SEAT S.A. has appointed Sven Schuwirth as director of digital business and product strategy. Schuwirth begins the role July 1 and will report to President Wayne Griffiths, according to a news releaes. The aim of the position is to boost the digital business and the product strategy of SEAT and CUPRA.

Schuwirth has more than 20 years of experience in the automotive industry in the areas of sales and marketing, spending most of his career at Volkswagen Group for AUDI AG. Since 2019, he has been responsible for the growth of digitalization at AUDI AG.

SEAT S.A. President Wayne Griffiths said: “Sven Schuwirth is a very skilled executive who in recent years has become a benchmark for digitalization. He has a great vision for digital transformation. His appointment will allow us to enhance the integral experience across our products and services and advance the way we interact with customers via emotional brand experiences.”

After studying business management and engineering at the Technical University of Berlin and at the University of California, Schuwirth started his career at 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. After that, he was responsible for digital business at AUDI AG. 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. Since April 1, 2020, Schuwirth has focused on premium services in and around the car and new mobility services, establishing a digital ecosystem and digital commerce.