The current General Secretary and Strategy Director of SEAT & CUPRA is expanding his responsibilities and taking charge of the company’s institutional representation at a key moment for SEAT & CUPRA and the sector, marked by the transformation towards electrification, industrial competitiveness and changes to the European regulatory framework

• Dr Patricia Such will continue to lead SEAT & CUPRA’s Corporate Operations, heading the Health, Occupational Risk Prevention, Emergencies and Safety areas of the Volkswagen Group in the Iberian Peninsula, as well as CASA CUPRA Raval and CUPRA City Garage Madrid, whilst stepping up her commitment to managing the SEAT CUPRA Foundation with the aim of broadening the impact of the organisation’s projects

Daniel Cortina has been appointed Director of Public Affairs at SEAT & CUPRA, a position he has held since 1 September 2026. In this role, Cortina will drive the company’s institutional representation in key areas for the sector’s future, such as electrification, industrial competitiveness and the European regulatory framework, ensuring that SEAT & CUPRA’s strategic priorities are aligned with the challenges facing the industry.

Cortina takes on this new position in addition to his current responsibilities as General Secretary and Strategy Director at the company. He replaces Dr. Patricia Such, who has led Public Affairs at SEAT & CUPRA for the past four years, helping to strengthen the institutional standing of the company and the Volkswagen Group in the Iberian Peninsula.

“Institutional activities are a key part of our business strategy, particularly at a time when collaboration between the industry, public authorities and society is crucial to advancing electrification and strengthening our sector’s competitiveness. I would like to thank Dr Patricia Such for her commitment during a defining period for SEAT & CUPRA, helping to strengthen our institutional relationships at a time of profound transformation for both the industry and the company. I am convinced that Daniel Cortina will carry on this work, further integrating our corporate strategy with our institutional activities.”

    Markus Haupt, CEO of SEAT & CUPRA

Daniel Cortina has broad experience at SEAT & CUPRA and within the Volkswagen Group, where he has held senior roles in R&D, product development, project management, quality and strategy. Since joining the company in 1999, he has gained a comprehensive understanding of the organisation and has been involved in key milestones such as the launch of the CUPRA Formentor and the CUPRA Born.

Currently, as General Secretary and Strategy Director of SEAT & CUPRA, he leads the company’s global strategy, placing sustainability as a core axis and defining product strategy. The addition of institutional relations to his remit reinforces his role in coordinating SEAT & CUPRA’s strategic and institutional priorities.

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

This appointment comes at a decisive stage for SEAT & CUPRA Following eight years of transformation, the company enters its next chapter with a clear ambition for growth and the aim of strengthening its role within the Volkswagen Group, whilst CUPRA continues to be the company’s key growth driver. The arrival of the Electric Urban Car Family, a project led by SEAT & CUPRA on behalf of the Volkswagen Group’s Brand Group Core, marked by the launch of the CUPRA Raval this year, represents a historic milestone that consolidates the company’s position as an industry leader. With its Martorell plant equipped to respond flexibly to market demand, the company will continue to foster partnerships with public authorities, institutions and other key stakeholders to accelerate electrification and help establish Spain as a European hub for electromobility.

Dr Patricia Such will continue to lead SEAT & CUPRA’s Corporate Operations, heading the Health, Occupational Risk Prevention, Emergencies and Safety areas of the Volkswagen Group in the Iberian Peninsula, as well as CASA CUPRA Raval and CUPRA City Garage Madrid. Throughout her career at the company, Such has promoted pioneering projects in the field of occupational health in Spain, including the Health Care and Rehabilitation Centre (CARS) at the Martorell plant, which provides preventive, clinical and rehabilitation services to SEAT & CUPRA employees and will celebrate its tenth anniversary next year.

At the same time, Dr Patricia Such will reinforce her commitment to leading the SEAT CUPRA Foundation. In this new phase, she will focus her efforts on driving forward the consolidation of the organisation, established in 2025, by developing social impact initiatives linked to health, young talent and the social legacy of SEAT & CUPRA Her aim will be to strengthen the company’s commitment to people and communities, whilst extending the reach of these projects across Spain.