Red Sofa interview | Digitalisation and Diversity: Saba Azizi on CATL’s strategy for success in EMEA

Highlighting the intersection of diversity and innovation, Azizi underscored the critical role diverse teams play in shaping digitalisation within the automotive sector.

Azizi described her work in building CATL’s aftersales service network in EMEA, transforming it “from zero to hero.” Over four years, she and her team established over 70 service partners in 140 countries. Key to this success has been the digitalisation of service operations, ensuring seamless customer experiences through integrated platforms tracking performance and technician certifications. “Digitalisation isn’t just about technology,” Azizi emphasised, “it’s about creating a platform where diverse perspectives collaborate.”

She also highlighted diversity as a cornerstone of innovation, stating, “A diverse team understands customer demands better and adapts more effectively to local markets.” Azizi urged companies to embrace unbiased hiring, creating inclusive environments where “diverse people feel they belong and can contribute.”

Her message was clear: leadership is about “rising as your team rises.” Azizi’s insights underscore the transformative power of diversity and digitalisation in the EV industry.