Sven Schuwirth is the new COO of Cupra

Sven Schuwirth has been appointed as Cupra’s new COO (Chief Operating Officer). In his new role, he will oversee the day-to-day operations of the Seat brand, reporting directly to CEO Wayne Griffiths.

Schuwirth succeeded Antonino Labate on March 1, 2023, who left the company at his own request, as Seat announces. The German manager does not have to move to his new job: he has been Director of Digital Business and Product Strategy at Seat in Martorell near Barcelona since July 2021. During this time, he was “key” in developing Cupra’s product strategy and expanding the brand in new markets, according to the Spanish.

The qualified 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 department “Brand Audi, Digital Business and Customer Experience”. Before moving to Martorell, Schuwirth focused on in-car and out-of-car payment services, new mobility services and digital commerce as well as digital ecosystem development.

“Sven Schuwirth is a very capable executive with a great vision for the future of the automotive industry. He is not afraid to push the boundaries. Under his leadership, we are entering a new era,” said Cupra CEO Wayne Griffiths. “I would also like to thank Antonino Labate, one of the first people to believe in CUPRA, for his contribution to the development of the brand and its good development over the last five years. I wish him all the best for the future.”

As reported, Cupra aims to become an electric brand by 2030.
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