ASMAG
ASMAG Group is an Austrian privately-held industrial machinery manufacturer that designs and builds equipment and turnkey production lines for steel and non-ferrous tube, pipe, bar, and profile manufacturers globally, serving enterprise metal processors through patented technologies and regional subsidiaries.
- Company typePrivate
- Founded1984
- HeadquartersScharnstein, Austria
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What ASMAG does
ASMAG Group is a privately-held Austrian industrial machinery manufacturer headquartered in Scharnstein, Upper Austria, supplying equipment and complete production lines for the global tube, pipe, bar, and profile industry. Founded in 1984 and operating through wholly-owned sub-brands including SEUTHE, INGENIA, REIKA, and ASCON, the company serves two primary customer verticals: steel tube and pipe manufacturers and non-ferrous (copper, aluminum, brass) metal processors. Named enterprise customers include Diehl Brass Solutions, with a reported €70 million cold forming equipment contract in 2026.
Its core product portfolio centers on five patented or proprietary technologies: FCF Flexible Cold Forming (up to 80% efficiency improvement via automated roll adjustment and universal tool rolls), ASCON Continuous Rotary Extrusion (CRE) for aluminum and copper, CTA tube welding, DualCut cutting systems with speeds up to 600 m/min, and Continuous Drawing Lines with robotic feeding and automated straightness measuring. These are supported by a broad module catalog covering pointing, drawing, straightening, roll forming, cutting and chamfering, finishing, stacking and bundling, testing, material handling, and material treatment (galvanizing, pickling). The architecture follows a platform-plus-modules model, enabling procurement of individual machines or fully integrated turnkey production lines.
Commercially, ASMAG operates on custom project-based pricing rather than published price lists, with revenue generated through one-time capital equipment sales, engineering and custom solutions, and aftermarket customer service. Distribution is conducted directly from its Austrian headquarters and via regional subsidiaries ASMAG USA and ASMAG Italy, supplemented by the 2026 acquisition of Mill Masters for North American manufacturing capability. Go-to-market is enterprise field sales targeted at metal processing manufacturers, supported by participation in industry trade shows such as Tube & Wire (Düsseldorf), FABTECH (Chicago), and Metalflow Alliance (Riyadh). The company is privately held with no disclosed external investors.
ASMAG firmographics
Firmographics- Name
- ASMAG
- Legal name
- ASMAG Group
- Website
- https://asmag.at
- Company type
- Private
- Founded year
- 1984
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- ASMAG Group is an Austrian privately-held industrial machinery manufacturer that designs and builds equipment and turnkey production lines for steel and non-ferrous tube, pipe, bar, and profile manufacturers globally, serving enterprise metal processors through patented technologies and regional subsidiaries.
- Ownership category
- akta.pro rank
ASMAG industry classification
Industry- Product category
- Industrial Metal Forming Machinery
- NAICS
- Metalworking Machinery Manufacturing (33351), Machine Tool Manufacturing (333517)
- SIC
- Metalworkg Machinery & Equipment (3540), Machine Tools, Metal Cutting Types (3541)
- akta.pro primary industry
- Metal Forming & Fabrication Machines (Presses, Bending, Shearing, Stamping) (IMAHADAC)
- akta.pro secondary industries
- Metal Cutting Tools, Tooling & Workholding (Cutters, Inserts, Chucks, Fixtures) (IMAHADAB), Sheet Metal Machinery (Laser/Plasma/Waterjet Cutting, Punching) (IMAHADAD), Industrial Saws & Cutting Systems (Band/Circular Saws, Abrasive Cutting) (IMAHADAL)
Keywords
Where ASMAG is headquartered
LocationHeadquarters
- HQ city
- Scharnstein
- HQ country
- Austria
- HQ region
- Europe
Offices1 record
Markets served
ASMAG business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Machinery and Equipment Sales: Sale of single machines and complete production lines for tube, pipe, bar, and profile manufacturing. Revenue generated from capital equipment sales to industrial manufacturers.
- Engineering and Custom Solutions: Design and manufacture of tailor-made solutions understanding unique customer challenges. Full manufacturing and assembly in-house.
- Customer Service and Aftermarket: Customer service and support for installed machinery base.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom project-based pricing for machinery and production lines |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
ASMAG product offering
Product offeringCore offering
ASMAG Group designs, manufactures, and assembles industrial machinery and complete production lines for the tube, pipe, bar, and profile industry. The company provides single machines as well as turnkey plants covering extrusion, pointing, drawing, tube welding, roll forming, straightening, cutting, finishing, testing, stacking and bundling for steel and non-ferrous metals (copper, aluminum). Operations are delivered through sub-brands ASMAG, SEUTHE (Flexible Cold Forming), INGENIA (Galvanizing), and REIKA (RingSaw).
