Sven Schuwirth has been appointed as the new COO of CUPRA, reporting directly to CUPRA CEO Wayne Griffiths. Schuwirth will take up his position today, March 1, and succeeds Antonino Labate, who has left the company upon his own request.
Schuwirth joined SEAT S.A. in June 2021 as Head of Digital Business, Corporate and Product Strategy and over the past 20 months has been instrumental in developing CUPRA's product strategy and leading the brand’s expansion into new markets including Australia.
“Sven Schuwirth is a very skilled executive with a great vision for future automotive trends. He is never afraid to push the boundaries and under his leadership we start a new era,” said CUPRA CEO Wayne Griffiths. “I would like to thank Antonino Labate, one of CUPRA's first true believers, for his contribution to making the brand a reality in just 5 years. I wish him the best for the future”, he added.
Schuwirth has more than 20 years of extensive experience in the automotive industry in areas such as sales, marketing and digital strategy, spending most of his career at the Volkswagen Group.
After studying Business Management and Engineering at the Technical University of Berlin and at the University of California, Schuwirth joined AUDI AG in 1999. In 2004, he was appointed Head of Brand Development and Corporate Identity. In his position as Head of Brand Strategy, he was responsible for product, portfolio and communication strategy as of 2008.
From 2009 to 2016, Schuwirth was Head of Brand Development and Digitalization. In 2019, he returned to AUDI AG, after a year at BMW AG, to take charge of the newly established “Brand Audi, Digital Business and Customer Experience” division.