See also interview: 2022 | 2024
— Mr. Rudel, the economic situation is challenging. How do you see the situation for the electronics industry and for Rutronik?
The order situation is a cause for concern in many areas – particularly in the automotive and industrial sectors. Customers are taking a careful approach, investments are being put off. This had already become apparent by mid-2024.
We have gone through various turbulent periods in the past: the oil crisis in the 1980s, the financial crisis in 2009, the COVID pandemic in 2020, and each one was significant in its own right. But what we are facing today is a convergence of challenges: geopolitical tensions, supply chain instability, technological upheavals, high energy prices, regulatory requirements and a noticeable reluctance to invest. This complex situation exceeds anything we have witnessed before.
But 2025 is not a year for procrastinators. Those who merely manage risk losing out. We can no longer wait for better times to come but need to create them ourselves. That is why we at Rutronik set the course early on and constantly develop our business model further – with a clear vision toward digital transformation and AI integration, technological substance and a high commitment to change.
— What does this mean exactly for Rutronik?
We did more than just talk about transformation, we actually initiated it internally, thereby providing impetus to our suppliers, partners and business partners. Our 30% stake in the AI specialist COMI sends out a clear signal.
Within six months, we jointly piloted two AIbased solutions at our logistics center in Eisingen: the Vision AI Document Reader and the Vision AI Label Reader. These systems automate reading delivery notes and product labels with outstanding precision and at an amazing speed.
— What are the benefits?
Time savings, less manual errors, greater quality. But above all else: Our employees claim that AI enhances their work rather than replaces it. That is the crucial point for me: AI is not an end in itself but a tool at our logistics center. And we demonstrate how humans and machines can work together as partners. Since there are around 1,000 delivery note formats, whose layouts often change or require ongoing adjustments, making manual capture time consuming and error prone even for well-trained staff, the process of reading delivery notes can be significantly accelerated. However, the Document Reader is also suitable for capturing other documents, regardless of whether they are physical or already stored digitally, e.g., as PDFs, image files or similar.
The contents can be captured in a structured fashion and stored accordingly. In the future at Rutronik, AI will also support various applications in areas such as order entry, contract reviews and reading product information. We are, therefore, aiming to also introduce AI-based processes in many other business areas, thus meeting their unique challenges and minimizing repetitive tasks.
— Can customers and suppliers also profit from this technology?
Yes, of course. Take EMS firms as an example. They have become a central pillar of the modern electronics industry. They manage a substantial part of the value chain for OEMs (Original Equipment Manufacturers). EMS firms, as well as suppliers of electronic components, also need a fully automated, robust and scalable goods receipt process that ranges from the reliable capture of delivery information – even from printed delivery notes – to the clear capture of item information from the supplier product labels. AI-based label recognition not only works faster and more accurately, it can also be integrated seamlessly into the existing system landscape. In other words, we not only develop solutions for ourselves but for the entire industry
— How does Rutronik deal with the topic of artificial intelligence from a strategical viewpoint?
We design holistic solutions and tailored AIsupported processes. With Rutronik GPT, we aim to build an infrastructure that not only impacts our internal operations but is also available to our customers. This is the SME sector with a platform mindset – scalable, practical, open. We do not view AI as an individual project but as a platform. In real terms, this means:
• Intuitive configuration options for all components ensure that the platform is easy and straightforward to use, both for the internal team and for external partners.
• Comprehensive monitoring and alarm systems guarantee that relevant events can be detected in real time and dealt with efficiently.
• The platform scales flexibly, from IoT sensors to individual PCs and machines to supercomputer clusters, and is thus capable of adapting to growing requirements.
We want to ensure a modular structure that allows the platform to be expanded along with customer-specific components as needed to make bespoke adjustments. Availability should be provided both in the cloud and onpremise to enable optimal deployment based on specific requirements.
Further, we are expanding our portfolio and, since the second half of the year, have added Axelera AI, a Dutch hardware and software company and European pioneer in the field of AI inference, as a serious alternative to the previous market leader Nvidia in the embedded market. Axelera AI ensures a significantly more attractive cost-benefit ratio with an optimal processing power-to-energy consumption ratio. In the edge environment, specialized hardware with an innovative design is needed, and that is exactly what Axelera AI delivers.
