Shownotes
PowerCo Canada is about to start construction on its massive $7 billion EV battery plant in St. Thomas, which means a major recruitment campaign is underway. In this episode of Making it in Ontario, we sit down with Norman Wickboldt, PowerCo Canada’s CHRO, for a deep dive into the hiring plans—including what types of skills will be needed (and when), the differences between working in an EV battery plant versus a traditional vehicle assembly plant, and how PowerCo Canada is building a robust talent pipeline for the future.
- 00:00 Introduction to Making it in Ontario
- 04:56 Norman's Background and Career Journey
- 11:18 First Impressions of Canada and Working With St. Thomas
- 15:48 Working in an EV Battery Operation vs a Traditional Vehicle Assembly Plant
- 17:51 Recruitment Scale and Timing
- 20:36 Who Should Apply and How to Prepare
- 24:08 Types of Opportunities Available Now and in the Near Future
- 25:47 PowerCo Canada’s Strategy To Build a Robust Talent Pipeline
- 29:07 PowerCo’s Values and Culture
- 33:44 Future of Work in Advanced Manufacturing
Highlighted Links
- PowerCo Careers in St. Thomas: https://careers.powerco.de/go/St_-Thomas/9527301/
- Making it in Ontario Season 11, Episode 4 with Sean Dyke, “Why PowerCo Invested $7 Billion in St. Thomas, ON” https://player.captivate.fm/episode/21f19b80-993d-4ca5-8020-e229493921e3/
Find Out More about PowerCo
- Website: powerco.de
- LinkedIn: linkedin.com/company/powerco-se
- Facebook: facebook.com/PowerCoOfficial
- Instagram: instagram.com/powerco_se
Find Out More About Trillium
- Trillium website: trilliummfg.ca
- Trillium GIS: trilliumgis.ca
- LinkedIn: linkedin.com/company/trilliummfg
- X/Twitter: x.com/TrilliumMfg
- Instagram: instagram.com/trilliummfg
- Facebook: facebook.com/trilliummfg
- Old ‘Making it in Ontario’ Episodes: https://soundcloud.com/making-it-in-ontario-past
About the Making it in Ontario Podcast
Making it in Ontario is your window into what's next in manufacturing. Ontario’s economy depends on manufacturing, but the latest research reveals concerning trends that could undermine the sector’s strength—if we don’t address them. Join us as we talk to CEOs and other leaders at the forefront of the sector about productivity, strategy, talent markets and career opportunities, and the role of manufacturing in a prosperous and sustainable future.
This podcast is an initiative of the Trillium Network for Advanced Manufacturing. It is produced by Storied Places Media.
Transcripts
Welcome to Making it in Ontario, your window into what's next in
2
00:00:05,901 --> 00:00:10,131
Ontario's manufacturing sector from the
data driven researchers at the Trillium
3
00:00:10,131 --> 00:00:11,991
Network for Advanced Manufacturing.
4
00:00:12,591 --> 00:00:13,671
I'm Michelle Samson.
5
00:00:14,093 --> 00:00:15,210
Brendan Sweeney: And I'm Brendan Sweeney.
6
00:00:17,325 --> 00:00:19,455
Michelle Samson: Happy September, Brendan.
7
00:00:19,665 --> 00:00:21,675
Happy September, listeners.
8
00:00:21,675 --> 00:00:23,385
Hope everybody enjoyed their summer.
9
00:00:23,828 --> 00:00:26,822
Brendan Sweeney: Yeah, I'm still
enjoying it, down in deep south
10
00:00:26,822 --> 00:00:31,132
of Ontario here, we stretch this
thing out until Thanksgiving or so.
11
00:00:31,517 --> 00:00:32,597
Michelle Samson: Thanksgiving!
12
00:00:33,911 --> 00:00:38,681
I'm very like back to school minded,
whether I'm back to school or not.
13
00:00:39,015 --> 00:00:42,017
On that note, we're really
excited, whether you still consider
14
00:00:42,017 --> 00:00:46,127
it summer or fall we've got a
really good episode for you.
15
00:00:46,490 --> 00:00:49,375
And Brendan did I hear this has
been in the works for nearly a year?
16
00:00:50,350 --> 00:00:54,161
Brendan Sweeney: Yeah, and we
had discussed with PowerCo the
17
00:00:54,308 --> 00:00:59,348
potential of having someone come
on the podcast for a year or so.
18
00:00:59,348 --> 00:01:03,655
And we just kind of agreed, yeah,
when the time is right, and lo
19
00:01:03,655 --> 00:01:05,711
and behold, the time is right.
20
00:01:05,841 --> 00:01:12,061
And this is, I believe, the
first full length episode of any
21
00:01:12,061 --> 00:01:17,898
podcast to feature PowerCo Canada,
which is beginning construction
22
00:01:17,898 --> 00:01:19,968
on its EV battery plant in St.
23
00:01:19,968 --> 00:01:22,191
Thomas in the next few weeks.
24
00:01:22,221 --> 00:01:23,301
So that's really exciting.
25
00:01:23,613 --> 00:01:24,633
Michelle Samson: That is really exciting.
26
00:01:24,873 --> 00:01:29,763
Now, you know, because we are so on
the cusp of things, we have previously
27
00:01:29,763 --> 00:01:33,833
done an episode not featuring
someone from PowerCo directly,
28
00:01:33,833 --> 00:01:35,803
but certainly touched on PowerCo.
29
00:01:36,313 --> 00:01:38,803
If you're a regular listener, you
might already know what I'm talking
30
00:01:38,803 --> 00:01:43,128
about, but, we did an episode about the
economic development slash investment
31
00:01:43,128 --> 00:01:47,389
attraction side of this project
with Sean Dyke, the CEO of the St.
32
00:01:47,389 --> 00:01:49,549
Thomas Economic Development Corporation.
33
00:01:49,699 --> 00:01:53,189
So if you're interested in
how PowerCo landed in St.
34
00:01:53,189 --> 00:01:56,269
Thomas, we'll link that
episode in the show notes.
35
00:01:56,839 --> 00:02:00,559
Brendan Sweeney: And funny enough,
Sean Dyke gets some shout outs in
36
00:02:00,619 --> 00:02:08,889
this episode, which is with Norman
Wickboldt, PowerCo Canada's CHRO.
37
00:02:09,496 --> 00:02:13,543
Michelle Samson: Yeah, so, as he
notes himself, he is from Germany and
38
00:02:13,543 --> 00:02:19,899
he's been in Canada for a year and
so we get his impressions of Southern
39
00:02:19,899 --> 00:02:24,924
Ontario, it's very friendly people,
it's very highly qualified workforce.
40
00:02:25,796 --> 00:02:31,316
Brendan Sweeney: And importantly, we learn
about the career opportunities at PowerCo
41
00:02:31,316 --> 00:02:37,226
Canada, how the company is preparing to
hire a couple hundred people in the next
42
00:02:37,226 --> 00:02:43,706
few months and more than 2000 people or
so over the next two years in advance
43
00:02:43,766 --> 00:02:48,086
of opening its EV battery plant in St.
44
00:02:48,086 --> 00:02:48,986
Thomas.
45
00:02:49,226 --> 00:02:54,546
And we get some really good perspective
from Norman about where he sees PowerCo
46
00:02:54,566 --> 00:03:00,296
fitting into the advanced manufacturing
ecosystem in Southern Ontario.
