When Regional Sales Manager Michael Gordon talks about his role, it’s clear that it goes far beyond selling machines.

Covering a vast and diverse territory—including Texas, Oklahoma, Arkansas, Louisiana, and Kansas, as well as south of the border in Mexico—he sees every customer visit as a chance to deliver meaningful solutions. Whether it’s helping reduce downtime, easing labor challenges, or improving throughput, Michael takes pride in making a measurable difference. Representing Muratec USA, with its 50-year legacy of automation innovation in North America, brings a sense of purpose—and a deep responsibility he takes seriously.

Muratec USA Regional Sales Manager Michael Gordon talks about the MS50 at Hillary Machinery’s open house in 2025. Hillary Machinery is one of Muratec USA’s dealer partners.

Armed with industry expertise and a consultative approach, Michael is uniquely positioned to guide manufacturers at every stage of automation maturity. From high-volume automotive suppliers in Mexico to traditional job shops in the U.S., his territory offers both complexity and opportunity.

In the following Q&A, Michael shares insights on market dynamics, automation trends, and why Muratec’s most reliable machines are often just the beginning of a long-term solution.

How would you describe your territory in terms of industry focus and customer maturity with automation?
My territory is diverse, both industrially and culturally. Texas and Mexico have the highest concentration of large OEMs [original equipment manufacturers] and tier suppliers—especially in automotive, aerospace, and general machining—which typically show higher maturity with automation. Oklahoma, Arkansas, Louisiana, and Kansas tend to be more traditional and dominated by small to mid-sized job shops or contract manufacturers. These regions are showing increasing interest in automation, but adoption still varies widely based on workforce challenges and capital availability.

What makes your territory different from other U.S. regions when it comes to selling Muratec machines?
The size, industrial diversity, and cross-border component (Mexico) make this territory unique. Unlike some regions that are more heavily concentrated in one sector (like medical or defense), mine spans oil & gas, aerospace, agriculture, automotive, and energy. The proximity to Mexico also adds complexity and opportunity—Mexican manufacturers are often high-volume and automation-focused but price-sensitive, whereas U.S. customers may prioritize flexibility and serviceability.

Which industries have been most active in investing in Muratec machines recently and why?
Defense and general precision machining are seeing strong investment, particularly in Texas and Kansas. In Mexico, automotive remains dominant, with a growing push for multitasking machines and automation to reduce labor dependency. Labor shortages across the board are pushing even traditional shops to seriously consider automation for the first time.

Have you noticed any recent economic or legislative changes (like incentives or regulations) that are influencing buying decisions in your area?
Yes, two key trends stand out. First, U.S. and Mexican-based manufacturers are benefiting from reshoring and nearshoring activity, which has increased capital investment in automated solutions. Second, tax incentives like Section 179 (an IRS tax code that allows businesses to deduct the full purchase price of qualifying equipment or software bought or financed during the tax year, rather than depreciating it over time) in the U.S. and supportive industrial policy in Mexico are helping accelerate equipment purchases. There’s also growing concern over labor availability, driving urgency around automation adoption in sectors that historically resisted it.

Michael Gordon, left, represented Muratec USA’s Machine Tools Division at Expo Manufactura in Monterrey, Mexico in 2025. The Muratec MS60 was on display in the booth of our dealer partner, Presotec of Mexico.

Which Muratec machines or automation solutions have performed best in your region and what’s driving that success?
Our twin-spindle turning centers with gantry automation, like the MW series, continue to be top performers. Success is driven by their reliability, consistency, and flexibility, especially in high-mix, medium-volume environments.

Do customers here tend to gravitate toward higher levels of automation, or do they prefer more manual/standalone systems?
It varies by sub-region. In Mexico, automation is expected from the start in most cases—many customers are looking for full turnkey solutions. In contrast, parts of Arkansas, Oklahoma, and Louisiana still lean toward manual or semi-automated solutions due to cost concerns and operator familiarity. That said, even traditional shops are realizing that automation is no longer a luxury; it’s becoming a necessity, especially with skilled labor being so scarce.

Are there any machines in our lineup that you feel have untapped potential and room to grow in your market?
Yes, the MT series multitasking machines haven’t reached their potential in my territory. Many shops are still running separate machines for milling and turning because they don’t fully understand the time savings and accuracy gains that multitasking offers.

What does it mean to you personally to represent Muratec and its 50-year legacy of automation in North America?
Representing Muratec is more than just selling machines—it’s about helping manufacturers in my region solve real, pressing problems. Whether it’s eliminating downtime, solving labor shortages, or improving consistency, I take pride in offering solutions that make a difference. Muratec USA’s legacy of quality and reliability gives me confidence in every conversation, and I see myself not just as a sales partner but as a long-term solutions provider.

How does it feel to walk into a customer’s facility and know you’re offering some of the most reliable, precise machines in the world, often as a true problem-solver, not just a vendor?
It’s empowering. There’s a level of trust and credibility that comes with representing Muratec USA. Customers don’t just see us as another equipment vendor—they see us as someone who can help future-proof their business. When I walk into a shop and see one of our machines running day in and day out, I know that someone’s job is saved, an operator’s life is made easier, or a company is meeting its deadlines more confidently. That’s a responsibility I take seriously—and it’s why I love what I do.