Interview with Mr. Fermín Soneira: Insights and Reflections

Introduction

• CEOs often start as entrepreneurs and gradually build their companies.
• Exploring the journey from employee to CEO in a multinational like Audi.

Event Overview

• Attendance at Audi's concept car launch events in Germany and Shanghai.
• Described as visually stunning and akin to stepping inside a Vision Pro.
• Opportunity to interview Mr. Fermín Soneira, CEO of Audi and SAIC Cooperation Project.

Mr. Fermín Soneira: Background

• Joined Audi in 1999.
• Spanish native who has worked in Germany, the US, and currently, Shanghai.
• Leads a Sino-German team.

Interview Highlights

Cultural Observations

• Differences in social practices, such as sharing food between Spain and Germany.
• Importance of social eating in Spain.

Handling Procrastination

• Procrastination acknowledged as common, even in leadership roles.
• Importance of setting priorities and having reminders from colleagues.

Personal Energy and Routine

• Regular sports activities and intermittent fasting to maintain energy levels.
• Benefits include increased concentration and better rest.

Passion for Cars

• Influenced by a father who was a mechanic.
• Describes a love for cars as a means to enjoy life and connect with loved ones.

Leadership Style

• Emphasizes the importance of communication and setting a clear purpose.
• Decision-making about when and how to communicate certain messages.

Communication Effectiveness

• Based on four questions: who, when, with what information, and how to deliver.

Fun Segment: Road Signs

• Discusses unusual road signs with humor, such as "be careful of frogs on the road".

Discussion on Audi

• Focus on lighting design in cars to represent new beginnings and safety.
• The new Audi logo signifies a parallel brand with distinct positioning.

Steps to Designing a Car

• Collaborative process involving designers and studio engineers.
• Holistic approach to ensure technical feasibility and creativity.

Interviewing Potential Candidates

• Looks for authenticity and open-mindedness.
• Emphasizes critical thinking and self-reflection.

Personal Work-Life Balance

• Places family as a priority over work.
• Strives to maintain a positive outlook and enjoy life.

Conclusion

• Expressions of gratitude to Audi and Mr. Fermín for the interview opportunity.
• Acknowledgement of Audi's commitment to innovation and excellence.
• Anticipation of Audi's continued evolution and influence in the EV market in China.

Thank you for joining this episode, and until next time.