47
00:03:00,659 --> 00:03:01,079
Michelle Samson: Mm-hmm.
48
00:03:01,764 --> 00:03:06,354
And another thing we're gonna put in the
show notes is PowerCo's Careers website.
49
00:03:06,744 --> 00:03:10,353
You'll be able to follow that link if
you're interested in working for PowerCo,
50
00:03:10,374 --> 00:03:14,204
or just curious about the types of
jobs that are coming down the pipeline?
51
00:03:14,484 --> 00:03:17,214
There is a whole range of
opportunities available.
52
00:03:17,627 --> 00:03:21,224
Brendan Sweeney: Quality assurance,
change management, customs
53
00:03:21,344 --> 00:03:28,549
coordination, financial analysts,
manufacturing execution, lab managers.
54
00:03:29,199 --> 00:03:34,119
You'll see a few more lab-type jobs,
a few more chemistry-type jobs due to
55
00:03:34,119 --> 00:03:38,709
the nature of the work in a battery
plant, as Norman explains to us.
56
00:03:38,769 --> 00:03:42,139
Security technology,
technical cleanliness.
57
00:03:42,909 --> 00:03:48,429
If you want to talk about
a clean environment, that's
58
00:03:48,459 --> 00:03:50,399
what a battery plant is.
59
00:03:50,879 --> 00:03:56,179
And again, Norman will explain to us
a bit about there's some elements of
60
00:03:56,179 --> 00:03:58,309
traditional automotive manufacturing.
61
00:03:58,309 --> 00:04:01,789
There's some elements of chemical
production, there's some elements of
62
00:04:02,029 --> 00:04:04,459
high tech electronics manufacturing.
63
00:04:04,459 --> 00:04:08,228
So, super cool to hear
about it in his words.
64
00:04:08,689 --> 00:04:11,659
Michelle Samson: Norman also
shared an invitation to a party.
65
00:04:12,037 --> 00:04:14,317
Brendan Sweeney: Yeah,
Downtown Octoberfest in St.
66
00:04:14,317 --> 00:04:18,757
Thomas, Saturday, September 20th,
sponsored by PowerCo and apparently
67
00:04:18,757 --> 00:04:20,463
we're invited, so that's fun.
68
00:04:20,762 --> 00:04:21,721
Michelle Samson: You
gonna be there, Brendan?
69
00:04:22,212 --> 00:04:22,807
Brendan Sweeney: I will try.
70
00:04:23,017 --> 00:04:24,277
I'll try, I'll try.
71
00:04:24,277 --> 00:04:25,379
It's just down the road.
72
00:04:25,379 --> 00:04:28,199
And I know I'm gonna be in
London, uh, for much of that week.
73
00:04:28,229 --> 00:04:32,099
But anyway, without further ado, if
you're interested in a career in the
74
00:04:32,399 --> 00:04:37,289
EV supply chain, in a battery plant
or if you're interested in learning
75
00:04:37,289 --> 00:04:43,229
more about battery plants, about what
PowerCo's up to and about Norman's,
76
00:04:43,229 --> 00:04:45,869
uh, you know, perspectives on.
77
00:04:46,364 --> 00:04:50,744
Building out an occupational culture,
building out a company culture.
78
00:04:50,894 --> 00:04:51,884
This episode's for you.
79
00:04:56,161 --> 00:04:59,908
Norman, a belated welcome to Ontario.
80
00:05:00,148 --> 00:05:01,793
You've been here about a year.
81
00:05:03,296 --> 00:05:04,856
It's great to have you on the show.
82
00:05:04,989 --> 00:05:11,559
And we are very excited to talk
about what's happening with PowerCo,
83
00:05:11,619 --> 00:05:12,909
what's happening down in St.
84
00:05:12,909 --> 00:05:13,959
Thomas.
85
00:05:14,162 --> 00:05:17,646
Introduce yourself and share
some of your career highlights
86
00:05:17,646 --> 00:05:18,732
with the Volkswagen Group.
87
00:05:19,749 --> 00:05:20,769
Norman Wickboldt: Thank you Brendan.
88
00:05:21,429 --> 00:05:23,049
I am also honored to be here.
89
00:05:23,689 --> 00:05:27,399
I did a little bit of homework, so I
listened into a couple of podcasts.
90
00:05:27,399 --> 00:05:29,339
Very exciting format.
91
00:05:29,339 --> 00:05:33,679
So, I am happy to share my
insights that I have so far.
92
00:05:33,779 --> 00:05:38,379
So let me just give you a bit
of a background about myself.
93
00:05:38,379 --> 00:05:43,359
So obviously from my lovely accent, you
can notice I'm not Canadian by nature.
94
00:05:43,959 --> 00:05:44,739
I'm German.
95
00:05:44,782 --> 00:05:49,224
I've worked for PowerCo and the
Volkswagen Group for all my career in
96
00:05:49,224 --> 00:05:51,324
different countries, different functions.
97
00:05:52,134 --> 00:05:57,277
I studied economics in the US for a
year in Oregon, and also then continued
98
00:05:57,297 --> 00:05:59,457
my studies in Cambridge in the UK.
99
00:06:00,327 --> 00:06:06,367
So I am an economist by nature, but
I was always very much interested
100
00:06:06,367 --> 00:06:11,657
in company strategies, what
makes companies successful, what
101
00:06:11,657 --> 00:06:15,047
are the competitive advantages.
102
00:06:15,047 --> 00:06:20,507
And I somehow ended up in HR, not
because I wanted to, but I ended up in
103
00:06:20,507 --> 00:06:25,182
HR because HR is really about the people.
104
00:06:25,212 --> 00:06:30,282
And if you want to make a company
or project successful, my belief
105
00:06:30,282 --> 00:06:36,062
is that HR is definitely the one
function that can make it or break it.
106
00:06:36,062 --> 00:06:41,632
So it's all about the people, and hence,
I lead this HR function, this people
107
00:06:41,632 --> 00:06:43,432
function, here for PowerCo Canada.
108
00:06:43,792 --> 00:06:46,082
So yeah, that's it in a nutshell.
109
00:06:46,082 --> 00:06:46,752
Very briefly.
110
00:06:47,544 --> 00:06:48,985
Brendan Sweeney: So a
couple thoughts there.
111
00:06:48,985 --> 00:06:50,755
So you went to Oregon.
112
00:06:51,325 --> 00:06:52,405
I went to Washington.
113
00:06:52,875 --> 00:06:55,805
So we'll leave it at that, but we've
both got experience on the west coast.
114
00:06:56,305 --> 00:07:00,085
And you have experience working with the
Volkswagen Group in Germany, and from
115
00:07:00,085 --> 00:07:02,395
what I understand in the UK as well.
116
00:07:02,765 --> 00:07:05,125
Norman Wickboldt: Yeah, so I've
been in different companies.
117
00:07:05,125 --> 00:07:11,160
So, I've been in Spain for a company
called SEAT, at the time for four years,
118
00:07:11,160 --> 00:07:13,760
and also then at Bentley in the UK.
119
00:07:14,390 --> 00:07:15,800
Both very interesting companies.
120
00:07:15,800 --> 00:07:19,860
I also worked in the headquarters at
Volkswagen in Wolfsburg in Germany.
121
00:07:19,860 --> 00:07:28,175
So the career I did was obviously starting
off at very basic jobs, I actually started
122
00:07:28,175 --> 00:07:33,435
as a sales and marketing coordinator, so
not necessarily anything to do with HR.
