SEAT S.A. appoints Lourdes de la Sota as Director of Corporate Strategy & Institutional Relations. De la Sota will take on this role as of June 1st and will be reporting to the company’s President Wayne Griffiths. In her new role, she will spearhead SEAT S.A.’s route to electrification – Future Fast Forward – forging strategic alliances with partners and institutions.
De la Sota has a vast experience in the automotive industry and her career spans over 25 years. She has worked at the Volkswagen Group and SEAT, Volkswagen and Audi brands in Spain, Germany and USA. Since 2017 she has steered the SEAT and CUPRA brands’ Customer Experience as Director for Sales and Marketing Strategy, Retail and Digitalisation. The ambitious customer-centric projects she has spearheaded integrate all the initiatives focused on future distribution, making dealers digital and sustainable and developing new business models by enabling Digital Commerce.
SEAT S.A. President Wayne Griffiths highlighted: “I have worked closely with Lourdes de la Sota for a number of years, and I’ve always been inspired by her leadership style. She is a very talented and experienced manager who brings a strong character and positive personality to the business.” Griffiths added: “I’m convinced that with her determination, knowledge and enthusiasm, Lourdes is the right person to lead the corporate strategy and institutional relations of our company, as we work towards an electrified future.”
Xavier Ros, SEAT S.A. Vice-President for Human Resources and Organization, stated: “It’s a pleasure to promote the talent already present within our company. Lourdes’ appointment is the testimony that people are the most important engine of our organization. We work daily to create a corporate culture that fosters diversity and the development of our employees, bringing organizational flexibility and internal growth.”
Lourdes de la Sota gained her degree in Economics and Business Science from the Regensburg University in Germany and Universidad del País Vasco in Spain. Her automotive career began at SEAT in 1992 as part of Production Controlling and Investments. De la Sota’s career has flourished, taking in numerous challenges across the brand and beyond. She has worked at both the Volkswagen Group and Volkswagen and Audi brands, in Spain and Germany, holding a variety of positions in Controlling, Sales, Aftersales and Distribution. Before coming back to SEAT S.A., she was the Regional Director of Sales and Marketing at Volkswagen USA and also led the North America and South America regionalisation at Volkswagen brand in Germany.