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Mitsubishi Electric Automation, Inc. Welcomes New Managing Director Felipe Rivera

Felipe Rivera no bg

Mexico City, Mexico - July 30, 2021

Mitsubishi Electric Automation, Inc. has announced the hiring of Felipe Rivera to serve as managing director for Mitsubishi Electric Automation, Inc.’s Mexico branch. In his new position, Rivera will develop and implement growth strategies, as well as oversee daily business operations and management.

Rivera brings a wealth of knowledge regarding market behavior within Mexico and Central America, and joins the organization with 29 years of automation experience, including executive positions at Emerson and Schneider Electric. As the vice president and general manager at Schneider Electric in Mexico City since 2014, Rivera oversaw brand equity, transformed Schneider Electric’s front-end business, and was instrumental in facilitating sales growth in the region.

During his time there, he oversaw the merger of Invensys Systems into Schneider Electric operations in 2014 without compromising brand market impact and sales volume, repositioning Schneider Electric as a process automation market leader. His most recent achievement was leading his team to obtain the Main Automation Control (“MAC”) business for the new Dos Bocas refinery, which was the largest automation project in the Mexican Market.

“Felipe is a results-oriented executive who places a priority on meeting customer needs and developing customer centered solutions,” said Milton Coleman, vice president of sales at Mitsubishi Electric Automation, Inc. “His extensive success in developing and implementing successful growth strategies and his passion for developing high performance teams make him a great choice to lead our Mexican and Latin American organization as Managing Director.”

— About Mitsubishi Electric Automation, Inc.

Headquartered in Vernon Hills, Ill., Mitsubishi Electric Automation, Inc. is a U.S. affiliate company of Mitsubishi Electric Corporation. It offers a broad product portfolio including programmable automation controllers (PAC), programmable logic controllers (PLC), human machine interfaces (HMI), variable frequency drives (VFD), servo amplifiers and motors, control software, computerized numerical controllers (CNC), motion controllers, robots and low-voltage power distribution products. Additional information about Mitsubishi Electric Automation is available at

— About Mitsubishi Electric Corporation

With more than 100 years of experience in providing reliable, high-quality products, Mitsubishi Electric Corporation (TOKYO: 6503) is a recognized world leader in the manufacture, marketing, and sales of electrical and electronic equipment used in information processing and communications, space development and satellite communications, consumer electronics, industrial technology, energy, transportation, and building equipment. Mitsubishi Electric enriches society with technology in the spirit of its “Changes for the Better.” The company recorded a revenue of 5,003.6 billion yen (U.S.$ 37.3 billion*) in the fiscal year ended March 31, 2023. For more information, please visit

*U.S. dollar amounts are translated from yen at the rate of \134=U.S.$1, the approximate rate on the Tokyo Foreign Exchange Market on March 31, 2023

— About Mitsubishi Electric Factory Automation Business Group

Offering a vast range of automation and processing technologies, including controllers, drive products, power distribution and control products, electrical discharge machines, laser processing machines, computerized numerical controllers, and industrial robots, Mitsubishi Electric helps bring higher productivity – and quality – to the factory floor. In addition, our extensive networks around the globe provide direct communication and comprehensive support to customers. The global slogan "Automating the World" shows the company's approach to leverage automation for the betterment of society, through the application of advanced technology, sharing know-how and supporting customers as a trusted partner. For more about the story behind "Automating the World" please visit:

— About e-F@ctory

e-F@ctory is Mitsubishi Electric's integrated concept to build reliable and flexible manufacturing systems that enable users to achieve many of their high speed, information driven manufacturing aspirations. Through its partner solution activity, the e-F@ctory Alliance, and its work with open network associations such as The CC-Link Partners Association (CLPA), users can build comprehensive solutions based on a wide ranging "best in class" principle.
In summary, e-F@ctory and the e-F@ctory Alliance enable customers to achieve integrated manufacturing but still retain the ability to choose the most optimal suppliers and solutions.

*e-F@ctory, iQ Platform are trademarks of Mitsubishi Electric Corporation in Japan and other countries.
*Other names and brands may be claimed as the property of others.
*All other trademarks are acknowledged

— Media Contact

Pam Summers
Marketing Communications Manager
Mitsubishi Electric Automation
+1 (847) 478-2415