The conference "The automotive industry at a crossroads", held on 10 February 2026 in Baluarte (Pamplona), brought together industry and institutions to talk candidly about a decisive moment: regulatory pressure, technological transition and a more demanding environment in terms of costs, investment and demand. Plásticos Alser was represented by César Alonso, commercial director, to listen to key players, compare priorities and take the real pulse of the sector in Navarre and Europe.

From the "golden age" (until 2018) to the race for added value

Until 2018, the European automotive industry was often described as a "golden age": stable volumes, more predictable planning and competitiveness based on engineering, brand and quality. Today, the playing field has narrowed. Electrification, software, regulatory changes and new market expectations are driving up investment and shortening cycles. The conversation is no longer just about "producing", but about defending one's own space with applicable innovation and a more resilient supply chain.

Asian pressure: scale, speed and prices

Asian pressure—with China as a reference point—was one of the focal points of the debate. China's industrial scale and speed of execution are setting the pace for electric vehicles. According to the International Energy Agency, in 2024 more than 11 million electric cars were sold in China, accounting for nearly half of all passenger car sales, a figure that explains the country's ability to push the market towards faster cycles and more aggressive prices.

The impact in Europe is uneven: it is particularly hard on parts of the French and Italian fabric, while Germany and Spain are holding up better thanks to their industrial muscle and export weight. The shared conclusion was clear: Europe must accelerate without sacrificing quality, employment and a strong value chain. And, as the current situation in the sector reminds us, Europe (and Navarre) must accept that China is now "the giant" of the electric vehicle industry, which means competing with strategy rather than improvisation.

Navarre: talent, industry and the need for execution

Navarre is particularly affected by this debate because the automotive industry is strategic for its industrial economy. The conference discussed preserving competitiveness, employment and productive capacity in a context that is already leading to adjustments and restructuring processes. The meeting linked the diagnosis with levers such as the Auto Plan and the future Industry Plan, and brought together voices such as those of Mikel Irujo (minister), Joseba Madariaga (Laboral Kutxa), Thomas Puls (German Economic Institute), Michael Hobusch (Volkswagen Navarra), Julián Jiménez (ACAN) and Txus Pintor (NAITEC).

The message for the Regional Community was clear: the difference will lie in specialisation, technology transfer and speed in converting knowledge into production. Competing solely on cost is a trap; competing on value is a strategy.

What this means for materials: cars are changing, demands are increasing

The transition does not eliminate the need for materials; it redefines it. Electrification and weight reduction coexist with more demanding requirements: thermal resistance, dimensional stability, safety, aesthetics, recyclability and traceability. In this scenario, technical polymers and customised composites are gaining importance because they allow properties to be adjusted to each part and regulation, while maintaining performance and industrial consistency.

For a supplier such as Alser, the focus is on three levers:

Technical performance: consistent formulations geared towards process and application.
Circularity: more recycled content where feasible, with quality control and traceability.
Industrial efficiency: materials that reduce waste and improve the total cost of the part.

At Alser, this approach is supported by our experience in polymers and composites and in circular economy solutions such as Infinity Recycling. Defending the 'European space' means reducing the gap between the idea and the final part, with stability, traceability and close technical support.

Conclusion: anticipate to compete

César Alonso's presence at Baluarte reinforces a conviction: the future will be decided between those who understand change and those who suffer it late. At Plásticos Alser, we will continue to listen to the sector and turn signals into decisions, accompanying the transition of the automotive industry in Navarre and Europe with technical solutions and a focus on results.

If you would like to study a material or formulation for your project, please contact our team.