Mathias Höbelt ‘s colleagues at TQ Systems got something of a shock. Having waved him off on the S-Bahn to attend the electronica exhibition in Munich, he arrived back with a 2016 red Cadillac ATS.

The car was the big giveaway on Digi-Key Electronics’ booth at electronica in Munich, Holbert’s name was drawn at random and to say he was surprised is an understatement.

“I have never had a car before!”  was his reaction after being told he had won the brand new Cadillac. The shiny red, American classic automotive icon is a coveted prize and it was received as such by those who entered in the drawing.

Höbelt was one of 73,000 visitors to the electronics event that encourages trade dialogue and engagement with professionals from around the world. Digi-Key Electronics, a global electronic components distributor, was one of 2,913 companies exhibiting at the international event.

“Our event prizes are just one way we like to surprise and delight our customers,” said Hermann Reiter, Sales Director for Central and Eastern Europe seen here handing over the keys to Holbert. “More importantly, events like electronica are great times to talk with customers about what they expect from distributors in the electronics industry and how to continue supporting engineers. Our goal is to find out how we can also surprise and delight them in their day-to-day work,” he added.


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