Agustín Martín, former President & Managing Director of Toyota (GB), Joins Mormedi as Expert and Senior Advisor

We are delighted to announce that Agustín Martín, former President of Toyota GB, has joined our team as an Expert and Senior Advisor. With a strong career marked by leadership in innovation and strategic growth, Agustín brings a lot of expertise, including from his transformative tenure as CEO of Toyota Connected Europe. Agustín’s inclusion in our team not only enhances our capabilities but also solidifies our commitment to being at the forefront of mobility industry innovation. Here, we would like to give Agustín the opportunity to introduce himself. Welcome to Mormedi! Could you share a little bit about your background?

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Thank you very much! Of course. I’m married to Catherine and have two sons: Alex (25) and Mateo (23). I am originally from Valencia and left when I finished my Business Degree in 1992. I lived 2.5 years in London working for UNISYS, at the time the mainframe company. I learned all the basics of Customer Service and Total Quality Management – and benchmarked Toyota as a global Total Quality reference 😊. I moved to Belgium in early 1995 where I joined Toyota. It has been my home for the last 29 years. I had the chance to work my way through regular rotations across many different parts of the business, giving me the opportunity to learn the automotive industry quite extensively. I had the chance to work in Spain, Belgium, and the UK, travel across the world, and meet some great top executives and a few brilliant leaders. Having fulfilled my corporate goals, at the end of last year, Catherine and I decided it was time to start a new chapter in our lives and agreed to leave Toyota and become entrepreneurs. And here I am!

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What attracted you to join us?

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I have had the chance to work with a few consulting companies over the years and I never came across one that could deliver what I call an “A to Z” solution, including designing and building an end-product if required. When Maruan approached me and I learned about the customer base you already had, I was blown away. Last, but by no means least, I learned about Jaime and his story, and that was the decisive factor. Full respect and huge kudos for what you have all built in the past 25 years!

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Looking ahead, what changes or trends do you foresee in mobility, and how would you like to address these with Mormedi?

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I see three main trends in mobility moving forward:

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a. Urban congestion: As a result of increasing urbanization, congestion has gotten worse and worse. Potential solutions will require a review of urban planning that tackles quality of living by limiting commuting and enhancing overall productivity, smarter infrastructure (one that can “talk” to many “devices” so that traffic can become more intelligent), and efficient, reliable, and affordable public transportation systems.

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b. Environmental impact: How to reduce transportation’s overall impact on the environment, leaving no one behind. This is an issue everyone is trying to tackle, and we need to be less dogmatic and more pragmatic – we need to work on solutions that are applicable locally, regionally, and nationally, and that challenge the status quo without alienating consumers. As far as I’m concerned, I believe every drop in carbon footprint reduction is good. Therefore, regulations should be challenging AND realistic at the same time for them to be the driving force for change. This is a huge task, as you can already feel!

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c. Accessibility: For any new mobility solution to successfully deliver a lower carbon footprint and more productivity, it must be accessible to all segments of the population, leaving no one behind. A huge challenge! Some potential areas to work on include adding “inclusion” in the urban planning I was referring to earlier and ensuring the financials take care of low-income sections of society. Easier said than done!

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Mormedi’s stakeholder approach to solving these issues will be put to the test and will remain critical. All complex challenges require a multi-faceted approach, involving key stakeholders at public/government, private, and community levels. Therein lies Mormedi’s expertise and I can’t wait to work and help following those guidelines.

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When you're not working, what do you enjoy doing in your free time?

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I’m quite active. I love doing sports (HIIT, swimming, trekking, paddle surfing,…) and travelling with my wife off the beaten path. Long walks are also part of the equation as we have Grillo, an 8-year-old Border Collie who keeps our energy levels pretty high! Reading non-fiction books also fills my time. Lots of books on AI have been going through my hands lately… Finally, I have decided to challenge myself and have taken up drums as my latest hobby. Any help, tips, or advice welcome!