I visited Automation Fair, Rockwell Automation’s annual customer showcase gathering, Tuesday. We had six briefings and a gathering to discuss the new ControlLogix 5590 platform. This year’s event felt both similar to past years (this was my 29th) and also a bit different. The original format recreated the trade show environment. The past few years has seen a change to include large keynotes as other large automation suppliers traditionally feature and more breakout sessions. And a bit more than 10,000 people turned out. (I didn’t get an official number, but guessing was perhaps 12,000 total attendees.)
The briefings provided insight into several areas of the company including cybersecurity, building new manufacturing “factory of the future” using Rockwell products and services, software defined architecture, and a bit more. All of this I will detail in my next post.
The big news…
I’m old enough to remember Rockwell Automation moving a lot of manufacturing, especially for control products, to Asia. Recently they’ve touted a new production line for OTTO AMRs in Milwaukee. Executives also pointed to work in progress upgrading production lines in Twinsburg, Ohio.
Following an established theme for 2025 manufacturing, Rockwell Automation has announced plans to build a new, 1 million square foot facility somewhere in southeastern Wisconsin. The project marks the next step in the company’s previously announced $2 billion investment in plants, digital infrastructure, and talent to grow share, build resilience, and expand margins over the next five years. The facility has the potential to be Rockwell’s largest manufacturing campus globally, with a significant footprint and the flexibility to scale operations.
Note that this is an announcement. Much work remains before anything physical happens. We were give a bit more detail here.
This new facility will span more than 1 million square feet of manufacturing and warehouse space and will be equipped with advanced automation, robotics, and digital systems that will showcase modern manufacturing and demonstrate Rockwell’s leadership in industrial automation.
And the obligatory quotes:
“Rockwell Automation has been leading the way with high-quality manufacturing and technology solutions for over a century. We’re incredibly proud of that tradition and how they’ve continued to exemplify the innovation and excellence that Wisconsin is known for, and we are excited to celebrate their continued growth and success in our state,” says Gov. Tony Evers. “I want to thank Rockwell Automation for their ongoing commitment to Wisconsin, our workforce, and our communities, and I look forward to seeing how this newest expansion will accelerate our statewide goals of building a 21st-century workforce and economy.”
“Designing a new facility presents the opportunity to create the future of industrial operations, with highly orchestrated production,” says Blake Moret, chairman and CEO at Rockwell Automation. “We are expanding our U.S. manufacturing footprint with advanced production capability that supports growth and performance with the latest Rockwell technologies and solutions.”
“It will integrate the latest in Rockwell’s production technologies, including AI and analytics tools, to increase efficiency and precision, while providing team members with access to advanced tools and training. I’m excited to see our highly skilled workforce maximize the potential of this site,” says Bob Buttermore, chief supply chain officer at Rockwell Automation. “This investment reflects our confidence in our teams that deliver excellence every day.”
Buttermore told us at the media briefing that his team’s work is to bring in some of the margins paid out to other companies through more vertical integration.
This reinforces Rockwell’s long-term commitment to American manufacturing and to the skilled workforce that drives production and innovation. The Southeastern Wisconsin location will be near the company’s global headquarters in Milwaukee.
Construction and site planning are in progress in concert with local and state officials. Additional details will be shared as the project advances.
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