INTERNAL
R&D DIGITAL TRANSFORMATION
DataDriven
program
GARTNER
IT
SYMPOSIUM | Xpo
09 November 2022
Barcelona, Spain

INTERNAL
EZEQUIEL PITTON
WHO
WE
ARE
RICARDO LEAL
R&D PROCESS, METHODS & DIGITALIZATION
R&D PRODUCT DATA MANAGEMENT
74 Expats
18 Inpats
15%
of SEAT indirect
headcounts are in R&D
20%
Female
>3.200
Engineers working
>17
Nationalities
TEST KM/YEAR
3.421.000
HOURS OF ENGINEERING
5.200.000
M2 OF AREA
200.000

3
DataDriven
program
Why

INTERNAL
PRODUCTION SALES
DESIGN
RESEARCH &
DEVELOPMENT
THE ONLY COMPLETE VEHICLE
MANUFACTURER IN SPAIN

INTERNAL
5
PORTFOLIO Arona Ateca Tarraco
Ibiza León
Family
Ateca León Family
Formentor Born
CURRENT
PORTFOLIO
CURRENT
PORTFOLIO
FUTURE
PORTFOLIO
In 2030, 100%
of our Models will be
electrified
Tavascan
Small BEV
…

INTERNAL
Development Process
New regulations, new markets, new materials, new commercial offer, ADAS
Design Restyling, new electronic functionalities, new motors, …
Review of production processes, Supplier feedback
Geometry Developm. / Virtual Assurance
Tooling
Physical Testing
Simulation / Virtual Testing
Homologation
Lifecycle
End of
Production
4÷5 years > 7÷8 years

INTERNAL
Our Vision is to help the R&D workforce with its daily tasks
Enginneer
Tester
Is there any change in
project top-
milestones?
Are facilities for
testing confirmed?
When is officially my B-
release planned ?
Has already Purchase
confirmed the SEL
nomination?
How is the DMU
Collissions status?
When do I receive
my testing parts?
How are my
development cost?
Do I have
complaints from P
or GQ?
Are all my
Problemblätter
solved?
Are my testing results
out of expected
ranges?
Area/Department
Manager
Every week I have to update the same
report with new information
When will they send the
test results?
Is the performance of
my team in time?
Which competences do my
collaborators have?
Are jobprofile
really updated
Is the capacity of my
team balanced?
How is my budget situation
for each project?
When do expire my current
project-positions?
Are the requested
investments planned &
approved?
Do I cover my fixkosten?
…
Have my team released all the
expected information?
Are the purchase order
officially processed?
Who can answer all these questions ?
Where can I find these informations ?
How much time do I need to get this information?

INTERNAL
Even if we have a lot of systems, we are highly dependant on our Knowledge Workforce to manage
our Data
TEVON Connect
TI-Synchro
COPS
CoDe
Chartesius
System42
zzz
AVON
K-SRM
yyy
xxx
Info / Status / Data gathering
and transmission
Problem solving
Decision / Management
60%
20%
20%
Knowledge Worker
Today
time

INTERNAL
Even if we have a lot of systems, we are highly dependant on our Knowledge Workforce to manage
our Data
TEVON Connect
TI-Synchro
COPS
CoDe
Chartesius
System42
zzz
AVON
K-SRM
yyy
xxx
Info / Status / Data gathering
and transmission
Problem solving
Decision / Management
60%
20%
20%
Knowledge Worker
Today
time

INTERNAL
Our Vision is to lead the Transformation of SEAT R&D to a Digitalized, Efficient, DataDriven
Organization.
60%
Info / Status / Data
gathering and
transmission
20%
Problem solving
20%
Decision /
Management
Problem
solving
Decision /
Management
Knowledge Worker
Today
DataDriven
Knowledge Worker
Digital Transformation

11
DataDriven
program
What

INTERNAL
THE DataDriven Program IS OUR APPROACH FOR THE
DIGITAL TRANSFORMATION OF R&D SEAT
To ensure that our actions decisions are compelled through 360º accessible data, and to this end it
bases much of its initial effort on the redefinition and digitization of our main processes.
The main aspect is the challenge of the digital transformation and how DataGovernance is key in
the definition of the new digitalized processes, as well as in the architecture of the solution.
DataDriven aim:

INTERNAL
DataDriven
programm
App Factory Organization Culture
Transformation
Business
Analytics
Data Governance Business
Performance
6 projects One mission
digital transformation

