In June 2025, Printec-DS HMI Solutions GmbH, a German HMI manufacturer with a 40-year history, launched its U.S. subsidiary, PDS HMI Solutions Corp., in Fort Lee, New Jersey. The move marks a key step in the company’s international growth, bringing its rugged, customized interface solutions closer to U.S. industries. In this interview, Marcel Wieland, CEO of the new U.S. entity, and Thomas Holeczek, Managing Director of Printec-DS, discuss the motivations behind the expansion, market opportunities, and their vision for transatlantic collaboration.
Why was PDS HMI Solutions Corp. founded in the US at this particular time? What makes the location so attractive for German manufacturer of industrial HMI solutions right now?
MW: The US market is a top priority and a natural fit for our rugged HMIs, used across defense, energy, and industrial sectors where reliability is everything. This expansion has been in the making for a long time. Made in Germany stands for world class quality and engineering, and with strong ties between both countries, German HMIs deliver unbeatable value and performance in one of the most exciting markets in the world.
TH: We also recognized that customer expectations are evolving rapidly – they want close collaboration, faster service, and solutions that are deeply integrated into their operational environment. Establishing a local entity allows us to not only respond faster, but also engage in co-development partnerships. This move strengthens our ability to innovate with our clients rather than just for them.
What potential do you see for HMI companies in the US market?
MW: The US market offers strong potential for HMI companies. It is one of the most advanced and diverse industrial markets, with high demand for reliable and robust interfaces in areas like automation, defense, marine, and transportation. Companies like PDS that offer flexible, high quality solutions and understand the specific needs of US customers can build lasting partnerships and grow sustainably. There is a clear opportunity for innovation, customization, and technical excellence.
TH: What excites us is the convergence of digital transformation, sustainability, and automation. Many industries in the US are undergoing rapid modernization, and they need human-machine interfaces that are not only rugged but also smart and adaptive. We believe that with our German engineering DNA and a customer-first mindset, we can shape the future of HMI in high-demand sectors.
How does this U.S. expansion align with Printec-DS’s long-term growth strategy?
TH: Our company was founded at a time when German industry contributed a much larger share to gross domestic product than it does today. We now view the US market not only as an attractive sales and growth driver for our products, but also as a strategic building block for strengthening the production of specialized niche solutions Made in Germany in the long term.
What advantages do US companies gain from working with PDS?
TH: Since we serve the American market through a local subsidiary, there are no delays or problems in providing services such as storage capacity or fast response advice on possible applications for our products. US companies can also rely on appropriate certifications for the American market.
B2B customers in the US tend to make decisions faster and engage in partnerships earlier. What, in your view, distinguishes the B2B industry in the US from that in Europe?
MW: B2B customers in the US are often more open to new ideas and tend to make decisions faster, especially when the value is clear. They are more likely to explore partnerships early and move quickly into action. In Europe, companies usually take a more structured and long term approach, with careful evaluation and strong focus on trust. Both markets offer exciting potential. The US rewards speed and agility, while Europe values consistency and depth. Printec-DS brings the flexibility to adapt to both mindsets and the added value of custom solutions, reliable support, and a clear focus on long term success.
Are there industries in the US you can serve that are less prominent in Germany or Europe?
TH: Since our products are optimized and certified for industrial environments, we see opportunities for our explosion-proof and durable products, particularly in the field of fossil fuel extraction, but also in space applications having special requirements in terms of sealing.
MW: Not to forget the warehouse automation sector. This is a topic that is still relatively unknown in Europe, but one that could generate additional and highly desirable economies of scale in the US.
What cultural or business practice differences between Germany and the U.S. have been most surprising or required adaptation?
MW: What surprised me most was how differently people approach business on each side. In the US, things move fast. Conversations are focused, decisions come quickly, and there is a strong drive to try things out early and adjust along the way. In Germany, I was used to a more cautious and thorough approach, where planning, precision, and clear structures come first. Adapting to the US style meant becoming more flexible, responding faster, and being open to learning by doing. Both ways have real value. The US brings speed and opportunity, Germany brings depth and reliability. Combining the two creates a balanced and effective way of working.
What can German companies learn from their US counterparts?
MW: German companies can learn a lot from the speed and directness that US counterparts bring to the table. In the US, decisions are often made faster with a strong focus on getting things moving rather than waiting for every detail to be perfect. This creates momentum and allows teams to test ideas, learn, and adjust quickly. The direct way of communicating also helps save time as priorities are clear, feedback is open, and everyone knows what needs to be done. For German companies, adopting more of this mindset can lead to faster progress, more agility, and a stronger culture of action without losing the benefits of careful planning and high standards.
