Born in Milan (Italy) in 1967, Luca de Meo has more than twenty years of experience in the automotive sector. He joined the Volkswagen Group in 2009 and has been Chairman of the SEAT Executive Committee since 2015. Here he talks about his passion for technology and the challenges of the future in the automotive world.
What technologies are going to revolutionize the motor world and the world in general?
The current technological revolution is one of the great revolutions of humanity. I am curious by nature and I am amazed at what we get to do thanks to technology. An example: 5G is between 60 and 120 times faster than 4G and will make autonomous driving possible. The car will be the second technological platform after the mobile, it will be connected with other vehicles, infrastructures and pedestrians, and it will react to what happens around it instantly.
Are we ready in Spain to face the challenges of the future?
Spain has great talent and leading companies in strategic sectors. SEAT has a close link with Barcelona, a city that inspires, is very dynamic and creative. It is a technological hub that could become the Silicon Valley of Europe. We already work on projects such as Metropolis: Lab Barcelona, where we develop software to create mobility solutions .
We have promoted the choice of Barcelona as the European capital for urban mobility through the MOBILus consortium and we are part of Start4big, to promote cooperation with start-ups . And in Madrid we are in the world of car sharing through Respiro.
Is technology getting smarter and users dumber?
I do not believe it! Technology collectively makes us smarter. In the car this is very evident. SEAT cars integrate Amazon Alexa: you can ask the intelligent voice assistant for directions, news, charging points … That does not make us any more stupid, it allows us to dedicate ourselves to tasks that generate added value and leave mechanical routines for robots or technology.
In science and technology, who do you admire the most?
To all the people capable of undertaking and innovating in a world in which almost everything is invented, to all those who, with talent and attitude, are capable of improving society and the environment . Being creative has tremendous merit.
From the history of the automobile, who is your reference?
Leonardo da Vinci, who devised the autonomous car more than five hundred years ago. He created a wooden chariot capable of propelling itself through a mechanism similar to that of a clock. And in my career I have met many brilliant people from different backgrounds and cultures.
For the environment, technology is friend or foe?
It must be our ally. The electric car is already a reality thanks to technological advances that make it possible to reduce emissions and improve environmental quality. SEAT is much more than a factory. We want to be a reference in all areas, from quality and efficiency to producing in a cleaner and more sustainable way. We have launched innovative sustainability projects that have allowed us to reduce the emission of waste at our facilities by 34% in eight years.
How is the internet changing the automotive world and how is artificial intelligence (AI) going to do it?
More than internet, connectivity. 5G will drastically shorten the latency between devices and will be able to cross thousands of data at high speed. The car will receive information from the environment before the driver sees it. And AI is going to revolutionize mobility. We recently presented together with IBM the Mobility Advisor, a prototype app with AI that learns your mobility preferences and plans routes in a personalized and optimized way, combining motorcycle, public transport, car, bike … Whatever you need according to the moment and place!
Is it difficult to surprise the auto market? Has SEAT succeeded?
The automotive sector is one of the most competitive and innovative, but with CUPRA we have been able to surprise. The first 100% CUPRA model, the Formentor, has been described by many as one of the best that SEAT has ever made.
Why are there few influential women in the automotive industry?
This sector has traditionally been male, but little by little it is changing. At SEAT, 21% of the workforce are women , the highest average in the sector in Spain. Their role is key because diversity adds value. And there have been women who have led innovations that have marked a before and after in the sector, such as lane markings, turn signals or rear-view mirrors. The more we bet on new approaches, the more women we can attract.
In Spain there is little commitment to R + D + io, do you feel that this has begun to change?
SEAT is the company in the industrial sector in Spain that invests the most in R + D + i. In 2018 we allocated 1,223 million euros to this. But globally, much remains to be done. Spain is still far from countries such as Denmark, Austria and Sweden, where R + D + i exceeds 3% of GDP while here it stands at 1.19%.
Luca de Meo presented the SEAT Minimó at the Mobile World Congress, an urban micromobility prototype designed for the car-sharing business.
Is the automotive tomorrow electric?
The future is to offer more sustainable alternatives, among which are compressed natural gas, biogas, electricity and hybrids. We have already launched six electric and plug-in hybrid models from SEAT and CUPRA. Furthermore, the development of a new urban vehicle platform in collaboration with Volkswagen will be the basis for creating electric vehicles for a wider audience. Success will depend largely on Administrations and third parties: infrastructures, charging points, location of battery factories, etc. Without infrastructure, there can be no electric cars.
What will happen to the diesel?
They will be essential to make the transition to electrification easier. Diesel has evolved a lot technologically in recent years and its efficiency has improved considerably.
How will car sharing affect the automobile industry?
Traffic in cities is going to be more and more restricted. Shared mobility services can be a business opportunity for manufacturers if we know how to move forward. SEAT’s experience in Madrid with Respiro has been positive. We have finished the year with more than 10,000 active users and we are going to expand the fleet with new vehicles with the ECO label. And we have other ideas.
What are your favorite cars?
As a motorist that I am, I believe that cars are much more than a means of transport . They generate an emotional bond associated with the moment in which we have led them. That is why choosing a favorite is difficult for me, but I am sure that the next SEAT will be one of them.
What challenges and objectives does your firm face?
We are facing a change of scenery in which measuring success based on the number of cars produced and registered will become obsolete. At SEAT we realized some time ago that the future was to transform ourselves and become a provider of mobility services. The future presents many challenges, but also new opportunities.
Do not be afraid of what is coming. The challenge of integrating traditional and digital businesses will not be done in one day or two, it will be progressive and constant. Now we have to make strategic decisions to be drivers of change.
