Ashley will officially take over the running of the Spanish brand’s UK dealer network on Monday 5 March and joins the upwardly mobile firm from super-luxury British car maker Rolls-Royce where he worked, most recently, as director for Europe and South Africa.

Ashley has gathered his broad commercial knowledge across diverse automotive sectors from volume to premium and, most recently, super-luxury.  Having worked in domestic and international markets with Ford Motor Company and BMW Group, he has previously held senior positions in operations, product marketing, brand management and customer service.

Commenting on the move, he said: ‘I am really pleased to be joining such a successful team at such an important time in SEAT’s development here.

‘The brand is embarking on a major new product offensive this year and I’m sure that, with tinctive design and sporting performance a given, SEAT’s continued success will be assured as it expands into new market segments.’

Ashley takes the reins of the SEAT UK dealer operation as the network looks forward to a hectic year of new model introductions.

SEAT dealers will be busy rolling out a plethora of impressive new models throughout the rest of 2012.  New Ibiza and Mii 3dr lead the way in the first half of the year, to be followed by other exciting newcomers as the year rolls on.

Peter Wyhinny, managing director of SEAT UK, said of Ashley’s arrival: ‘I’m very happy to be welcoming Ashley aboard as our dealer network gears up for one of the busiest years in our history.

‘He brings a wealth of expertise to the brand and will, I’m sure, quickly establish a successful relationship with SEAT businesses up and down the country.’