HELLA, a brand synonymous with automotive lighting excellence, is steadily redefining its identity to represent a much broader, technologically advanced aftermarket solutions provider. At Autopromotec — one of Europe’s most influential trade fairs — HELLA reaffirmed its commitment to innovation, quality, and close collaboration with industry stakeholders.
“Autopromotec is absolutely important for us,” said Alberto Serra, General Manager of HELLA S.P.A. “Alongside Automechanika in Frankfurt, it is one of the most significant events in Europe. It is the perfect platform to meet our local and international customers, exchange experiences, and discuss future strategies.”
Beyond Lighting: Showcasing Comprehensive Solutions
While HELLA is globally recognized for its lighting systems — from early headlamps designed for horse-drawn carriages to today’s cutting edge SSL HD headlamps featured in the latest Porsche Cayenne — the brand’s scope has significantly expanded. “Customers often know us for lighting, but our electronics business is even larger than lighting today,” Serra explained.
At Autopromotec, HELLA showcased several critical solutions, including the X20, a groundbreaking product for calibrating radar and front cameras. “The X20, equipped with an industrial digital monitor, is a game-changer for garages, allowing them to calibrate all the cameras and radar systems with precision,” noted Serra.
Additionally, HELLA presented its recently launched range of brakes under its own brand, following the acquisition of the Hella Pagid joint venture last year. “Mechanical parts, particularly brakes, are vital not only for the Italian and European markets but also worldwide, and this marks a significant step forward for us,” Serra added.
HELLA also emphasized its universal products for commercial and heavy-duty vehicles — a segment that continues to gain strategic importance.
Engaging Directly with the Market
Serra emphasized the importance of direct engagement with wholesalers, retailers, and garages at Autopromotec. “We aim to strengthen relationships and introduce our new thermal management business, which, although not physically showcased here, is being discussed one-on-one with key partners,” he said.
In addition to new products, HELLA introduced the S20 — a new entry level diagnostic tool based on Android software, designed to be both accessible and powerful. “This tool is especially useful for garages, providing them with direct interaction with our technicians,” Serra remarked. “All our technical staff are HELLA employees; nothing is outsourced. This ensures authentic and immediate support.”
Adapting to a Rapidly Changing Aftermarket
The automotive aftermarket is undergoing rapid, transformative change. As Serra described, “The traditional model of HELLA selling to wholesalers and then to garages is evolving. New players like insurance companies, fleets, and even platforms like Amazon and eBay are reshaping the distribution landscape.”
HELLA has responded by expanding beyond hardware to offer integrated solutions. For example, through its Gutmann brand, HELLA provides data services to fleet and insurance companies, offering detailed insights on vehicle conditions before and after service. “We no longer deliver just spare parts; we deliver comprehensive data solutions,” Serra highlighted.
This evolution aligns with broader industry shifts toward digitization and increasing demands for transparency. “Today, customers want to know everything happening with their vehicle at every step. We have to adapt to these expectations if we want to stay ahead,” Serra emphasized.
Challenges and Strategic Flexibility
Despite its strengths, HELLA faces significant challenges. “The distribution channel is changing too fast, and as a multinational with over 40,000 talents globally, it’s difficult to react as quickly as the market demands,” Serra admitted candidly.
However, HELLA’s flexible mindset enables it to navigate these complexities effectively. “We must be adaptable everywhere in the world,” he said. “The differences between markets are becoming less and less pronounced, but we must tailor our approach to each region.”
Balanced Growth and Diversification
Discussing the current year’s outlook, Serra explained that HELLA had anticipated a relatively flat European market due to economic stagnation, but the company continues to record growth. “We are well-positioned with a diverse customer base, including brands like BYD, Tesla, GM, and many others,” Serra stated. Interestingly, no single original equipment (OE) customer contributes more than 18% to HELLA’s overall turnover. “This balanced mix reduces dependency and minimizes risk. Unlike some companies heavily reliant on one or two major customers, we maintain a healthy spread across multiple brands and markets,” he elaborated.
Poised for a Technological Future
HELLA’s strategic focus on electronics and advanced driver assistance systems (ADAS) underscores its readiness for the future. “A car today may have just two headlamps, but it carries over 200 sensors. This completely changes the product mix and requires us to constantly innovate,” Serra noted.
As the global automotive landscape continues to transform, HELLA is determined to lead by combining its heritage in lighting with its growing strength in electronics and data-driven services. “We strive to be not just a parts supplier but a comprehensive solutions partner to our customers,” Serra concluded. With a resilient approach and an unwavering focus on technological advancement, HELLA is well-positioned to illuminate the road ahead for the automotive aftermarket worldwide.
