Hebatronic GmbH: A German High-Tech Startup Entering the Global Stage by Partnering with the AHK Greater China
In a remarkable example of successful internationalization and strategic partnership, Hebatronic GmbH is a young German technology company founded only in 2022 as spin-off from BRS Messtechnik, a long-standing player in battery testing technology, Hebatronic specializes in advanced lighting and diagnostic solutions based on the ISELED® and ILaS® technologies. These two groundbreaking technologies — ISELED® and ILaS — are revolutionizing how modern vehicles manage interior lighting and intelligent LED systems.
ISELED® is a new type of smart LED that combines red, green, and blue light with a tiny built-in controller — all in one compact unit. This makes it possible to create smooth, accurate lighting effects inside the car, without the need for complicated setup or calibration. It also makes the lighting system more reliable and easier to design. That’s why premium brands like BMW and Hyundai are already using ISELED in their latest models.
ILaS ® (ISELED Light and Sensor Network) takes things a step further. It acts like a digital “nervous system” for the car, connecting multiple smart LEDs and other devices — like sensors or switches — using just a few simple wires. This reduces the amount of cabling needed, saves space and weight, and allows for more intelligent and responsive lighting features inside the vehicle.
A noteworthy aspect: a member of the Hebatronic team is one of the original inventors of the ISELED® technology, who helped shape these innovations from the ground up. Today, Hebatronic GmbH collaborates closely with Inova Semiconductors, the Munich-based company leading the ISELED® ecosystem. Together, they continue to push the boundaries of what’s possible in smart automotive lighting.
Hebatronic sets its sights on China’s automotive industry to drive new growth
Recognizing the growing relevance of the ISELED® technology beyond Europe—especially in markets where BMW has a strong production footprint—Hebatronic turned to AHK Greater China to identify reliable distribution partners. The company aimed to build a solid foundation for long-term sales and support in Mainland China. The domestic Chinese car market with its unmatched scale presents a key strategic growth opportunity for Hebatronic.
Thanks in large part to its cooperation with AHK Greater China, Hebatronic was able to find a Chinese distributor that proved to be the perfect match for the Freiburg based company.
Working with the AHK Greater China to support its ambitious growth plans in China was a no-brainer for Hebatronic. Members of the Hebatronic management team had worked with the AHK in the past and valued its track-record of flawless execution and tacit understanding of both German and Chinese business culture.
After briefing the AHK Greater China on their requirements for selecting a distributor in China, the German Chamber of Commerce in China got to work quickly and identified a total of five companies that met Hebatronic’s technical requirements. After the first round of video interview screenings that initial cohort was narrowed down to three potential partners and after further discussions a final decision was made.
Hebatronic valued the approach of the AHK, as they were in direct contact with the German Chamber’s senior leadership team and received excellent support. What contributed significantly to finding a Chinese partner that was an excellent fit for the German engineering powerhouse was the fact that the AHK team took the time to not only understand technical requirements, but was able to go one step further and also gauge its business culture and values. This in return enabled the AHK to present a list of potential partners that were also aligned with the values and business culture of Hebatronic.
There was good chemistry between the German executives and its newly found Chinese partners and as Uwe Heitzmann, co-founder and shareholder representative at Hebatronic puts it: “Thanks to AHK’s professional support, we were able to select Euro-me Shenzhen Trade & Development Co. as our exclusive distributor in China, a move that allowed us to quickly establish a customer base and gain traction among local automotive suppliers aligned with BMW.”
“The AHK’s local expertise, extensive network, and structured Business Partner Search (BPS) program were instrumental in helping us navigate the Chinese business landscape.”
With this partnership, Hebatronic has successfully launched its portfolio in China, supplying diagnostic tools and development kits to automotive lighting suppliers, industrial automation and R&D divisions.
German engineering meets China’s opportunities: AHK Greater China powers global growth
“China is a key market for us,” Heitzmann continues. “There is a strong presence of OEMs and suppliers adopting ISELED®/ILaS® technologies, and with the right local partner, we’re well-positioned to support them.”
Heitzmann also credits AHK’s services for their transparency, cultural sensitivity, and efficiency. Unlike many generic consulting firms, AHK provided Hebatronic direct access to senior decision-makers and a fee structure that was transparent and performance-oriented.
“Our experience working with AHK has been extremely positive—both in terms of the quality of contacts and the professionalism of the process. For a tech start-up like us, this was invaluable,” says Heitzmann. “We would highly recommend AHK’s services to any European SME looking to enter the Chinese market in a strategic and structured manner.”
Looking ahead, Hebatronic is now exploring further international growth—evaluating opportunities in South Korea and Southeast Asia—while continuing to innovate with new generations of diagnostic tools and embedded systems. Naturally, the local AHK South Korea branch will also play a pivotal role in this next phase of the company’s expansion.
Hebatronic’s journey shows how highly specialized German SMEs can scale globally with the right mix of deep technical expertise and targeted market support. The collaboration with AHK Greater China is now a cornerstone in the company’s internationalization strategy—and one they plan to replicate as they explore opportunities in South Korea and beyond.