123
00:07:34,105 --> 00:07:37,645
But from then, I learned
how to understand customers.
124
00:07:37,645 --> 00:07:41,987
I learned how to better
become customer centric.
125
00:07:41,987 --> 00:07:46,607
One of the projects I did back in the
day was really to create softwares that
126
00:07:46,607 --> 00:07:53,477
could create data around customer centric
insights, and then try to leverage those
127
00:07:53,477 --> 00:07:56,915
insights into any sales initiatives.
128
00:07:57,279 --> 00:08:02,875
From then I also entered into other
corporate strategy roles and I was always
129
00:08:02,875 --> 00:08:09,815
interested in the entire business, and
my roles back in the UK were, Bentley's
130
00:08:09,815 --> 00:08:15,345
a beautiful brand, luxury brand, very
nice cars, but it was a bit old fashioned
131
00:08:15,345 --> 00:08:20,815
at the time, and they somehow managed
to turn this around by innovation and
132
00:08:20,815 --> 00:08:26,015
creating a much more modern image to
create a modern luxury image for the
133
00:08:26,015 --> 00:08:29,849
customer and also make themselves
relevant for the future generations.
134
00:08:30,299 --> 00:08:35,549
So I did different jobs over there
and it was all about investing
135
00:08:35,549 --> 00:08:40,746
the right resources in the
strategic topics of a company.So,
136
00:08:41,332 --> 00:08:45,642
with limited resources may it be people
or other resources, you really need
137
00:08:45,642 --> 00:08:49,915
to make sure you spend the resources
you have and with the right topics.
138
00:08:49,915 --> 00:08:54,475
And my belief was always you
need to spend them in strategic
139
00:08:54,475 --> 00:08:58,915
topics and also make sure that
you have an element of innovation.
140
00:08:59,275 --> 00:09:02,765
And yeah, from then I moved on to PowerCo.
141
00:09:03,720 --> 00:09:08,000
We'll come to that, but that was
one of my motivations to also join
142
00:09:08,000 --> 00:09:10,640
PowerCo, the element of innovation.
143
00:09:11,579 --> 00:09:16,739
Brendan Sweeney: So, I mean, tell
us in your words what motivated that
144
00:09:16,739 --> 00:09:23,669
transition from more the vehicle side
of the Volkswagen Group to PowerCo, to
145
00:09:23,669 --> 00:09:25,119
the emerging and growing battery side.
146
00:09:26,474 --> 00:09:26,654
Norman Wickboldt: Yeah.
147
00:09:26,654 --> 00:09:34,354
So I think the EV industry is the
solution for the future, whether it's
148
00:09:34,354 --> 00:09:39,424
today or tomorrow or the day after,
it's definitely the next generation
149
00:09:39,424 --> 00:09:41,344
and the current generation of vehicles.
150
00:09:41,344 --> 00:09:47,627
So I was always interested
in any aspects of innovation.
151
00:09:47,627 --> 00:09:52,682
Also, my work in the HR
environment, what can we digitize?
152
00:09:52,682 --> 00:09:54,992
Where is it that we can leverage data?
153
00:09:54,992 --> 00:09:59,997
And therefore this new emerging industry
for the Volkswagen Group and also the
154
00:09:59,997 --> 00:10:04,647
Volkswagen Group decided as one of
the big car manufacturers to really
155
00:10:04,827 --> 00:10:10,737
push the next generation vehicles
into EV, I thought this is one very
156
00:10:10,857 --> 00:10:16,820
interesting opportunity for me to learn
about it myself and also to support
157
00:10:16,820 --> 00:10:18,710
the success of such an endeavor.
158
00:10:18,890 --> 00:10:22,640
Yeah, so I joined the PowerCo
project in a very early stage
159
00:10:22,880 --> 00:10:24,687
in Germany, in Salzgitter.
160
00:10:24,807 --> 00:10:26,977
So they're very close to Wolfsburg.
161
00:10:27,287 --> 00:10:32,253
And I really helped ramping up the
headquarter for two and a half years.
162
00:10:32,810 --> 00:10:38,180
And at some point, uh, when it comes
to career, some things you can plan
163
00:10:38,180 --> 00:10:40,085
and some things just happen to you.
164
00:10:40,295 --> 00:10:45,065
So this was another one where I
was around and obviously I've been
165
00:10:45,065 --> 00:10:50,025
also traveling here as part of
the site selection process for St.
166
00:10:50,025 --> 00:10:50,595
Thomas.
167
00:10:50,695 --> 00:10:55,763
And so I had already deep knowledge of
how PowerCo works, how the Volkswagen
168
00:10:55,763 --> 00:10:59,953
group works, and also on what we
have been discussing here in Canada.
169
00:10:59,953 --> 00:11:05,443
And so, at some point I was simply
asked whether I could imagine to do the
170
00:11:05,443 --> 00:11:10,363
job, and because I had international
experiences and also studied abroad, I'm
171
00:11:10,363 --> 00:11:12,877
always keen to learn about new countries.
172
00:11:12,877 --> 00:11:17,297
And I raised my hand and here I
am, as you said, since a year.
173
00:11:18,088 --> 00:11:22,555
Brendan Sweeney: What were some of
your initial impressions about St.
174
00:11:22,555 --> 00:11:26,365
Thomas, about Elgin County, about
the London area, about Southern
175
00:11:26,365 --> 00:11:28,285
Ontario or about Canada generally?
176
00:11:29,505 --> 00:11:31,395
Norman Wickboldt: I give you
one little anecdote, which is
177
00:11:31,395 --> 00:11:34,075
actually something my wife told me.
178
00:11:34,225 --> 00:11:36,428
So my wife is from Argentina.
179
00:11:36,428 --> 00:11:37,673
We met in Barcelona.
180
00:11:38,250 --> 00:11:41,616
And I have a son that was born
in Barcelona and a daughter,
181
00:11:41,616 --> 00:11:42,976
she was born in the UK.
182
00:11:43,756 --> 00:11:44,826
Why am I saying that?
183
00:11:44,826 --> 00:11:50,396
Because we're a very international family
by nature, and so we've moved a lot, and,
184
00:11:50,653 --> 00:11:56,443
after usually a couple months of settling
into any new environment, you do a little
185
00:11:56,443 --> 00:12:00,613
summary, but it didn't take as long here
in Canada because my wife said to me
186
00:12:00,913 --> 00:12:05,513
after a few days, she said, and it's not
a stereotype, it's what we experienced,
187
00:12:05,533 --> 00:12:07,663
Why are people so friendly over here?
188
00:12:07,753 --> 00:12:08,713
It's really true.
189
00:12:09,103 --> 00:12:16,413
So I think the makeup of the Canadian
society is such because of all the
190
00:12:16,563 --> 00:12:23,063
immigration, and what made this
country successful is very special.
191
00:12:23,063 --> 00:12:25,133
And we felt very welcomed.
192
00:12:25,463 --> 00:12:30,198
Therefore, I think my general
impression was people were very
193
00:12:30,288 --> 00:12:33,678
approachable, very open, very supportive.
194
00:12:34,548 --> 00:12:39,538
And not because of what I do, but
just because the way they are.
195
00:12:39,538 --> 00:12:39,718
Yeah.
196
00:12:39,718 --> 00:12:43,418
And my one example is the
responsible person here for
197
00:12:43,468 --> 00:12:44,878
economic development in St.
