25 Apr - 25 Apr 2023/ Affalterbach, Germany

Full speed to your digital success

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Sorry we missed you! We hope to see you next time.

Save the Date: Join us at HWA AG for a day filled with adrenaline and insights!

sports car racing
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Kick off 2023 on full speed with Spryker and HWA

For the past two years, manufacturers, wholesalers, product and materials suppliers have been at the mercy of a rapidly changing commerce landscape. Driven by the impact of materials shortages and rising costs, there is an increased focus within industry to improve efficiencies, transform digitally and identify new sales models to drive sales revenue. Now’s the time to jump in the driver’s seat, accelerate through the gears, drive through change and get back in control. No matter what challenges or tough terrain you’re facing, going ‘off-road’ will put your business back in the fast lane.

Join Spryker, Accenture and HWA at HWA AG for a day filled with adrenaline and insights provided by our digital experts. We will start with a factory tour followed by a driving simulation experience. Dinner will then be served to end the day at one of Stuttgart’s most exquisite location.



Date & Time

April 25, 2023
13:00 – 22:00


Will be revealed upon final confirmation

Key Activities

  • Very exclusive HWA factory tour (not accessible to the public)
  • Full motion driving simulator experience, like you’re on a real race track!
  • Fine dining in one of Stuttgart’s most exquisite locations

Full Agenda will be announced in the next couple of weeks!

This event is co-organised by our partner
  • Agenda (CEST time)
    April 25, 2023
    • 13:00 - 13:30
      Arrival & Refreshment
    • 13:30 - 14:00
      Welcome Speech
    • 14:00 - 15:00
      Sports car racing during sunset
      Group Split - Factory Tour & Simulation
    • 15:00 - 15:15
      Break & Refreshment
    • 15:15 - 16:15
      Group Split - Factory Tour & Simulation
    • 16:15 - 16:45
      Coffee Break & Presentation from Spryker, Accenture & ZF
      • Jochen Schoch, Head of IT Portals & E-Commerce – ZF Group
      • Alexander Graf, Co-CEO at Spryker
      • Felix Bühner, Global Lead Automotive & Mobility at Spryker
      • Christian Kleikamp, Geschäftsführer / Managing Director at Accenture | Head of Mobility Strategy
      • Uwe Hoehne, Managing Director within Global Account Team for Volkswagen Group
      Alex and Felix from Spryker will deep dive into composability and how the automotive industry can benefit from it. Jochen Schoch from ZF Group is going to join the conversation and will share some industry insights. Followed by Christian and Uwe from Accenture the audience will learn about e-commerce challenges the automotive industry is currently facing and how companies can tackle them.
    • 16:45 - 17:45
      Big Simulator Competition
    • 17:45 - 18:00
      Wrap Up
    • 18:00 - 19:00
      Pick up & Transport
    • 19:00 - 22:00

Guided Factory Tour

Be part of the Production

During this guided tour through HWA’s factories, you will get exclusive behind-the-scene manufacturing footage of the construction and mechanical assembly of limited edition cars and vehicle components. Along the tour you will be introduced to various parts of the production process such as engine assembly, race car modelling, special vehicle construction, the paint shop, customizable seating and much more!

Full Motion Race Experience

Driving Simulator

You will get a once-in-a-lifetime opportunity to experience and drive in full motion racing simulators that have been developed, tested and tuned by a HWA professional team consisting of designers, racers and IT experts. You will not only feel like you’re in a car, but also experience acceleration, braking, curves, track conditions, chassis settings, as well as external influences such as contact with other vehicles or track boundaries. In other words, anything that could be experienced in a real vehicle on a real race track.

Your Hosts & Digital Experts of the day

Jochen Schoch

Head of IT Portals & E-Commerce at ZF Group

Jochen is a true expert in IT and digital businesses. With almost 15 years working at ZF Group, he is now leading IT portals and e-commerce projects.

Alexander Graf

Co-Founder & Co-CEO at Spryker

Alex is a commerce industry visionary with more than 20 years of experience analyzing business trends and providing valuable insights to business leaders through numerous articles and books, including the industry benchmark The E-Commerce Book.

Is Desktop Dead

Felix Bühner

Global Lead Automotive & Mobility at Spryker

Felix is am experienced automotive expert with a demonstrated history of delivering market leading customer experience solutions to the automotive, manufacturing and mobility sectors, helping drive digital transformation and demonstrable business growth by accelerating new transactional business models.

Who we are


Spryker is the leading composable commerce platform for enterprises with sophisticated business models to enable growth, innovation, and differentiation. Designed specifically for sophisticated transactional business, Spryker’s easy-to-use, headless, API-first model offers a best-of-breed approach that provides businesses the flexibility to adapt, scale, and quickly go to market. As a global platform leader for Enterprise Marketplaces, Thing Commerce, B2B and D2C, Spryker has empowered 150+ global enterprise customers worldwide and is trusted by brands such as ALDI, Siemens, Hilti, and Ricoh.


Car manufacturer, development partner, motorsport specialists, engineering experts, support supplier – there are many aspects behind the three letters HWA. With around 300 highly qualified employees, we are mastering a wide variety of challenges every day. The continuous pursuit of perfection unites us. The will to perform at the highest level has made us become one of the most successful players in international motorsport.