Product overview
ASMAG Group is a machinery and equipment manufacturer for the tube, pipe, bar, and profile industry, operating as a platform-plus-modules architecture with complete production line capabilities. The core product portfolio centers on FCF (Flexible Cold Forming), Continuous Drawing Lines, ASCON (Continuous Rotary Extrusion), Straight Drawing Machines, and DualCut cutting systems. Supporting these are numerous product modules including pointing machines (Push Pointer, Tube Pointing Press, Swaging Machine), straightening machines, roll forming, cutting equipment (MonoCut Series, Multiple Cutting Line, Chipless Cutter, Rotary Cutter, RingSaw), material handling systems (Chain Conveyors, Crane Kits, Floor Wagons, Lifting Stations), and finishing equipment (Galvanizing Plant, Pickling Plant, Oiling Unit). The group operates through four sub-brands: SEUTHE (Flexible Cold Forming), INGENIA (Galvanizing), REIKA (RingSaw), and ASCON (Continuous Rotary Extrusion). In March 2026, ASMAG acquired US-based Mill Masters to expand its North American presence.
Differentiator
Problem solved
Functional benefit
Brands
- SEUTHE: Flexible Cold Forming technology and machinery for FCF processes, enabling economical production of shaped tubes with up to 80% efficiency boost.
- INGENIA
- REIKA
- ASCON
- DualCut
Products and services
- FCF (Flexible Cold Forming) Flexible cold forming technology for economical production of shaped tubes, featuring automated roll adjustment and universal tool rolls that reduce set-up times, achieving up to 80% production efficiency improvement. Powered by SEUTHE sub-brand. For steel tube manufacturers.
- Continuous Drawing Lines Next-generation continuous drawing lines for versatile copper and steel tube production with patented cutting and chamfering, fully automated straightness measuring, and robotic feeding. For tube manufacturers.
- ASCON (Continuous Rotary Extrusion) Innovative Continuous Rotary Extrusion (CRE) technology for continuous length product manufacturing in aluminium and copper industries, with quick changeover capability for solids, profiles, and tubes. For non-ferrous metal processors.
- Straight Drawing Machine Drawing machines for single and multiple tube draws with monitored drawing system, integrating pointing process into the drawing line. For tube manufacturers.
- DualCut High-performance metal cutting machine with innovative clamping system enabling clean, burr-free cuts at high speeds up to 600 m/min. For tube and pipe mills.
- Galvanizing Plant Galvanizing equipment for corrosion protection of steel products. Powered by INGENIA sub-brand. For steel tube manufacturers.
- RingSaw Ring cutting saw for tube and profile applications, powered by REIKA brand. For tube and profile manufacturers.
- Rod Casting & Tube Casting Line Casting lines for producing rods and tubes in non-ferrous metal production. For copper and aluminum processors.
- Inline Annealing Line Continuous annealing equipment for heat treating copper and non-ferrous tubes. For copper tube processors.
- Jumbo Coiler Large-capacity coiling equipment for wound copper tubes. For copper tube manufacturers.
- Customer Service & Aftermarket Support Customer service and support for installed machinery base, including spare parts, maintenance, and engineering support. For installed ASMAG equipment owners.
- Engineering & Custom Solutions Design and manufacture of tailor-made machinery and complete production lines, fully manufactured and assembled in-house. For industrial manufacturers with unique production challenges.
Quantifiable outcome
- Up to 80% production efficiency improvement with FCF technology through universal tool rolls reducing set-up times
- +2 more outcomes
Companies that use ASMAG
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
ASMAG technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
ASMAG partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Mill MasterscoreASMAG Group acquired US-based Mill Masters, a tube and cable mill manufacturer, expanding its presence in North America. This acquisition strengthens ASMAG's manufacturing capabilities and market reach in the US market.
- BREMER SEminorGeneral contractor awarded for Diehl Brass Solutions eZee Factory project - managing overall project execution
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
ASMAG competitors and assessment
Company assessmentDirect peers
- SMS group: SMS group is a German-based global leader in metallurgical plant engineering and tube/pipe manufacturing equipment. Directly comparable to ASMAG because it supplies complete production lines for tube mills with similar customer base across steel and non-ferrous metals.
- Presezzi Extrusion Group: Presezzi is an Italian manufacturer of extrusion presses for non-ferrous metals, particularly copper and aluminium. Directly comparable to ASMAG's ASCON CRE technology and hot extrusion press capabilities, and notably a co-supplier alongside ASMAG on the Diehl eZee Factory project.
