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INDUSTRY IN MOROCCO:
DATA AND COMPETITIVE MANUAL MANUFACTURING | DATATALKS #6
Videocast DataTalks | Episode 6 with Arsenio Hidalgo (CEO of EPP Natur)
In this sixth episode of DataTalks, we chat with Arsenio Hidalgo, CEO of EPP Natur, an automotive industry company with plants in Spain and Tangier, specializing in the artisanal manufacture of leather components within Morocco’s growing automotive ecosystem.
Throughout the conversation, we address a key issue for many industrial companies: how to make data-driven decisions in production environments where much of the process is manual.
Far from the cliché that craftsmanship cannot be measured, Arsenio explains how they have managed to control costs, times, efficiency, and productivity using simple, reliable data directly connected to the reality of the plant.
Why is it relevant for an Industrial or Operations Director?
During the talk, many of the real questions asked by industry leaders in labor-intensive sectors arise:
- Can manual processes be measured without creating complexity?
- What data is really useful for managing costs and efficiency?
- How can you compete in high value-added sectors against low-cost markets?
- When does it make sense to internationalize an industrial plant?
- How can data be used to improve productivity without dehumanising work?
Arsenio answers from his direct experience:
- More than 30 years in the automotive industry
- Leading industrial companies, from artisanal manufacturing to scalability
- Managing production in Spain and Morocco
- Making decisions based on simple, reliable and shared data
Episode highlights - Key ideas
1️⃣ Industry in Morocco: a strategic decision to compete
The partial transfer of production to Morocco is a result of competitive pressure in the automotive industry, especially from lower-cost countries.
Arsenio explains that factors such as logistical proximity to Europe, compatible time zones, and the possibility of directly controlling operations were key to the decision.
He also points out that internationalization does not always mean immediate cost reductions: the return on investment can take years due to investment, travel, learning about the environment, and cultural adaptation.
2️⃣ How Morocco has evolved as an industrial country
The talk offers a very direct view of the country’s evolution over the last 20 years:
- Strong infrastructure development (ports, highways, high-speed rail).
- Clear national industrialization strategy.
- Growth of the automotive ecosystem and suppliers.
Morocco is already part of the industrial ecosystem, especially in the automotive sector, and will continue to gain weight in the coming years.
3️⃣ Data as a management tool, not a control tool
At EPP Natur, data is used to align objectives, improve processes, and build trust.
When people understand the reasoning behind the numbers, data becomes a tool for continuous improvement, not a source of conflict.
4️⃣ Data-driven industrial internationalization
This episode provides a very realistic view of industrial implementation in Morocco.
Beyond the myths, Arsenio explains how he has achieved successful internationalization and how the data at his plant allows them to:
- Compare real performance
- Detect cost deviations
- Make strategic decisions with solid criteria
- Maintain quality and traceability
5️⃣ Simple data in manual processes: measure and survive
Although manufacturing is labor intensive, it is possible to maintain a focus on competitiveness and continuous improvement thanks to indicators such as time, efficiency, scrap, and inventory.
The focus is not on generating lots of data, but rather:
- Reliable and manageable data.
- Useful information for daily decisions.
- Maintaining transparency with operators to improve trust and productivity.
This has made it possible to improve efficiency, build team loyalty, and maintain competitiveness in a demanding sector such as the automotive industry.
6️⃣ Internationalization also means managing culture and people
One of the clearest lessons from this episode is that setting up a plant abroad is not just an economic decision.
- There is cultural adaptation.
- Building trust with workers and institutions.
- Changes in internal organization.
The process requires time, physical presence, and a long-term vision rather than quick decisions. This is especially relevant for companies that are considering internationalizing production.
Final tip for Industrial Managers with doubts
Digitization is not about having spectacular dashboards, but rather having reliable information that helps you make better decisions every day.
Even in highly manual production environments, starting with simple data linked to key processes and shared with the team is the most effective way to improve competitiveness.
📺 More episodes of DataTalks
At DataTalks, we talk to industrial, operations, and innovation directors about: Industrial digitization, Industry 4.0 in the plant, practical use of data, and, above all, real experiences without unnecessary theory.
If you want to learn more about how to achieve real-time visibility of manual lines and machines without connectivity,
find out here 👇
CTO & TECHNICAL DIRECTOR
Expert in industrial monitoring and data analytics.
We tell you how to improve decision-making and production efficiency in your plant, without wasting time generating reports. Your plant at a glance!
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