• Both will take on their new roles after long careers within the company and the Volkswagen Group, reporting directly to CEO Markus Haupt, and will leverage their experience to reinforce a solid strategy and a clear vision for the future
• Daniel Cortina will lead the end-to-end global strategy, preparing the company to capture future growth opportunities and address upcoming challenges for SEAT & CUPRA
• Arantxa Alonso will ensure product and service excellence across SEAT & CUPRA, aligning quality standards with customer expectations, profitability, and Volkswagen Group benchmarks
• These internal promotions reinforce the company’s position as Spain’s automotive powerhouse

SEAT & CUPRA has announced two internal promotions that reinforce its commitment to shaping the future and delivering customer delight. Daniel Cortina has been named General Secretary and Strategy Director for SEAT & CUPRA, where he will lead the global strategy, preparing the company to capture future growth opportunities and address upcoming challenges for both brands. Arantxa Alonso will take on the role of Corporate Quality Director, where she will lead the quality transformation across SEAT & CUPRA, with a focus on aligning quality efforts with customer satisfaction, profitability, and Volkswagen Group standards.

These appointments come at a key moment for SEAT & CUPRA, as the company accelerates its electrification roadmap while leveraging the strength of its two brands. This dual-brand approach offers the flexibility to navigate the transition to new mobility, backed by a solid strategy and cutting-edge facilities at Martorell, a benchmark plant that positions thecompany as Spain’s automotive powerhouse. CUPRA continues to build on strong growth in volume, markets, and portfolio, preparing for the launch of the CUPRA Raval. Both Alonso and Cortina will report directly to Markus Haupt, CEO of SEAT & CUPRA.

“We are in a decisive moment for SEAT & CUPRA, where a solid and coherent strategy with a clear vision for the future is essential, and the strength of our two brands gives us the flexibility and ambition to seize opportunities and tackle challenges”, said Markus Haupt, CEO of SEAT & CUPRA. “By leveraging Daniel and Arantxa’s extensive experience and expertise, we will continue driving innovation, strengthening our processes, and delivering outstanding value. Above all, we remain focused on exceeding consumer expectations and ensuring customer delight,” he added.

As General Secretary and Strategy Director, Daniel Cortina will lead SEAT & CUPRA’s global strategy end-to-end. He will establish the company’s strategic vision, integrating sustainability as a core axis, and defining product strategy. Under his leadership, sustainability and environmental compliance functions will be consolidated into a single strategic role, reinforcing a transversal approach to areas such as environmental regulation, circular economy and energy management, among others.

Cortina joined the company in 1999 as technical project leader in the R&D Department and, after nine years in the role, he was appointed Product Manager A-Segment. From 2013 to 2016 he assumed the position of Model Series Leader A-Entry & Budget Car in Volkswagen AG in Wolfsburg. He then transitioned to Director of Project Management at SEAT and CUPRA’s headquarters in Martorell, where he played a key role in launching iconic models like the CUPRA Formentor and the CUPRA Born. Since 2021 he has served as Corporate Quality Director, leading a strategic area for the development of the company’s latest launches.

Cortina holds bachelor’s degrees in Industrial and Mechanical Engineering from Polytechnic University of Catalonia and an MBA from ESADE Business School in Barcelona.

As Corporate Quality Director, Arantxa Alonso will lead the development of SEAT & CUPRA’s product and service quality strategy, aligning with market demands, competitive benchmarks, and Volkswagen Group standards. She will ensure the effectiveness of the quality system, uphold key certifications, and represent SEAT & CUPRA on the Volkswagen Group Quality Board to drive alignment and customer satisfaction.

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 the company began in 2005. Initially working as Infotainment Systems R&D Project Manager, Alonso was promoted to Head of R&D Infotainment Systems of SEAT the following year. In September 2010, she was appointed Product Manager of the SEAT Leon and, in May 2014, she became the Head of Product Marketing for SEAT & CUPRA’s compact cars. Later, in November 2019, Arantxa Alonso was appointed Head of CUPRA Project Office at Volkswagen Anhui in China until she was appointed in July 2024 as SEAT Brand officer, her latest position.

Alonso graduated with an Industrial Engineer’s degree from Universidad Politécnica de Madrid and later obtained a master’s 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.