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Benshaw-AuCom soft-start business will offer more choice

15 September, 2020

Following the acquisition of the New Zealand soft-start pioneer Aucom by the US motor control specialist Benshaw earlier this year, more details have emerged about how the merged business – described as “the world's largest owner-managed supplier of soft-starters” – will operate.

Following the merger, the AuCom brand will serve IEC markets, while Benshaw will replace the AuCom brand in North America. AuCom’s global headquarters and its central location for research and development will stay in New Zealand

AuCom’s management team for the EMEA region remains unchanged, with Thomas Zirk as managing director. Pete Morgan, former general manager of Aucom’s North American operation, has been appointed president of Benshaw’s North American operations.

“AuCom will seize this opportunity to offer real added value to our current and future customers,” says Zirk. Customers will have access to both companies’ portfolios, offering them an extended range of IEC and Nema products.

Thomas Zirk: our DNA is more than compatible

Zirk says he is looking forward to collaborating with Benshaw. “Our DNA is more than compatible,” he adds. “We are both pioneers in the field of soft starters and both want to offer the customers extraordinary and tailor-made solutions instead of off-the-shelf products,” he says, adding that AuCom aims to expand its leading position.

• Last month Benshaw announced that it has also acquired the US drive systems and automation integrator, Excel Industrial Electronics. The Michigan-based acquisition will allow Benshaw to add PLCs, PC systems, networking and HMI capabilities to its industrial and OEM motor control portfolio. Benshaw now has operations in the US, Canada, Germany, Dubai and Korea, as well as New Zealand.

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