Volkswagen Group Australia announces Brand Director for CUPRA Australia

Sydney,  Volkswagen Group Australia (VGA) is pleased to announce the appointment of Jerome Figuiere as Brand Director of CUPRA Australia from November, 2025.

Jerome has successfully led CUPRA as Acting Brand Director over the past six months, overseeing a period of significant new model renewal and network expansion, most recently with the launch of the CUPRA Terramar medium SUV.

Continuing a distinguished 18-year tenure within the Volkswagen Group, Jerome was Aftersales Director for Audi Australia and Head of Group Network Development across 10 years, and prior to that Business Quality Manager.

Jerome augments significant automotive and Volkswagen Group experience with key stakeholder engagement, operations management and strategic development skills required to take CUPRA into a new chapter within the Australian market.

Key achievements across Jerome’s tenure with Volkswagen Group Australia (VGA) includes: integrating dealer network development teams from all brands into a common department, creating synergies between brands while maintaining brand identity; and implementing innovative business strategies that enhance overall company performance.

VGA Managing Director Karsten Seifert said the combination of multi-faceted leadership experience and proven results made Jerome the perfect candidate to lead CUPRA into the next chapter of success.

“Jerome has over the past six months successfully led CUPRA through several new model launches and as the network continues to expand across the country,” Mr Seifert said.

“We are pleased to announce that Jerome as the permanent Brand Director for CUPRA in Australia as it continues its new model renewal and further success in this market.”

We would also like to sincerely thank CUPRA Regional Manager Laura Sáez Prieto for joining Jerome in a successful joint leadership of the brand across the past five months.