THE MANUFACTURING INTERVIEW
“We want to do more than just comply with rules; we want to go beyond and set our mark”
MARKUS HAUPT, EVP FOR PRODUCTION AND LOGISTICS, SEAT
operations,” he says.“ But, as a manufacturer, we want to do more than just comply with rules; we want to go beyond and set our mark in terms of social responsibility within society.”
SEAT is doing exactly that with its EV leadership, setting new records in terms of both social responsibility, sales and corporate growth.
The link between growth, competitiveness and technology SEAT enjoyed its biggest year in terms of financial results in 2024. Despite the challenges plaguing automotive industry last year, it also secured an impressive 75 % growth in sales.
But there’ s no room for complacency. Record results bring record production pressures and Markus says the key to navigating this whilst increasing future competitiveness is investing in smart manufacturing technologies.
This investment is especially prominent at the company’ s Martorell factory, where innovation is shaping the future of the company’ s newest models including the Leon and Formentor.
“ It’ s key to my role to maintain the competitiveness of our factories in the group,” Markus says.“ We know that our biggest allies or tools are emerging digital technologies. This is the main lever we have to increase our competitiveness.”
This is evident in SEAT Zero Defect Vision project, a combined virtual reality and AI project that is being utilised in the manufacturer’ s facilities to detect problems or defects.
46 May 2025