Festo marked its 100th anniversary at Hannover Messe 2025 by unveiling a stunning 14-meter-long machine that showcases a century of automation innovation. The “Incredible Machine,” a highlight of the trade show, demonstrates how the company has driven progress in automation technology.
A Century of Motion, Captured in One Machine
The massive 46-foot installation is set in motion by a bionic butterfly, triggering a chain reaction of movements. Inspired by Rube Goldberg’s whimsical designs—known for overly complex machines performing simple tasks—the display highlights over 1,000 Festo products. These include components for electric vehicle batteries, lab automation, semiconductor manufacturing, and logistics.
While the machine itself doesn’t produce anything, it symbolizes Festo’s role in advancing industrial automation. “This exhibit reflects our expertise and inventive spirit, which have defined us from the start,” said Festo CEO Thomas Böck.
Investing in the Future of Automation
Festo, a leader in pneumatic and electrical automation, serves more than 300,000 customers across 35 industries. The company reinvests 8% of its annual revenue—€3.45 billion in 2024—into research and development. It files around 100 new patents each year.
However, Böck noted economic challenges in 2024, with hesitant investments in Europe and Asia due to market uncertainty. While the electronics sector underperformed, Festo saw growth in the U.S., South America, India, and its technical education division.
North America’s Strategy: Diversification and Local Growth
For Dr. Wilm Uhlenbecker, Festo’s new North America CEO, this year’s Hannover Messe was particularly significant. He took over leadership on April 1, coinciding with Festo Canada’s 50th anniversary.
Uhlenbecker outlined plans to strengthen Festo’s position in North America by expanding into new industries and boosting electric automation. “In Canada, we lead in pneumatics, but we’re now pushing electric automation to grow our market share,” he said. Mexico also presents opportunities, particularly in integrated automation solutions.
In the U.S., Festo is adopting a multi-channel approach. “We’re diversified—if one sector like automotive slows down, others thrive,” Uhlenbecker noted. However, trade policy uncertainties remain a challenge. “Tariffs create market instability, so we must stay agile and local,” he added.
Looking Ahead
As Festo enters its next century, the company remains committed to innovation—proving that even after 100 years, it’s still in motion.
