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Richard Harrison steps down as Seat and Cupra UK MD

Richard Harrison, Seat UK

Richard Harrison is stepping down as managing director of Seat and Cupa UK to take a “well-earned career break” after 16 years with Volkswagen Group.

Harrison joined the group as head of sales for Seat UK in 2007, subsequently moving to Seat HQ in Barcelona as sales director, West Europe in 2011.

Following a stint as global network development director, Harrison returned to the UK in 2015 to lead the Seat brand, before adding responsibility for Cupra to his role in 2018.

During his time leading the two brands, Harrison has overseen Seat’s growth to a peak of 3% market share and 70,000 sales in 2019.

He has also helped to create the Cupra retail network and launch the new brand’s product range.

Alex Smith, Volkswagen Group UK managing director, said: “Richard’s energy, creativity and undefeatable attitude have been key to Seat and Cupra’s success, be that launching the Seat Stores and the Seat Easy Product offer back in 2016, to going first with our group-wide MEB agency transformation with CUPRA Born over the last year.

“With Cupra now solidly established and the next phase of new products arriving in 2024-25, Richard has chosen the best possible point to hand over the mantle to a new leader, while he takes a well-earned rest with his family, before heading off to enjoy travelling the world.”

Harrison’s last day will be August 31 and VW Group said his successor will be announced “in due course”.

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