INTERVIEW Alin Ioanes, CEO Rombat: “In 2025 we will expand into new markets and form strategic partnerships”

“In 2024, our company faced several significant challenges, and adaptability was essential in overcoming them. One of the most pressing challenges was the change in Romania’s legislative framework and the growing pressure on costs,” Alin Ioanes, CEO Rombat, told Automotive Today.

“The year 2025 plays a key role in our company’s long-term strategic vision. Considering the geopolitical changes that may impact the markets we operate in, including the European market, this year will have a significant effect on the automotive industry and the direction we will take in the next 5 years. These developments will require flexibility and quick adaptation to our strategy to address new challenges and opportunities. Despite the uncertainties, we will focus on strengthening our market position, continuing to invest in innovation, sustainability, and developing solutions that meet the needs of the future. Thus, 2025 will be a period of adjustment and reaffirmation of our commitment to long-term objectives.”

What were the key achievements for your company in 2024?

In a highly volatile economic environment, where the automotive industry faces major challenges, we have observed a slowdown in the dynamics of the leading market players. During this time, our primary objective was to solidify our position as a leader in the local market and enhance our brand’s reputation as a trusted name.

To meet these objectives, we expanded our product portfolio with the launch of a new HD line and increased our presence in international markets by securing new partnerships. These initiatives have had a significant impact on our performance, resulting in a 20% growth in sales volume compared to 2023.

At the same time, we continued to strengthen our relationships with OEM manufacturers, which is essential for the ongoing development of the company. Additionally, we completed a rebranding process, not only to align with market changes but also to better reflect our values and long-term vision.

Another key achievement was the completion of our photovoltaic parks in 2024, marking an important milestone in the company’s sustainability and energy efficiency efforts. These accomplishments reflect our commitment to evolving in a responsible and innovative way.

What were the biggest challenges your company faced in 2024, and how did you address them? How have these experiences prepared you for the future?

In 2024, our company faced several significant challenges, and adaptability was essential in overcoming them. One of the most pressing challenges was the change in Romania’s legislative framework and the growing pressure on costs. These adjustments required us to quickly revise our internal strategies and carefully manage resources. We addressed these challenges through continuous cost optimization and by ensuring full compliance with the new regulations, all while maintaining the high quality of our products.

Another major challenge was the shift towards a green economy, driven by the requirements of the Green Deal. To respond, we developed sustainable strategies and initiatives, such as completing our photovoltaic parks and incorporating eco-friendly solutions into our products. These efforts not only ensured compliance with new regulations but also enhanced our reputation as a responsible company focused on reducing environmental impact.

Additionally, fierce competition from the Far East posed an ongoing challenge. To stay competitive, we focused heavily on research and development, investing in the latest technology and fostering innovation. We also maintained a strong emphasis on product design, ensuring we met market demands while differentiating ourselves from competitors.

These experiences have strengthened our ability to adapt and prepared us for the future. We have learned to proactively respond to changes and anticipate market trends, allowing us to stay competitive and swiftly adjust to any future challenges.

What are your top priorities and objectives for 2025? How do these goals support your company’s long-term vision?

At Rombat, our 45 years of performance are not just about delivering product excellence; our priority is to provide our customers with the peace of mind they need, ensuring that each solution is built on reliability, quality, and trust. Our solutions are designed to inspire confidence in both our partners and end users. For 2025, we aim to continue building on this foundation by focusing on the following key priorities:

• Consolidating growth from 2024 – We will build on the success achieved in 2024, maximizing the results we have already gained. Our tradition of excellence and the lessons learned over the years provide us with the stability necessary to continue sustainable and efficient growth.
• Expanding into new markets and forming strategic partnerships – Given the extensive network and partnerships we have developed over the decades; we will expand our presence in international markets and forge strategic partnerships that will support our growth and integration into new market segments.
• Energy Storage – Innovative solutions for B2B and residential sectors – Our long-term commitment to innovation will support the development of efficient energy storage solutions for both B2B clients and the residential sector.

In the end, our 45 years of performance provide a solid foundation that enables us to adapt quickly to market changes while remaining aligned with our long-term vision of excellence, innovation, and sustainable growth. This experience reinforces our commitment to meeting the ever-changing needs of our customers and partners in a dynamic market environment.

What specific initiatives are planned to advance sustainability in 2025?

Rombat stands up for its new brand image and vision, going further with the sustainability projects we initiated. Rombat’s brand purpose—to provide energy for a sustainable future—speaks to its commitment to environmental stewardship, while its vision—a world with 100% reliability and 100% recycling—underscores its focus on innovation and sustainability.

Advancing sustainability in 2025 will require a multifaceted approach, integrating innovative technologies, policy changes, and collective action across industries and communities.

Rombat voluntarily chose to take the step towards compliance with the European Regulation on non-financial performance (CSRD) and to align with the mandatory reporting standards (ESRS) . In this regard, we will continue the implementation of the sustainability strategy developed during 2024, already starting to work on the transition plan that we will implement to contribute to this common goal of Net Zero. We are in collaboration with a consultant who guides our steps on this ever-changing terrain, and we do not give up our desire to be transparent and report correctly and openly our non-financial performance. We have also made the first steps to contract a tool that will help us in the development of the double materiality analysis, thus identifying the impacts, risks, and opportunities that we have as a company and that are exerted on us by the stakeholders. 

