Interview with Gary Goldberg, President & CEO of PROMATION USA

For more than two decades, PROMATION USA has been a driving force in electronics and micro-electronics automation—delivering precision-engineered systems that define quality, reliability, and performance. As a premier capital equipment supplier, PROMATION’s expertise spans PCB handling, robotic soldering, laser marking, robotic screw driving, robotic dispensing, technical furniture, and full in-line process integration.  Each solution is designed with a single goal: to help manufacturers increase productivity, improve accuracy, and maximize return on investment through smarter automation.  We recently sat down with Gary Goldberg, President and CEO of PROMATION USA, to learn how the company continues to combine engineering excellence, innovative design, and customer-centered service to uphold its reputation as a world-class leader in automated manufacturing technology—and to explore what lies ahead as PROMATION expands its global footprint and advances the next generation of intelligent production systems. PROMATION has a long history in electronics manufacturing automation. How would you describe the company’s evolution from its early beginnings to where it stands today? Over the past 26 years, PROMATION has continuously evolved alongside the electronics manufacturing industry. We began during a time when through-hole technology dominated production floors, and we’ve since adapted through every major technological wave from AOI and SPI systems to selective soldering, smart factory integration, and now autonomous material transport (AMR) solutions. As the industry transitioned toward surface mount technology, we expanded into component reel X-ray systems and now work alongside smart storage towers suppliers, developing deep partnerships with global equipment manufacturers along the way. Each stage of our growth has been guided by one simple philosophy: stay flexible, stay informed, and always be ready to adapt to the next trend or interface challenge. That mindset continues to define who we are today. What core values or guiding principles continue to drive PROMATION’s innovation and customer focus? Providing an exceptional customer experience has always been our foundation — from the very first consultation to freight coordination, installation, and operator training. We believe innovation begins with listening. Our engineering team and R&D specialists keep a close pulse on emerging technologies and, just as importantly, on what our customers are asking for on the production floor. True innovation requires both courage and collaboration. Not every idea succeeds immediately, but taking calculated risks is essential to creating value. Our strength lies in the dedication of our team and the strategic partners who share our passion for automation. Together, we’ve built a culture where creativity, technical excellence, and customer care go hand-in-hand. How do you see PROMATION’s role changing as automation, robotics, and smart manufacturing become more central to the electronics industry? In the early years, PROMATION focused primarily on the U.S. market, building strong local partnerships and a reputation for reliability. Over time, however, global manufacturers began reaching out not just for our technology, but for the personal, responsive experience that comes with being privately held. That opened the door to long-term international relationships and the opportunity to expand into other regions. With each phase of growth, the demand for innovation has only intensified. We’ve developed PC-based smart lines, integrated collaborative robots with custom tooling, and created advanced software for product traceability and factory analytics. Looking ahead, we’re now exploring humanoid robotics and virtual programming environments — technologies that will redefine how operators and machines interact on the assembly line. PROMATION’s role is evolving from equipment supplier to full-system innovator, helping manufacturers bridge the gap between today’s automation and tomorrow’s intelligent factories. PROMATION is known for its engineering-first approach: developing products that are both technologically advanced and simple to use. How do you strike that balance between sophistication and user-friendliness? For us, sophistication only matters if it’s practical. A machine can’t be considered successful unless it meets the customer’s expectations for reliability, ease of use, and return on investment. That’s why our design process starts with what we call a “best-effort prototype,” which is a solid foundation that we continue refining through customer feedback and field performance. In the end, our goal is to deliver advanced systems that feel intuitive, minimize operator learning curves, and maximize uptime. Technology should make life easier, not more complicated, and that’s the balance we strive to achieve in every product we build. Your fourth- and fifth-generation soldering systems now feature transparent OLED displays for on-screen programming. What inspired this advancement, and how does it change the operator experience or production workflow? Every innovation starts with imagination. Our VP of the Robotics Division, Michael Thomas Goldberg, is constantly pushing the limits of what’s possible by introducing bold ideas that our engineering team then evaluates, prototypes, and brings to life. The development of our Adaptive IQ+ Technology and transparent OLED interface was one of those moments. After extensive trial and refinement, we successfully integrated see-through touchscreens that allow operators to program directly on the robot while maintaining full visibility of the soldering process. The result is a completely immersive, one-of-a-kind user experience that blends functionality with futuristic design. Today, our PANDA Intelligent Robotic Soldering Platform stands as the most awarded soldering robot in the world — a recognition that reflects both the innovation and passion our team pours into every system we create. Could you describe the development process behind your new laser mark system and what differentiates it from other laser marking solutions on the market? There are plenty of good laser markers out there, but very few great ones. The new PANDA-460 was designed to close that gap. It integrates any of the KEYENCE laser heads — CO₂, YV04, or UV — within a standard work envelope and operates on Windows 11 using PROMATION’s own I/O and motion-control cards. That custom control architecture gives us a huge advantage: we can remotely access and manage every element of the system. Whether it’s adjusting a program, modifying subcomponent data-transfer speeds, or performing corrective actions through our data-logging platform, the entire process is transparent and serviceable in real time. Add in precision vision alignment, orientation validation, code verification, and the ability to perform double-sided PCB marking, and the PANDA Laser Marking Cell becomes an incredibly capable solution. Beyond the long list of features, what truly sets it apart is the thoughtfulness of its design. Every detail was developed with the operator and customer experience in mind. PROMATION often emphasizes “quality engineering.” How does that philosophy translate into tangible benefits for your customers, whether in reliability, serviceability, or performance? At PROMATION, quality engineering isn’t a slogan; it’s a continuous improvement mindset. We’re always asking how we can make our equipment more reliable, easier to service, and smarter to operate.  