Vehicles of The Future: Dow’s Esther Quintanilla On The Leading Edge Technologies That Are Making Cars & Trucks Smarter, Safer, and More Sustainable
An Interview With David Leichner
Being strategic in the positioning of one certain product versus another is essential to create a compelling and clear picture of how a solution will be beneficial. This is a market where you not only need to communicate the value propositions, but also show figures to demonstrate how your products can drive business results for your customers.
The automotive industry has been disrupted recently with new exciting technologies that have made cars and trucks much smarter, much safer, and much more sustainable and more environmentally friendly.
What other exciting disruptive technologies will we see in the next few years? How much longer will fossil fuel powered cars be produced? When will we see fully autonomous vehicles? Can we overcome the challenge of getting stuck in traffic? As cars become “moving computers”, do we have to worry about people hacking our cars? How else will our driving experience be different over the next five years? To address these questions, Authority Magazine started a new interview series about “Exciting Leading Edge Technologies That Are Making Cars & Trucks Smarter, Safer, and More Sustainable.” In this series we are talking to leaders of automotive companies, automotive tech companies, EV companies, and other tech leaders who can talk about the vehicles of the future. As a part of this series, I had the pleasure of interviewing Esther Quintanilla.
Dr. Esther Quintanilla is the Global Marketing Director for MobilityScience™, Polyurethanes division within Dow and corporate marketing fellow, located in Horgen (Switzerland). Esther is responsible for identifying global business strategies building a competitive advantage and applying proven open innovation and knowledge-sharing methods to translate market opportunities into business for Dow inspired by sustainability.
Esther joined in 2007 as a Process Chemist Engineer for Dow Polyurethanes R&D. In 2011, she transitioned to Technical Service and Development Manager for Dow Automotive business supporting seating application technologies at different Tiers & OEM’s. In 2014, Esther moved from the technical to commercial function as Marketing Manager within Dow Automotive covering different interior, exterior and powertrain segments for strategic growth at Tiers and OEM’s.
Esther received a PhD in Physical Organic Chemistry in 2005 from CSIC and Autonoma University in Madrid, Spain and Post doc in prestigious ETH Zurich, Switzerland. She was recognized with Dow Pinnacle Award for Best Marketing Business Excellence in 2016 and 2021. She is part of Euromolders Automotive Association from 2011 and elected vice president in 2019, representing the association in the Circular Plastics Alliance Automotive team as of 2021.
Thank you so much for joining us in this interview series! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started in the automotive industry?
After earning my PhD in Physical Organic Chemistry from Universidad Autónoma de Madrid, I went on to complete a Postdoc at ETH in Zurich. From there, I joined Dow as a Process Research & Development (R&D) Engineer on the Polyurethanes R&D team in 2007. Driven by my own curiosity of understanding where the materials that I was producing were going and their applications, I began working as a Technical Service & Development (TS&D) Manager at Dow where I supported automotive seating and interior application technologies. Afterwards, I transitioned into working on the business side as a marketing manager, guiding me to my role today where I lead Dow’s global polyurethanes market strategy.
While I’ve held many different positions, all of them have been in the automotive industry. What is most unique about me is that I know how to best position these materials in the market because of my knowledge in developing them from production to application. I have always been drawn to the sourcing, processing, and application of innovative materials. I find the automotive industry particularly exciting, and the work that Dow is doing in terms of mobility innovation is fascinating, especially within the e-mobility market.
Can you share the most interesting story that happened to you since you began your career?
Since the beginning of my career, I’ve been able to witness some of the biggest advancements in the automotive industry. One story that comes to mind is during my time as a Technical Project Leader where we introduced a low emission, low odor material called SPECFLEXTM Activ Polyol to the market. Prior to this experience, I only knew the material from a molecular perspective, but then I learned how I should be positioning it in the market by communicating its value propositions. As someone who is passionate about sustainability in products and processes, this story really stands out to me because it was not only where I began my transition from a technical to a business role, but also, I had the opportunity to directly collaborate with our OEM customers to understand how our materials support their larger business goals, which was a truly priceless moment in my career.
Ok wonderful. Let’s now shift to the main focus of our interview. Can you tell our readers about the most interesting projects you are working on now?
The automotive industry in my eyes is undergoing one of the biggest transformations in the last 100 years. We recently announced the start of commercial operations of our VORATRONTM adhesive and gap filler production line at Dow’s Polyurethane Systems House in Ahlen, Germany. This is an exciting time as the VORATRONTM Polyurethane Systems allow for the manufacturing of thermally conductive adhesives, gap fillers, and pottants for electric vehicle (EV) batteries, increasing capacity of the product family by tenfold.
