In the world of advanced manufacturing, it’s often the innovation, resilience, and foresight of leaders that propel organizations to the forefront of the industry. Among these trailblazers is Thomas Neubert, Chief Sales Officer of GROB Systems Inc., a company renowned globally for its high-performance manufacturing systems and machine tools. Thomas’s journey from a “freshman engineer” to a key decision-maker at GROB is a testament to his dedication, adaptability, and vision. His approach to leadership and innovation—shaped by experiences across continents and cultures—has enabled him to tackle significant challenges and drive GROB’s success in the face of a rapidly evolving industrial landscape.
The Making of a Leader: A Journey of Growth, Resilience, and Global Influence
Thomas’s path to leadership began when he joined GROB in 2008, shortly after completing his university studies. He was drawn to GROB’s culture of opportunity and the potential to take on responsibilities early in his career. Starting as a technical proposal engineer, Thomas embraced the role with a spirit of curiosity and determination. His early years involved developing proposals, which allowed him to gain valuable insight into GROB’s engineering processes and sales dynamics. GROB’s supportive environment encouraged him to continually seek challenges, pushing him to expand his skill set and embrace greater responsibilities within the company.
Driven by a natural inclination for leadership and a strong work ethic, Thomas was soon recognized for his initiative. He took on a new role as an assistant to the director of the proposal department. This period was marked by an intense learning curve, where he was immersed in the day-to-day operations alongside senior management. As he collaborated with leaders at all levels, Thomas gained first-hand experience in strategic planning, process improvement, and organizational dynamics. This role not only provided him with a broader perspective but also instilled a sense of ownership in his work.
His first significant international experience came as he took on responsibilities within GROB India’s sales operations. While initially focused on technical quotations, he soon began handling the commercial side, building a strong foundation in customer relationship management. Frequent travel to India enriched his cultural understanding and allowed him to strengthen his communication and negotiation skills in a diverse environment. Thomas’s connection with India remained for many years, fostering a unique sense of loyalty to GROB’s global footprint.
In 2012, Thomas’s expertise and dedication led him to a pivotal role as a Key Account Manager for one of GROB’s largest customers with operations spanning multiple countries. This period saw Thomas negotiating high-stakes agreements that would bring in substantial order volumes for GROB over the coming years. His ability to navigate the complexities of key account management, combined with his willingness to adapt and innovate, earned him the opportunity to oversee the entire department. This experience also marked his entry into the Asian market, with significant time spent traveling to China. The futuristic landscape of Shanghai, reminiscent of a science fiction setting, left a lasting impression on Thomas, who embraced the opportunity to work within this unique market and gain insights into China’s distinct business culture.
In 2019, he was presented with a special assignment that would require him to stay in China for an extended period. With his wife’s support, Thomas embarked on what he describes as one of the most rewarding experiences of his career. Over the next five years, he served as the Vice President of Sales and a board member for GROB China. During this time, Thomas had the chance to build a team from the ground up, handpicking individuals who shared his vision and values. The dedication and loyalty he saw in his team motivated him to blend the best aspects of German and Chinese culture, fostering an environment that prioritized integrity, dedication, and collaboration.
The challenges of managing an international team in a vastly different cultural context, especially during the COVID-19 pandemic, were significant. However, Thomas’s adaptability and empathetic approach allowed him to navigate these hurdles, ultimately strengthening his team’s cohesion and commitment to GROB’s mission. In January 2024, he took on his current role as Chief Sales Officer for GROB Systems in the United States, where he now leverages his global experience to drive growth and innovation within the company.
GROB Systems: Excellence in Sustainable Technology
At the heart of Thomas’s work lies a deep-seated commitment to GROB’s mission of providing “Excellence in sustainable technology.” For nearly a century, GROB has been synonymous with quality, reliability, and innovation in the manufacturing sector. With a vision focused on building the most advanced machining and assembly systems in the world, GROB’s reputation is built on a foundation of family values, loyalty, and a shared pursuit of perfection. Thomas emphasizes that GROB’s success is not just due to its technical prowess but also to a deeply rooted culture that prioritizes determination, innovation, and long-term relationships with its customers and employees alike.
GROB’s customer base spans a diverse range of industries, including automotive, aerospace, medical, and energy generation. The company’s machining systems are designed to meet the highest standards of quality, ensuring that clients can depend on GROB’s solutions for even the most complex powertrain assemblies. This versatility and focus on reliability have enabled GROB to maintain its position as an industry leader while also pushing the boundaries of what is possible in manufacturing.
