Rockwell Automation is moving forward with plans to build a cutting-edge manufacturing and digital technology campus in Wisconsin, marking one of the largest investments in the company’s history. The Milwaukee-based automation leader announced that the facility will be equipped with advanced robotics, digital systems and next-generation automation tools that illustrate its expanding role in industrial technology development.
The project is part of Rockwell’s broad $2 billion plan to invest in new U.S.-based operations, upgrade its production systems, integrate smarter digital infrastructure and expand its workforce capabilities. During the company’s recent earnings call, CEO Blake Moret emphasized the scale and purpose of the initiative.
“These initiatives are now underway and will unlock future growth and margin expansion with the U.S. as the primary beneficiary,” Moret said. He explained that the investments will primarily support capital improvements, noting that “the total investment will be roughly 80% capital expenditure and 20% operating expenditure.”
While Rockwell has not disclosed exactly what products will be made at the facility, the company confirmed that its location will be near its Milwaukee headquarters. Job creation, production focus and cost estimates remain under development as Rockwell continues planning with state and local officials.
The new site will likely become the largest campus in Rockwell’s global operations network. Designed as a showcase for its innovations, the facility will allow customers to walk inside and experience automation in action. SVP and CFO Christian Rothe highlighted the technology-driven approach behind the project, explaining that the campus will be virtually engineered before construction starts.
He said the facility “will be designed and programmed in Nvidia’s Omniverse to ensure the plant has the highest quality and efficiency ‘before we ever actually put a shovel in the ground.’”
This approach reflects Rockwell’s growing focus on virtual environments, data-driven design and simulation-based industrial planning — tools increasingly used by manufacturers to reduce building time, improve maintenance planning and enhance first-year output.
The new factory will join Rockwell’s network of 10 active global manufacturing sites, which include operations in the U.S., Mexico, Poland, Canada, India and Singapore. The company continues to grow its product expertise across multiple industries, supplying tools and software for automotive, semiconductor manufacturing, food production, chemicals, clean energy and advanced mobility technologies.
Rockwell’s portfolio spans from security products and digital twin simulation to industrial drives and autonomous mobile robots. It recently expanded its production of autonomous mobile robots at its headquarters, signaling deeper investment in flexible and AI-driven industrial manufacturing systems.
The Milwaukee Business Journal reported that Rockwell may be focusing on a 100-acre area in New Berlin, Wisconsin, as a potential location. However, the company is keeping details close for now. A spokesperson said only that “additional details will be shared as the project advances.”
As Rockwell accelerates its U.S. expansion, the upcoming Wisconsin factory is set to serve as a core hub for the company’s next era of digital manufacturing and industrial automation leadership.
Originally reported by Nathan Owens in Construction Dive.
