Makino’s Booth S-8700 is full of various machine tools performing live cutting demonstrations in applications including a medium-to-high-volume automated production system for automotive parts, a robot-tended small machining center for orthopedic part production, and a machining center with grinding capability performing aircraft blade and vane machining.

Haas Automation has sixteen machines on display in its booth (S-8119), but those tell only part of the story for a machine tool builder that markets its products globally. “Building the brand” is a consistent effort that goes well beyond introducing new models at every major manufacturing show.