Freudenberg Sealing Technologies is always evaluating the opportunities that existing and new industrial segments bring to the company. One segment, in particular, has recently emerged as an excellent prospect for future growth with the seal and component manufacturer: robotics and automation. Recently, a team of company Account Managers and Lead Center experts attended Automate 2023, one of the largest industrial automation and robotics shows in North America.
More than 750 vendors – including Freudenberg Sealing Technologies (FST) – set up display booths and invited visitors to stop by and learn about their products. Reps also walked the floor, meeting with existing and new customers to discuss industry trends and their specific needs. Gregg Goings, Customer Development Manager, Industrial Machines & Robotics for the company – and one of the Automate attendees – shares his thoughts on why this show and segment are important.
Mr. Goings, why did FST attend the Automate trade show in Detroit this year?
Automate is a significant trade fair to bring more brand awareness to Freudenberg in North America for the robotics and automation industry. It’s important to promote the clear need for technical sealing solutions in such challenging applications, such as robotic wrists or joints, and Automate is the perfect venue to showcase Freudenberg’s innovative solutions.
How important are seals and other elastomeric components to the operation of robots and robotic systems?
Technical sealing solutions are critical in robotics applications due to the high-performance expectations. A long life, zero downtime, no maintenance and minimization are essential for these applications.
What was on display at Freudenberg Sealing Technologies’ booth at the show?
There were many innovative solutions at our booth, including PSS, MSS1, IPSR, Encoders, Soft Metal Gaskets, Hygienic Usit Rings, eCON, Minimized Profile Seal, among others. In addition, we also aligned with several customers and prospects to showcase a Wittenstein Gearbox, as well as a Kuka & Fanuc robot to make the connection between robotics and sealing.
How did event attendees respond to our booth?
There was positive feedback from attendees, with many from the robotic and tier suppliers to robotics companies exhibiting at the fair, which are FST’s primary target audience and potential customers.
Did we also canvas the floor with information about FST robotics? Was this successful?
Yes, all our Lead Center colleagues, and Account Managers had an opportunity to walk the fair and promote FST’s sealing innovations, which led to many interesting introductory discussions and potential future leads.
Robotics seems to be a fast-growing industry these days – especially when the systems incorporate AI and other new technologies. How are we preparing to take advantage of this growth?
FST is clearly prepared to support growth in the robotics and automation industry. The IM&R (Industrial Machines & Robotics) segment is aligned with the Lead Centers and Competence Centers on our robotics strategy and the direction and actions needed to further develop the NAFTA region within this market segment. FST solutions are already out in the market in these challenging applications. This clearly proves the need for robust solutions in robotics, as well as the need to minimize, reduce friction, and extend life.
Please provide three or four of the most important takeaways the team developed as a result of attending Automate.
The number one takeaway is there is no clear understanding of the importance of a high-performance sealing solution in the robotics and automation industry. Many times, seals are a last-minute consideration. We need to educate the industry on the importance of robust sealing solutions to extend the life of the robot.
A second observation is that ingress protection is becoming more important in robotics and is quickly becoming the most important sealing topic.
Finally, there is the need for FST to continue promoting technical sealing solutions within automation and robotics to ensure that our brand is more visible. The more focus we have on educating this industry, the more successful we will be in NAFTA.