198
00:12:44,878 --> 00:12:45,958
Thomas, Sean Dyke.
199
00:12:45,958 --> 00:12:49,858
And he was one of the first people
I actually met when I came here.
200
00:12:50,818 --> 00:12:55,828
And he took me to the farmer's market, he
showed me around, and he took his time.
201
00:12:56,158 --> 00:13:00,328
And at the same time, he was very
humble and very knowledgeable.
202
00:13:00,968 --> 00:13:05,338
And that's the kind of
person I identify with.
203
00:13:05,338 --> 00:13:08,408
And since then, we've stayed in
touch, obviously for business,
204
00:13:08,438 --> 00:13:10,865
but also outside of business.
205
00:13:10,895 --> 00:13:14,645
And that's what made this whole
transition very, very easy for us.
206
00:13:15,478 --> 00:13:15,748
Brendan Sweeney: Great.
207
00:13:15,988 --> 00:13:21,358
What was, if there was one real
pleasant surprise or just something
208
00:13:21,358 --> 00:13:23,298
that surprised you about St.
209
00:13:23,298 --> 00:13:26,608
Thomas, about the London area,
about Southern Ontario, what was it?
210
00:13:27,356 --> 00:13:31,748
Norman Wickboldt: So, let's stick for a
moment with what the city does, right?
211
00:13:31,748 --> 00:13:32,588
The City of St.
212
00:13:32,588 --> 00:13:34,718
Thomas is a small, mid-size city.
213
00:13:36,008 --> 00:13:41,658
And the city has had its ups and
down and we are completely conscious
214
00:13:41,658 --> 00:13:46,115
of that, and also what that does
theoretically and practically to
215
00:13:46,115 --> 00:13:47,865
the people that live in such a city.
216
00:13:47,865 --> 00:13:54,134
So with the whole Ford Legacy,
we wanna win the trust.
217
00:13:54,134 --> 00:13:57,844
And that's why I also spoke to many,
also to the mayor here, and said, What
218
00:13:57,844 --> 00:14:04,354
can we do as a company to really engage
with the community, to build trust?
219
00:14:04,354 --> 00:14:10,824
And in this context, the collaboration
with the city is really very special.
220
00:14:10,824 --> 00:14:13,734
I haven't seen anything
like it in other countries.
221
00:14:14,164 --> 00:14:19,234
Whatever we need, we can work
on it together, find solutions.
222
00:14:19,304 --> 00:14:24,861
And one example I have is the whole
infrastructure creation for our site,
223
00:14:25,124 --> 00:14:30,644
on time and with such dedication,
and we are all in it together.
224
00:14:30,664 --> 00:14:35,634
So we really feel that the collaboration
between us as a company and, let's
225
00:14:35,634 --> 00:14:39,584
say the government, not only the city,
but also the regional and federal
226
00:14:39,714 --> 00:14:42,174
government is really one of a kind.
227
00:14:42,264 --> 00:14:48,411
And for my topics specifically
in HR, I also use the team from
228
00:14:48,411 --> 00:14:51,437
the economic development, but
also other educational partners.
229
00:14:51,437 --> 00:14:55,067
So that's the other thing I
experienced, I would say, the
230
00:14:55,067 --> 00:14:57,557
engagement of the educational partners.
231
00:14:58,462 --> 00:15:03,592
For example, Western University where
we work on in terms of infrastructure
232
00:15:03,592 --> 00:15:08,842
that they can support with in terms of
talent pipeline in terms of training.
233
00:15:09,792 --> 00:15:12,702
And the same is true for Fanshawe College.
234
00:15:12,792 --> 00:15:15,882
Yeah, they're also very
good partner to work with.
235
00:15:16,872 --> 00:15:19,722
And on top of that, we also
have the ministry of labor and
236
00:15:19,722 --> 00:15:21,462
skills development, immigration.
237
00:15:22,117 --> 00:15:26,227
We formed a task force, and we meet
on a regular basis, discuss the
238
00:15:26,227 --> 00:15:30,697
topics, maybe how do we find the
right talent, how do we qualify,
239
00:15:31,087 --> 00:15:33,927
how do we also manage expectations?
240
00:15:33,927 --> 00:15:41,337
So all of that has been a very positive
and solution oriented collaboration.
241
00:15:41,337 --> 00:15:45,932
So I would say that is something I
haven't seen before to this extent.
242
00:15:46,712 --> 00:15:47,222
Brendan Sweeney: Amazing.
243
00:15:47,372 --> 00:15:47,822
Amazing.
244
00:15:48,936 --> 00:15:52,706
We understand that there are going
to be some employment and career
245
00:15:52,706 --> 00:15:57,846
opportunities at PowerCo and
you'll be promoting those soon.
246
00:15:58,386 --> 00:16:03,126
From an HR perspective, what are
the key similarities and what are
247
00:16:03,126 --> 00:16:10,196
the key differences between working
in an EV battery operation versus a
248
00:16:10,196 --> 00:16:12,146
traditional vehicle assembly plant?
249
00:16:13,248 --> 00:16:16,268
Norman Wickboldt: I mean, you're also
an expert, so I don't need to tell
250
00:16:16,268 --> 00:16:21,058
you, but if you look at the classical
automobile sector, obviously it's all
251
00:16:21,178 --> 00:16:27,398
about efficient processes, optimizations
in the detail, but here we have another
252
00:16:27,398 --> 00:16:35,173
element and the element is our battery
assembly equipment, it's very high tech.
253
00:16:35,233 --> 00:16:41,413
So you have the element of high tech
machines where you need data scientists
254
00:16:41,463 --> 00:16:46,353
to manage the entire production line,
get all the KPIs aligned, and make
255
00:16:46,353 --> 00:16:52,783
sure you understand where, if any
interruption happens how to manage that.
256
00:16:52,873 --> 00:16:53,863
So that's one aspect.
257
00:16:53,863 --> 00:16:56,843
The other element is chemistry.
258
00:16:56,903 --> 00:17:01,243
So you need some not only engineers,
but you also need chemists.
259
00:17:01,243 --> 00:17:06,792
Because at the end we are also
a combination of a large scale
260
00:17:06,792 --> 00:17:13,633
manufacturing facility and batteries
are made out of ingredients that
261
00:17:13,963 --> 00:17:16,213
have chemistry as a background.
262
00:17:16,213 --> 00:17:19,512
So, this is the interesting piece.
263
00:17:20,458 --> 00:17:26,228
Because of the industry is being so
innovative, you also need to make
264
00:17:26,248 --> 00:17:32,788
sure you find talent that is flexible
in terms of adding to their current
265
00:17:32,788 --> 00:17:39,128
knowledge and acquiring some new skills
that will help us to be successful with
266
00:17:39,128 --> 00:17:44,988
this company because we will see lots
of innovations happening in the next
267
00:17:44,988 --> 00:17:47,678
five to 10 years in the product itself.
268
00:17:47,838 --> 00:17:50,588
And therefore also in the environment.
269
00:17:51,270 --> 00:17:57,447
Brendan Sweeney: Great, and so your head
count now, I think you are more than 200?
270
00:17:58,178 --> 00:17:58,958
Norman Wickboldt: Yes, it's great.
271
00:17:59,001 --> 00:18:02,781
We are moving fast, so at the moment
it still sounds very small, doesn't it?
272
00:18:03,081 --> 00:18:04,311
But we are proud of it.