- Danieli: Danieli is an Italian manufacturer of machinery and plants for the steel and non-ferrous metals industry, including tube mills and extrusion presses. Directly competes with ASMAG in extrusion, drawing, and tube production line technology for copper and aluminium processors.
- Yoder Manufacturing: Yoder Manufacturing is a US-based manufacturer of tube and pipe mill equipment including roll forming and cut-off machinery. Directly comparable to ASMAG's tube mill offerings and relevant as another North American-based peer following ASMAG's Mill Masters acquisition.
- Turek & Hoyer (Rädlinger): Turek & Hoyer, now part of Rädlinger, is a German-based specialist in tube production lines including drawing, cutting, and finishing equipment. Directly competes with ASMAG in cold-drawing and finishing equipment for steel and non-ferrous tubes.
Broad incumbents
- Bystronic: Bystronic is a Swiss manufacturer of sheet metal processing equipment including laser cutting, bending, and roll forming machines. Comparable to ASMAG's roll forming and cutting product lines targeting tube/profile manufacturers, though it primarily serves the broader sheet metal fabrication market.
- Andritz Group: Andritz is an Austrian-headquartered industrial machinery group with operations spanning metal processing (formerly Andritz Metals), separation, and pulp/paper. Comparable as a broad Austrian/DACH incumbent that builds large-scale processing lines with overlap to ASMAG's strip processing and finishing equipment.
- Fives Group: Fives is a French industrial engineering group that supplies metal processing and tube-making equipment across multiple end markets including steel, aluminium, and automotive. Comparable to ASMAG as a broad incumbent in industrial machinery with overlapping tube-mill and metal-forming capabilities.
Regional players
- Nippon Steel Engineering / Kobelco: Nippon Steel Engineering and Kobelco supply steel processing and tube manufacturing equipment to Asian markets, particularly Japan, Korea, and Southeast Asia. Comparable to ASMAG as a regional supplier of tube and pipe production technology, though focused on Asian customers rather than European/North American producers.
Emerging players
- Formtek (Mestek): Formtek Group, a division of Mestek, is a US manufacturer of roll forming, tube mill, and coil processing equipment. Comparable to ASMAG as a roll forming and tube mill equipment specialist, primarily serving North American building and HVAC tube manufacturers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
ASMAG social profiles
Digital presenceASMAG compliance and trust
Trust signalCompliance1 record
ASMAG financial estimates
Financial estimateRevenue estimate
Valuation estimate
ASMAG leadership team
Management profileNumber of profiles
ASMAG subsidiaries and ownership
Company hierarchySubsidiaries6 records
ASMAG funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ASMAG M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ASMAG
What does ASMAG do?
ASMAG Group designs, manufactures, and assembles industrial machinery and complete production lines for the tube, pipe, bar, and profile industry. The company provides single machines as well as turnkey plants covering extrusion, pointing, drawing, tube welding, roll forming, straightening, cutting, finishing, testing, stacking and bundling for steel and non-ferrous metals (copper, aluminum). Operations are delivered through sub-brands ASMAG, SEUTHE (Flexible Cold Forming), INGENIA (Galvanizing), and REIKA (RingSaw).
Is ASMAG a public or private company?
ASMAG is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ASMAG founded?
ASMAG was founded in 1984. It employs 101 to 250 people.
Where is ASMAG based?
ASMAG is headquartered in Scharnstein, Austria, in the Europe region.
How does ASMAG make money?
Three revenue lines are on record. Machinery and Equipment Sales are the primary driver. The others are engineering and Custom Solutions and customer Service and Aftermarket.
Who are ASMAG's main competitors?
Direct peers on record are SMS group, Presezzi Extrusion Group, Danieli, Yoder Manufacturing and Turek & Hoyer (Rädlinger). Broad incumbents are Bystronic, Andritz Group and Fives Group. Nippon Steel Engineering / Kobelco is listed as a regional player. Formtek (Mestek) is listed as an emerging player.
Does ASMAG have an API?
No public API is recorded for ASMAG.
What industry is ASMAG in?
ASMAG's product category is Industrial Metal Forming Machinery. Its primary akta.pro industry code is IMAHADAC, Metal Forming & Fabrication Machines (Presses, Bending, Shearing, Stamping), with a secondary code of IMAHADAB, Metal Cutting Tools, Tooling & Workholding (Cutters, Inserts, Chucks, Fixtures). Its NAICS code is 33351 and its SIC code is 3540.