— What other transformation initiatives are there at Rutronik besides the AI projects?
As already mentioned, we take digital transformation seriously and see it as a great opportunity. To create an ideal foundation within Rutronik, we are currently converting our entire ERP system into SAP. We see this as a necessity in order to maintain a consistent system architecture. This has always been our approach at Rutronik and how we plan to continue in the future, but now within the world of SAP. This enables us to build the necessary foundations for cutting-edge and innovative processes that will benefit our employees and business partners in the long term.
— How are you dealing with the rising complexity in distribution systems?
We keep over 100 billion components on the move annually, with more than 1.5 million order items and over 50 million forecast changes. Changes to delivery times, volatile markets, and geopolitical tensions are the current reality and pose daily challenges in many areas of the company. But rather than give up, we see it as an opportunity to become even more professional. Our answer is: transparency, automation and two-way communication. We are navigators in a complex ecosystem, and that is exactly what our customers expect from us.
— How do you ensure effortless communication with both customers and partners?
With over 40,000 business partners, roughly 200 suppliers and over one million items in our portfolio, efficient data communication is essential. The goal must be to enhance digital connectivity with our suppliers and customers, thereby enabling the fast and efficient processing of inquiries and orders regardless of time or location. In the area of EDI data transfer, we achieve a success rate of 99.76% with around four million EDI messages a year. Besides being technically robust, this approach is also data driven, strategically forward looking, and requires minimal manual intervention.
— What makes Rutronik different from other distributors?
We are more than a traditional distributor. We are a system provider with in-house development. Our latest developer board, the Rutronik Adapter Board RAB7, is a prime example: It combines state-of-the-art sensor fusion with AI functionality, making it ideal for Industry 4.0 applications, smart cities or the automotive sector. This enables our customers to create their own sensor fusion applications faster.
Moreover, we offer guidance and advice on complex issues such as the Cyber Resilience Act. Through webinars and related on-demand offerings, we work with business partners like Infineon and TÜV Süd to get our customers ready for the new EU requirements that are set to come into effect in 2027.
— What were the highlights of the year for you personally?
There are so many. Our first joint trade fair with COMI at embedded world 2025 sent out a strong signal. Furthermore, it was the third year in a row that readers of the trade magazine Elektronik voted us »Distributor of the Year« – proof that our approach works. And we are all extremely proud that our founder, Helmut Rudel, received the Baden-Württemberg Founder Award in the »Lifetime Achievement« category. That is entrepreneurship with purpose and impact. Yet another highlight is our new congress: The first Rutronik AI³ Connect was held at Motorworld Munich from October 14 to 15. Decision-makers from the automotive and industrial sectors came together. Two parallel tracks showcased specific use cases, from onboard charging and intelligent battery management systems to predictive maintenance and edge computing. There was also an exclusive networking dinner and plenty of opportunity to discuss matters.
But our commitment outside our core business is also important to me: Our Rutronik Stars Keltern won the 2025 German women’s basketball championship. Rutronik Racing won the GT World Challenge Europe Endurance Cup – an amazing achievement. And in the middle of 2025, as part of the Week, of Welfare and Social Work, we handed over a Rutronik fleet vehicle to the Diakoniestation Ispringen. All this goes to show: responsibility for the local region of our headquarters and beyond.
— What are your hopes for the German and European economy?
More courage. More pace. And more confidence in one’s own strengths. Europe has enormous potential – we just have to release it. And that does not just start at management level, but in the offices, production and logistics facilities, laboratories and lecture halls. Here in Germany, we have an excellent educational landscape, elite universities and a dual study system that is unparalleled worldwide. The SME sector is the backbone of our economy and remains innovative, adaptable and down to earth. But: Many enterprises are now facing a generational change. And this also means: Pace and courage are needed more than ever. Anyone who takes on responsibility today must be willing to go beyond management and actively shape the future. We need greater entrepreneurial spirit, more willingness to embrace technology and belief and confidence in our own ability to bring about change. Progress does not start with perfection but with the first step. And it is exactly this step that we are taking at Rutronik: resolutely and with our gaze fixed firmly on what lies ahead.
source: RUTRONIKER 2025