WAGO Australia & New Zealand

What WAGO Australia & New Zealand does

WAGO Australia & New Zealand is the regional operating presence of WAGO, a privately held German industrial manufacturer founded in 1951 that, in 2026, marked 75 years of continuous operation. The regional entity serves industrial customers across Australia and New Zealand, addressing eight primary verticals: elevators and escalators, automotive, railway systems, power engineering, manufacturing, building technology, lighting technology, and marine/offshore. Its functional role is to specify, supply, and support WAGO's electrical connection and automation technology portfolio for these regional end-markets, combining local sales/application engineering with access to the parent group's product engineering and qualification assets.

The core technology stack spans three product families. First, Electrical Interconnections: rail-mount terminal blocks, installation and field-wiring terminal blocks, pluggable connectors, feed-through components, and PCB connection and marking solutions, positioned as rapid, secure, maintenance-free connections. Second, Interface Electronics: signal conditioners, relay and optocoupler modules, voltage converters, power supplies, and interface modules oriented toward maximum system uptime. Third, Automation Technology: I/O systems, the PFC300 programmable logic controller, and displays/panels characterized by reliability under extreme conditions. Supporting software includes CODESYS V3.5 (IEC 61131-3 development environment), the browser-based WAGO Smart Designer configurator with CAE tool and 3D planning integration, and a Product Finder for marking media.

The business model is predominantly hardware sales across the three product families, supplemented by software/tools (CODESYS, Smart Designer, Product Finder) carrying potential subscription-style economics, and a training services stream (multi-day web-trainings and short online-trainings). Pricing is quote-based and not publicly disclosed. Go-to-market is digital-first via the official wago.com/au site, online configurators, and web-based training; the regional entity does not appear to manufacture locally, functioning instead as a sales, application-engineering, and support subsidiary.

Name

WAGO Australia & New Zealand

Legal name

WAGO

Website

https://wago.com.au

Company type

Private

Founded year

1951

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

WAGO Australia & New Zealand is the regional sales, application-engineering, and support subsidiary of German industrial manufacturer WAGO, supplying electrical interconnection, interface electronic, and automation technology products — including the PFC300 PLC, I/O systems, and CODESYS-based software — to eight industrial verticals across Oceania.

Ownership category

akta.pro rank

Product category

Industrial Automation and Electrical Interconnection

NAICS

Instruments and Related Products Manufacturing for Measuring, Displaying, and Controlling Industrial Process Variables (334513), Other Measuring and Controlling Device Manufacturing (334519)

SIC

Industrial Instruments For Measurement, Display, And Control (3823), Instruments For Meas & Testing Of Electricity & Elec Signals (3825), Electronic & Other Electrical Equipment (No Computer Equip) (3600)

akta.pro primary industry

Process Control & Automation Electronics Manufacturing Services (PLCs, I/O, DCS/SCADA hardware) (IMAGAGAK)

akta.pro secondary industries

Embedded & HMI Electronics Manufacturing (Industrial PCs, HMIs, Panel PCs) (IMAGAGAD), Sensors & Instrumentation Electronics Manufacturing Services (Transmitters, analyzers, industrial sensors) (IMAGAGAL)

Keywords

• Industrial automation solutions
• Electrical interconnection products
• PLC and I/O systems
• Interface electronic modules
• Rail-mount terminal blocks

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Hardware Products: Sale of electrical interconnection products including rail-mount terminal block systems, installation and field-wiring terminal blocks, pluggable connectors, feed-through components, and PCB connection solutions
2. Automation Technology Products: Sale of I/O systems, controllers (PFC300), displays and panels for industrial automation applications
3. Interface Electronic Modules: Sale of signal conditioners, relay and optocoupler modules, voltage converters, power supplies, and interface modules
4. Software and Engineering Tools: CODESYS V3.5 engineering software and WAGO Smart Designer configurator tools for automation projects
5. Training Services: Multi-day web-trainings and short online-trainings focusing on deeper technical topics for effective and efficient use of products

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

WAGO Australia & New Zealand sells industrial automation and electrical interconnection hardware—including the PFC300 Controller, modular I/O systems, displays and panels, rail-mount terminal blocks, pluggable connectors, PCB connection solutions, and interface electronics (signal conditioners, relay and optocoupler modules, voltage converters, power supplies). The portfolio is complemented by software tools such as the CODESYS V3.5 engineering environment, the WAGO Smart Designer cloud-based configurator with 3D planning, and the Product Finder for Marking Media, plus paid online training programs serving customers in elevators, automotive, railway, power engineering, manufacturing, building technology, lighting, and marine/offshore sectors.

