Webasto is celebrating its 125th anniversary this year. What began in 1901 as a small manufacturer of railway accessories developed over decades into an international automotive supplier. The Bavarian family business is today primarily known for convertible roofs, parking heaters, and climate systems. However, the shift to electric mobility is forcing the supplier to undergo a strategic realignment – away from combustion engines and toward charging technology and battery technology.
From niche manufacturer to systems provider
Webasto's breakthrough came in the 1930s with the first sliding roof for automobiles. In the following decades, the company established itself as a leading provider of vehicle roof systems and parking heaters – products closely tied to the internal combustion engine. However, the parking heater as a classic winter accessory is losing importance with the advance of battery electric vehicles. Electric heating systems function fundamentally differently and draw energy directly from the battery.
Charging solutions as a new mainstay
Webasto is responding to the structural change by expanding its energy management systems and charging infrastructure business segment. The company now offers wallboxes for private and commercial applications that can be integrated into existing charging infrastructure projects. The technology surrounding AC and DC chargers covers both home use and commercial charging parks. At the same time, Webasto is investing in battery integration systems for commercial vehicles and buses.
Family business under transformation pressure
The challenge for Webasto lies in securing its traditional business with roof solutions and thermal systems while simultaneously opening up new revenue sources. While convertible roofs remain in demand, the market for classic parking heaters is shrinking. The new e-mobility products must compensate for this decline. Additionally, the family business faces competition from established providers such as Wallbox and KEBA Energy Automation, which have already specialized in charging technology for years.
Outlook: Diversification as a survival strategy
For the coming years, Webasto is pursuing a dual strategy: the traditional premium automotive supply business will continue, while the e-mobility sector will be expanded. The question remains whether the company can build new competencies quickly enough to be successful in the fiercely competitive market for charging infrastructure. The next few years will show whether the transformation succeeds – or whether further structural changes are required.