INTERNAL
To face that challenge, our approach is to focus on the Data, Process and Method layers but not to
substitute any of the existing systems…
TEVON
Connect
TI-Synchro
COPS
CoDe
Chartesius
System42
CAE-Bench
AVON
K-SRM
Status E
Hyperiom
KVS
Product
Final result of all operations and
teamwork
R&D Systems (Seat + Group)
>500
Silos working
(not interlinked)
Method
Systematic way to get a final result
Process
Phases & operations to
achieve the next level
Information
Generated information related to
parts, test, functions, …

INTERNAL
To face that challenge, our approach is to focus on the Data, Process and Method layers but not to
substitute any of the existing systems…
Product
Final result of all operations and
teamwork
R&D Systems (Seat + Group)
>500
Silos working
(not interlinked)
Method
Systematic way to get a final result
Process
Phases & operations to
achieve the next level
Information
Generated information related to
parts, test, functions, …
DataDriven does not
substitute any
VW-Group System
Data & People Integration Layer
TEVON
Connect
TI-Synchro
COPS
CoDe
Chartesius
System42
CAE-Bench
AVON
K-SRM
Status E
Hyperiom
KVS

INTERNAL
… which main challenge is the composition of disaggregated information
the 360º information
of one entity depends on
multiple Use Cases / Processes
Digital
Mockup
Status
Official geometry
Release
Testing plan
3D geometrical
attributes
Sourcing
Specifications
Weight
Volume
Material
Costs
Organization
Development Leaders & Members / designers
/ Tester / programmer / Areas / Department
TPD information
Bill of
Materials
atributes
Development
costs
Testing parts
Problem sheet

INTERNAL
… the composition of the …
Single Source of Truth

INTERNAL
Our mission is to cover the end to end digitalization path…
Data Value
Added
the Single
Source of Truth
Data Gathering and
Process Efficiencies
Data Information
Data
Governance
Process
Digitalization
Business
Intelligence

INTERNAL
Our mission is to cover the end to end digitalization path leading to global business performance and
creating the data virtuous cycle.
Data Value Added
the Single Source of Truth
Data Gathering and
Process Efficiencies
Data
Governance
Process
Digitalization
Business
Intelligence
Knowledge

20
DataDriven
program
How
Incremental approach
IT Platform
Development Process
Data Architecture
Data Governance

21
DataDriven
program
“the elephant”

INTERNAL
long-term Project
continous delivery
DataDriven
incremental change-friendly
Platform- & Data architecture
incremental UseCase by UseCase approach
Business performance focus

INTERNAL
100 Processes 1 Single Source of Truth
The “100 Use Cases” have been defined and prioritized into clusters and modules.
Project Product Dev. Management Car Data
Project Management
• Project Milestones
• Project Status
• Project reporting information
• Decision sheets
• Monitoring new Introduction systems
Project Data
• Part-Specification for Purchase
• Load case Planning for test parts
• Geometry Release & maturity status
Product Validation
• R&D Release
• Test planning
• Problem sheets analysis
• Test results status
• Durability test results
• Quality complaints tracking
• Summer & Winter test complaints
• Test vehicle definition
Material/ Vehicle
• Test-vehicle request, delivery and use
• PT & Preserie vehicle production
• Carry over parts request
• Request and approval of test-vehicle
• …
Product data (parts)
• 3D Geometries for Concept Car
• 3D Geometries for Prototypes
• Part-cost status
• Weight status
• Cost optimization management
• Homologation status tracking
• Part/Function Comparison
• Part Technical characteristic
• TOP problem sheets tracking
Product data (vehicle)
• Technical product description
management
• Homologation: Emissions
• Homologation: Consumes
• Digital Mockup Analysis
• Virtual vehicle quality assurance
• Model Technical specifications
• PR-vehicle release
• Production & Assembly program
Finance
• PR Management & Capacity
• Budget/ Forecast Management
• Project valuation
• EA: Approval process
• Internal hours imputation
• R&D Invest planning
• Group projects management
People/ Orga
• Internal Capacity
• Job positions
• Competencies
• Residents
Sourcing
• Part specifications management
• Purchase request status
• Delivery note & Invoicing
management
• …
Asset Mgmt.
• One Team management
• Testing fleet management
• Transport authorization
• Open-Workspace resource
• …
Functions usage
• Driving profile selection
• Infotainment feedback
• Android Auto/IOS usage
• ADAS profile selection
• Seat regulation
• On-screen buttons
• Chassis profile selection
• Navi information
• Parking sensor
• …
Alerts
• Durability
• Security
• Fuel
• Braking
• …
User customs
• Hybrid/Electric charge model
• Electric Tailgate
• Electric windows
• Electric Seat
• Car ride
• …

