Strengthening sales and service presence in North America
Dresden / Charlotte, USA – October 2025
XENON Automatisierungstechnik GmbH is continuing its international growth strategy and establishing a new sales and service location in Charlotte, North Carolina, USA. This move strengthens the company's presence in the North American market and offers customers in the advanced manufacturing sector – including cutting-edge industries such as e-mobility, medical technology or energy – direct access to customized high-tech automation solutions.
Strategic decision for a future market
The regions of North Carolina and South Carolina, as well as the city of Charlotte, are among the most dynamic economic locations in the USA. With a logistically central location in the southeastern United States, modern infrastructure, renowned universities, and a good supply of skilled workers, North Carolina offers ideal conditions as an innovative research and production location. The expansion into the USA is a strategic step for the XENON Automation Group to take advantage of the enormous growth potential of the North American market, further expand its international market position, and provide even stronger support to customers worldwide with innovative assembly and testing automation.
"Charlotte and the Carolinas are very popular with German companies. Thanks to our large local network, we were immediately welcomed with open arms." – Tobias Reissmann, Chief International Officer
Saxon mechatronics expertise now also available in the USA
Similar to Saxony, the roots of modern production in and around Charlotte lie in the textile industry. German and Swiss mechanical engineers settled in North Carolina and South Carolina at an early stage. XENON sees itself as a company rooted in the long-standing tradition of Saxon precision engineering and aims to actively contribute its mechatronics expertise to the region. Since 2020, XENON has been engaged in projects in the United States. The export share to the USA currently amounts to over 10% and is expected to increase significantly in the future. The local location is also important for fulfilling service obligations to North American customers.
“Proximity and quick response times are very important. Germany has excellent technology, but in the US, people prefer to talk about it directly with a local American.” – Benjamin Borrusch, Vice President of Operations
Experienced site manager with mechanical engineering expertise
XENON has appointed Benjamin Borrusch as Vice President to head up its new US site. The mechanical engineer brings with him many years of experience in project management and automation technology. With his expertise and international network, he will play a key role in driving forward the development of sales in the US and strengthening customer support in North America.
Tobias Reissmann
Chief International Officer
XENON Automatisierungstechnik GmbH
Pforzheimer Straße 16
01189 Dresden
Phone +49 351 40209-100
Benjamin Borrusch
Vice President of Operations
XENON Automation USA Inc.
101 South Tryon Street, Suite 2700
Charlotte, NC 28280
Phone +1 980 5989265