About Mitsubishi Electric Factory AutomationThe Road to Automating the WorldInterviews with People Involved in the Factory Automation Systems Business
Maintaining a “Win-Win-Win” for Customers, Sales Companies, and Mitsubishi ElectricKentaro Arimizu,
Head of the Mechatronics New Business Promotion Group, Mechatronics Business Division,
joined Mitsubishi Electric in 2010.
2025-03
Mitsubishi Electric’s FA systems business aims to enable employees to fully demonstrate their ideas, technologies, and beliefs to achieve the common goal of “Automating the World.”
Through the “Road to Automating the World” series, we share their authentic voices from around the world.
This article features Mr. Kentaro Arimizu of the Mechatronics New Business Promotion Group, who is taking on the challenge of developing new markets.
Aiming to Develop New Growth Businesses and Markets
── What made you decide to join Mitsubishi Electric?
Arimizu:While studying Mechanical Engineering at university, I sought a job mainly with electrical machinery manufacturers, hoping to secure a technical sales position. Unfortunately, this was just after the collapse of Lehman Brothers, and many electrical machinery manufacturers were struggling financially. As far as I know, Mitsubishi Electric was the only company that remained profitable while others plunged into the red. I felt that this demonstrated the company’s exceptional strength, which was the direct reason I decided to join.
── What responsibilities did you take on after joining?
Arimizu:Mitsubishi Electric hired me as a sales representative, and I was primarily responsible for selling laser processing machines and metal 3D printers. Although our products were priced higher than those of competitors, customers purchased them with confidence in our technologies and product quality. That made me very proud to be part of Mitsubishi Electric.
── What is the mission of the Mechatronics New Business Promotion Group, which you are currently working for?
Arimizu:The market for conventional processing machines is now fully mature. If Mitsubishi Electric wants to maintain its leadership in the industrial mechatronics sector, we need to drive new business growth. Our mission is to establish the foundation for these new businesses and develop emerging markets. Currently, we are focusing on metal 3D printers, which are gaining global attention as a key technology for the future of manufacturing in Japan.
── Could you explain more about metal 3D printers.
Arimizu:Metal 3D printers build three-dimensional shapes by melting and sintering metal materials in layers using lasers or electron beams. Mitsubishi Electric employs a method called Wire-Laser DED (direct energy deposition), which can be used not only for molding components but also for repairing molds and other parts. This technology allows machines to perform repair work that previously required skilled welders to spend hours on, freeing up human workers for other tasks. Additionally, it helps prevent human errors and ensures consistently high product quality.
── What makes your job rewarding or challenging?
Arimizu:Since a new business starts from scratch, even selling a single unit feels just as thrilling as selling 100 conventional machines. However, because it is an innovative product, selling even one machine is a significant challenge.
For example, when a customer invests a large sum of money, they tend to prioritize solving their immediate problems—their “pains”—rather than simply pursuing improvements—their “desires.” Currently, metal 3D printers are not yet widely recognized as a solution to existing industry challenges. My daily focus is on figuring out how to position this technology as the best remedy for our customers' most pressing issues.
Pride in Mitsubishi Electric’s Determination to Never Give Up
── What do you prioritize when performing your job?
Arimizu:When launching a new business, I make it a point to “never stop thinking.” Whether it’s about sales strategies, business expansion, or product development, the moment you stop thinking, you stop improving.
In this regard, I believe the spirit of “Changes for the Better” has taken root in me since joining Mitsubishi Electric. During my induction training, I learned that the company deliberately chose the word “Better” instead of “Best” in this slogan. That’s because “Best” implies an endpoint, whereas “Better” signifies continuous improvement. After all, what is considered “Best” today may not be “Best” tomorrow. That’s why we always strive for something better.
── Is there anything else you particularly focus on?
Arimizu:Never giving up. As a supplier of machine tools, I cannot claim that our equipment has never caused customer’s inconvenience. However, when problems arise, I make it a point not to give up. Instead, I tackle challenges head-on with a strong determination to resolve them.
I vividly remember a case where a customer faced an issue with our equipment. We didn’t give up; we worked tirelessly to find a solution. In the end, the customer appreciated our tenacity and thanked us for our efforts. Not only did this experience strengthen our relationship, but it also led to a repeat order.
This unwavering commitment is also evident in Mitsubishi Electric’s approach to product quality and service. For instance, we continue to offer support for laser processing machines that were sold 40 years ago. I take great pride in this long-term dedication to our products. With this same never-give-up mindset, I am committed to developing new markets.
── Finally, could you share your thoughts on “monozukuri” (manufacturing)?
Arimizu:The most rewarding moment in my job is when a customer tells me they are glad they chose Mitsubishi Electric. Of course, making a sale is always satisfying as a sales representative, but ultimately, I work to hear those words from our customers.
To ensure customer satisfaction, it’s important to create shared success. A “Win” for the customer who benefits from our product. A “Win” for the sales company that enthusiastically sold our product. And finally, a “Win” for us. My biggest dream is to maintain this “Win-Win-Win” situation while driving a new revolution in the manufacturing industry through new business development.
*This article is based on interviews conducted in February 2025.
