“Without people, digitalization is useless.”

With this immortal phrase by Carlos Llonis, CEO of Truck&Wheel Automotive, we kicked off the UPNA (Public University of Navarre) Innovation and Business Experience Seminar.

It was quite the declaration of intent by the TW Automotive team, whose talks focused on presenting case studies and tangible experiences demonstrating that without social digitalization, there is no industry 4.0.

Following a strict schedule, the seminar concluded with five main presentations:

  1. Today’s answers to tomorrow’s companies. // 20’
    Carlos Llonis – CEO
  2. Cybersecurity: the user, the most important and weakest link. // 20’
    Ladix Caballero – CISO
  3. Big Data: how to make data useful.// 10’
    Adrián Baldero – PMO Manager
  4. Digitalization is a quality process. // 20’
    Ion Ros – CQO
  5. The paperless factory. // 10’
    Daniel Sánchez – Tech. Development Manager

Salomé Goñi, professor in the UPNA Business Administration Department and director of the seminar, introduced and energized the talks, also encouraging students to participate with questions.

We offer a brief summary.




“Creating responses to the needs of tomorrow’s companies” is one the challenges presented to us by our CEO at TW Automotive every day. An idea of innovation that goes hand in hand with the other values forming an inherent part of the brand: talent, digitalization and sustainability.

Carlos Llonis championed digitalization and automation as an essential route to improving quality of life, boosting national wealth and strengthening the business sector.

His horizontal leadership model is linked to individual talent, something which “is measured in more than just an academic curriculum”: backgrounds that provide an understanding of the value of hard work, growth in the face of challenges, adapting to change, seeking inspiration outside work or study, presenting disruptive ideas and developing lateral thinking, among other things. As an example, he cited all the professionals that make up TW Automotive, with special mention of the administrative team, 80% of whom are engineers.

Today, TW Automotive sets the standard for digitalization of automotive component production processes. It is people who bring the goal and meaning to this digitalization: both our professionals and our customers.

He then ceded the floor to his team.


Ladix Caballero, CISO, began by explaining how a civil engineer came to head up corporate cybersecurity. Putting people at the core of cybersecurity, knowing that it is tremendously vulnerable, provides good motivation for continuing on that path.

With his characteristic passion, Ladix explained how digitalization leads us to hybrid structures in response to the need to protect data in the cloud. He spoke about hyperconverged infrastructure, basic security principles for protecting data in private or public clouds (confidentiality, identity, availability) and presented specific examples of different types of attacks, concluding that without people, their common sense and attention to anomalies, any tool that is implemented will be compromised.


Adrián Baldero, PMO manager, gave a brief summary of how he left his life in Liverpool and his job at Google to become part of the TW Automotive enterprise. Then he got straight to the point: explaining how to make data useful, concluding that what lends value to the data is individual experience and knowledge.

In industry 4.0, capturing mass data from machines and tools used in production processes is essential. In the case study presented, he highlighted:

  • Computer Vision: to identify pieces and locate errors.
  • Specific tools to monitor production processes.
  • Business Intelligence: all production processes at all plants intercommunicated for analysis.
  • Automation of logistics and production processes.

He ended by specifying the duties of the professionals that give meaning to the data, presenting some of his team.

  • CDO: leads data management, making strategic decisions based on the data analyzed.
  • Data Scientists: extract knowledge and valuable information from the data.
  • Data Engineers: provide the data in an accessible manner.


Quality Manager Ion Ros explained the current concept of excellence management, “which entails aligning and integrating activities and results to provide added value to the customer and stakeholders. Now the aim is not only to improve the company but also to improve its entire ecosystem.”

After presenting a practical example of process digitalization, he confessed that working in quality hooks you because you gain an overall view of the organization and are involved in very different areas. He backed up this statement by listing 14 of the main functions of the TW Automotive Quality Department. They include:

  • Leading continuous improvement and innovation projects.
  • Participating in design processes and new product launches.
  • Process control.
  • Managing customer satisfaction.
  • Ensuring suitable and ongoing professional training.
  • Environmental management.

He encouraged the audience to apply to quality departments, describing the ideal professional profile: engineering or similar studies, meticulousness, analytical approach, assertiveness, openness to change and language skills.



Daniel Sánchez, tech. development manager, focused his case study on migration of document digitization at four plants in Mexico and the United States.

This ranged from software choice to benefits and scope to make life easier for the organization’s professionals and meet the demanding standards of premium automotive manufacturers.

Advantages highlighted:

  • Lifetime information.
  • Reducing storage area.
  • Access restrictions.
  • Time savings.
  • Quick editing.
  • Accessibility and simultaneous queries.


Carlos Llonis brought the talks to an end with recommendations from a more human perspective:

  • The importance of spending your time doing more than just studying or working, but also other activities that bring you personal enrichment.
  • Obtaining work experience abroad as an expatriate.
  • Being clear and sharing your opinion when necessary.
  • Cultivating relationships throughout your entire life, creating a high-quality network based on not only what you give but also what others provide to you.

We thank Salomé Goñi for her closing words, commenting on the quality of the talks, our generosity in sharing our knowledge, and especially, her assertion that something unique and out of the ordinary had been presented.

We are grateful to the University Foundation-Society for putting together this practical seminar, and extend our thanks to the director, Iosune Pascual , and the vice chancellor, Cristina Bayona, for coming out to greet our team.