INTERNAL
App factory Platform Conceptual Architecture
WORKFLOW
DEVELOPMENT
&
DATA
MANAGEMENT
1
Data Model Business Data Model (Connections of data at the process level)
2022 2023 2024
1
Persistence
Layer
500+
Data Entities &
Relationships
10.000+ Business
Fields and
Attributes
1000’s
Visualizations
BUSINNES
DATA
GOVERNANCE
,
MODELING,
REPORTING
&
VISUALIZATION
2000+
Users
Too much to
represent at
scale
200+
Client-Server Systems
(500+ total)
100’s
Excels
SYNCHRO (Documentation, Liberation Status)
TPD (Technical Soll)
CONNECT (Geometry)
ZMB (Collissions)
Teilecheck (Homologation Relevance)
Technical Data Model (Connections of data at the systems level)
100
Key R&D
Processes
Example: Vehicle part
Part Single Entity
Part 360º View

INTERNAL
Adding new solutions for different sizings and necessities
Data Virtualization
Inputs
3
Analytics & Reports
App
Factory
Data
Governance
Process Digitalization Business
Intelligence
1
Workflows
Applications 2 Data Management
ArtificiaI
Intel
Security
Layer
Scale to
complex projects
Citizen Developer
Store
S3
Security
Layer
+ Citizen Developer

INTERNAL
Development process classification [App factory]
DataDriven
Self Service
Self organized
Data
Citizen
Developer
DataDriven
Complex S3
Single Source of
truth
Dev. on demand
Security
Layer
Stand Alone
Tool
Governed tool
1
3
Citizen Developer+
Expert
Integrated tools and
data
2
DataDriven
Frugal
Governed
Data
Process Digitalization Business
Intelligence
Data
Governance
Need for
additional
data?
EMPOWERMENT
TRAININGS
S3
Single Source of
truth
Security
Layer
Governed
Data

INTERNAL
Data integration Challenge → Data Virtualization
Source Data
Car Data
Workflows Structured systems
datasets
Self-organized Data (files)
Virtual Data Vault
Business Data Model
Technical Data Model
Virtual Business
Data Marts
information flow
design flow

INTERNAL
DataDriven Process  UseCase methodology [Apps factory]
design
digitalization & UAT
UC Definition - Internal R&D
UC Proj.Manager+Experts
• Process description
• Workflow
• Information sources
• Data owners
• Data customers
• Data operations
• Business rules
• Alerts & messages
• Visualizations
• Profitability / Business Case
1 to 4 weeks
UC Digitalization & Testing – IT+Partner+R&D
Programming Squad + R&D Experts + IT:
• Agile methodology
• Sprints definition
• Programming
• Reviews + Testing
R&D Product Owner: Management & Coordination
Scrum master: Partner Coordination
2 weeks  XS size
12 weeks  XL size
Launch
Web/mobile
App Release
Go live
process
definition
UC Design - Internal R&D
Proj.Manager+Experts+Partner
• Citizen Development Prototyp
• Confirmation Business Case
• Contract Confirmation:
• Workflow
• Information sources
• Data owners
• Data customers
• Data operations
• Business rules
• Alerts & messages
• Visualizations
Use Case
Scope & Value
Use Case
Blueprint
R&D
Process
Owner
R&D
Management
(DataDriven Council)
IT SEAT
R&D
Management
(DataDriven Council)
Use Case
Delivery
IT SEAT
R&D
Process
Owner

INTERNAL
App Factory
Testing by Process
Owners
Development Team
DataSource Workflow
EPICS / USER STORIES
Owner Customer
UI / UX Mock-ups
User Journey
Alerts &
Messages
Business Rules Profitability
DataDriven R&D
Flexible (incremental)
Cost effective (Scale effect)
Standard & Modular (reusability)

INTERNAL
Data integration Challenge → Data Governance
Data Catalog
Data Ownership
Data
Lineage
Data
definition
Usage &
Quality control
Masterdata
Definition &
maintenance
Masterdata
Model
Completeness &
availability control
Data
Roadmap
Data Security
Role definition &
maintenance
Security &
Authorization model
Data Access
Control
Security
enforcement
architecture

31
DataDriven
program
to take away

INTERNAL
to take away …
WHAT WHY HOW (theory)
HOW

INTERNAL
Q&A
Thank you

INTERNAL