The courage to take risks

Since the 1990s, MAE has been pursuing
the goal of expanding the "straightening" and "assembling" niches with unprecedented products, and thus reaching out for the global leadership in this technology. The successful M-AH, ASV and RADS series are ample proof for the success of this strategy.

At the beginning of the 1990s, MAE had a European market share of about 30 percent with its main product "automatic straightening". The machines were sold almost exclusively to customers in the automotive industry. To other potential customers, the high initial investment seemed unprofitable.

Focus on the strengths

In order to increase the market share, the core product "automatic straightening machine" had to be technically improved so that production costs could be lowered while enhancing the performance at the same time.

To this end, the whole straightening concept had almost to be reinvented. A first step in this direction was the presentation of the AVS small parts straightener series in 1990. A sophisticated electromechanical ram drive replaced the accustomed hydraulic axle. The cost and performance of the new concept were so promising that possibilities were explored to drive equipment with higher forces electromechanically as well. However, the standard drive components available at the time were not really favourable for this project.

The automatic straightening machine rethought

With an entirely new electromechanical design, the M-AH series put a challenge to all hitherto known straightening machine concepts: The pivoting ram plate and the electromechanical main drive, which could also be used for high loads, were revolutionary. Once again the courage to create unconventional solutions was amply rewarded by the market: including the machines produced under licence by Hess, over 1,200 M-AHs have been sold from 1992 until today.

The ambitious cost target was also met in full after MAE set yet another milestone in 1994 with the first use of an industrial PC as a straightening control computer. At this time the long-standing cooperation with Feinprüf was discontinued for technical reasons amongst others. To further develop the completely new RICOS straightening control system, Lachmann & Rink from Littfeld, have created the user-friendly software according to MAE specifications and customers' demand ever since.

A success story

Towards the end of the 1990s, more than two thirds of total sales were achieved with the M-AH series alone. The machines made automatic straightening attractive even for medium-sized companies.

Since that time, MAE has established itself as a technology leader in the field of automatic straightening. New applications for drills, as well as through-hardened or profiled workpieces have consolidated this position, as have many inspiring software ideas. However, in order to further expand the range of parts that can be straightened automatically, additional machine developments were needed.

Bigger, stronger, more efficient

The ASV series for straightening particularly large workpieces was introduced in 2002. With 1,600 kN straightening force and 4,000 mm workpiece length, it was the strongest and largest automatic straightening machine in the world at that time. The space-saving moving frame concept was just as bold an idea as the amazingly simple and effective BiPAC hydraulic drive.

MAE has designed and built three-dimensional straightening machines for the straightening of plastically deformed workpieces, such as gear shift forks and structural chassis parts, as well as casings for batteries (e-mobility).

In 2003, the continuous straightening method was developed as an inexpensive and change-over-friendly solution for straightening long, rod-shaped workpieces. Instead of many separate measuring probes, only one was now required.

In 2005, another highlight: MAE realized by far the largest hydraulic press in the company's history. The bar straightening machine intended for a stainless steel mill was able to generate straightening forces of up to 10,000 kN and process workpieces up to 350 mm in diameter and 20 m in length. At this point, the company proved to be remarkable, and it tapped into an obviously very receptive market: within just twelve months, three more similar large-scale machines were sold.

Innovation driver MAE

Another innovation in 2005 was the new "Varius" straightening method. For the first time ever, it was now possible to apply bending straightening forces evenly distributed over a large length, rather than at points. On one hand, this avoided kinks and unnecessarily high workpiece stresses. On the other hand, it also allowed long, slender components to be straightened to tolerances of less than 0.01 mm.

For the product range of wheelset presses, many innovations have also been realized since the beginning of the 1990s. The formerly quite simple, purely manually operated machines have been operated in a fully automated process since the mid-2000s. MAE's own wheelset press control RACOS and self-acting loading and unloading concepts with automatic manipulators still guarantee rational production today. Processing time has been reduced by 80 percent thanks to these innovations.

Separate from the turbulent product development, there were other events of importance to MAE from the early 1990s through the mid-2000s:

MAE continues to grow

The Eitel range of straightening presses was taken over from Müller-Weingarten AG in 1991. MAE has since been responsible for servicing all manual and automatic Eitel straightening machines, and the entire drawing stock is stored in Erkrath. Müller-Weingarten had purchased this program from the Eitel bankruptcy estate and continued to sell the presses under its own name for several years.

1991 was also the starting signal for an expansion of sales into the Asian countries. Automatic straightening machines and wheelset presses have since been sold in China, Taiwan, India and Korea, to name a few. The presence in South America was also significantly improved during this period.

Everything comes to an end

1997 was a significant year for MAE: Since Rüdiger Götzen was unable to find a suitable person in the fourth generation to continue the company, he sought a solution to the succession issue, which is always very critical in family businesses, at an unusually early stage. He finally decided to sell MAE to the Wuppertal-based industrial holding company GESCO. This young joint stock company, at that time managed by Willi Back, was specialized in the takeover of healthy, medium-sized companies in the local area. Characteristically, the old owners continued to be available as managing directors and the acquired companies were able to act largely independently in their operational business, which is still the case today. The takeover, which was initially viewed quite critically by employees, was absolutely positive for MAE in retrospect. Since GESCO's IPO, the workforce has also been able to participate indirectly in MAE's success by purchasing shares.

In 2001, Manfred Deutschewitz went into well-deserved retirement after 40 years with MAE. His executive director position was not refilled. Rüdiger Götzen has been the sole managing director since then.

Pöting's sales had also declined steadily in the 1990s. In 2005, the liquidation of Walter Pöting KG marked the final end of this long-standing, for MAE extraordinarily happy cooperation.

And always again Eitel

In 2006, the paths of the Eitel and MAE companies met once again: In 1997, the US subsidiary of the former Eitel KG founded Eitel Presses International in Switzerland in order to distribute and build the automatic straightening machines manufactured in the USA in Europe as well. Despite notable successes, often sensitive for MAE, the company had to file for bankruptcy. MAE took over a large part of the staff and founded the Swiss-based company MAE.ch with the managing director Robert Singer. From there, sales and service activities were mainly carried out in the Southern European region.

The space was simply not enough

The sophisticated and complex new products required additional staff and increased space in all departments, from design to commissioning. The number of employees, including trainees, therefore increased from 80 to over 100 in the years from 2000 to 2005.

In line with the growing requirements, the assembly areas were extended in 2002 by an additional hall, which now connected the Hydro and Pöting halls. This made it possible to rationally assemble even very large, heavy machines.

Also in 2002, the administrative building was enlarged to make room for additional employees in the technical office and sales department. Further investments were made in mechanical production: in 2004 and 2005, several new machines, numerically controlled for the first time, were purchased, and the workforce was strengthened. With a new front facade on the production buildings, the external appearance of the company also improved significantly.