How SEAT and CUPRA’s New CEO Is Accelerating Electrification

Markus Haupt, former Executive Vice-President of Production and Logistics at SEAT and CUPRA, has been appointed as new CEO of both brands with immediate effect, after serving as interim CEO for six months, since 1 April 2025.

He will be tasked with driving the two companies' electrification strategies. 

Thomas Schäfer, Chair of the SEAT and CUPRA Supervisory Board and CEO of the Volkswagen brand, announced Markus’ permanent appointment on 9 October 2025.

Thomas said: “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 brand’s future.”

In a post on LinkedIn sharing his appointment, Markus reflects on his career journey: “Looking back, I can’t help but think of that young boy arriving in Barcelona from Brazil with his family. My love of cars grew from then.

“I never imagined that one day, I would be leading a company that embodies that passion and purpose.”

Why is Markus the new CEO?

Markus’ career began at SEAT in 2001, working in prototype production. Now, he has collected more than 20 years of experience in different locations and positions at the Volkswagen Group - including Manager of Product Management and Planning and CEO and Plant Manager at Volkswagen Navarra.

During his time as Executive Vice-President for Production and Logistics in 2022, he drove a transformative shift, including a €3bn (US$3.475bn) investment to electrify the Martorell plant, according to Volkswagen.

His vision and commitment to electrifying vehicles has led to the Electric Urban Car family project with four models from Volkswagen, Škoda and CUPRA - an initiative to develop a line of affordable entry-level EVs for the European market.

With a launch planned for March 2026, the EV family has targeted a starting price of around €25,000 (US$28,956).

Discussing his appointment, Markus says: “My passion for cars began early and has guided my career, from working on prototypes at the Volkswagen Group to now leading SEAT and CUPRO as CEO.

“I am honoured to steer the company through its most significant transformation, including the launch of groundbreaking models like 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.”

He also extended his thanks to Thomas, the Board of Volkswagen Group and Oliver Blume, Chairman of the Board of Management of Volkswagen AG, for the trust they have placed in him.

Leading long-term success

In a statement, Volkswagen says it remains focused on CUPRA’s growth - with an expanding portfolio and a growing global fanbase.

According to Volkswagen, the brand has already sold over 950,000 cars globally and is on track to reach one million by the end of October 2025.

CUPRA’s focus, since it was founded in 2018 as a sub-brand of SEAT, is on sporty, stylish and technologically advanced cars, and Markus will be tasked with leading its strategy as its sales gain momentum.

Sales statistics according to SEAT include:

• SEAT S.A sales grew in the first eight months of 2025, driven by CUPRA’s success
• Between January and August 2025, CUPRA delivered 216,000 vehicles - 36% increase compared to the same period in 2024

Recognising the complex EV landscape, Markus says: “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.”

He adds: “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.”