Expert in focus: Martin Dolezal on turning automotive industry shifts into product solutions

Expert in focus: Martin Dolezal on turning automotive industry shifts into product solutions

From the electrification boom to global supply chain shake-ups, the automotive industry is evolving fast — and not always in predictable ways. But for Martin Dolezal, Marketing Manager Automotive & Electrification at Avery Dennison, that’s what keeps things exciting.

With more than 15 years at Avery Dennison, Martin brings deep experience across sales, marketing and leadership roles. But what really drives him is solving complex problems — connecting the dots across global teams and bringing new innovations to market. Here are his insights.

 

A front-row view of the industry’s biggest shifts

The pace of change in the automotive market is like nothing we’ve seen before. Electrification is obviously the headline shift, and while there’s no shortage of stories about delays or bankruptcies, the direction of travel is crystal clear. EVs are here to stay, and with them comes a demand for more specialised self-adhesive materials, particularly in areas like battery systems, thermal insulation and safety labeling.

Competition is heating up too, particularly with new EV manufacturers entering the scene from Asia. It’s pushing the entire industry to move faster, innovate smarter and deliver more — often with less. That’s where our solutions come in. They’re tried, tested and designed to perform under pressure — exactly what the market demands right now.

Sustainability is another big driver. OEMs and tier suppliers are under pressure to lower CO₂ emissions and comply with increasingly strict environmental and safety regulations. We’re helping them achieve that through thinner materials, solvent-free adhesives, and options with recycled content — without compromising performance.

And let’s not forget localisation. Companies are actively trying to secure their supply chains and avoid geopolitical risks. That means more regional production, more local sourcing and more agility. We support this with both our local manufacturing footprint and our global expertise — so no matter where our customers operate, we’re there.

 

Connecting the dots across the value chain

A big part of what I do is staying connected to the entire value chain. That means talking directly with OEMs and tier suppliers, understanding what the spec says and what’s actually needed in the real world. It also means working closely with converters and system integrators to understand what’s happening during production — and where we can help make things smoother, safer or more efficient.

These conversations help us capture market trends, identify gaps and stay ahead of legislation. But they also help us uncover smaller, practical insights. Once we have that input, our job is to turn it into something real and functional. And that’s never a one-person job. I work closely with R&D, supply chain, our coating plants and our colleagues in other divisions — like Performance Tapes, Intelligent Labels and Fasteners. 

Sometimes the answer isn’t in-house — and that’s OK. When we see real value or expertise outside our business, I also help explore partnership or acquisition opportunities. For me, it’s about building the right ecosystem around every challenge—not just finding a solution, but the best one.

 

Creating real solutions that customers value 

Success, for me, isn’t about ticking a box. It’s when our work results in a real solution — a product that makes life easier for our customers, solves a pain point or unlocks a new opportunity.

Take Intelligent Labels, for example. I’ve been following this technology since early in my career, and it’s incredibly rewarding to see how it’s finally being adopted in automotive. From real-time traceability to digital product passports, we’re helping customers build smarter, more connected supply chains.

That said, even the best technology won’t succeed without the right collaboration. Every application is different. It takes a deep understanding of the materials, the production environment, the regional compliance needs — and most of all, what the customer is actually trying to achieve.

That’s why I put so much value on partnerships. When we connect the right insights, the right people and the right capabilities, we don’t just develop new materials — we help drive the industry forward. And that’s exactly why I find my job so exciting.

Want to learn how Avery Dennison can support your automotive journey?

Our team is here to collaborate, problem-solve and create materials that meet the demands of today and tomorrow. Contact us at label.support@eu.averydennison.com