Veteran operations leader to accelerate Prima Power’s automation-driven growth and customer support in Mexico’s manufacturing sector

Prima Power, a global provider of sheet metal working manufacturing solutions, has announced the appointment of Lorenzo Salgado as Regional Sales Manager for California, Arizona, and, most notably, to drive the expansion of its presence in Mexico. With a distinguished 23-year tenure at the company, Salgado brings exceptional operational expertise and a proven track record to spearhead Prima Power’s strategic growth in the rapidly developing Mexican market, including automotive, data centers, construction, and industrial products manufacturing.

In his new role, Salgado will focus on growth initiatives that address the needs of Mexico’s expanding base of mid-level manufacturers—companies rapidly turning to automation as they strive to become market leaders. Prima Power is boosting its investment in localized sales, targeted marketing, and a stronger regional service network. To further accelerate success for both mid-sized and global manufacturing clients, the company is launching a specialized parts warehouse in Monterrey.

Salgado began his career with Prima Power in warehouse operations and systematically advanced through complex logistics and parts management roles. Most recently, he served as Senior Spare Parts and Logistics Manager – Americas, overseeing a highly successful, multimillion-dollar operation that supported industrial customers across the hemisphere.

Known for a relentless, customer-centric approach, Salgado specializes in delivering high-yield automation solutions while maintaining optimal machine uptime. “We always called ourselves the firefighters,” Salgado noted regarding his extensive operations background. “We come in to solve problems.”

A native of Guerrero, Mexico, Salgado combines local insight with decades of industry experience to strengthen key partnerships and open new opportunities. “I am from Mexico,” Salgado said. “I understand the language, the culture, and how operations work within the market.” With Mexico’s manufacturing sector on the upswing, Salgado is set to drive exciting new growth for Prima Power.