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06.05.2025
In our short series "Three questions for...", we interview selected personalities on various topics. Among other things, the questions address topics that are discussed by the interviewees in the form of keynote speeches or other activities at Bayern Innovativ events.
Today, our short interview is with Holger John, Business Development / Sales Manager, UPM Biochemicals Sales GmbH.
Holger John is one of the speakers at our conference "Interieur im Automobil x InSuM" from 13 - 14.05.2025 in Ingolstadt.
Holger, what inspired you personally to focus on your presentation topic in the field of automotive interiors?
Holger John: The launch of the new UPM Bio refinery in Leuna will create completely new opportunities for the design of sustainable materials. Especially in the automotive sector, there are a multitude of possible applications for bio-glycols that were previously not possible. Especially in the interior, all car buyers will have the unique opportunity to gain direct access to wood-based bio materials in the future, which not only represent a decarbonization but also a defossilization of the value chain. Making this possible and knowing that car users are in contact with our products every time they drive gives me an indescribable amount of motivation and inspiration.
What central challenge do you currently see in the design of vehicle interiors, and how can your experience help to solve it?
Holger John: The requirements for the use of sustainable materials are growing in all areas of industry. On the one hand, regulatory pressure is increasing, and on the other, companies themselves are setting their own targets higher than those required by law. However, this also increases the challenge of making products available that have an ecological origin and at the same time have the same quality, performance and functional properties as the fossil reference products. Ideally, the new materials should be able to be fed into the existing recycling stream. We offer an answer to all these challenges and contribute to circularity in the automobile.
"Especially in the interior, all car buyers will have the unique opportunity in the future to have direct access to wood-based bio materials, which not only represent a decarbonization but also a defossilization of the value chain."
Holger John
Business Development / Sales Manager, UPM Biochemicals Sales GmbH
How do you think vehicle interiors will change in the next five to ten years, and what role will your topic play in this?
Holger John: The topic of sustainable products and the recycling or recyclability of all materials used is also a focus in the automotive industry. The End-of-Life Vehicles (ELV) Regulation specifies how high the recycled content should be. However, recycling is only part of the solution, which is why there is now a proposal from the EU Parliament to also meet the quotas with bio-based materials. We are seeing this rethink not only in the automotive sector, but also in other industries, e.g. packaging with the PPWR. The new solutions will play an important role in meeting the legal quotas, but also the company's own targets, and will be scaled up significantly by 2030.
