Markus Haupt confirmed as new SEAT and CUPRA CEO

The Supervisory Board of SEAT and CUPRA, chaired by Thomas Schäfer - Member of the Board of Management of Volkswagen AG, Brand Group Core, and CEO of the Volkswagen brand - has appointed Markus Haupt as the new Chief Executive Officer of SEAT and CUPRA, effective immediately.

Haupt has been serving as interim CEO since April 1, and now, with the full support of the company’s Executive Committee, formally assumes the position on a permanent basis. “Markus brings over two decades of experience across multiple brands and countries within the Group,” said Thomas Schäfer, Chair of the SEAT and CUPRA Supervisory Board. 

“His deep expertise in production, logistics, and strategic planning makes him the ideal leader to drive the company’s electrification strategy and CUPRA’s continued growth. Having successfully led the transformation of SEAT and CUPRA’s facilities in preparation for the Electric Urban Car family, he is perfectly positioned to shape the brands’ future,” he added.

Markus Haupt takes the helm at a crucial juncture as the company accelerates its electrification. Since joining as Executive Vice-President for Production and Logistics in 2022, Haupt has driven a transformative shift, including a €3 billion investment to electrify the Martorell plant. Guided by his vision and expertise, the company has led the groundbreaking Electric Urban Car family project with four models from three brands in two plants on behalf of the Brand Group Core.

This initiative is set to make electromobility more accessible, with the highly anticipated CUPRA Raval -the first model to roll off the production line- launching in March 2026 and paving the way for a new era of urban electric mobility. “My passion for cars began early and has guided my career, from working on prototypes at the Volkswagen Group to now leading SEAT and CUPRA as CEO,” said Markus Haupt upon his new appointment.

“I am honoured to steer the company through its most significant transformation, including the launch of groundbreaking models like the CUPRA Raval and our shift toward electrification. Together with the Executive Committee and our teams, I am confident we will write a new chapter of growth in the company’s history,” 

“I would like to extend my sincere thanks to Oliver Blume, Thomas Schäfer, and the Board of the Volkswagen Group for placing their trust in me with this exciting challenge,” he continues.

“I’m equally grateful to SEAT and CUPRA’s Executive Committee for being exceptional teammates and constant sources of inspiration. Together, I’m confident we will achieve remarkable things.” 

A Driver of Change with deep roots in the Volkswagen Group: With over 20 years of experience within the Volkswagen Group, Markus Haupt has held leadership roles across multiple brands and countries.

After studying and graduating in Barcelona, he began his career in 2001 in SEAT and quickly advanced, playing a key role in the launch of the Audi Q3 at the Martorell plant. He later led major production projects, including the Volkswagen Group’s A0 platform in Wolfsburg and the launch of the T-Roc in Palmela, actively contributing to the Group’s transition toward electric mobility.

A passionate racing enthusiast, Haupt is German with Spanish descent and has deep personal and professional ties to Spain. He previously served as President of Volkswagen Navarra and General Manager of the Landaben plant in Pamplona, where he successfully introduced a third model for the first time in the factory’s history, before returning to Barcelona in 2022.

Positioning the company for long-term success: As one of the company’s key strategic pillars, the company remains firmly focused on CUPRA’s growth, now with a fully-fledged portfolio and a growing global fanbase. CUPRA has already sold over 950,000 cars globally and is on track to reach one million total deliveries in the coming weeks.

As CEO, Haupt now leads the company at a time when the sales continue to gain momentum. SEAT S.A. sales grew in the first 8 months of 2025, driven by CUPRA’s success. The brand continues to break boundaries, and between January and August 2025, CUPRA delivered 216,000 vehicles, marking a 36% increase compared to the same period last year.

This momentum comes amid a complex industry landscape. Haupt said: “There will be challenges ahead, but I’m sure that with a shared vision, a commitment to transformation and a unified team going in the same direction, we will be successful.

“We are on the cusp of exciting changes, as we transition towards electrification. That’s a future I’ve always believed in, and it’s one that we will work harder than ever to achieve.” CUPRA is now preparing to take bold steps beyond its current boundaries.

This announcement comes at a key moment for the company, as CUPRA builds on growth momentum -volume, markets and portfolio- ahead of the launch of the CUPRA Raval.

Following its ambition to become one of Spain’s truly global brands,​ CUPRA will build on the strong success it has achieved in existing key territories and will soon expand into new high-potential markets to broaden its global footprint.

The brand is investigating new growth opportunities in the Middle East, a region that offers CUPRA a unique opportunity as it is quite close to Europe and it’s one of the fastest-growing economies in the world. Along with CUPRA, the SEAT brand remains a cornerstone of the company’s present and future strategy.

As one of the most recognised Spanish brands, with over 21 million vehicles produced since 1950 and more than 172,700 units sold in 2025 (January-August), SEAT has been instrumental in shaping the company into the economic and automotive powerhouse that it is today. Now, it is poised to enter a new era in its history with the upcoming World Premiere of its bestselling models, the SEAT Ibiza and Arona.

“We stand at the beginning of an exciting new chapter for SEAT S.A.,” Haupt said.

“As one company with two complementary brands, we are better prepared than ever to lead the future of mobility, continuing to inspire through innovation and the passion that has always defined us.”  Change needs drivers and SEAT S.A. is steering the future of mobility. As the only company in Spain that designs, develops, manufactures, and markets cars, SEAT S.A. is a cornerstone of the nation’s automotive industry and the driving force behind its electrification.

As the company undertakes the biggest transformation in its 75-year history, SEAT S.A. is turning Spain into a European hub for electric vehicles. Through the Future: Fast Forward project, and in collaboration with the Volkswagen Group, PowerCo, and other partners, the company has invested €10 billion into the country’s electrification.

The company is also leading the Electric Urban Car project for the Volkswagen Group’s Brand Group Core and will begin producing 100% electric vehicles, including the CUPRA Raval, at its Martorell plant from 2026. A member of the Volkswagen Group, SEAT S.A. sells vehicles under the SEAT and CUPRA brands including the iconic SEAT Ibiza and the company’s bestselling model, the CUPRA Formentor.

With 14,000 professionals and three production centres in Martorell, El Prat de Llobregat, and Barcelona, the company exports over 80% of its vehicles to more than 70 countries.