You know the marketing department is doing a good job when the company brand is used to refer to the generic product, like Coke, Kleenex, Saran Wrap, or Google-it. There are a few machine tool builder examples. A Bridgeport is what everyone called a knee mill. I can’t prove it, but I think the Wasino (now known as Amada Machine Tool) “Gangster” may have been the first “gang-type” lathe in production. Even today they continue to dominate the marketplace with that style. But technology changes too quickly to hold on to old ideas and the free market (patent law not withstanding) usually prevents one company from dominating a technology for long. Another way a brand name might become genericized is when the company truly sticks to its knitting. As long as Sugino has been building machine tools, they have always stayed true to their roots as a compact, production-oriented, high speed, quick-cycle, drilling, tapping, milling, and machining center builder. Their “Self-Center” series of vertical and horizontal machines are the latest in their fine tradition of mastering the small machine. The family of milling, drilling, tapping centers ranges from 2 - 7 horse power in a small footprint with 1 second tool change and spindle speeds up to 40,000 RPM. So if you make small parts, think small, think Sugino.
Quick... who do you think of?
Posted by: Nick Bloom 18. February 2014