Image: SeatJJoost Kessels will officially assume the role of Chief Development Officer at Seat/Cupra. The company describes the main challenge of the newly created position as ‘the consolidation of the success of the launch of the Cupra Raval together with the Electric Urban Car Family as well as Seat & Cupra’s recently assigned mandate for the technical development of the Group’s electric MEB21 platform.’ The team in Martorell will gradually take over these new responsibilities, with the full transition scheduled for completion by 2028.The MEB21 platform — also known as MEB-Small or MEB Entry — underpins the Volkswagen Group’s new generation of battery-electric small cars. Volkswagen developed the platform as part of the MEB+ evolution and equipped it with a new front-wheel-drive architecture and an LFP battery. Seat/Cupra is responsible for the technical development of the platform. For the first time in the company’s history, the brand is taking on such a major role in development work across the Group.“This mandate marks a significant milestone for the company,” the organisation stated. According to the company, the mandate strengthens the brand’s responsibility for the region while also reinforcing its position within the Volkswagen Group. At the same time, Seat/Cupra continues to lead the Group’s battery-electric small-car family project, which includes the Cupra Raval, VW ID. Polo, ID. Cross and Škoda Epiq, with the launch process progressing step by step this year.Spain also plays a central role as a production hub. Seat/Cupra manufactures the Cupra Raval and Volkswagen ID. Polo in Martorell, while Volkswagen builds the ID. Cross and Škoda Epiq in Navarra.In this context, Joost Kessels assumes a key role. He is tasked with ensuring that the Spanish brand can fully take on its new responsibilities by 2028. According to Volkswagen, Kessels’ appointment as Chief Development Officer represents ‘marks the next step in the rollout of the Brand Group Core’s cross‑brand steering model.’ He will report to both Seat/Cupra CEO Markus Haupt and Kai Grünitz, Board Member for Technical Development at the Core brand group.Regarding Kessels’ career, Volkswagen states that the manager, with over 20 years of experience within the Volkswagen Group, a doctorate in mechanical engineering from North-West University in South Africa, and four years as Head of R&D at FAW-Volkswagen China, combines profound technical expertise with the agility and speed ‘required for Seat/Cupra’s new challenges in Research & Development.’ For more than a decade, Kessels has also contributed to the Group’s electrification strategy, including the development of advanced battery systems.Markus Haupt emphasised that Kessels’ solid technical background and extensive experience within the Group—including his tenure in China—make him the ideal leader. “While we continue to lead the Electric Urban Car Family on behalf of the Volkswagen Group, we will now also start taking over the leadership of the electric MEB21 platform. A clear recognition of our work and demonstration of how much potential lies ahead for our company and the Iberian Peninsula.”Kai Grünitz added: “I am very happy that Joost Kessels will take on responsibility for the development of SEAT & CUPRA. With lean structures and accelerated decision-making processes, we will elevate development across the BGC- network to a new level. Our focus will be on achieving highly competitive development timelines and costs.”For Dr. Werner Tietz, the former Board Member for Research and Development at Seat, Kessels’ appointment as the brand’s chief developer means he can now focus entirely on the Group level. Since mid-2025, Tietz has held responsibility for Group-wide research and development in addition to his R&D role at Seat, placing him on the Group’s extended executive board.seat-cupra-mediacenter.com
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