Thomas highlights GROB’s pioneering spirit, particularly in the development of innovative production and automation systems. With operations worldwide, GROB is committed to advancing the technologies of the future and maintaining its status as a reliable partner for customers globally. The company’s dedication to sustainable technology aligns with the growing demand for eco-friendly and energy-efficient manufacturing solutions, ensuring that GROB remains at the cutting edge of the industry.
Building a Motivated, Effective Team
For Thomas, the key to building and managing a motivated team lies in a combination of strategic vision, clarity, and empowerment. His leadership approach begins with defining a clear strategy and setting measurable targets. By identifying key individuals within the team and placing them in leadership roles, Thomas ensures that each team member understands their responsibilities and has the autonomy to execute their tasks effectively.
Thomas emphasizes the importance of aligning the company’s strategy with the leadership team and leading by example. By setting the standard in his own conduct, he fosters a culture of accountability and high performance. He also places significant value on empowering employees through training and providing them with the tools they need to succeed. Each team member is held accountable for their specific responsibilities, fostering a sense of ownership and dedication.
Communication is another cornerstone of Thomas’s management style. He believes in keeping the entire team informed about the progress toward established targets, creating a sense of unity and shared purpose. By being accessible and approachable, he encourages an open exchange of ideas and feedback, ensuring that team members feel supported and motivated to contribute their best.
Pioneering Manufacturing Systems and Machine Tool Innovation
GROB’s approach to innovation is guided by a deep understanding of its customers’ needs and challenges. The company’s latest development, the G900 series, exemplifies this customer-centric philosophy. With the automotive industry increasingly utilizing mega and gigacastings for larger structural parts, there was a clear demand for a machine capable of handling such large components. However, scaling up an existing machine was not enough; GROB faced the challenge of delivering the same reliability and ease of maintenance that customers expect while meeting the stringent accuracy requirements of these large parts.
To address these challenges, GROB developed a five-axis machining capability that reduces the need for multiple setups, ultimately saving on fixture costs and change over time. Recognizing the logistical challenges posed by such large parts, GROB also offers a range of automation solutions, allowing customers to purchase a fully integrated, turnkey system. This comprehensive approach not only meets the demands of the automotive industry but also underscores GROB’s commitment to developing solutions that add tangible value to its customers’ operations.
GROB has successfully pioneered and delivered numerous stator-assembly lines for hairpin motors, the central propulsion component of battery electric vehicles (BEVs), securing a global market share exceeding 60% in this area. Another critical and more complex system within electric vehicles is the battery. Batteries are intricate constructions made up of multiple cells, which are stacked into modules and then combined to form a “pack,” making them one of the most complex and costly components in an electric vehicle. Given this complexity, the assembly technology required for these components must be cutting-edge to ensure a manufacturing process that is economically viable, safe, and highly reliable. GROB has developed advanced systems for the assembly of each component—pack, module, and cell—where pack and module assembly bear some similarities to traditional powertrain assembly systems. However, cell manufacturing differs significantly from anything in traditional internal combustion engine (ICE) vehicles, as it involves precise chemical processes and requires extremely low cycle times, often in fractions of seconds, due to the vast number of cells in each vehicle.
The battery and battery assembly equipment supply chain is largely concentrated in Asia, particularly in China and Korea. To provide enhanced value to customers, GROB developed systems up to eight times faster than those currently available, using entirely new technologies and processes. Additionally, GROB offers a comprehensive “turn-key solution” for Gigafactories in partnership with DUERR and MANZ through a cooperative initiative called DGM (DUERR-GROB-MANZ). This collaboration provides a Western alternative to Asian suppliers, supporting customers aiming to reduce dependence on a single source. With its global production capabilities, GROB can manufacture battery assembly equipment across three continents—North America, Europe, and Asia—offering customers faster delivery, more responsive support, and reduced transportation costs, customs risks, and import taxes.
Staying Ahead of the Curve: GROB’s Competitive Advantage
One of GROB’s most significant competitive advantages lies in its highly skilled workforce, a testament to the company’s unique apprenticeship program. Offered globally, this four-year program provides young individuals with comprehensive training, equipping them with the expertise needed to excel in GROB’s complex operations. This approach not only ensures a steady stream of skilled employees but also fosters a culture of loyalty, with many employees spending decades or even their entire careers with GROB.
Thomas takes pride in GROB’s approach to employee development, which includes continuous training and ample opportunities for career advancement. By investing in its people, GROB has built a loyal and highly capable workforce that is essential to its long-term success. This focus on organic growth enables the company to maintain a high standard of excellence, as employees are deeply familiar with GROB’s systems, culture, and expectations.
