Joost Kessels will lead research and development at Cupra and SEAT in the newly created position of chief development officer. In this role he will be responsible for strengthening the two brands’ role within VW Group’s Electric Urban Car Family electrification strategy and the development of the group’s electric MEB21 platform.
Kessels has more than 20 years of experience within the Volkswagen Group, a PhD in mechanical engineering from the North West University in South Africa, and four years as director of R&D at FAW‑Volkswagen China. For more than a decade, he has contributed to the VW Group’s electrification journey, including the development of advanced battery systems. In line with the new brand group Core governance model, he will report to Markus Haupt, CEO of SEAT and Cupra, as well as to Kai Grünitz, member of the brand group Core board of management responsible for technical development.
Haupt said, “We are excited to welcome Joost Kessels for this new chapter. His strong technical background and deep experience in the group, including his role in China, make him the right leader to drive this next phase for our company. 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.”
With the electric MEB21 platform, SEAT and Cupra will, for the first time in its history, assume the leadership of the technical development of a group platform. This mandate marks a significant milestone for the company further consolidating its responsibility for the region and strengthening its role within the group.
Grünitz commented, “I am very happy that Joost Kessels will take on responsibility for the development of SEAT and 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.”
Vehicles built on the MEB21 platform include the Cupra Raval and Volkswagen ID Polo, produced in Martorell, Spain; the ID Cross and Škoda Epiq, produced in Navarra, Spain; among others. The MEB21 platform, developed within the MEB+ matrix, debuts a new front‑wheel‑drive architecture with a highly efficient electric drive that cuts complexity, components and weight.
Dr Werner Tietz served as executive VP for research and development at SEAT and Cupra from 2020 and played a key role in the companies’ transformation. Since April, Dr Tietz has focused exclusively on his role as head of group research and development at the Volkswagen Group, a position he has held since July 2025.
Haupt added, “I would also like to express my sincere gratitude to Werner Tietz, who has played a decisive role in making the Electric Urban Car Family project a success. I’ve truly enjoyed working with him, and I know it will be a special moment for him to see the CUPRA Raval on the streets this year. His contribution has left a lasting mark on our company.”
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