division, SEAT broke all-time sales records with an increase of more than 40% between 2016 and 2019. The new President is also one of the founders of the CUPRA brand and the newly created SEAT MÓ.

SEAT says the new company President’s main goal will be to drive the transformation of SEAT and its brands towards electrification and sustainable mobility and develop the CUPRA brand. To this end, in July the company announced a 5 billion euro investment plan between 2020 and 2025. In the first phase, SEAT and CUPRA will launch 5 new electric and plug-in hybrid cars until 2021.

SEAT Board of Directors Chairman Herbert Diess, says: “Wayne Griffiths is one of the Group’s most qualified managers. Over the past four years, he has driven SEAT sales to record levels and is leading the development of the new CUPRA brand. He has my full support and I’m convinced that he will continue this path of success at SEAT.”

SEAT has also appointed Herbert Steiner as the new Vice-president for Production and Logistics, effective November 1st. Steiner is taking over from Christian Vollmer, who moved to the Volkswagen brand as new Production Board Member.


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