Daniel Cortina becomes SEAT & CUPRA public affairs chief while keeping strategy role
SEAT & CUPRA moves institutional representation to Daniel Cortina, who adds public affairs to his roles as general secretary and strategy director, replacing Patricia Such after four years.
- 1 September 2026
- 1999
- four years
- 2025
What Happened
Daniel Cortina has been appointed Director of Public Affairs at SEAT & CUPRA, a position he has held since 1 September 2026. He takes on the role in addition to his current responsibilities as General Secretary and Strategy Director of the company. In the new position he will drive SEAT & CUPRA's institutional representation in areas the source calls key for the sector's future: electrification, industrial competitiveness and the European regulatory framework, ensuring the company's strategic priorities are aligned with the challenges facing the industry. He replaces Dr Patricia Such, who led public affairs at SEAT & CUPRA for the past four years and helped strengthen the institutional standing of the company and the Volkswagen Group in the Iberian Peninsula.
“Institutional activities are a key part of our business strategy, particularly at a time when collaboration between the industry, public authorities and society is crucial to advancing electrification and strengthening our sector's competitiveness. I would like to thank Dr Patricia Such for her commitment during a defining period for SEAT & CUPRA, helping to strengthen our institutional relationships at a time of profound transformation for both the industry and the company. I am convinced that Daniel Cortina will carry on this work, further integrating our corporate strategy with our institutional activities.”
- Broad experience at SEAT & CUPRA and within the Volkswagen Group, where he has held senior roles in R&D, product development, project management, quality and strategy.
- Joined the company in 1999 and has been involved in key milestones such as the launch of the CUPRA Formentor and the CUPRA Born.
- As General Secretary and Strategy Director he leads the company's global strategy, with sustainability as a core axis, and defines product strategy.
- Holds a bachelor's degree in Industrial and Mechanical Engineering from the Polytechnic University of Catalonia and an MBA from ESADE Business School in Barcelona.
Dr Patricia Such will continue to lead SEAT & CUPRA's Corporate Operations. In that role she heads the Health, Occupational Risk Prevention, Emergencies and Safety areas of the Volkswagen Group in the Iberian Peninsula, as well as CASA CUPRA Raval and CUPRA City Garage Madrid. She will also step up her commitment to managing the SEAT CUPRA Foundation, with the aim of broadening the impact of the organisation's projects.
- Leading and consolidating the SEAT CUPRA Foundation, which was established in 2025.
- Developing social impact initiatives linked to health, young talent and the social legacy of SEAT & CUPRA.
- Strengthening the company's commitment to people and communities and extending the reach of these projects across Spain.
- Continuing to back pioneering occupational health work in Spain, including the Health Care and Rehabilitation Centre (CARS) at the Martorell plant, which provides preventive, clinical and rehabilitation services to SEAT & CUPRA employees and celebrates its tenth anniversary next year.
The appointment comes at a decisive stage for SEAT & CUPRA after eight years of transformation, as the company enters its next chapter with a clear ambition for growth and the aim of strengthening its role within the Volkswagen Group, while CUPRA continues to be its key growth driver. The Electric Urban Car Family, a project led by SEAT & CUPRA on behalf of the Volkswagen Group's Brand Group Core, is marked by the launch of the CUPRA Raval this year, which the company calls a historic milestone. Its Martorell plant is equipped to respond flexibly to market demand, and the company says it will keep fostering partnerships with public authorities, institutions and other stakeholders to accelerate electrification and help establish Spain as a European hub for electromobility.
Daniel Cortina joins SEAT & CUPRA.
The SEAT CUPRA Foundation is established.
Cortina takes on the Director of Public Affairs role at SEAT & CUPRA.
The Health Care and Rehabilitation Centre (CARS) at the Martorell plant is due to celebrate its tenth anniversary.
Previously from SEAT S.A.
SEAT & CUPRA is in a period of deep change. In September 2026, SEAT S.A. said the SEAT car brand could be gradually phased out after 2030, with CUPRA and its Martorell plant taking on a larger role in the Volkswagen Group. The Martorell plant began production of the CUPRA Raval and Volkswagen ID. Polo in June 2026, and Joost Kessels takes over as Chief Development Officer from 1 August 2026, overseeing the Electric Urban Car Family.
- SEAT S.A. warns SEAT brand may be phased out after 2030 as CUPRA takes on bigger role
- Martorell plant starts production of CUPRA Raval and Volkswagen ID. Polo
- SEAT & CUPRA Appoints Joost Kessels as Chief Development Officer, Effective August 1, 2026
Background drawn from MotorClaw's earlier coverage of SEAT S.A.'s official releases.
Why this matters
The appointment puts one executive in charge of both corporate strategy and institutional representation at a moment when electrification, industrial competitiveness and European regulation are reshaping the sector. It matters for SEAT & CUPRA's workforce and suppliers in Spain, and for how the company presents its electric plans to public authorities.
Terms in This Story
- public affairs
- The work a company does to represent its interests to governments, regulators and other public institutions.
- electrification
- The shift from petrol and diesel vehicles to vehicles powered by electricity.
- occupational risk prevention
- Company practices and policies aimed at preventing accidents and health problems caused by work.
- electromobility
- Mobility based on electric vehicles, including the vehicles, charging and supporting industry around them.
Summarised from the linked release; details can be imperfect — always verify against the original source.