273
00:18:04,311 --> 00:18:09,631
I'm proud of it 'cause we are probably
around 260 at the moment and we want
274
00:18:09,631 --> 00:18:12,951
to be around 400 by the year end.
275
00:18:12,951 --> 00:18:16,401
So gives you an idea of how
many we add every month.
276
00:18:16,671 --> 00:18:21,651
And this is all non production
or frontline workers.
277
00:18:21,651 --> 00:18:26,691
So this is something that we will
focus on in the next months to come.
278
00:18:26,791 --> 00:18:30,831
So there will be lots of
opportunities beyond those 400.
279
00:18:31,388 --> 00:18:36,198
In the next years, thousands of jobs
will be created and mainly in the
280
00:18:36,258 --> 00:18:37,898
production and shop floor environment.
281
00:18:37,898 --> 00:18:44,221
So it's gonna be machine operators,
logistics, engineers, chemical
282
00:18:44,221 --> 00:18:50,061
engineers, and everybody that really
brings those skills to the table that
283
00:18:50,151 --> 00:18:53,001
we need to make this project a success.
284
00:18:54,111 --> 00:18:58,971
And I'm surprised, personally,
about the level of qualification.
285
00:18:58,971 --> 00:19:05,361
So I think in Ontario, the base of
qualification and skilled workers for
286
00:19:05,361 --> 00:19:07,511
this type of project is very high.
287
00:19:07,511 --> 00:19:12,311
So I was positively surprised
when I came to experience it
288
00:19:12,311 --> 00:19:14,291
myself here in the last, months.
289
00:19:15,201 --> 00:19:16,221
Brendan Sweeney: What do
you think is behind that?
290
00:19:16,251 --> 00:19:20,341
What creates that high floor of minimum
qualifications in Southern Ontario?
291
00:19:21,436 --> 00:19:24,526
Norman Wickboldt: I believe that
the collaboration between what I
292
00:19:24,526 --> 00:19:29,186
mentioned universities, for example,
and businesses could be one indicator.
293
00:19:29,186 --> 00:19:34,741
So the students are exposed to,
you know, an entrepreneurial
294
00:19:34,741 --> 00:19:36,691
environment as part of their study.
295
00:19:36,711 --> 00:19:42,066
And in this context, the
whole co-op student program is
296
00:19:42,216 --> 00:19:45,763
probably one key indicator for
a successful talent pipeline.
297
00:19:46,063 --> 00:19:46,873
That's one take.
298
00:19:46,873 --> 00:19:52,933
And hence, we also now have created such
an intake, first intake, already this
299
00:19:52,933 --> 00:19:54,883
year, early on in the project phase.
300
00:19:55,013 --> 00:19:59,113
So we will actually have our first 10
co-op students here this year, and then
301
00:19:59,113 --> 00:20:01,603
we'll expand that over the years to come.
302
00:20:01,603 --> 00:20:02,833
So that's my take.
303
00:20:02,833 --> 00:20:09,328
And maybe also the entire Ontario
infrastructure in terms of
304
00:20:09,358 --> 00:20:13,498
manufacturing base is that there's
actually a very high density of
305
00:20:13,498 --> 00:20:16,498
companies with such type of jobs.
306
00:20:16,498 --> 00:20:22,268
And I mean it's great that we are
attractive for those candidates.
307
00:20:22,378 --> 00:20:23,788
That's why they join us.
308
00:20:23,848 --> 00:20:29,893
But it's because those other businesses
exist here and we have a huge base
309
00:20:30,133 --> 00:20:32,083
of car manufacturers in Ontario.
310
00:20:32,083 --> 00:20:35,478
So, that's one source for us,
for sure, also to attract talent.
311
00:20:36,898 --> 00:20:37,138
Brendan Sweeney: Great.
312
00:20:37,678 --> 00:20:43,548
So as you roll out, as we hear about
some of the opportunities as you post
313
00:20:43,548 --> 00:20:47,905
jobs, I imagine there are some posted
right now that people can apply for.
314
00:20:48,475 --> 00:20:54,445
Who should be considering applying
for a position at PowerCo?
315
00:20:54,865 --> 00:21:00,085
And if you are considering applying for a
position, what's the best way to prepare?
316
00:21:00,085 --> 00:21:03,518
What's the best way to, whether it's
just getting your application together,
317
00:21:03,848 --> 00:21:06,898
if you get selected for an interview,
the best way to prepare for that
318
00:21:06,898 --> 00:21:08,338
interview, what are you looking for?
319
00:21:09,142 --> 00:21:10,402
Norman Wickboldt: Thank
you for that question.
320
00:21:10,803 --> 00:21:15,606
Basically the main element
we're looking for is motivation.
321
00:21:15,776 --> 00:21:18,806
If you're realistic, it's a
startup project, so there's not
322
00:21:18,806 --> 00:21:20,966
everything laid out for you.
323
00:21:21,026 --> 00:21:25,186
There are some things where you
just will need to take a task,
324
00:21:25,186 --> 00:21:27,266
run with it, find solutions.
325
00:21:27,316 --> 00:21:32,206
So I think you need to be cognizant
of the fact that it's just a
326
00:21:32,206 --> 00:21:37,096
transformative experience if you come,
for example, from the automotive sector.
327
00:21:37,256 --> 00:21:41,156
Because there will be additional
skills that you will need to acquire.
328
00:21:42,026 --> 00:21:47,036
And at the same time curiosity, a
learning mindset, I think are the
329
00:21:47,036 --> 00:21:49,196
other topics that I would call out.
330
00:21:49,256 --> 00:21:55,731
And any motivation for being part of
an innovative industry that we hope
331
00:21:55,881 --> 00:21:58,271
to help to establish here in Canada.
332
00:21:58,401 --> 00:22:04,498
So those are the main characteristics I
would call out, apart from the technical
333
00:22:04,498 --> 00:22:06,028
skillset you need to bring along.
334
00:22:06,878 --> 00:22:07,298
Brendan Sweeney: Mm-hmm.
335
00:22:07,483 --> 00:22:12,469
And what kind of technical skills are
you looking for for specific positions?
336
00:22:13,374 --> 00:22:15,424
Norman Wickboldt: So I just
mentioned a couple of words.
337
00:22:15,424 --> 00:22:19,544
So, advanced manufacturing, I
mentioned chemistry, I mentioned IT,
338
00:22:20,234 --> 00:22:22,334
engineering, logistics experience.
339
00:22:22,334 --> 00:22:23,234
That's what we need.
340
00:22:23,594 --> 00:22:28,154
You don't necessarily need battery
cell production experience.
341
00:22:28,264 --> 00:22:32,694
We will invest significantly
in training facilities.
342
00:22:33,124 --> 00:22:34,364
We will scale those.
343
00:22:34,364 --> 00:22:41,204
We will also have the opportunity to send
employees to other international sites.
344
00:22:41,204 --> 00:22:46,148
So as you know, we also have one other
construction site planned in Spain
345
00:22:46,148 --> 00:22:48,898
and also our main one in Germany.
346
00:22:49,688 --> 00:22:51,258
So this will happen.
347
00:22:51,258 --> 00:22:55,038
So traveling is also required, but
those are the kinds of backgrounds
348
00:22:55,078 --> 00:22:59,188
you can bring to the table to be an
attractive candidate for us, yeah.
349
00:23:00,033 --> 00:23:00,243
Brendan Sweeney: Mm-hmm.
