Sven Schuwirth takes over as new Cupra COO

Sven Schuwirth has been appointed as Cupra’s new COO. In his new position, he will manage the day-to-day operations of the Seat brand and reports directly to CEO Wayne Griffiths.

Schuwirth succeeded Antonino Labate, who left the company at his own request, on 01 March 2023, as Seat has now announced. The German manager does not have to move for his new job: he has already been working as Director of Digital Business and Product Strategy at Seat in Martorell near Barcelona since July 2021. During this time, he has been “significantly” involved in the development of the Cupra product strategy and the expansion of the brand into new markets, according to the Spanish company.

The industrial engineer had previously worked for Audi since 1999, mainly in the areas of brand development and brand strategy. After a year at BMW, Schuwirth returned to Audi in 2019 as head of the newly established ‘Brand Audi, Digital Business and Customer Experience’ division. Before moving to Martorell, Schuwirth had focused on premium services in and around the car, new mobility services and digital commerce, as well as building a digital ecosystem.

“Sven Schuwirth is a very skilled executive with a great vision for future automotive trends. He is never afraid to push the boundaries and under his leadership we start a new era,” says Cupra CEO Wayne Griffiths. “I would like to thank Antonino Labate, one of CUPRA’s first true believers, for his contribution to making the brand a reality in just 5 years. I wish him the best for the future.”

Cupra aims to become a fully electric brand by 2030, as reported.


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