39 IESE Mobility: Navigating Disruption into Opportunity

This is a highlights video for the 39 IESE Mobility Industry Meeting, organized by IESE Business School and Deloitte. This years motto was: Navigating Disruption into Opportunity. Jose Arreche, Director of Fabrica Martorell at SEAT S.A., emphasized that the future of the industry is inevitably electric, suggesting there is no alternative path for the coming years. He speculated that while the technology may evolve—potentially toward electric vehicles powered by hydrogen fuel cells—the core direction will remain electric. Arreche also underscored the urgency of transformation, stating that just as there is no “planet B,” there is no “plan B” for the industry’s transition. Laura Ros, Group After Sales Managing Director at Volkswagen, highlighted the critical importance of flexibility—not just in adapting to change, but in keeping pace with the accelerating speed of transformation in the sector. She further noted Volkswagen’s commitment to sustainability, sharing that the company has already invested over 450 million euros in a German plant dedicated exclusively to battery recycling. Leon Dorssers, Senior Vice President and Chief of Commercial Operations at Nissan AMIEO, described the current transition as the most significant shift in the industry in a century. While acknowledging the many challenges, he also pointed to the wealth of opportunities this transformation brings. Dorssers called attention to the impact of regulation on vehicle costs, estimating that up to 90% of price increases are regulatory-driven, and questioned whether all regulatory features are truly necessary for customers. Vicente Segura, Automotive Responsible Partner at Deloitte Spain, characterized this period as one of the most disruptive and transformational in the history of both the automobile and mobility sectors. He stressed the need for the industry to remain at the forefront of innovation, particularly in sustainability and the circularity of components, and to leverage future competitive advantages in these areas. Segura also advocated for continued investment in innovation and for strengthening alliances, including public-private partnerships, to lead the new era of mobility. Prof. Marc Sachon, Chairman of IESE Mobility at IESE Business School, noted that the industry’s challenges are heightened by recent geopolitical shifts, particularly changes in U.S. leadership. He identified the rapid entry of Chinese manufacturers into the European market as a major challenge for European automakers but also pointed out that advances in battery technology are making electric vehicles increasingly cost-competitive. Prof. Jordi Gual of IESE Business School referenced recent tariff increases, citing IMF projections that average effective tariffs could rise 15–20% above historical norms. He emphasized the need to monitor how these tariffs stabilize over time. Sandra Wolf, CEO of Riese&Mueller, encouraged the industry to broaden its perspective on mobility, noting that while Europe often focuses on products like cars and bikes, countries such as China demonstrate that the mobility landscape is much more complex. Wolf stressed that achieving greener, more human-centric cities will require robust cycling infrastructure, as bikes are essential for sustainable urban mobility. Cecilia Dall’ Acqua, Partner at Deloitte, posed the central question of whether the industry can remain competitive while simultaneously pursuing sustainability and innovation. Throughout the event, participants agreed that the industry’s response to global events—from geopolitical shifts to regulatory changes—must move beyond reactivity. They called for proactive innovation, strategic flexibility, and a willingness to rethink established practices to ensure a sustainable and competitive future. To know more: industrymeetings.iese.edu