Mitsubishi Electric brings cutting-edge automation to the South African industry
By Adrian Ephraim
Against the backdrop of Devonvale Golf and Wine Estate’s rolling vineyards, Mitsubishi Electric Factory Automation rolled out its cutting-edge industrial automation technologies to South African industry leaders, marking a decisive push into the continent’s manufacturing sector.
The event, hosted by Cape Town-based distributor Megadrive Automation, brought together representatives from mining, automotive, food and beverage, and general manufacturing sectors for an immersive showcase of technologies ranging from advanced robotics to artificial intelligence-driven process optimisation.
Marco Clerici, Export Manager at Mitsubishi Electric Factory Automation in Italy, travelled from Europe specifically to introduce the company’s digital transformation vision for Africa. “South Africa is probably the most important market for us on the African continent in terms of automation,” Clerici explained. “It boasts a lot of different types of industry, from mining to automotive to food. The idea is to bring the digital transformation we are experiencing in Europe to local shores and add value to your customers.”
From hardware to software intelligence
A key focus area of the presentations was Mitsubishi Electric’s Gemini software platform, which enables manufacturers to create digital twins of machines and production processes. This technology allows companies to run multiple scenarios and simulations before implementing changes on actual production lines, thereby dramatically reducing costs and improving efficiency.
“Some years ago, I would have said a piece of hardware was most exciting,” Clerici reflected. “But today we are actually more excited about the software part. You really can implement a complete production process and develop your line from scratch, and then afterwards go to implementation in the field.”
The technology suite showcased included PLCs, VSDs, motion control systems, robotics, and a completely new family of high-performing Motion Control products built around the MX Controller range. These are all unified through software that, as Clerici emphasised, is intentionally designed to be accessible and user-friendly, complete with English documentation that adheres to Oxford standards.
Gary Hirst, Managing Director of Megadrive South Africa, has witnessed this evolution firsthand. With 32 years as Mitsubishi Electric’s main South African distributor, Hirst’s company has grown from a three-person operation in 250 square metres of Brackenfell premises to a 35-strong team occupying 13,000 square metres.
“Mitsubishi is like the Toyota of automation,” Hirst said, employing a characteristically vivid analogy. “It’s reliable, proven, and robust. You put it in, it works, it continues working.” He highlighted the company’s backwards compatibility as a crucial advantage: “When you have a new model with new features and want to install it in your existing plant, it can talk to everything else. You don’t have to change anything.”
Education as a foundation for growth
Both executives emphasised that successful technology adoption hinges on skills development. Clerici identified education as South Africa’s primary challenge and opportunity. “All this technology must have people who know what to do on the field – the programming, how to deal with AI,” he said. “Success comes from education.”
Mitsubishi Electric’s strategy involves partnering with local distributors like Megadrive to deliver training programmes at schools and universities, creating what Clerici calls “an automation culture.” The aim is not simply to sell products but to transfer technology and empower local engineers to develop their own applications.
“We want to help customers implement our solutions and let them become independent,” Clerici stressed. “That approach differs from bringing our staff here, building our own solution, and then going away.”
AI’s maturing role
On artificial intelligence, both executives struck a balanced tone. Whilst acknowledging AI’s transformative potential, Hirst cautioned that the technology “needs to mature a little bit more” and that human oversight remains essential for checks and balances.
Megadrive’s approach extends beyond technology sales to supporting local business ecosystems. Hirst described a “forward and backward business” philosophy of sourcing from local suppliers, which creates mutual support networks. “The goal goes beyond simply making a profit,” he said. “It’s also keeping people employed.”
The company serves diverse industries, from diamond mining to the Artscape Theatre’s scenery and lighting systems, to containerised solutions shipped globally. “This year alone, we brought in large sums of international money into the northern suburbs, into Brackenfell, into Cape Town,” Hirst noted.
A vision for African manufacturing
The event featured interactive demonstrations and ended with a drumming session by Drumbeat Cafe that energised attendees. The estate’s culinary team ensured delegates were well-fed throughout the day, complementing the technical presentations with quintessentially Cape hospitality.
As South Africa navigates its industrial transformation from traditional manufacturing to advanced manufacturing, Clerici sees the Megadrive partnership as a model for other African markets. With branches already established in Gaborone and Lisbon, and experience supporting clients from South America to the United Kingdom, the 30-year relationship demonstrates the value of enduring local partnerships.
For South African manufacturers facing pressure to compete globally whilst managing costs, Mitsubishi Electric’s proposition is clear: embrace digital transformation not as a luxury but as a competitive necessity. As Hirst put it: “We must improve our clients’ current business and make them quicker, faster, cheaper than their competition, to ensure we all succeed.”
Website: https://megadrive.co.za/
Tel: +27 (0)21 981 4363