Also, this year we set ourselves the challenge of making the first report according to the mandatory reporting standards (ESRS), even if we had a little more time at our disposal, we want to take this step to fully benefit from the learning time.

We note that the year 2025 is a full one in the ESG sphere, both from the operational and from the reporting perspective, and we are proud to be taking these steps with our own internal team, learning best practices in this segment, which is desirable for the private environment subject to the current legislative dynamics.

Are there any planned investments in R&D, facilities, or partnerships in 2025?

Currently, Rombat is conducting several research projects in collaboration with the Technical University of Cluj-Napoca (UTCN) on innovative topics, including:

Energy storage and mobility – We continue to explore advanced energy storage solutions to support the development of electric vehicles and other related applications.

Development of a SMART Battery device and application for lead-acid batteries – This project is currently at TRL 4, with the goal of advancing to TRL 7-8 to enhance the performance and efficiency of these batteries.

Innovative automation study and real-time AI defect identification of pasted plates and robotic palletization – We are currently in the simulation stage of the proposed variants for implementation.

In parallel, we are in discussions with research institutes ITIM and ICSI to collaborate and jointly access research funding, with the aim of experimenting with new technologies such as supercapacitors, graphene, and other materials that could contribute to improving battery performance.

Additionally, last year we were partners in three Horizon 2020 projects with European partners (unfortunately without funding), and this year, we plan to identify new common research topics of interest for our company and our partners.

These investments in research and development are crucial to stay at the forefront of innovation in the industry and to support our long-term strategic goals.

What challenges do you foresee for the automotive industry in 2025 (e.g., supply chain, raw material costs, or regulatory changes)? How is your company preparing to address these challenges?

In 2025, the automotive industry will face challenges such as supply chain disruptions, rising raw material costs, and stricter regulations on emissions and sustainability. At Rombat, we are prepared to address these challenges as follows:

• Supply Chain Optimization: We are strengthening relationships with suppliers and building strategic partnerships to ensure a stable supply of critical materials.
• Raw Material Cost Management: We are investing in automation and energy efficiency to reduce costs and explore more sustainable alternative materials.
• Continuous Innovation: Leveraging our extensive experience, we are developing new products and technologies essential for electric vehicles and the future demands of the market.

In this way, Rombat is positioning itself to remain a leader in the industry, proactively addressing challenges while continuing to innovate.

With the rapid changes in the automotive industry, what challenges are you facing in attracting and retaining talent?

In the face of rapid changes in the automotive industry, attracting and retaining top talent presents both a challenge and an opportunity for Rombat. Our success is largely dependent on our team, and to address this challenge, we focus on creating a work environment based on respect, support, and continuous development.

Attracting talent is not just a challenge in the automotive industry but in all sectors, especially in the context of post-COVID changes. The competition for qualified professionals is growing, and the ever-changing market demands a rapid adaptability from us. In this regard, we believe it is essential for people to align with and resonate with the values and culture of the company. Therefore, in recent years, we have placed a special emphasis on developing a strong organizational culture with employee well-being programs, offering not just a job but a place where they feel valued and motivated to contribute actively.

At Rombat, we firmly believe that a true leader is not defined by their title, but by how they inspire, support, and elevate the team. For this reason, our culture focuses on trust, collaboration, and taking responsibility. We encourage employees to take on roles, contribute ideas, and actively participate in company projects. By creating a trusting and respectful environment, we ensure that our team not only stays but also thrives within the organization.

The rapid challenges in the automotive industry require constant adaptability and a continuous commitment to innovation and development. At Rombat, we are dedicated to creating an environment that supports the professional growth of each employee, so that everyone feels part of a shared mission and contributes meaningfully to the company’s success.

How does 2025 fit into your company’s 5- or 10-year strategic vision?

The year 2025 plays a key role in our company’s long-term strategic vision. Considering the geopolitical changes that may impact the markets we operate in, including the European market, this year will have a significant effect on the automotive industry and the direction we will take in the next 5 years. These developments will require flexibility and quick adaptation to our strategy to address new challenges and opportunities. Despite the uncertainties, we will focus on strengthening our market position, continuing to invest in innovation, sustainability, and developing solutions that meet the needs of the future. Thus, 2025 will be a period of adjustment and reaffirmation of our commitment to long-term objectives.

Are there any major shifts you anticipate in the automotive industry that could shape your strategy?

The ongoing transformation of vehicle propulsion systems to meet the emission targets set by the European Commission has naturally led to significant changes in both vehicles and their components, as well as in production processes and methods. This has introduced a series of challenges, such as adapting products and optimizing production (cost reduction, energy efficiency, automation, rethinking roles, and reorienting the workforce). However, it has also presented opportunities, as our companies, with their long history and experience in automotive development and innovation, are in a strong position to more easily develop new products and even new technologies for the next generations of vehicles.

What advice or insights would you share with other companies navigating the evolving automotive landscape?

As the automotive industry undergoes significant transformations, we foresee several key changes that could shape our strategy. A major shift is the transition to new vehicle propulsion systems to meet the emission targets set by the European Commission. This shift is not only impacting vehicles and their components but also transforming production processes and methods. While these changes bring challenges, such as adapting products, improving production efficiency, and redefining workforce roles, they also present opportunities. With our long-standing experience in automotive development and innovation, we are well-positioned to leverage these challenges and develop new products and advanced technologies for the future generations of vehicles.

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