CUPRA and SEAT have appointed Marcelino Villalobos as Brand Director for Ireland. At just 34 years of age, Villalobos becomes one of the youngest Brand Directors within the global Volkswagen Group.
He brings more than seven years of international experience with SEAT S.A., where he has consistently driven commercial success and brand expansion across several regions.
His appointment marks a strategic initiative to accelerate growth and electrification in one of Europe’s most dynamic automotive markets. Prior to this role, Villalobos served as Regional Sales Manager for CUPRA and SEAT in Italy, the Netherlands, Luxembourg, the UK, and Ireland. His leadership was instrumental in strengthening the brands’ presence in highly competitive markets.
Earlier assignments included overseeing sales operations in Austria, Switzerland, and Poland, as well as spearheading growth initiatives in the Middle East, and emerging markets – focusing on innovative mobility solutions.
His appointment reflects CUPRA’s commitment to challenging industry norms and shaping the future of performance and electrification in Ireland. Under Villalobos’s leadership, the brands aim to deliver a bold new vision for mobility, blending progressive design, cutting edge technology, and a passion for driving.
Commenting on his appointment, Villalobos said: “Working in the automotive industry has been the realisation of a childhood dream. I’ve always been passionate about everything on two and four wheels, and I’m thrilled to bring that energy to Ireland.
“As I settle into my new home, I want to extend my sincere thanks to our incredible team and dealer network for their warm welcome. Together, we have an exciting opportunity to shape two dynamic brands, challenge convention, and deliver the vehicles Irish drivers truly want.”
Volkswagen Group Ireland CEO and Group Managing Director, Pierre Boutin, welcomed the appointment, saying: “We’re delighted to have Marcelino join us as Brand Director for CUPRA and SEAT in Ireland. He brings a rare combination of strategic insight, international experience, and a deep passion for automotive innovation. His dynamic leadership and proven track record across diverse markets make him exceptionally well-suited to drive growth and electrification in Ireland. I am confident he will inspire our teams, energise our dealer network, and connect with Irish drivers in bold and meaningful ways.”