Innovation is also central to GROB’s success, with the company unafraid to venture into new industries and technologies. A prime example of this is GROB’s strategic pivot from producing parts for combustion engines to developing a new product line for electric motor assembly. This adaptability has enabled GROB to apply its expertise from the automotive sector to other industries, such as aerospace and medical, creating synergies that benefit both the company and its customers.
Pioneering Manufacturing Systems and Machine Tool Innovation
GROB’s approach to innovation is guided by a deep understanding of its customers’ needs and challenges. The company’s latest development, the G900 series, exemplifies this customer-centric philosophy. With the automotive industry increasingly utilizing mega and gigacastings for larger structural parts, there was a clear demand for a machine capable of handling such large components. However, scaling up an existing machine was not enough; GROB faced the challenge of delivering the same reliability and ease of maintenance that customers expect while meeting the stringent accuracy requirements of these large parts.
To address these challenges, GROB developed a five-axis machining capability that reduces the need for multiple setups, ultimately saving on fixture costs and changeover time. Recognizing the logistical challenges posed by such large parts, GROB also offers a range of automation solutions, allowing customers to purchase a fully integrated, turnkey system. This comprehensive approach not only meets the demands of the automotive industry but also underscores GROB’s commitment to developing solutions that add tangible value to its customers’ operations.
Leveraging AI and Machine Learning for Advanced Solutions
GROB is at the forefront of leveraging artificial intelligence (AI) and machine learning (ML) to enhance its offerings. A notable example is the GROB4Stator Mind, a software application designed to monitor and optimize the production of stators. This advanced software enables precise tracking of the production process, simplifying quality control and allowing for individual machine adjustments. Without such a tool, identifying parameters in need of adjustment can be a time-consuming process, often resulting in faulty parts and increased costs. By incorporating AI, GROB has significantly reduced production downtime, translating to substantial cost savings for customers.
This integration of AI and ML is a key component of GROB’s strategy to stay ahead in a competitive industry where precision, efficiency, and quality are non-negotiable. GROB4Stator Mind exemplifies how the company leverages technology to deliver real-time insights, enhance operational efficiency, and provide customers with solutions that address their pain points effectively. This commitment to technological advancement is a core part of GROB’s strategy, positioning it as a leader in both innovation and customer satisfaction.
Fostering a Unique Culture and Values at GROB Systems
GROB’s culture is deeply influenced by its origins as a family-owned company, a factor that has shaped its identity and approach to business over nearly a century. According to Thomas, the company operates very much like a family, with a strong sense of community and mutual support. Transparency and honesty are integral to the work culture, fostering an environment where employees feel safe to discuss challenges openly. The organization encourages optimism, resilience, and a problem-solving mindset, qualities that have become essential to GROB’s long-standing success.
This open culture has also created an atmosphere where employees are not only able but encouraged to put all their cards on the table when addressing project issues or mistakes. Rather than assigning blame, the team works collaboratively to find solutions, learn from setbacks, and implement measures to prevent similar problems in the future. This collaborative problem-solving approach has proven instrumental in creating a supportive environment that prioritizes growth and continuous improvement.
GROB’s commitment to a positive work culture extends to its relationships with customers, partners, and suppliers. The company values long-term relationships built on trust and transparency, ensuring that every project benefits from a shared commitment to quality and success. This approach has helped GROB maintain strong, lasting relationships with clients worldwide, reinforcing its reputation as a dependable and innovative partner.
The Legacy and Vision of Thomas Neubert at GROB Systems
Through his journey, Thomas Neubert has exemplified the qualities of a forward-thinking leader, continuously pushing the boundaries of innovation while staying true to the core values that define GROB. His experiences across multiple markets have given him a unique perspective, enabling him to navigate the complexities of the global manufacturing industry with a clear vision and a commitment to excellence. By focusing on strategic growth, technological advancement, and team empowerment, Thomas has positioned GROB for continued success and adaptability in a rapidly changing world.
In his role as Chief Sales Officer, Thomas’s contributions extend beyond his immediate responsibilities. His dedication to fostering a supportive work culture, prioritizing employee development, and leveraging technological innovations have set a high standard for leadership within the company. As GROB continues to expand its global presence and embrace new technologies, Thomas’s vision for sustainable and innovative growth will undoubtedly play a pivotal role in shaping the future of manufacturing.
Thomas Neubert’s story is one of resilience, adaptability, and a deep commitment to excellence. His journey through GROB, from an eager engineer to a leader influencing global operations, serves as an inspiring example of what can be achieved through dedication, strategic thinking, and a collaborative spirit. Under his guidance, GROB Systems is not only poised to lead in advanced manufacturing but to inspire the next generation of innovators and leaders in the industry.