350
00:23:00,563 --> 00:23:05,308
And as someone who has spent time in
Germany, in Canada, in Spain, in the
351
00:23:05,308 --> 00:23:13,913
UK, I mean, it sounds like if that's for
you, this job it lets you see not just
352
00:23:13,913 --> 00:23:17,543
other parts of the world, but how they
do things in Spain, how they do things
353
00:23:17,543 --> 00:23:19,523
in Germany, how they do things in the UK.
354
00:23:19,658 --> 00:23:20,258
Norman Wickboldt: For sure.
355
00:23:20,258 --> 00:23:23,578
If you're interested in
international exposure, this is
356
00:23:23,578 --> 00:23:26,308
definitely one interesting part.
357
00:23:26,333 --> 00:23:31,913
And again, we are PowerCo, but we are also
Volkswagen, so there's, even within the
358
00:23:31,913 --> 00:23:36,863
region after that, you could even expand
your career into the Volkswagen Group.
359
00:23:36,863 --> 00:23:39,443
So there's many opportunities for sure.
360
00:23:39,443 --> 00:23:44,839
But again, I think the main differentiator
for me is if you look at the millennials
361
00:23:44,869 --> 00:23:50,339
generation and beyond, so what motivates
people to come to work is really being
362
00:23:50,339 --> 00:23:57,259
part of a project that is also trying
to be sustainable, trying to create
363
00:23:57,259 --> 00:24:02,099
a new industry and if you want to
acquire skills that may be relevant
364
00:24:02,719 --> 00:24:06,579
in the next 10, 20 years, this is
the industry to work in for sure.
365
00:24:06,773 --> 00:24:07,943
I'm convinced of that.
366
00:24:08,658 --> 00:24:12,948
Brendan Sweeney: So tell us a bit about,
you know, the next couple years are
367
00:24:12,948 --> 00:24:14,568
gonna be pretty busy for you, right?
368
00:24:15,243 --> 00:24:20,283
Are you able to give us some insight
into, you know, specifically who you're
369
00:24:20,283 --> 00:24:26,193
looking for now, and in a year or two
closer to the opening of the plant,
370
00:24:26,193 --> 00:24:31,633
what kind of opportunities are gonna
be, you're gonna be looking for then?
371
00:24:32,477 --> 00:24:35,237
Norman Wickboldt: For now, we focus
on the construction of the plant.
372
00:24:35,237 --> 00:24:43,107
So the plant isn't there, so we are doing
the foundations on site as we speak in
373
00:24:43,107 --> 00:24:47,337
the next weeks to come and then comes
steel, and then comes all the other
374
00:24:47,337 --> 00:24:53,187
things that we need to create for our new
production environment in the next month.
375
00:24:53,187 --> 00:24:55,862
So this is the current
focus, but this will shift.
376
00:24:56,577 --> 00:25:03,507
Latest by 2027 we will start production
on our first production line.
377
00:25:04,257 --> 00:25:08,767
Therefore the skills we will
then need will shift towards shop
378
00:25:08,767 --> 00:25:15,697
floor frontline workers, quality,
expertise, maintenance because we
379
00:25:15,697 --> 00:25:18,832
will have an operational production.
380
00:25:19,352 --> 00:25:26,012
And from then on, we will add most of
our additional jobs on the shop floor,
381
00:25:26,012 --> 00:25:28,072
on the front line side of things.
382
00:25:28,072 --> 00:25:33,947
So, If you would join tomorrow, the focus
would still be on how can you support
383
00:25:33,947 --> 00:25:38,957
this project with the timing, 'cause
the timeline is very ambitious, with
384
00:25:39,017 --> 00:25:44,437
the knowledge you can bring to the table
as a planner, as an engineer, and to
385
00:25:44,457 --> 00:25:47,122
support the construction of the project.
386
00:25:47,981 --> 00:25:52,351
Brendan Sweeney: And, as we go there
are workforce development partners,
387
00:25:52,401 --> 00:25:56,547
as you mentioned, who are there ready
to support PowerCo and how is PowerCo
388
00:25:56,577 --> 00:26:01,767
supporting that network of workforce
development partners to get prepared
389
00:26:01,767 --> 00:26:07,377
for one of the largest manufacturing
undertakings in Canada's history?
390
00:26:08,457 --> 00:26:11,699
Norman Wickboldt: Yeah, it's
very important for us to
391
00:26:11,699 --> 00:26:13,689
create this talent pipeline.
392
00:26:13,689 --> 00:26:19,292
And some of those skills will also
require some Before the Job training
393
00:26:19,292 --> 00:26:21,482
and some On the Job training.
394
00:26:22,232 --> 00:26:25,249
And therefore we invest
in training facilities.
395
00:26:25,249 --> 00:26:29,879
And those training facilities
will be right next to our plant.
396
00:26:29,939 --> 00:26:35,639
And we would have a second training
facility that we will also invest
397
00:26:35,639 --> 00:26:39,259
in just to train the numbers
of people we expect to train.
398
00:26:40,009 --> 00:26:44,839
And one of the key elements to it
is definitely to understand with our
399
00:26:44,839 --> 00:26:49,029
local partners, as I said, the ministry
for skills and labor development,
400
00:26:49,609 --> 00:26:56,334
but also Fanshawe specifically,
what kind of skills are out there?
401
00:26:56,394 --> 00:27:02,804
We have described a couple of roles
by now for shop floor, like a machine
402
00:27:02,804 --> 00:27:05,327
operator, a maintenance technician.
403
00:27:06,287 --> 00:27:11,502
And we will learn what the feedback
looks like in terms of the skills
404
00:27:11,502 --> 00:27:15,212
that are out there in the next months,
because we will actually hire the first
405
00:27:15,212 --> 00:27:21,802
cohort already this year and then ramp
this up in 2026 significantly in the
406
00:27:21,802 --> 00:27:24,316
hundreds and then later in the thousands.
407
00:27:24,766 --> 00:27:28,646
So if you look at those numbers,
you really need to ask yourself,
408
00:27:28,676 --> 00:27:31,621
how can you scale your training?
409
00:27:32,471 --> 00:27:38,411
And you had one podcast episode
around virtual technology.
410
00:27:38,411 --> 00:27:44,561
So we definitely also want to
create a physical environment that
411
00:27:44,561 --> 00:27:50,321
allows virtual training, interactive
training with real life scenarios
412
00:27:50,371 --> 00:27:53,986
and even collaborative situations.
413
00:27:53,986 --> 00:27:58,976
So I think that is one key enabler
for us to be able to train on
414
00:27:58,976 --> 00:28:01,496
time as many people as we need.
415
00:28:02,216 --> 00:28:06,216
Therefore we need our educational
partners and they are working with
416
00:28:06,216 --> 00:28:10,829
us on a daily basis to look into
those technologies, look into the
417
00:28:10,829 --> 00:28:16,569
infrastructure we need, look into the
skills profiles, and assess the process
418
00:28:16,569 --> 00:28:21,202
of first of all interviewing, but then
also as I said, the actual qualification
419
00:28:21,202 --> 00:28:23,962
side of things before and on the job.
420
00:28:24,242 --> 00:28:28,987
Because the challenge is that at the
very beginning, we won't have the
421
00:28:28,987 --> 00:28:31,147
production environment here physically.
422
00:28:31,177 --> 00:28:32,347
This will take some time.
