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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., offers a wide range of factory automation productssolutionstraining and support services for the industrial and commercial sectors. A U.S. affiliate company of Mitsubishi Electric Corporation, Mitsubishi Electric Automation represents more than 75 years’ experience in the automation industry. A broad product portfolio includes programmable logic controllers (PLC), human machine interfaces (HMI), invertersservo amplifiers and motorscontrol software, computerized numerical control (CNC), circuit breakersrobots and motion controllers. The company takes its solutions on the road with the 53-foot long Solutions in Motion mobile showroom that appears at tradeshows, training seminars and other events across North America. Additional information about Mitsubishi Electric Automation is available at

In addition to factory automation, Mitsubishi Electric US group companies’ principal businesses include semiconductor devices, automotive electrical components, elevators and escalators, heating and cooling products, electric utility products, and large-scale video displays for stadiums and arenas. Mitsubishi Electric US group companies have 38 locations throughout North America with approximately 4,000 employees.

— Media Contact

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