• This newly created position, effective September 1st, will see Arantxa Alonso take responsibility for the continuing success of the SEAT brand
• Among her responsibilities, she will develop the market positioning and long-term strategy for the brand, reporting directly to Sven Schuwirth, SEAT S.A.’s Executive Vice-President for Sales, Marketing & Aftersales

SEAT S.A. has appointed Arantxa Alonso as SEAT Brand Officer, a newly created position responsible for driving the brand's ongoing success. Currently Head of CUPRA Project Office at Volkswagen Anhui in China, Alonso will assume her new role on September 1st, reporting directly to Sven Schuwirth, SEAT S.A.’s Executive Vice-President for Sales, Marketing & Aftersales.

As SEAT Brand Officer, Arantxa Alonso will create a long-term strategy for the SEAT brand as well as develop and implement lifecycle plans to strengthen volume and profit. She will build a strong team to ensure the right positioning of the model line up in the market and develop the brand’s marketing campaigns.

“The SEAT brand plays a crucial role in the company’s long-term profitable growth.” said Wayne Griffiths, CEO of SEAT and CUPRA. “To take on this position, we needed someone with the ambition and vision to drive the brand’s continued success. Arantxa is without doubt the perfect person for this role. She embraces challenges and succeeds. I am confident that, with her dedication, SEAT will continue to grow and attract new customers.”

Arantxa Alonso takes on this vital role at a moment of rapid change in the automotive industry, with the SEAT brand recently announcing new versions of some of its most iconic models.

"The SEAT brand will continue to launch enhanced plug-in hybrid and fuel-efficient cars, perfectly fitting the needs of society," said Sven Schuwirth, Executive Vice-President for Sales, Marketing & Aftersales at SEAT S.A. "These include the facelifted Arona and Ibiza, as well as updated versions of the Ateca and Leon. Arantxa’s extensive experience will ensure the success of these launches and foster the brand's strong market position."

Arantxa Alonso has over 20 years’ experience in the field of marketing and management within the automotive sector. Fluent in French, German, English, and Spanish, Alonso has worked on several international assignments since her career with SEAT S.A. began in 2005. Initially working as Infotainment Systems R&D Project Manager, Alonso was promoted to Global Head of R&D Infotainment Systems of SEAT the following year. In September 2010, she was appointed Global Product Manager of the SEAT Leon and, in May 2014, she became the Global Head of Product Marketing for SEAT S.A.’s compact cars. Later, in November 2019, Arantxa Alonso was appointed Head of CUPRA Project Office at Volkswagen Anhui in China, her current role.

Arantxa Alonso graduated with an Industrial Engineer’s degree from Universidad Politécnica de Madrid and later obtained a Masters in Automotive Product Engineering from the Cranfield University in 2000.  In addition, she completed an Executive Master in Sales and Marketing at ESADE Business School and a programme on Artificial Intelligence and its implications for Business Strategy, Management and Leadership at Massachusetts Institute of Technology.