ATE: insights and new connections from wire & Tube Southeast Asia

ATE Applicazioni Termoelettriche Srl recently participated in the wire & Tube Southeast Asia 2025 exhibition, held in Bangkok, Thailand, from September 17 to 19. We spoke with Cristian Borella, ATE sales representative, who shared his impressions of the event—particularly relevant given the challenging period the entire industry is currently facing.

Southeast Asia in ATE’s global strategy

This participation is part of ATE’s long-standing path of international expansion. The company already has several operating plants in the Thai and Indochinese regions, a market that “has gained greater strategic importance after the introduction of tariffs by the United States.”

“Our participation in the exhibition somewhat confirmed the sharp slowdown in commercial negotiations due to an as-yet unstable political context,” ATE explained. “Despite this, our company had the opportunity to gain visibility and expand its customer base. Of course, our activity cannot end with the trade fair,” added Cristian Borella.

Custom technology and customer focus

At the trade fair, ATE reaffirmed its reliability—one of the core values that sets it apart from the competition. “Our customers choose us for the dependability of our systems—some in operation since 1990—and for our after-sales technical service, which we consider essential throughout the entire life cycle of the equipment.”

Next steps

Looking ahead, ATE confirms its participation in the next edition of wire & Tube Düsseldorf in 2026, a key event for the company. In addition, new markets are being evaluated—areas where ATE systems are already installed but where no dedicated promotional activity has yet been carried out.

Didn’t have a chance to visit the exhibition? No problem—the ATE team is always available through the contact details listed on the company’s online stand.