Mª Paz Robina, CEO of Michelin Spain: “Over the past 20 years, Asian manufacturers have increased their market share eightfold. Europe needs to safeguard its industry.”

Michelin Spain has been a pioneer in integrating women into leadership roles within the automotive sector. With her recent role as president of Michelin Spain and Portugal, Mª Paz Robina has made significant strides in this domain, emphasizing the need for  gender equality  in technical fields, particularly in engineering. Robina, a chemical engineer who began her career at Michelin in 1988, became the first woman to manage a factory in Spain in 2009.

The Importance of Gender Equality in Engineering

Robina strongly believes that the  inclusion of women in technical fields  is crucial for overall improvement in the industry. “When I started 37 years ago, there were few women in any organizational level,” she stated. “Today, we are witnessing a significant transformation.” However, she highlighted the persistent challenge of attracting women to technical studies, pointing out that the figures have stagnated or even declined in recent years. Michelin is fostering initiatives to encourage young girls to pursue careers in engineering, emphasizing that both male and female students should explore their  interests freely , without preconceived notions about gender roles.

Adapting to Global Changes and Industry Challenges

The automotive industry is facing numerous challenges, particularly due to  geopolitical instability  and fluctuating tariffs. Robina noted that such instability creates hurdles for automotive companies, impacting production costs and market strategies. Michelin adheres to a “local for local” strategy, producing goods close to their point of sale to minimize potential disruptions. This strategy enables the company to remain competitive even amid challenges such as tariffs that might impact operations.

European Struggles and the Rise of Asian Competitors

Robina observed that the influx of Asian brands into the European market has significantly impacted local manufacturers. In the past 20 years, the value of the tire market has doubled, with the market share of Asian companies increasing from 5% to nearly 20%. This increase poses a real challenge to European brands, which need to keep their prices competitive while also meeting regulatory demands. Robina advocates for policies from the  European Union  that ensure a level playing field for all companies operating in the market.

The Path Forward for Michelin Spain

With 7,400 direct jobs, Michelin Spain is a crucial player in the automotive sector. The company relies on its industrial strengths and flexibility to face current  market pressures . Robina states that Michelin Spain’s focus on productivity, as well as competitive wages, allows it to navigate challenges while maintaining high employee satisfaction. Notably, over 90% of workers already have less than  37.5 working hours  per week, demonstrating the commitment to a good work-life balance.

Challenges and Opportunities in the Supply Chain

Robina also highlighted the complexities within the supply chain, especially regarding  logistical challenges . The company requires various materials sourced globally, which leads to vulnerabilities during crises such as the pandemic. Furthermore, while Michelin focuses on local sourcing for many materials, the reliance on international suppliers for essential components remains a conundrum the industry must navigate prudently.

Embracing Digital Transformation and Innovation

Digitalization and  artificial intelligence  are crucial elements for the future of Michelin. The company employs advanced digital techniques, from customer service to quality control, allowing them to enhance efficiency and productivity. Robina revealed that Michelin spends approximately  €170 million annually  on research and development to adapt to technological advancements and maintain its competitive edge. As the tires of the future will need to comply with stricter environmental standards, innovation remains a key focus to not only meet regulatory demands but also attract a modern customer base seeking sustainable options.