Personnel Articles

CUPRA Australia, the new sister brand to Volkswagen, has appointed Ben Wilks as brand director.

Mr Wilks moves from his current position as general manager of sales for Volkswagen passenger vehicles in Australia.

His career with Volkswagen Group Australia (VGA) – the parent company of Cupra Australia – spans more than 14 years, as well as two spent with Audi Australia.

After starting in roles related to new media and advertising, Mr Wilks progressed through training departments at VGA and Audi before returning to VGA as a product manager in the commercial vehicles division before crossing over to marketing management and eventually sales.

VGA managing director Michael Bartsch said Mr Wilks had been “a valued and trusted member of VGA’s executive team for many years, first as general manager of Volkswagen passenger vehicles’ marketing department and then as head of sales.”

“It is Ben’s unique experience and skill set, coupled with his passion for the group’s brands, that makes him the natural fit for our newest and most exciting brand.”

Mr Wilks’ successor at Volkswagen will be announced later but in the interim, Mr Bartsch will take on the role.

Cupra’s activities and model range will be announced shortly, preceding the brand’s market introduction in 2022.

By Neil Dowling

DealerCell
MotorOne
Schmick