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European OEMs and manufacturers are moving from arm’s‑length transactions to collaborative innovation models. Rockwell Automation’s Axel Leidner outlines how early co‑design, hands‑on prototyping and the new Bologna OEM Competency Center give teams a safe ‘test‑drive’ environment to evaluate digital twins, integrated robotics and cloud design tools – cutting deployment timelines and boosting confidence in next‑gen machine architectures.