Sergio Morales

Contributing to the European Committee for Standardization (CEN) in Technical Committee 333, Working Group 9, focusing on Cargo Bikes. My responsibilities include providing expert knowledge, engaging in discussions, and aiding in the development of standards that promote the safety, efficiency, and sustainability of cargo bikes across Europe

Member of the UNE (Spanish Association for Standardization) group CTN-UNE 219 - Personal Mobility Vehicles (PMV). Electric urban mobility vehicles for use on roads or in public spaces. This includes those where speed and direction control is electric or electronic: eCargoBikes, eBikes, trailers & kick scooters.

My primary responsibilities are focused on developing and executing comprehensive sales and marketing strategies. I established the national and international sales organizational structure and strategy from the ground up, creating an effective territory and account management plan. My duties encompass developing the internal salesforce, negotiating sales distribution and aftersales agreements, securing valuable joint ventures, driving business development, and enhancing customer acquisition and retention.

As part of Toyota's sales strategy division, I played a key role in leading the Custom & Non-Genuine business area, reporting both nationally and to European headquarters. I spearheaded the development and successful execution of annual and 3-Year Business Plans (3YBP) for this business unit. Managing a team of five professionals, we identified new business opportunities, negotiated with dealerships, and increased business volume and profitability annually.

As the Technical Lead for Lexus and Toyota hybrid and electric systems in Spain, I played a crucial role in assisting the dealership network with diagnosing and repairing electrical systems, ensuring adherence to Toyota's stringent quality standards. I was actively involved in continuous improvement processes, contributing significantly to achieving and maintaining the highest levels of quality. My efforts ensured that dealerships had the technical expertise and support needed to deliver exceptional service and uphold Toyota’s reputation for excellence.

As a Technical and Training Specialist, provided expert support on electronic and electrical systems to dealerships. I conducted studies on technical incidents, reported findings to the factory and providers to facilitate product improvement. My contributions ensured that the dealership network was well-equipped with the knowledge and tools needed to diagnose and repair systems effectively, following KIA's stringent quality standards.