423
00:28:32,347 --> 00:28:34,147
So we will need to bridge this gap.
424
00:28:34,777 --> 00:28:38,867
And some of them we will also need to
send abroad, as I said, to Germany,
425
00:28:38,867 --> 00:28:41,591
to Spain, to other locations.
426
00:28:41,611 --> 00:28:47,691
But we would intend to keep most
of them here and get them into the
427
00:28:48,081 --> 00:28:53,891
actual physical production environment
once the machinery, the equipment
428
00:28:53,891 --> 00:28:58,801
also lands here on site, which will
happen sooner rather than later.
429
00:28:58,801 --> 00:29:03,511
But the whole innovation aspect in
terms of the training is something
430
00:29:03,511 --> 00:29:05,581
that we believe is key to success.
431
00:29:07,006 --> 00:29:10,636
Brendan Sweeney: So, I mean, let, let's
talk about at a higher level with PowerCo.
432
00:29:10,936 --> 00:29:15,496
We've talked about you know,
motivation, innovation, keys to success.
433
00:29:16,184 --> 00:29:21,344
How are those related to the values and
to the culture that you're hoping to
434
00:29:21,344 --> 00:29:23,419
build at PowerCo Canada specifically?
435
00:29:24,584 --> 00:29:26,638
Norman Wickboldt: So I
talked about startup.
436
00:29:26,638 --> 00:29:31,198
I also talked about my
expectations for candidates.
437
00:29:31,378 --> 00:29:37,788
So at the same time, if you enter a
new working environment, you as an
438
00:29:37,788 --> 00:29:39,858
employee have certain expectations.
439
00:29:39,858 --> 00:29:45,265
And that's also what I want to
create is a culture here with
440
00:29:45,265 --> 00:29:50,751
a certain safety, because in an
ambiguous environment, you can make
441
00:29:50,751 --> 00:29:52,731
mistakes and you will make mistakes.
442
00:29:52,731 --> 00:29:56,285
So for me, it's really
important to convey this.
443
00:29:56,285 --> 00:29:59,428
And on the other side,
I mentioned diversity.
444
00:30:00,298 --> 00:30:05,188
I believe we have such a great advantage
here in Canada because we have so
445
00:30:05,188 --> 00:30:07,498
many different skills and backgrounds.
446
00:30:07,548 --> 00:30:13,248
And I would like to have everybody
bring their individual contributions
447
00:30:13,248 --> 00:30:15,488
to the table when it's relevant.
448
00:30:15,588 --> 00:30:20,028
And that they feel that they
can be heard and contribute.
449
00:30:21,138 --> 00:30:22,308
That's one other element.
450
00:30:22,308 --> 00:30:27,713
And the other one big differentiator
for me is, this industry
451
00:30:27,773 --> 00:30:29,793
is a sustainable industry.
452
00:30:30,073 --> 00:30:33,743
We are investing in this
because we also believe this
453
00:30:33,743 --> 00:30:35,873
is about sustainable mobility.
454
00:30:35,873 --> 00:30:42,826
And if candidates come to us, they also
may come to us because they believe in the
455
00:30:42,826 --> 00:30:48,831
sustainability aspect of this industry,
and therefore this sustainability aspect
456
00:30:48,831 --> 00:30:51,411
for me is also key as part of our culture.
457
00:30:51,621 --> 00:30:56,611
And the innovation piece you mentioned,
by nature we will be in a very innovative
458
00:30:56,611 --> 00:31:03,351
environment and you need to be able to
adapt within this innovation because
459
00:31:03,351 --> 00:31:08,158
otherwise we won't be successful
as a company or as individuals.
460
00:31:10,468 --> 00:31:15,343
Brendan Sweeney: Beyond employment
and careers and manufacturing
461
00:31:15,383 --> 00:31:20,933
batteries, how does PowerCo see
its role, see its impact in St.
462
00:31:20,933 --> 00:31:23,783
Thomas and in the London
region broadly conceived?
463
00:31:24,723 --> 00:31:29,377
Norman Wickboldt: My take on this
is we will only be successful if
464
00:31:29,576 --> 00:31:32,766
we choose the collaborative path.
465
00:31:33,166 --> 00:31:36,332
And as I explained what we've
seen so far, it's been all very
466
00:31:36,332 --> 00:31:38,922
positive and very supportive.
467
00:31:39,132 --> 00:31:45,222
One key for me is we also are mindful
of the fact that obviously we are
468
00:31:45,222 --> 00:31:46,842
the next big thing here in St.
469
00:31:46,842 --> 00:31:49,032
Thomas, but there is an environment in St.
470
00:31:49,032 --> 00:31:54,672
Thomas where there are existing companies
that are also of significant size.
471
00:31:54,672 --> 00:31:59,142
So we want to make sure that
we also convey that we want to
472
00:31:59,142 --> 00:32:00,882
integrate into this community.
473
00:32:00,912 --> 00:32:05,932
So therefore we have also created
jobs here that really take care of our
474
00:32:06,292 --> 00:32:11,472
community engagement strategy and how
we interact with the city, the region,
475
00:32:11,512 --> 00:32:13,872
London obviously is within scope.
476
00:32:14,732 --> 00:32:20,133
And we've been in touch with all of
those partners and my take on it is it
477
00:32:20,148 --> 00:32:26,088
has been very collaborative, very open,
but not only words, but also actions.
478
00:32:26,398 --> 00:32:30,955
So we've been supported
and it's very informal.
479
00:32:31,095 --> 00:32:32,172
We're in the same boat.
480
00:32:32,172 --> 00:32:33,552
We are trying to make this happen.
481
00:32:33,552 --> 00:32:41,987
We want to create the next generation
of long-term jobs here for the city and
482
00:32:42,527 --> 00:32:47,067
make sure it's flourishing again as it
used to be in the early two thousands.
483
00:32:47,067 --> 00:32:49,277
So that's our goal as a company.
484
00:32:49,277 --> 00:32:53,287
We're really very clear
on this responsibility and
485
00:32:53,287 --> 00:32:54,607
we want to make it happen.
486
00:32:54,607 --> 00:32:59,932
And again, all of our interactions
have been very positive and if we
487
00:32:59,932 --> 00:33:04,252
continue down this path, we will
always find solutions because we will
488
00:33:04,252 --> 00:33:06,322
have problems that we will encounter.
489
00:33:06,322 --> 00:33:10,012
So we just need to continue
to talk to each other, work on
490
00:33:10,012 --> 00:33:11,772
the topics, and make it happen.
491
00:33:12,595 --> 00:33:12,895
Brendan Sweeney: Great.
492
00:33:12,895 --> 00:33:17,108
And, I mean, I think just hearing about
the partnerships that you're building,
493
00:33:17,108 --> 00:33:20,535
the investments that you're making,
and this is a couple years in advance
494
00:33:20,535 --> 00:33:28,150
of the battery plant actually being
operational, this really does show how
495
00:33:28,150 --> 00:33:30,790
substantial of an investment this is.
496
00:33:30,790 --> 00:33:32,340
And that this is a long-term thing.
497
00:33:33,077 --> 00:33:35,923
And I know that there are
some people that do know that.
498
00:33:36,133 --> 00:33:40,063
If there are those out there
who don't know that, I mean,
499
00:33:40,063 --> 00:33:41,413
we're telling you right now.
500
00:33:42,327 --> 00:33:44,240
Um, last question for you.
