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Wayne Griffiths appointed chief executive for Seat’s Cupra brand

Wayne Griffiths Cupra

Cupra has appointed Seat executive vice-president for sales and marketing Wayne Griffiths as its new chief executive.

Griffiths (pictured), retains his position as Seat's vice-president for sales and marketing, will guide the brand’s team working to bring its "identity of exclusivity, sophistication and performance to a unique audience of car lovers", a statement said.

Chaired by Seat president Luca de Meo, the other four members of Cupra's Board of Directors include Seat vice-president for finance Holger Kintscher; Seat vice-president for R&D Dr Matthias Rabe; Seat vice-president for legal services and good governance Luis Coma; and Griffiths.

“Cupra’s response is exceeding all of our expectations and we want to continue consolidating this great brand, which is winning over the most demanding car enthusiasts,” said Griffiths.

The brand has reported a sales boost in 2018 by 40% compared to last year, reaching 14,400 registrations.

Griffiths said: “These results are a clear reflection of the brand’s popularity in the market. Our goal is to double sales in the next three to five years.”

Cupra is set to become a separate organisation to its Seat parent brand, which will be strengthened by investing in brand positioning and hiring dedicated staff.

Moreover, the brand has outlined plans to create its own dealer network, which has started marketing the Cupra Ateca, alongside plans to expand its product range onwards.

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