SXSW 2025 Recap: Between Robotaxis, Tacos & Aufmaster-Pitches!

Austin, Texas. SXSW 2025. Sun, BBQ, tech elite – and we were right in the middle of it. As an official part of the German delegation, we had the unique opportunity to represent innovative German companies in the US and make valuable connections for our North America expansion. And what can we say? It was more than worth it.

Our trip to the USA had a clear objective: to make the right contacts in order to drive our expansion forward in a targeted manner. Instead of looking directly for sales partners, we focused on essential questions: Do we need our own company in the USA? How can we enter the market efficiently and with legal certainty? How does the US market differ from the European market - and what adjustments are necessary? What experiences have other German companies had and how can we benefit from them?

Image: @Alexander Schliephake & @Inshorefilme

The SXSW kicks off with an autonomous Waymo taxi

Our first day started in true futuristic fashion: We ordered a driverless Waymo taxi via Uber, which took us straight to the German Haus without a driver, without a steering wheel – just us, the technology, and the SXSW vibe. If there's a better way to kick off one of the world’s most innovative conferences, we haven't found it yet.

German Haus – the official base of the German delegation

A key meeting point for us was the German Haus, the official base of the German delegation and one of the best places at SXSW to engage with high-profile guests from politics, business, and technology. Here, Germany’s innovation ecosystem connected with international decision-makers, investors, and tech pioneers – in an atmosphere that is typical of SXSW: relaxed, direct, and full of energy.

A special highlight was the panel with the German consul from Houston, Kai Henning, along with other high-ranking representatives from German and US politics and business. The discussions quickly made a few things clear:

• Anyone who wants to succeed in the US needs to be present on-site. Virtual meetings are fine, but real business deals happen in face-to-face conversations.
• Political and economic conditions are changing rapidly. Anyone entering the US market needs to be flexible and prepared for change.
• Germany has a strong reputation as an innovation hub. But to gain a foothold here, a clear strategy and the courage to think big are necessary.

But one thing also became clear: The real magic of SXSW happens beyond the official panels and stages.

Magical networking moments between panels and food trucks

Between rooftop parties, backyard meetups, and random bar encounters, we made some of our most valuable connections. At SXSW, you meet CEOs of global corporations just as easily as young founders about to launch the next big idea. Those who only stick to the official schedule miss out on the real potential of the conference.

And this is exactly what we experienced:

While others rushed through the city for their meetings, our mobile Aufmaster demo stand moved with us through the streets of Austin. Whether at Gus’s World Famous Fried Chicken or the Taco Haus food truck – our equipment on our backs was the perfect icebreaker. People approached us, asked questions, and suddenly, we found ourselves in an impromptu pitch. Sometimes, a simple “Hey, what is that?” is all it takes to start a conversation that might open the next big door.

Additionally, SXSW is huge – and the best things often happen where you least expect them. Attending a session that initially seems unrelated to your business? Great idea! The most exciting creative impulses often emerge in unexpected places. Going with the flow, taking spontaneous detours, and seeking conversations outside the usual spots – that’s the true spirit of SXSW.

Why this trip was more than worth it for us:

The SXSW not only provided us with new contacts and insights but also showed us exactly what our next steps need to be.

We now know where to start, who to talk to, and how to strategically approach our market entry.

Three key takeaways:

• Think big from the start. Americans don’t plan in small steps – if you don’t make a splash, you’ll be overlooked.
• Networking is everything. In Germany, it might take three meetings to make a business connection; here, a good conversation and a handshake are enough.
• Just do it. Perfection is great, but speed beats perfection. If you plan too long, you’ll just end up watching from the sidelines.

And if you're considering attending SXSW next year: Do it! It’s an experience you should have at least once.