Rockwell Automation is setting a new course for growth in EMEA, led by newly appointed President Gustavo Zecharies. Mark Venables caught up with him at Rockwell Automation Fair in Anaheim to discuss how he aims to revitalise the OEM segment and guide the region through an era of digital transformation with a focus on agility, technology integration, and leveraging partnerships.
On 23rd October, Rockwell Automation announced Gustavo Zecharies as the new President for Europe, Middle East, and Africa (EMEA), effective immediately. Zecharies succeeds Susana Gonzalez, who has left Rockwell to pursue other opportunities. With a background that includes leadership roles in Latin America and expertise in both business management and software development, Zecharies is well-equipped for the challenges ahead.
Zecharies is a man with a clear mission. Tasked with navigating the complexities of a diverse and competitive region, he is ready to bring agility, focus, and a fresh strategic vision to EMEA. In an interview with Connected Technology Solutions, Zecharies shared his thoughts on growing the OEM segment, tackling market diversity, and leading Rockwell Automation through digital transformation in one of its most critical regions.
The new frontier for OEMs
Zecharies brings nearly two decades of experience at Rockwell, having served in roles across North America and Latin America. His journey has uniquely positioned him to understand the dynamics of multiple markets, and his new responsibility in EMEA is no exception. “Our current market share in the region leaves room for growth,” he opens. “We are facing historical competitors that have been established here for decades. This means we need to be more agile, even more customer-centric, and very focused on what we do.”
Rockwell’s approach to OEMs in EMEA is multifaceted, with an emphasis on leveraging technology, adapting organisational structures, and focusing on customer trust after a difficult period supporting customers in a challenging market environment.
According to Zecharies, this resilience will be crucial in accelerating business among OEMs. Rockwell plans to create dedicated affinity teams within its sales force, teams that will focus solely on the OEM market. “It is about leveraging our technology and reshaping our sales organisation so that we are more agile and even closer to our customers,” he adds. “The goal is to gain market share by building confidence.”
Regional diversity requires tailored strategies
The diversity of the EMEA region is both an opportunity and a challenge, with mature industrial markets like Germany and Italy, emerging markets in Africa, and fast-growing opportunities in the Middle East. Zecharies acknowledges the distinctiveness of each market and the need for tailored approaches.
“We are dealing with regions that are so diverse in their requirements,” he says. “In Italy, for instance, the focus is on OEMs and small enterprises, companies that are incredibly innovative in how they integrate their machinery, especially on the mechanical side. Our role here is to make sure they are as productive and innovative as possible, allowing them to stay ahead of the competition. The early adoption of new technologies is the key to ensuring that these companies remain global leaders.”
In contrast, markets like the Middle East and Africa present a different set of challenges. “The Middle East and Africa are more focused on large projects, heavy industries, and significant capital expenditures,” he continues. “It is about making big investments, often in heavy infrastructure. Understanding these regional differences allows Rockwell to adapt and apply its technology effectively, delivering value to both SMEs and large enterprises.”
Blurring the lines between hardware and software
The industrial automation sector is inherently conservative, a necessary stance given the risks associated with handling critical processes, from food production to power generation. However, Zecharies is optimistic that a transition is underway, where the boundary between software and hardware is beginning to fade.
“The notion that software and hardware are separate entities is a product of the past,” he says. “When you look at your phone, you do not think about hardware or software, you think about the app solving your problem. This convergence is exactly where industrial automation is headed, albeit at a slower pace due to the cautious nature of the industry.”
He sees a future where industrial systems function more like consumer technology, responsive, integrated, and driven by autonomy. “We are evolving from automation to autonomy,” he explains. “Imagine having a core system that not only works locally but also connects to the cloud to gather data, generate insights, and self-optimise. The future is about telling a machine in natural language to operate at 10% more efficiency, instead of manually programming every parameter.”
This evolution is not just a technological shift but a philosophical one, merging the problem-solving capabilities of software with the precision and reliability of industrial hardware. It is a movement towards a seamless solution where machines are smarter, more adaptable, and more autonomous.
Leveraging partnerships for market expansion
Rockwell’s approach in EMEA also involves making the most of its extensive partner network, one of its key differentiators. This network enables Rockwell to provide support to customers wherever they may be. “Our partner network is perhaps the best product Rockwell has,” he suggests. “If an Italian OEM wants to install a machine in China, we are one phone call away from ensuring that local support is in place. We do this often, but it is not something we necessarily promote externally.”
This capability is a significant advantage, particularly for OEMs looking to expand their market reach. “We also help OEMs enter new markets by connecting them with local partners, distributors, and even government agencies,” he continues. “We can provide insights and help navigate the complexities of new environments, saving valuable time and resources.” For Zecharies, leveraging this partner ecosystem is about creating a supportive and interconnected environment where customers can thrive, regardless of where they are.
The agility that this network provides is what makes Rockwell’s strategy in EMEA distinct. “Our partner network allows us to expand our reach without having to scale up significantly internally,” he adds. “It is about putting people in contact and expanding the actual connections within this open world we operate in. This collaborative approach is critical for a company seeking to challenge entrenched competitors and capture new market share.”
Looking ahead: AI and industrial transformation
For Zecharies, the future of industrial automation is closely tied to the development and integration of artificial intelligence. “I genuinely believe that artificial intelligence will change our civilisation, and for the better,” he states. AI, he argues, is perfectly suited for industrial automation because the parameters are well defined, and the outcomes are finite. “The number of inputs and outputs in an industrial automation system is finite, making it an ideal target for AI. It is about harnessing this technology to not only assist in designing and operating but eventually teach us to design better machines and processes.”
The potential for AI is vast, from enhancing productivity and sustainability to improving user experiences. “In five years, we will be talking about AI not just helping us design and operate but teaching us new ways of thinking about automation. We will be discussing how AI has become a core part of our design processes, guiding us towards more efficient, sustainable, and tailored solutions. The integration of AI is seen not just as an enhancement to existing systems but as a foundational shift that will redefine the capabilities of automation technology.”
The industrial sector is moving towards a future where automation systems become increasingly autonomous, self-correcting, and capable of learning. “We are moving from automation to autonomy, and AI is a critical part of that journey,” he explains. “I envision a world where robotics and automation converge seamlessly, delivering highly personalised products, from custom shoes to specific food preferences, manufactured on demand by intelligent systems.”
Transformation driving growth
Gustavo Zecharies’ vision for EMEA and Rockwell Automation is one of transformation, adaptability, and growth. He understands the challenges inherent in a region as diverse as EMEA but also recognises the opportunities that come with such diversity. By leveraging new technologies, adapting organisational structures, and making the most of a robust partner network, Rockwell Automation is positioning itself not just as a competitor but as a leader in the industrial transformation sweeping across the globe.
The journey from automation to autonomy is well underway, and for Zecharies, it is about staying ahead of the curve, ensuring that customers are not only equipped to compete but are also empowered to lead. “It is about bringing these technologies together, integrating them, and making them work seamlessly for our customers,” he concludes. The path ahead may be complex, but with leaders like Zecharies at the helm, Rockwell Automation is set to navigate the complexities of EMEA with a clear and confident vision.
