Utilizing the core technologies of metalworking, FSM Automation provides advanced solutions for manufacturers
Celebrating its 20th anniversary in 2025, FSM Automation (FSM) is a reliable and powerful partner to Tier 1 and Tier 2 suppliers in the automotive industry. Its deep industry knowledge has positioned it as a technology leader, and it currently develops and manufactures the essential systems, machines and equipment needed to produce battery trays, crash management systems, body structural parts, body seal parts and body exterior parts.
Michael Fliessbach, Board Member & Vice President Business Development FSM Group and Managing Director FSM Europe GmbH, joins Manufacturing Today to discuss the company’s evolution into a transnational corporation with branches all over the world. “We were founded in 2005, when French company SECM and Chinese company FMC joined forces. Starting small, with around 15 employees, we focused on adding technologies, creating subsidiaries and working with partners, until we became leaders in the development of special purpose equipment and the tooling of new machinery for specific Industries.
“We work 90-to-95 percent in the automotive industry where we serve three main sectors: sealing, structural (BIW), and exterior industry,” Michael continues. “As machine and tooling suppliers, we usually don’t do any production in-house, except when we get a special request from a customer. Generally, we develop machines and tooling. That can range from very simple manual loaded machines all the way up to fully automatic turnkey production lines.”
Providing and integrating all the technologies required for a fully automatic turnkey line is a key differentiator for FSM. Michael illustrates this using Aluminum Crash Management Systems as an example: “Bumper beams typically require stretch bending, stamping, and milling, and we’re true experts in stretch bending technology. Crash boxes, on the other hand, also involve stamping and milling. Finally, the parts must be assembled, often using standard or custom components, and usually welded.
“For a CMS production line, we can integrate the entire process, from stretch bending to milling or stamping, assembly, and welding. We can even include marking, inspection, and washing equipment to deliver a fully automated production line for this product.”
This integrated approach is supported by FSM’s global footprint. “Our global presence, supported by our development, engineering and production site in China makes us very competitive, and gives us the ability to provide onsite service in Europe, North America, Mexico, and Asia,” adds Michael. “That, and our ability to create and integrate all the required technologies into one production line for a wide variety of automotive components, set us apart from our competition.”
Polish expansion
FSM’s Chinese headquarters provides the full range of the company’s technologies and services, while regional offices deliver tailored local support. “Our German and Thai locations focus on sales, project management, and engineering support,” Michael explains. “The facilities in Poland, Canada, and Mexico primarily serve customers in the sealing and exterior industry, while increasingly engaging in projects related to structural and BIW components. Our research and development (R&D) center in France supports all areas of engineering and automation. We also maintain a strong training program that allows us to train overseas technicians and engineers in China, who then return to their respective locations to provide expert support to local clients.”
Among these locations, the Polish operation is undergoing significant expansion. “We started off with a smaller site in Poland that we have now outgrown, so we are moving to a new site by end of 2025,” he reveals. “This new facility is being renovated to modern standards. We would like to serve more clients in the European Union from our Polish plant, so this location is a key element of the plans for our European business.”
While manufacturing operations continue across these regions, the company is simultaneously investing in innovation and new product development. “Our goal across the company is to develop at least one-to-two new technologies per year,” Michael explains. “We look at what is needed in the market that fits into our current technologies, what might be required in our customer portfolios, what the competition offers that we don’t, and any ideas that originate from discussions with customers. We’d work on that, check what is feasible, and create new solutions.”
FSM Family
Innovation at FSM is paired with exceptional customer service. “It is very important to us to put the customer first,” agrees Michael. “We really do go the extra mile. Even if the machine or tooling is not made by us, we will still support where possible, to ensure our customer is looked after. If a client calls us with a problem, we will go above and beyond to help.”
Michael also emphasizes that all customers carry the same significance to FSM – regardless of size. “Our goal is to make every project for every customer as good as possible,” he states. “That could be a really big project or a small one; it doesn’t matter to us. We just want the customer to be happy with the result.”
FSM applies this same customer-first philosophy to its employees, with Michael noting the personal approach towards staff. “Our president really treats us like family, and taking care of employees is a top priority,” he says. “The management are keen to avoid rigid hierarchies, instead preferring to have face-to-face discussions with staff on the same level. We give everyone a chance to grow and develop, and I can see this in my own career path here over the past 11 years. I was a Senior Project Manager and was then given responsibility for business development, and now I am a Vice President and Board Member. Success requires talented employees at every level of the business, and we encourage learning and promoting opportunities wherever possible.
“FSM also values and recognizes its employees’ contributions through various events and ongoing efforts to ensure that everyone, from Canada to China, feels included and engaged. We are a large organization, and while I often have the opportunity to visit different sites, many team members have never been to another location. That’s why we work hard to foster a sense of unity, celebrate shared events, and maintain an inclusive company culture – we call it FSM Family.”
Future diversification
Beyond internal development, FSM leverages external partnerships to enhance its capabilities, with its relationship with Yanshan University in Qinhuangdao being a great example. “Our president was a professor at that University when he started our company, many of our employees on the engineering side come from there and we maintain a close working relationship with them,” says Michael. “We also have a cooperation with a French company that supports us on product design and feasibility analysis for the sealing industry and enables us to provide add-on design services to our customers. Additionally, we set up cooperations with companies in India, Turkey and Spain – that assist us with sales and service activities.”
Alongside fostering academic and industry collaborations, the company is committed to responsible business practices through its sustainability initiatives. “Our website is hosted carbon-neutral, and in our new facilities in China and Poland, we use renewable energy for heating and electricity,” Michael shares. “On the product side, we are analyzing our machines and tooling and have already significantly reduced the quantity of materials we use and reduced the weight. This is an ongoing process, and we are going case by case, tooling by tooling, machine by machine, trying to reduce materials as much as possible; making sure they are not over-engineered or too heavy.”
This commitment to sustainable operations provides a solid foundation for the company’s next chapter, diversifying into new sectors beyond automotive. “With so much focus on automotive it’s not easy to move outside the sector, but we believe it’s possible with the technologies we have,” concludes Michael. “With projects already underway in non-automotive industries, FSM’s bold expansion plans are seeing success. Highly regarded in automotive, its strategy looks set to take it to a new level, evolving into a partner for all advanced manufacturing solutions.”