At the heart of Ipack-Ima 2025, we met with Gustavo Zecharies, President of the EMEA region at Rockwell Automation, for a direct discussion about the changes underway in the manufacturing industry and the company’s strategies to face them.
From sustainability to digitalization, from technical support to the acquisition of new technologies, Rockwell’s vision is both broad and practical.
“The pandemic accelerated a global synchronization of customer needs: everyone, everywhere, is asking for the same things,” explained Zecharies. “Cybersecurity, sustainability, resilience and production agility are now cross-cutting priorities for anyone building or operating industrial plants. Our role is to provide solutions ready to meet these challenges, helping companies prepare for the future.”
A long-time partner of machine builders (OEMs), Rockwell Automation is approaching this transformation along two main lines: technology and technical expertise.
On the technology front, Zecharies pointed to some of the company’s key acquisitions in recent years, such as Plex, CUBIC, AMS, and partnerships with companies like PTC, which have expanded Rockwell’s offering into software, smart automation, and increasingly complete digital solutions.
“Our goal is to innovate through our OEM partners, giving them the tools to create even more advanced solutions for their customers,” he said. “And we do this thanks to a wealth of in-house expertise, which we believe is among the best in the world.”
According to Zecharies, the strength of Rockwell’s technical and consulting team is a crucial competitive advantage: people capable of facilitating the adoption of Rockwell technologies by OEMs in a simple and effective way.
What struck Zecharies most while observing the technologies presented at the fair was the mechanical craftsmanship of Italian and German companies: “We’re looking at physically complex solutions being addressed with engineering creativity. Our task is to provide electronics capable of keeping up with that level of refinement. It’s inspiring—and it forces us to keep innovating.”
Finally, Zecharies offered an analysis of the European context, which he described as “extremely diverse and challenging”: different regulations from country to country, varying sensitivities on the topic of sustainability, and a complex geopolitical scenario that demands flexibility, speed, and strategic vision.
“Rising to all of this is our daily challenge. And it’s also what motivates us.”