This investment highlights our overall commitment to battery assembly solution growth in the e-mobility market. We’ve developed a plan of how to make these materials in Ahlen viable for future generations to come. This will help to ensure that our VORATRON TM portfolio is well positioned to support the three major battery cell designs (prismatic, pouch, and cylindrical) as well as serve the current and future EV market. Additionally, when we envisioned how to make this investment happen, we ensured all operations at the Ahlen site were powered by 100% renewable energy. We’re ahead of the curve in delivering this capacity, reducing greenhouse gas emissions, and growing our ability to serve our customers with best-in-class materials for battery assembly solutions regionally and eventually globally. The investment is a perfect example of Dow’s Decarbonization and Grow strategy: as we decarbonize, we also have a clear path to earnings growth.
How do you think this might change the world?
Batteries are something many consumers might take for granted when thinking about EVs — not to mention their gap fillers. As the center of the ongoing EV revolution, batteries require reliable, high-performing materials for assembly, and with the sustainable options we offer at Dow, we’re able to supply and support our customers’ growth.
With the Green Deal policies for Europe to become the first climate-neutral continent that reaches net zero greenhouse gas emissions by 2050, we at Dow are well-positioned to help OEMs and Tiers through the Ahlen investment advance their goals in a region with the most aggressive sustainability regulations. We’re excited about the opportunity to optimize decarbonization while fostering growth, which means considering even the most forgotten elements.
Keeping “Black Mirror” in mind, can you see any potential drawbacks of this technology that people should think more deeply about?
The biggest drawback of the VORATRON TM technology lies in the reluctance of the industry to embrace circularity. The automotive industry must prioritize technologies which are designed to be sustainable and reduce waste. Reducing waste means considering every step of the value chain and getting ahead of the curve in the name of a more sustainable future.
What are a few things that most excite you about the automotive industry as it is today? Why?
There has never been a more important moment than now to embrace options that promote circularity in the automotive value chain from battery manufacturing and carbon reduction to end-of-life (EOL) recycling. When you are launching a new product, you already need to be thinking about its impact on the next generation. By 2030, more than one in four new passenger cars sold will be electric vehicles. Consumers are paying attention to the environmental impact of their mobility choices, so it’s an exciting time to be developing solutions that they care about, and that the environment needs.
I am continuously inspired by the evolution in automotive sustainability. Specifically, electrification of vehicles and how to incorporate circular materials into a car make me excited. In my opinion, there is no other industry out there with this level of innovation as the components in vehicles are constantly evolving. It’s a great space to enter and work in if you have a curious and innovative mindset.
What are a few things that most concern you about the automotive industry as it is today? What must be done to address these challenges?
Though all the OEMs we work with have been clear in their sustainability and electrification goals, I’m concerned there are some that are delaying in achieving them as they may be resistant or slow to embrace a new ecosystem business model. I also find that the automotive industry at large is not working fast enough to accept mass balance recycling systems for vehicles. There is progress, but it’s not happening as quickly.
To address this, we need to demonstrate clear examples to show them how they can quickly achieve their goals. For example, when we ushered in our SPECFLEX TM CIR solutions, which are circular polyurethane-based products made from recycled feedstock from the automotive industry, Dow was the first player in the market to come out with such a product. To keep up with the demand for new and sustainable raw materials, manufacturers must be willing to close the loop along the vehicle lifecycle. Achieving circularity means considering every step in this cycle and ensuring that recycling systems are robust and innovative enough to produce the least amount of waste possible.
Based on your vantage point as an insider in the automotive industry, what other exciting disruptive technologies will we see in the next few years? Can you share some of the new developments that will make vehicles smarter, safer, and more sustainable?
I think we’re going to see a completely different disruption of the automotive industry in the next few years. Circularity, sustainability, and new ecosystem business models will help OEMs close the gaps in reaching their goals and help them to achieve decarbonization. Sustainability is the new license for how to operate and circularity is going to boom because the waste of today from EOL vehicles will become the feedstock of tomorrow. This is where Dow and MobilityScienceTM will play an amazing role. Polyurethane is the second largest polymer plastic, providing us with a unique challenge that we really believe we should be exploring further. For example, we recently announced our partnership with Gruppo Fiori, which serves as proof for how to bring the value of waste into the automotive space through unique partnerships.
I believe the use of polyurethanes in a multitude of automotive applications has already begun reshaping the way we think about the material and its versatility. Developments in polyurethane technology have allowed for light-weight solutions in seat cushions, acoustics, and now adhesives and gap fillers in EV batteries. In the next few years, I see polyurethanes being further explored and transformed as a leading material in sustainable automotive manufacturing.
