January's Member of the Month, Giuliana Moroni, Market Intelligence Lead Product Strategy, Hyundai Motor Europe

on January 11, 2024

An interview with Giuliana Moroni, Market Intelligence Lead Product Strategy at Hyundai Motor Europe! 

Why did you join the Women Automotive Network?
To build relationships with like-minded women in the industry. I strongly believe women’s professional networks, such as WAN, are highly valued sources of support, connections, and opportunities.

Why is DE&I vital to you?
I often like to think of companies as (business) ecosystems: a group of living organisms that interact with each other in a specific environment. As such, you cannot have sustainable and productive ecosystems without maintaining (bio)diversity. The same applies to companies; diversity is a fundamental cornerstone of building successful organizations. When people from different walks of life come together and feel included and valued, they bring unique ideas to the table which ultimately leads to a more sustainable and competitive environment.

What is the number one automotive trend you are keeping up with currently?
Connectivity. I refer not only to the networking of the car with other cars or with external infrastructure (the buzzwords V2X, V2V…), but especially to the networking of the people inside the car with the outside world. From personalized services, real-time traffic data, advanced driving assist features, in-car streaming, to even the integration of smart home technologies. In-depth software expertise is thus becoming a key differentiator for automotive manufacturers. Also, we must remember the next generation of car buyers will have grown up wholly in the digital era, so the transformation of the automotive industry into ‘connected’ vehicles will be driven to a large extent by these younger, technically savvy generations.

What are your predictions for the automotive industry in 2024?
Electrification will continue to be at the forefront of the automotive industry but at a much slower pace next year. There are still many challenges in Europe; a shifting regulatory environment, lack of infrastructure, low residual values, high supply, and low demand…

As the focus moves towards electrification, the significance of software will also become critical in the next years. There will be more software-driven features or connectivity services; where certain functions can be purchased or rented as needed such as video/audio streaming, enhanced navigation, live traffic, and so on – which many major OEMs already started offering.

This will not only allow the consumers to turn their vehicles into a truly personalized mobility solution but also open new revenue streams for automakers – they can monetize their software services, creating a continuous source of revenue beyond the initial vehicle sale.

Who is your inspirational woman?My mother – she is the definition of resilience, power of determination, and love.

What is your proudest career moment?
Leaving China after almost 4 years to embark on a journey toward the next phase of my career in Germany. The project took off earlier than expected so I had only three weeks to pack my things and move continents… however, I didn’t hesitate for a moment to take on the opportunity.

What is the greatest challenge you have had to overcome?
COVID hit Europe only one month after I moved here in December 2019. Under an uncertain scenario, I had to re-establish my career in a new country, adapting to a new culture, language, lifestyle, social norms, climate, and environment. It was all worth it in the end and I would do it again.

What was your first car?
Renault Clio RL 1995 3-door, no power steering, no airbags, no ADAS… fun to drive!

What advice would you offer to those considering starting a career within the automotive industry?
Ignore the noise to make progress – of your self-criticism, of your colleagues or friends, of all the overwhelming ‘should dos’. Find instead the small pieces that matter to you and build your next steps off from that. You'll find growth comes more naturally.

In one word, what is the opportunity for women in automotive currently?Equal. The automotive industry is nowadays full of opportunities for everyone, and your only limit is your mind.


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