# Agustin Martin

> Agustín Martín is a Spanish automotive executive and advisor, the founding CEO of Toyota Connected Europe and a former leader of Toyota Spain and Toyota GB. LIUX appointed him strategy director and executive committee member in July 2025; he joined the Bros Group advisory council in February 2026. His career spans product planning, marketing, connected technologies and leadership development.

- **Role:** Strategy Director and Executive Committee Member at LIUX; Advisory Council Member at Bros Group
- **Organizations:** LIUX, Bros Group, Mormedi, Toyota Connected Europe (former), Toyota Motor Europe (former), Toyota Spain (former), Toyota GB (former), Unisys (former)
- **From:** Valencia, Spain
- **Nationality:** Spanish
- **Education:** Business studies, specialising in marketing (Toyota biography describes a master’s degree), University of Valencia, Executive Master in Artificial Intelligence (listed on LinkedIn), Instituto de Inteligencia Artificial
- **Known for:** Led the launch of Toyota Connected Europe in 2018, announced with £4.5 million in initial investment and a hiring plan of 35-50 technical specialists., Led Toyota’s national businesses in Spain and Great Britain., Held European product planning, marketing and connected technology leadership positions.

## Career timeline

- **1992-1995** — Worked in London for Unisys before moving to Belgium and joining Toyota in early 1995.
- **1995** — Joined Toyota; subsequently worked in after sales, product planning and marketing.
- **2006** — Became Marketing Director at Toyota Spain.
- **2010** — Returned to Toyota Motor Europe as General Manager, Product Planning.
- **2012** — Became Marketing Director for Toyota’s European market.
- **2015-01** — Appointed President and CEO of Toyota Spain.
- **2018-01** — Took on European responsibility as Vice President, Toyota Mobility & Connected Car, initially concurrently with Toyota Spain leadership.
- **2018-04** — Named founding CEO of Toyota Connected Europe at its launch.
- **2019-12** — Named Vice President, Connected Technologies, Toyota Motor Europe, concurrently with Toyota Connected Europe CEO responsibilities.
- **2020-10** — Became President and Managing Director of Toyota GB; Frank Okoisor succeeded him at Toyota Connected Europe.
- **2023** — Said in a July 2024 interview that he and his wife decided in late 2023 to leave Toyota and start a new chapter.
- **2024-07** — Joined Mormedi as Expert and Senior Advisor.
- **2025-07** — Joined LIUX as Strategy Director and Executive Committee Member.
- **2026-02** — Joined Bros Group’s advisory council.

## Achievements

- Led the launch of Toyota Connected Europe in 2018, announced with £4.5 million in initial investment and a hiring plan of 35-50 technical specialists.
- Led Toyota’s national businesses in Spain and Great Britain.
- Held European product planning, marketing and connected technology leadership positions.
- Participated in Toyota’s 2020 startup accelerator launch programme with ISDI.

## Latest updates

- **2026-09** — Coverage of Alberto Granados joining Bros Group’s advisory council continued to list Martín among its members.
- **2026-02** — Bros Group announced his advisory council appointment, covering mentoring, executive assessment and leadership speaking.
- **2025-07** — LIUX announced his appointment as Strategy Director and Executive Committee Member.
- **2024-07** — Mormedi announced him as Expert and Senior Advisor.

## Links

- LinkedIn: https://www.linkedin.com/in/agust%C3%ADnmart%C3%ADnromero/
- Twitter/X: https://x.com/agustinm2020

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Profile page: https://yespress.io/agustin-martin
Published by YesPress — https://yespress.io
Last updated: 2026-10-21