wheel.me Backs Push for Scalable U.S. Automation at Reindustrialize 2025

In mid-July, wheel.me joined visionaries, operators, and industrial leaders at Reindustrialize 2025 in Detroit - a two-day summit dedicated to rethinking the future of American industry. As supply chains shift and reshoring becomes more than a policy goal, automation is proving to be the key driver for restoring manufacturing momentum in the U.S.

wheel.me was featured during Newlab’s event "New Mobility Futures" - a curated evening showcase spotlighting the people and technologies transforming logistics, robotics, electrification, and next-gen manufacturing. There, we demonstrated how Genius 2, the world’s first autonomous wheel, is enabling fast, flexible, and affordable automation with no need for infrastructure changes or specialized setup.

"You simply can’t bring large-scale manufacturing back to the U.S. without automation. Labor costs alone would make it unsustainable,” said Rasmus Bendvold, Managing Director at wheel.me U.S. “That’s why Genius 2 matters — it delivers the lowest cost per payload pound in the industry and removes the traditional barriers to automation.”

wheel.me opened its first U.S. office in Detroit - not just for its logistics footprint or talent base, but because it represents the spirit of reinvention. As Governor Gretchen Whitmer and Mayor Mike Duggan emphasized during the event, Michigan is already home to world-class manufacturing infrastructure. It’s now positioned to lead the next chapter - one focused on automation, clean mobility, and inclusive innovation.

By embedding ourselves in this ecosystem, we’re closer to the manufacturers, policymakers, and partners shaping the new industrial frontier.

“As someone who grew up in and around Detroit manufacturing, it means a lot to see a company like wheel.me commit to being part of this city’s future - not just with innovative technology, but with presence and purpose,” said Gret Radomski, Sales & Business Development Administrator. “The U.S. can’t reindustrialize without automation, but that automation has to be accessible, and that’s exactly what Genius 2 delivers.”

A recent survey of over 250,000 U.S. manufacturers found the number one barrier to automation adoption is the high cost of implementation. This insight echoed throughout Reindustrialize, and it’s exactly the problem Genius 2 was built to solve.

With Genius 2, companies get:

• Lowest automation cost per payload in the market
• Deployment in days, not months
• No major infrastructure changes required
• Modular, scalable technology compatible with existing carts, trolleys, and structures

From high-mix manufacturers to fast-scaling logistics providers, our technology adapts to real-world challenges - not the other way around.

Events like Reindustrialize 2025 show a clear trajectory: American manufacturing is evolving, and automation must evolve with it. That means that there is an increasing demand for systems that are scalable, human-friendly, and cost-effective.

At wheel.me, we are at the forefront of this movement and believe automation should be available to every factory floor - small or big. And we’re not alone. Industry voices and policymakers alike are pushing for incentives to speed up automation deployment and support U.S.-based manufacturing.

Whether you’re automating one line or a global operation, the future of mobility starts one autonomous wheel at a time.

Learn more about Genius 2, or get in touch to see how we can help your team automate.