INTERVIEW Marius Mihailovici, Porsche Engineering Romania: “We are committed to increasing the integration of AI-based methods and tools across our projects and processes”

“In 2025, our priorities focus on three key pillars: expanding technological capabilities, further injecting our processes with AI, and enhancing our contribution to next-generation vehicle architecture. This year, we are strategically expanding our business footprint by exploring new opportunities in industries where we can add significant value. Additionally, we are committed to further boosting our internal competencies and increasing the integration of AI-based methods and tools across our projects and processes, embedding AI even deeper into our development workflows,” Marius Mihailovici, General Manager of Porsche Engineering Romania told Automotive Today.

“Attracting and retaining top software engineering talent continues to be a significant challenge, especially given the responsibility levels associated with roles in a high-tech engineering company like ours. The IT market is competitive, with immense potential but limited resources. Fortunately, we operate in a dynamic sector that excites and inspires future generations of engineers, particularly in automotive engineering, where there is a strong interest in software development.”

What were the key achievements for your company in 2024?

In 2024, we focused on enhancing our position as a modern software hub with expanded competencies within the Porsche Engineering Group. We take particular pride in the technological advancements made in key areas such as artificial intelligence (AI), advanced driver-assistance systems (ADAS), infotainment and software integration. AI has been central to our strategy, acting as a key enabler of advanced innovation in vehicle functions. At the same time, AI has significantly contributed to streamlining our internal processes, increasing speed and efficiency.   

What were the biggest challenges your company faced in 2024, and how did you address them? How have these experiences prepared you for the future?

The rapid changes in the automotive industry require us to act swiftly and adapt strategically. One of the most significant challenges we anticipated in 2024 was keeping pace with the impact of high-tech solutions and their fast integration in automotive engineering. To stay ahead, we placed a strong emphasis on internal capability-enhancement, investing in upskilling programs across our teams. Therefore, our highly skilled team at Porsche Engineering Romania (PERO) is well-prepared to tackle future challenges.

We also refined our simulation and testing environments to optimize our ability to deliver high-performance solutions that meet the highest standards of reliability and excellence. With AI successfully integrated across all core business areas, it has become a key driver of our operational excellence and efficiency.

In 2024, the automotive sector faced broader global issues, and our strategy focused on proactive measures to mitigate risks and ensure stability and psychological safety, allowing us to concentrate on innovation despite uncertainty.

What are your top priorities and objectives for 2025?

In 2025, our priorities focus on three key pillars: expanding technological capabilities, further injecting our processes with AI, and enhancing our contribution to next-generation vehicle architecture. Building on last year’s efforts, we have broadened our expertise beyond traditional automotive projects to develop intelligent mobility solutions across new domains. This year, we are strategically expanding our business footprint by exploring new opportunities in industries where we can add significant value. Additionally, we are committed to further boosting our internal competencies and increasing the integration of AI-based methods and tools across our projects and processes, embedding AI even deeper into our development workflows.

Finally, we work towards strengthening our role in new software architectures, particularly in technologies critical to the future of mobility, such as cloud connectivity and advanced driver-assistance systems (ADAS). These objectives are vital to Porsche Engineering’s roadmap.

Are there any planned investments in R&D, facilities, or partnerships in 2025?

Porsche Engineering Romania has experienced sustainable growth throughout the years: we have expanded our Romanian R&D by opening a second location in Timișoara and have deepened our collaboration with top technical universities in both cities where we are present to co-create value and develop the next generation of engineering talent.

In 2025, we plan to build on this momentum by reinforcing our strategic partnerships and fostering meaningful initiatives that align with our local values and Porsche Engineering’s global objectives.

On the technology front, as mentioned before, AI will remain a core focus area for us, both in advancing our research and embedding it in projects.

With the rapid changes in the automotive industry, what challenges are you facing in attracting and retaining talent?

Attracting and retaining top software engineering talent continues to be a significant challenge, especially given the responsibility levels associated with roles in a high-tech engineering company like ours. The IT market is competitive, with immense potential but limited resources. Fortunately, we operate in a dynamic sector that excites and inspires future generations of engineers, particularly in automotive engineering, where there is a strong interest in software development.

At Porsche Engineering Romania, we emphasize practical, hands-on experiences and encourage collaboration across departments. This approach enables our engineers to grasp the full complexity of projects rather than just isolated components. With abundant opportunities for on-the-job learning, supported by our highly skilled technical team and cutting-edge technology, we take pride in our people-first culture and are committed to being a top-of-mind employer in this competitive landscape.

How does 2025 fit into your company’s 5- or 10-year strategic vision?

Adaptability is essential, not optional. In 2025, flexibility and a forward-thinking mindset will be more crucial than ever, as companies that remain rigid and resist change are likely to struggle, especially in our sector.

From this perspective, 2025 offers a significant opportunity for Porsche Engineering Romania. We have adopted a growth mindset, emphasizing skill development through comprehensive cross-competence-building programs available to all employees.

We are actively monitoring emerging trends in automotive engineering and beyond to ensure our employees remain ahead of the curve, developing both technical expertise and soft skills relevant for the next five years. Learning and development have been a top priority since the beginning of the year, and we remain committed to investing in our people. For us, an engineering mindset is more valuable than expertise in any single technology or project; the ability to apply knowledge in innovative ways will be more important than ever.

What advice or insights would you share with other companies navigating the evolving automotive landscape?

As the automotive industry continues to evolve, it’s essential to embrace innovation and remain adaptable to change. Prioritizing psychological safety, especially during challenging times, allows teams to express their ideas and concerns freely, developing a culture of open communication. Strong leadership at all levels is crucial in nurturing this environment.

By investing in team development and maintaining a people-centric culture, organizations can position themselves for success. We look with confidence and optimism towards the future and are excited to create more valuable opportunities for clients, prospects and employees alike.