SEAT and CUPRA Ireland has announced the appointment of Ger Boyle as its new Head of Aftersales.

In his new role, Ger will be responsible for leading aftersales for SEAT and CUPRA retailers nationwide, ensuring they deliver the best possible aftersales experience for the brand's growing customer base whilst overseeing commercial objectives. He will also drive the exciting introduction of the CUPRA brand to the dealer network from an aftersales perspective, focussing on the brand's electrification and enhanced connectivity strategy.


Ger Boyle has extensive experience in the motor industry having worked in the sector for close to 25 years serving as a technician, service manager and aftersales manager for a host of well-known and established car dealerships. Ger joined Volkswagen Group Ireland in 2014 as National Service Manager for Volkswagen Commercial Vehicles before moving into Group Aftersales in 2017 as Head of Technical, Customer Care and Roadside Assistance.

Ger holds a diploma in Business Management from Griffith College, Dublin and is a fully qualified technician and master technician.

Ger Boyle, commented, "I am absolutely delighted to join the team at SEAT and CUPRA and cannot wait to get started. Being part of VWGI for the last seven years, I have seen the resurgence in the SEAT brand, the growth of its product range and strong performance in recent years and I am really looking forward to being part of this ongoing success story. CUPRA is also a hugely exciting brand to be part of with high-quality products in the pipeline, a real focus on electrification and the opportunity to work with some excellent retail partners across the country."