Executive Insights with Bob Haubrock | Designcenter
Bob Haubrock, Senior Vice President at Siemens Digital Industries Software, is a name synonymous with innovation in the CAD world. With 45 years of experience at Siemens, Bob has been instrumental in shaping the trajectory of engineering design solutions, particularly through his leadership of NX™ software and the groundbreaking Designcenter platform.
His career journey, leading CAE products to managing global automotive accounts in Asia Pacific and ultimately spearheading design solutions, reflects a deep commitment to advancing technology and fostering customer collaboration.
A leader who listens
Bob’s approach to innovation is rooted in listening to customers. Whether working with startups or global OEMs, he has consistently prioritized understanding their unique challenges and aspirations.
This philosophy has driven the evolution of NX into a market leader, offering cutting-edge features such as AI-driven selection prediction and immersive design capabilities with tools like the Sony headset. Under Bob’s leadership, NX has become more than software—it’s a platform that empowers engineers to focus on creativity while simplifying complex workflows.
The vision behind Designcenter
Designcenter represents the culmination of decades of industry expertise and customer insights. Bob describes it as more than a tool. It’s a scalable ecosystem designed to adapt seamlessly from single-user startups to enterprises with thousands of users. Unlike competitors that rely on various low-end and high-end solutions, Designcenter ensures 100% data fidelity across all workflows, enabling collaboration without barriers.
One of its standout features is the token-based licensing model, which provides unprecedented flexibility. Customers can access over 150 optional modules tailored to their specific needs, whether designing plastic parts, bending sheet metal, or integrating sustainability considerations, all without being locked into rigid licensing packages. This approach exemplifies Bob’s commitment to empowering businesses to innovate efficiently and cost-effectively.
Transforming industries
Bob’s leadership has had a profound impact on industries ranging from naval shipyards building nuclear vessels to startups disrupting markets with innovative designs. He recalls how NX upgrades once took years and disrupted operations but now can be completed overnight. This showcases Siemens’ dedication to making life easier for its customers. These advancements have saved millions in costs while ensuring seamless transitions for even the most complex organizations.
A future-proof vision
Looking ahead, Bob envisions Designcenter as the ultimate solution for navigating complexity and unlocking potential in engineering design. By integrating mechanical, electrical, software, and lifecycle management into a unified digital thread, Designcenter enables teams to simulate performance before prototyping—enhancing creativity and productivity across industries.
Under Bob Haubrock’s leadership, Siemens continues to set the standard for innovation in CAD design, earning recognition for its continuous advancements and customer-centric approach. From simplifying workflows to fostering collaboration across supply chains, Designcenter embodies Siemens’ mission to empower businesses of all sizes to thrive in an ever-changing world.
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