Today we’re speaking with Miguel Poquet, Product Manager of our new range of flexible tubes, cable glands, and accessories for electrical installations. Miguel joined Basor to lead the development of this new product family, and one year later, we can confidently say it has been a great success in the market.
Hi Miguel, tell us a bit more about yourself — what was your background before joining Basor Electric?
Before joining Basor, my career focused on product design and development across various sectors. I started out as a freelancer and later worked for different companies, designing control and wrapping tools for the automotive industry, as well as a range of industrial products. For the past 9.5 years, I was dedicated to R&D, developing industrial solutions for the cold storage and logistics door sector.
What does your role at the company involve?
I lead, develop, and manage the new STF and SBT product lines, providing 360º support across the entire value chain — from procurement and sales to operations and logistics — ensuring a smooth process from suppliers right through to the end-user experience via our commercial team.
My main focus is always on the customer. The goal is to deliver a sustainable solution that meets their needs, offering a complete package with high performance and quality — ultimately helping to strengthen and consolidate our position in the market.
What have been the biggest challenges you’ve faced in your role?
Without a doubt, time is the biggest challenge in a project like this. You’re racing against the clock to launch thousands of references into a market that’s driven by “specialists” as well as large buying groups and wholesalers. You need to manage timelines and costs precisely for each one, while ensuring you can deliver the level of service customers expect.
At the same time, you need to identify the key players and partners who will help you hit your goals. It’s not easy — the barriers to entry are high and there’s little room for error — but I enjoy a good challenge.
How does this product range strengthen Basor Electric’s position in the electrical and industrial infrastructure sectors?
This range is all about reinforcing our presence in the market and consolidating our position in service areas where we previously had little or no offering — specifically rigid and flexible tube systems for electrical installations (SBT and STF).
With the growth and future development of this line, Basor is now able to offer complete 360º solutions for the electrical and industrial infrastructure sectors. We always work with top-tier partners to ensure we meet the most demanding specifications our clients may have.
What advice would you give to other engineers aspiring to lead product development projects in large companies?
Personally, I wouldn’t presume to give advice — every project is different, every company has its own culture, every industry has its own quirks, and each individual brings their own mindset and bias.
That said, from a business development perspective, it’s essential to study the company culture, the environment, and the clients. Learn to block out the noise so you can make the best possible decisions — mistakes will happen, and you need to factor them in. But above all, the most important thing is to believe in yourself and not be afraid to make decisions.
Thank you, Miguel, for sharing your insights and your journey. It’s been a pleasure to hear more about this project from your perspective.
