5 Questions for Wilfried Eberhardt
Our new Senior Expert for mechanical engineering, sales, and government affairs
1. What motivated you to become a Senior Expert at fors?
After more than 42 years working full-time in robotics and automation (nearly 40 of which were at KUKA), I didn’t want to simply "fade into the background." I was looking for a meaningful role where I could contribute my experience while also learning new things. Sustainability and securing the future are particularly important to me—approached pragmatically, without ideology. To me, economic strength and sustainability are inextricably linked. Without a functioning yet sustainable economy, there is no prosperity, no stable society, no money, and no innovation—all of which are prerequisites for sustainable living and business practices.
2. What are you most looking forward to in your role as a Senior Expert?
Doing something meaningful, passing on my knowledge and expertise to young, committed people, and working on key issues for the future. Young people need to shape the future; the older generation should offer support and share their experience, thereby maintaining a dialogue with one another.
3. In addition to your exciting roles as Chief Marketing Officer, Supervisory Board member at KUKA, and voice of the European robotics industry, you also held an interesting position as Vice President of Governmental Affairs for the KUKA Group worldwide. How did that come about?
Through sales, marketing, association work, and my time as an expat in the USA, I gained early exposure to international and political perspectives. My work with the VDMA (Mechanical Engineering Industry Association) and EUnited (European Engineering Industries Association), as well as my collaboration with China—specifically with the major Chinese corporation Midea, which has owned KUKA since 2017—was particularly formative. I learned that successful international cooperation requires mutual respect and diplomacy, not Western arrogance or a know-it-all attitude.
4. From a geopolitical perspective, where do you see the greatest opportunities and risks regarding sustainability?
In my view, sustainability is the foundation for a good future for everyone worldwide. And although this is obvious, scientific facts face an uphill battle in the era of fake news—a time when social media is increasingly degenerating into echo chambers and breeding grounds for conspiracy theories. The fact that these findings do not represent "the truth" for everyone is a major challenge; it can only be resolved by making a concerted effort to bring everyone along—without dogmatism. However, bringing people on board takes time, and that time factor poses a risk. After all, successes in sustainability do not happen overnight, any more than sustainability problems do. That is why—especially at the start of this shift—time, money, and a change in mindset are required, given that "business as usual" is still promoted far too often. China is setting a good example here. The country is increasingly focusing on the long-term problems and risks looming on the horizon—consequences that arise when systems are run into the ground and resources are depleted at an excessive rate. China also clearly demonstrates the emerging opportunities in sectors such as e-mobility, battery technologies, and green hydrogen.
5. What is the story behind the book in the photo and the dedication?
During my senior year at Kepler-Gymnasium in Ulm, the school awarded a book prize for academic achievement. I chose the book "Ein Planet wird geplündert" ("A Planet Being Plundered"), which—interestingly—was not written by a member of the Green Party, but by CDU politician Herbert Gruhl. Even back then, at age 17, I was already interested in sustainability and the "Limits to Growth" (Club of Rome). I recall some rather heated debates with my father and uncle. At the time, they considered such topics "pretty far removed" from the "truly important" issues and problems. Over the years, however, this topic unfortunately receded into the background for me as my job (career) and family (my four children) took center stage. The prevailing spirit of the post-reunification era—"higher, faster, further"—played its part as well. Today, my four children, more than ever, provide the motivation for me to actively contribute to a stable, positive, and sustainable future. There is a great deal to be done for their sake. That makes me all the more excited about my time as a Senior Expert at fors. It's never too late.