Product overview

WAGO Australia & New Zealand offers a comprehensive portfolio of electrical connection and automation technology solutions. The core offering spans hardware products (PFC300 Controller, electrical interconnections, interface electronics, automation technology I/O systems, controllers, displays and panels) complemented by software tools (CODESYS V3.5 development environment, WAGO Smart Designer configurator, and Product Finder for Marking Media). The product range serves multiple industries including elevators and escalators, automotive, railway systems, power engineering, manufacturing, building technology, lighting technology, and marine and offshore sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• PFC300 Controller High-performance programmable logic controller from WAGO's automation technology line, delivering performance, flexibility and secure connectivity for complex industrial automation environments in verticals such as elevators, manufacturing, railway, and marine.
• CODESYS V3.5 IEC 61131-3 compliant development environment for programming WAGO controllers and I/O systems, providing interoperability, high performance, and versatility for industrial automation projects.
• WAGO Smart Designer Browser-based cloud tool for planning, configuring, and 3D modelling WAGO electrical connection and automation products, with CAE tool integration for automated terminal strip creation and remote project access.
• Product Finder for Marking Media Configurator tool that walks users through a short questionnaire to identify suitable marking materials for control cabinet marking applications.
• Electrical Interconnections Rapid, secure, maintenance-free electrical connection solutions including rail-mount terminal block systems, installation and field-wiring terminal blocks, pluggable connectors, feed-through components, and PCB connection and marking solutions for industrial panels.
• Interface Electronics Interface modules including signal conditioners, relay and optocoupler modules, voltage converters, power supplies, interface modules and system wiring components engineered for maximum system uptime in industrial environments.
• Automation Technology Systems Measurement, control, and regulation systems covering WAGO I/O systems, controllers, displays, and panels engineered for high reliability under extreme industrial conditions across manufacturing, energy, and process automation.
• WAGO Web Training Programs Multi-day web trainings and short online trainings focused on deeper technical topics for effective and efficient use of WAGO electrical connection and automation products, offered remotely to Australian and New Zealand customers.

Segments8 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Rockwell Automation Australia: Rockwell Automation is a broad incumbent in industrial control (Allen-Bradley/ControlLogix, I/O), competing with WAGO in discrete manufacturing and process verticals across ANZ with established systems integrator relationships.
• Siemens Australia: Siemens is a broad incumbent in industrial automation (PLCs, I/O, drives, control), with a deep ANZ sales and integrator footprint. Its SIMATIC portfolio competes broadly with WAGO's controller and I/O offerings across all served verticals.
• Schneider Electric Australia: Schneider Electric is a broad incumbent spanning PLCs, I/O, and electrical distribution, with established EcoStruxure/Modicon platforms that overlap with WAGO's automation and interface offerings in building, manufacturing, and power verticals.
• Eaton Australia: Eaton is a broad incumbent in electrical and industrial control with a substantial ANZ presence, competing with WAGO in power distribution, interface electronics, and selected building/manufacturing automation segments.
• ABB Australia: ABB is a broad incumbent offering PLCs, drives, I/O, and electrification components. Its ANZ footprint and installed base in power engineering, rail, and marine overlap directly with WAGO's key verticals.

Direct peers

• Weidmüller Australia: Weidmüller is a direct peer specializing in electrical connectivity, industrial communication, and automation electronics, competing head-to-head with WAGO in terminal blocks, I/O systems, and interface modules across ANZ industrial customers.
• Phoenix Contact Australia: Phoenix Contact is a direct peer in electrical interconnections, terminal blocks, and industrial automation, offering overlapping product categories (PCB connectors, PLCs, I/O) to the same ANZ industrial verticals served by WAGO.
• Beckhoff Automation Australia: Beckhoff is a direct peer in PC-based automation and controllers, offering PLCs, I/O, and CODESYS-based engineering that overlap with WAGO's PFC300 and CODESYS-based portfolio in the ANZ manufacturing and process verticals.

Others

• Helukabel / Lapp Australia: Lapp (and similar cabling/connectivity specialists) are adjacent ecosystem players in industrial connection technology. They sell complementary cabling and connectivity products to the same ANZ installer and panel-builder ecosystem that WAGO serves.

Emerging players

• Turck Australia: Turck specializes in sensors, connectivity, and interface electronics, making it a niche peer that overlaps with WAGO's interface electronic modules and signal conditioners in discrete automation applications.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/wagoaustralia

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WAGO Australia & New Zealand