Seat has appointed Arantxa Alonso as its new Brand Officer.

The newly created position will see Alonso creating a long-term strategy for the Seat brand as well as developing and implementing lifecycle plans to strengthen volume and profit. She will also be ensuring the right positioning of Seat's model lineup and develop its marketing campaigns.

Arantxa Alonso will take on the position from 1 September 2024, from which she will report directly to Sven Schuwirth, Seat's Executive Vice-President for Sales, Marketing and Aftersales. Alonso has over 20 years of experience in the field of marketing and management within the automotive sector, and has worked on several international assignments since her career with Seat began in 2005. She was promoted to Global Head of R&D Infotainment Systems of Seat the following year, and was appointed Global Product Manager of the Seat Leon in 2010. She then became the Global Head of Product Marketing for Seat's compact cars in 2014, before being appointed Head of Cupra Project Office at Volkswagen Anhui in 2019