In your opinion, how much longer will fossil fuel powered cars be produced? When do you think EVs will be the majority of vehicles in use? Can you explain?
There is no doubt that the mobility market is heading toward EV dominance, particularly in the coming decades. Of course, EV usage and production depends on region. For example, 50% of the cars sold in China have a decreased carbon footprint and strong links to electrification. Government incentives and regulations are already catalyzing a global shift away from internal combustion engine (ICE) vehicles and embracing sustainable mobility. By 2030, the European Union wants 30 million zero-emission cars on the roads and only EVs by 2035.
In preparation to achieve this goal in 2035, we’ll really start to see other regions transition into only EVs. China’s already ahead of the curve, the next will be Europe, and then the Americas, however some of the United States are more ahead in their progress like in California. It will be a step-by-step process, but efforts like the VORATRON TM investment and Gruppo Fiori partnership are helping to spearhead these changes as a starting point. Consumers care about the environment, and if we as manufacturers can leverage this support, along with the help of local and national governments, we can collectively make this transition together. What’s important is keeping up with demand and constantly innovating for the next generation of EV solutions.
When do you think we will see fully autonomous vehicles deployed in a mainstream way? What do you think are the main barriers to reaching that stage?
The current testing and rollout of autonomous vehicles (AVs) is promising in terms of an imminent mainstream deployment. Like the deployment of EVs, AVs are dependent on their demand as well as government regulation and incentives. The technology is nearly there — for it to be used, however, safety must be proven, and the public must be comfortable with it. I believe electric vehicles are first, and then the industry will turn its attention toward AVs.
How else will our driving experience be different over the next five years?
Beyond key sustainability advancements, vehicles will continue to become safer, smarter, and more enjoyable. There will be an emphasis on making the interiors of the vehicle an extension of buyers’ own living spaces, with opportunities for customization and personalization. Our driving experience is constantly evolving in response to industry development and engineering. Features like enhanced navigation displays, acoustics, and interior comfort, are becoming more advanced every day. That’s what makes the automotive industry so exciting — the chance to innovate every part of the driving experience from comfort to environmental impact.
What are your “5 Things You Need To Create A Highly Successful Career In The Automotive Industry?
- An open mind
This industry is constantly changing and keeping an open mind to new advancements and demands helps to keep developments and technology moving in the right direction. Change is one of the things that makes this industry so thrilling to work in — especially when it comes to sustainability and circularity.
2. Determination
Tough challenges arise every day. Determination is essential in meeting them head-on and reminding yourself that the work we’re doing is vital.
3. Curiosity
Curiosity is what led me into this industry in the first place. It’s why engineers are problem-solvers, and why we’re able to deliver consistent solutions and leading performance.
4. Being able to quantify value propositions
Being strategic in the positioning of one certain product versus another is essential to create a compelling and clear picture of how a solution will be beneficial. This is a market where you not only need to communicate the value propositions, but also show figures to demonstrate how your products can drive business results for your customers.
5. A willingness to execute
When working across multiple teams and sectors within this industry, it’s important to understand when you’re presented with the right time to act. Sometimes, taking action looks like evaluating risks and taking them to push innovation further.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
Every day, humans process about 60,000 thoughts in their brains. 80% of those thoughts are negative, and 95% of them are repetitive, involved in what’s called “rumination.” Psychologically speaking, our thoughts have the power to influence the way we feel. If we can change our environments to inspire more positive thinking, we can boost our moods and improve our emotional health. Think about how much time many adults spend in the car or in any form of transportation! If the car is a space which can be optimized for a human’s thought-processes, a space to feel more relaxed or content, that could cause a big impact on a person’s emotional well-being. I would love to train people in understanding the impact that Dow and MobilityScience TM solutions have on us directly every day.
How can our readers further follow your work online?
I post updates about my work and exciting Dow innovations on my LinkedIn profile: Esther Quintanilla
Thank you so much for the time you spent doing this interview. This was very inspirational, and we wish you continued success.
About The Interviewer: David Leichner is a veteran of the Israeli high-tech industry with significant experience in the areas of cyber and security, enterprise software and communications. At Cybellum, a leading provider of Product Security Lifecycle Management, David is responsible for creating and executing the marketing strategy and managing the global marketing team that forms the foundation for Cybellum’s product and market penetration. Prior to Cybellum, David was CMO at SQream and VP Sales and Marketing at endpoint protection vendor, Cynet. David is a member of the Board of Trustees of the Jerusalem Technology College. He holds a BA in Information Systems Management and an MBA in International Business from the City University of New York.
