Seat and Cupra have appointed Joost Kessels as Chief Development Officer, a newly created position that will oversee research and development activities for the Spanish brands as they assume a larger role in the Volkswagen Group’s electric vehicle strategy.
Kessels will take up the role on Aug. 1, 2026, succeeding Dr. Werner Tietz, who previously served as Seat’s Board Member for Research and Development. Tietz, who has also led Volkswagen Group-wide research and development since 2025, will now focus exclusively on his responsibilities at the group level.
The appointment comes as Seat and Cupra prepare to take on additional technical development responsibilities within the Volkswagen Group, including work on the MEB21 electric vehicle platform and the rollout of the Electric Urban Car Family.
According to the company, Kessels’ primary task will be to support the launch of the Cupra Raval and oversee the gradual transfer of responsibilities associated with the development of the MEB21 platform, with the transition expected to be completed by 2028.
The MEB21 platform, also referred to as MEB Small or MEB Entry, will underpin Volkswagen Group’s next generation of battery-electric small cars. The architecture is based on the evolution of the MEB platform and features a front-wheel-drive layout and lithium-iron-phosphate (LFP) battery technology.
Seat and Cupra have been assigned responsibility for the technical development of the platform, marking the first time the Spanish manufacturer has taken on such a significant engineering role for a group-wide vehicle architecture.
“This mandate marks a significant milestone for the company,” Seat and Cupra said, describing their responsibility for the MEB21 platform.
The brands also continue to lead development of Volkswagen Group’s Electric Urban Car Family, which includes the Cupra Raval, Volkswagen ID. Polo, Volkswagen ID. Cross and Skoda Epiq.
Production of the Cupra Raval and Volkswagen ID. Polo is planned for Seat’s Martorell facility in Spain, while Volkswagen’s plant in Navarra is expected to manufacture the ID. Cross and Skoda Epiq.
Volkswagen said Kessels’ appointment represents another step in the implementation of the Brand Group Core’s cross-brand management structure. In his new role, Kessels will report to both Seat and Cupra Chief Executive Markus Haupt and Kai Grünitz, the Volkswagen Brand Group Core executive responsible for technical development.
Kessels brings more than two decades of experience within the Volkswagen Group. He holds a doctorate in mechanical engineering from North-West University in South Africa and most recently served as Head of Research and Development at FAW-Volkswagen in China.
Volkswagen said Kessels has played a role in the group’s electrification efforts for more than ten years, including work on advanced battery technologies.
Markus Haupt said the appointment reflects the increasing strategic importance of Seat and Cupra within the Volkswagen Group.
“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,” said Markus Haupt, Chief Executive Officer of Seat and Cupra.
“A clear recognition of our work and demonstration of how much potential lies ahead for our company and the Iberian Peninsula,” Haupt added.
Kai Grünitz said the appointment would help accelerate development activities across Volkswagen’s core brand group.
“I am very happy that Joost Kessels will take on responsibility for the development of SEAT & CUPRA,” said Kai Grünitz, Board Member for Technical Development at Volkswagen Brand Group Core.
“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,” Grünitz added.
The management change also allows Werner Tietz to dedicate his attention fully to Volkswagen Group-wide development activities. Since mid-2025, Tietz has overseen research and development across the entire group while serving on Volkswagen’s extended executive board.