Take something as simple as the redesign of our “angled touch panel” approach on all of our work station conveyors. By rethinking a standard layout common across the industry, we eliminated the risk of operators damaging the HMI while using the full top surface of the conveyor. It’s a small change, but one that improves productivity, prevents costly repairs, and makes the system more intuitive to use. Those are the kinds of incremental innovations that add up to real-world value: higher uptime, greater safety, and long-term performance that our customers can depend on. Automation technologies are evolving quickly. Where do you see the next big leap in soldering, PCB handling, or marking equipment? Our focus has always been on pursuing technologies that deliver the greatest value to our clients. The next leap won’t come from one single advancement, it will come from the convergence of several. Artificial intelligence (AI), humanoid robotics, virtual-reality programming, and smart wearable tech are all advancing rapidly, and we’re already exploring how they integrate into manufacturing. Our R&D teams are developing next-generation robotic articulation combined with AI-driven supercomputing to dramatically increase precision, adaptability, and throughput. The goal isn’t just faster production. It’s smarter, more responsive manufacturing lines that learn, adapt, and evolve in real time. The future of electronics assembly will be defined by that kind of intelligent collaboration between human creativity and machine capability. PROMATION’s portfolio spans PCB handling, AMRs, and smart line integration. How is the company approaching connectivity and data-driven manufacturing? Connectivity and traceability have always been at the core of what we do. PROMATION recognized early on that data would become as valuable as the machines themselves, so we invested heavily in software integration and data intelligence long before it became an industry expectation. While we don’t consider ourselves a software company per se, we’ve built powerful platforms that complement both existing smart-factory systems and our own proprietary tools. The result is a seamless bridge between hardware and data — one that gives manufacturers clearer insight into performance, predictive maintenance, and overall process optimization.  In a world where everything is connected, our mission is to make sure PROMATION equipment doesn’t just work in the factory — it works with the factory. PROMATION is actively exploring opportunities in Europe and the Eastern Bloc, especially in PCB handling and Robotic systems. What makes these regions strategically important for the company’s next phase of growth? Absolutely. PROMATION’s appetite for growth naturally aligns with the industry’s hunger for next-generation automation technology. Many of our core customers here in the U.S. operate facilities overseas that are eager to expand and modernize, so exploring Europe and the Eastern Bloc is a very logical step for us. These regions have strong electronics manufacturing foundations, but in many cases there are gaps in advanced PCB handling and robotic solutions — areas where PROMATION has built a proven reputation.  What makes it exciting is that this expansion does more than open new markets. It gives us access to a wider range of feedback and collaboration that helps us continue to innovate. It also strengthens our relationships with existing U.S. partners who are growing internationally, and it connects us with new suppliers and customers who are ready to embrace next-generation automation.  At the end of the day, our goal isn’t just to grow, it’s to bring the same level of quality, reliability, and ingenuity that defines PROMATION in North America to manufacturers around the world. As automation becomes more complex, ease of use becomes critical. How does PROMATION ensure that even its most advanced systems remain intuitive for operators and integrators? We can’t give away all our secrets, but I can say this: PROMATION’s approach to simplicity is built on deep experience, constant customer feedback, and thoughtful engineering. Every time technology advances, complexity tends to rise with it. Our job is to make sure that complexity never reaches the operator.  We invest heavily in refining our software structure and user interfaces so that the experience feels natural and intuitive, even when the system beneath is extremely sophisticated. In most cases, the “heavy lifting” happens behind the scenes within PROMATION’s engineering architecture, leaving the user with a streamlined, powerful, and future-ready platform. We believe technology should feel organic, like an extension of the operator, not a barrier. When innovation feels natural, adoption happens effortlessly. That’s the kind of relationship we want our customers to have with every PROMATION product. As you look ahead to the next five years, what do you see as the biggest opportunities and challenges for PROMATION in the automation and electronics manufacturing space? Every era in manufacturing has its own set of challenges and opportunities, and this one is no different. Our mindset has always been: if we’re not growing and innovating, someone else will. That belief continues to drive us forward. The biggest opportunities, in my view, lie with customers who see PROMATION not just as a supplier, but as a true collaborator. When we work side by side — sharing ideas, solving problems, and building solutions together — that’s where the most meaningful innovation happens. As for challenges, adaptive learning and AI will certainly test the industry. It’s still early, and the technology isn’t fully refined, but we’re focused on what it can become, not just where it is today. The integration of AI must be handled with patience, transparency, and due diligence. Smart factories are chasing every competitive edge, and it’s our responsibility to help them do that safely, effectively, and intelligently. Our path forward is clear: continue leading with innovation, partnership, and responsibility. That’s how we’ll navigate the next five years and beyond. Finally, how do you personally define success for PROMATION—not just in terms of growth, but in the impact the company makes on its customers and the broader industry? For me, success isn’t just about how much we grow, it’s about how much our customers grow with us. When a client tells us they’ve increased throughput, lowered defects, improved safety, or reduced costs because of a PROMATION solution, that’s real success. It means our technology isn’t just a purchase; it’s a long-term enabler of their business. On a broader scale, true success comes when we help shift industry standards — when our equipment allows manufacturers to take on higher complexity, achieve greater flexibility, and embrace smarter, more connected production. That’s the kind of progress that moves the entire sector forward.  But success also has a human side. It’s about how we support our people, our partners, and our customers. When our employees feel empowered and proud of their work, when our partners see real collaboration, and when our customers view PROMATION as a trusted ally rather than just a vendor, that’s when I know we’re doing things right.  Ultimately, success is growth with integrity: expanding our reach and capabilities without ever losing sight of quality, relationships, or innovation. If we can continue to do that — to stay ahead of the curve while lifting everyone around us — then PROMATION’s future will be as meaningful as it is successful.