Show Review US machine tool builder celebrates best ever results from a European trade show

Editor: Barbara Schulz

Italy/USA - Haas Automation set audacious goals for EMO 2015, yet exceeded them by more than 50%, doubling the number of leads and machine sales it achieved in Hannover, at EMO 2013, the company said.

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Haas Automation at EMO 2015.
Haas Automation at EMO 2015.
(Source: Haas)

Visitors to the Haas Automation booth were able to join a multi-stop tour of the company’s CNC vertical machining centres, turning centres and 5-axis machines, to see and learn first-hand the difference made by Haas innovations in software and control, automation, part and tool cooling, probing and setting-up, live tooling and high-speed machining.


“This was a fantastic event for Haas,” said Jens Thing, managing director of Haas Automation Europe. “It was our biggest trade show investment to date and it yielded far greater than expected returns.” Thing points out that this dramatic result is a clear indication that the company’s collaboration with Milan-based machine tool group Celada, operating the official Haas Factory Outlet (HFO) for Italy, also has the potential to exceed expectations.

“We joined forces with Celada a little over two years ago,” he said. “In that short time, the company and its people have invested significant capital and enormous energy in creating what will undoubtedly prove to be one of the best HFOs in the world. It’s still relatively early days, so the results at Milan just go to show how committed the Haas and Celada teams both are, and how well we work together. I’d like to thank everyone who contributed on our booth at EMO – we had operators and sales engineers from all over Europe, but my biggest thanks go to the Haas Automation team and the Celada team.”

Bob Murray, general manager of Haas Automation, who was visiting from the company’s factory in Southern California, shared plans for future Haas products, and his thoughts about opportunities and challenges in Europe and the rest of the world.

“We have great potential for increasing our market share,” he said, “especially amongst the small to medium, privately owned machine shops." In the US, the company enjoys 50% market share in some niche markets, Murray said.