501
00:33:44,940 --> 00:33:50,050
At a really high level, looking ahead,
it's about the future of work and
502
00:33:50,050 --> 00:33:53,830
it's about the future of mobility,
and so we're bringing that together.
503
00:33:53,830 --> 00:34:00,460
How do you see the future of work in
manufacturing evolving as electrification,
504
00:34:01,180 --> 00:34:06,028
as new technologies reshape not just
the automotive industry, but advanced
505
00:34:06,028 --> 00:34:11,618
manufacturing and frankly, the economy as
a whole, what's your take on that, Norman?
506
00:34:12,547 --> 00:34:15,788
Norman Wickboldt: So again, I've
been around this industry for all my
507
00:34:15,788 --> 00:34:18,708
career, so I've seen changes happening.
508
00:34:19,520 --> 00:34:25,370
And if I wasn't convinced about
this technology being the next
509
00:34:25,370 --> 00:34:29,270
generation and current generation
of cars, I wouldn't be here.
510
00:34:29,270 --> 00:34:34,364
So, it's definitely the right
strategic investment of the group.
511
00:34:34,425 --> 00:34:40,844
There's no alternative to EV mobility, and
I'm happy to be supporting this future.
512
00:34:40,873 --> 00:34:45,797
And how does that impact
the individual jobs?
513
00:34:46,411 --> 00:34:52,853
For sure continuous learning, there
will be more virtual learning.
514
00:34:52,993 --> 00:34:53,103
Yeah.
515
00:34:54,243 --> 00:34:55,933
Also for shop floor environments.
516
00:34:55,933 --> 00:35:00,433
And we want to definitely invest in
that technology, not only for scaling
517
00:35:00,433 --> 00:35:05,743
purposes for initial training, but also
for continuous innovation and training.
518
00:35:05,843 --> 00:35:12,893
So any data and IT knowledge
also for manufacturing type
519
00:35:12,893 --> 00:35:17,989
jobs are definitely relevant and
will be necessary in the future.
520
00:35:18,049 --> 00:35:23,479
And since this industry is a combination
of classical automotive manufacturing
521
00:35:23,869 --> 00:35:29,334
and let's call it high tech and
chemistry industry, it's an interesting
522
00:35:29,334 --> 00:35:32,964
congruent, but at the same time, it's
also a challenge to bring all those
523
00:35:32,964 --> 00:35:36,964
skills into one operational business.
524
00:35:36,964 --> 00:35:42,424
So, I would say whatever skills you
can acquire that add to this kind of
525
00:35:42,424 --> 00:35:46,804
profile, obviously you can't have it
all, but as many of those aspects,
526
00:35:46,934 --> 00:35:52,687
then you're the candidate for the years
to come for sure, for this company.
527
00:35:52,687 --> 00:35:56,907
And we are happy to help
employees to acquire those skills.
528
00:35:56,907 --> 00:36:02,297
That's our commitment because we clearly
want to create local jobs and as many as
529
00:36:02,297 --> 00:36:10,317
we can, we want to onboard and qualify
and retain within the company as we can.
530
00:36:10,687 --> 00:36:12,667
So that's our approach.
531
00:36:14,997 --> 00:36:19,112
Brendan Sweeney: So Norman,
thanks so much for your time.
532
00:36:19,112 --> 00:36:23,977
Is there anything that you thought
I was gonna ask that you might wanna
533
00:36:23,982 --> 00:36:28,709
give an answer to, is there any
parting words before we sign off?
534
00:36:29,934 --> 00:36:33,857
Norman Wickboldt: No, I just, uh, Brendan,
thank you for that opportunity today.
535
00:36:33,857 --> 00:36:37,337
I just wanted to add one element
that it's a little anecdote.
536
00:36:38,177 --> 00:36:40,867
We also talked to St.
537
00:36:40,867 --> 00:36:45,127
Thomas at the time and said
last year, Is there anything we
538
00:36:45,157 --> 00:36:50,587
can immediately participate in
to show our commitment to St.
539
00:36:50,587 --> 00:36:51,187
Thomas?
540
00:36:51,187 --> 00:36:55,687
And obviously they came with
this idea of the Octoberfest.
541
00:36:55,937 --> 00:37:00,147
Yeah, so we actually sponsored
the Octoberfest here in St.
542
00:37:00,147 --> 00:37:00,627
Thomas.
543
00:37:00,627 --> 00:37:05,177
And it's not the biggest event
for sure, but it's what we
544
00:37:05,177 --> 00:37:06,677
thought was a good combination.
545
00:37:07,067 --> 00:37:12,047
Us as a German-Canadian company,
this event already happening
546
00:37:12,047 --> 00:37:14,537
for the second or third time.
547
00:37:14,537 --> 00:37:16,157
And, we said, Yeah, let's do it.
548
00:37:16,167 --> 00:37:17,917
And we helped that event along.
549
00:37:17,917 --> 00:37:22,602
But beyond events like that I
wanted to give another example.
550
00:37:23,102 --> 00:37:28,702
We also helped in terms of
helping with housing initiatives.
551
00:37:28,732 --> 00:37:32,752
And so we would want to continue
to contribute also, not only
552
00:37:32,752 --> 00:37:38,143
with commitments, but really
with also activities where we
553
00:37:38,143 --> 00:37:42,793
would just spend a day helping to
improve infrastructure here in St.
554
00:37:42,793 --> 00:37:43,063
Thomas.
555
00:37:43,063 --> 00:37:47,923
So I just wanted to add that as part
of our overall picture as a company.
556
00:37:48,568 --> 00:37:48,868
Brendan Sweeney: Great.
557
00:37:48,958 --> 00:37:51,358
And are you signed on for Octoberfest, St.
558
00:37:51,358 --> 00:37:52,708
Thomas, 2025?
559
00:37:52,754 --> 00:37:54,014
Norman Wickboldt: I am, I am for sure.
560
00:37:54,281 --> 00:37:54,851
Brendan Sweeney: Okay.
561
00:37:54,852 --> 00:37:58,382
Norman Wickboldt: If you would be
in the region, happy to have you.
562
00:37:58,706 --> 00:38:00,476
Brendan Sweeney: Okay, so this is great.
563
00:38:00,956 --> 00:38:02,666
October, 2025.
564
00:38:02,666 --> 00:38:02,966
St.
565
00:38:02,966 --> 00:38:06,086
Thomas Octoberfest, sponsored by PowerCo.
566
00:38:06,326 --> 00:38:07,586
Norman's gonna be there.
567
00:38:07,886 --> 00:38:09,446
We'll see who else we can get there.
568
00:38:09,556 --> 00:38:12,526
Otherwise, Norman,
thank you for your time.
569
00:38:12,526 --> 00:38:15,570
Thank you for coming on
Making it in Ontario.
570
00:38:15,970 --> 00:38:16,415
Norman Wickboldt: Thank you.
571
00:38:22,144 --> 00:38:25,654
Michelle Samson: New episodes of Making
it in Ontario are published weekly.
572
00:38:26,082 --> 00:38:30,492
Follow us now on Apple Podcasts or
Spotify to make sure you don't miss any.
573
00:38:31,061 --> 00:38:34,241
Making it in Ontario is an
initiative of the Trillium Network
574
00:38:34,241 --> 00:38:35,681
for Advanced Manufacturing.
575
00:38:36,161 --> 00:38:38,531
It is produced by Storied Places Media.
