And in just the past several years, Rep has tacked once again, this time toward the machining requirements for EV and hybrid parts.
"Our first sales congress is happening next month in Europe," Williams said. "And Rep has evolved—we have the G10 range, and our G11 has gone from research and development to initial feasibility studies.
"We are staying true to our core values with niche market applications for niche market businesses as they emerge."
For example, hydrogen fuel cells, requiring bipolar plates, are manufactured with a press that requires a very large platen.
"And this is very un-rubber like," Williams said. "Seeing this as markets emerge, Rep has always been at the forefront, whether for EV or ICE parts, or NVH components.
"Make no mistake, Tier 1 and 2 manufacturers are making some long-term decisions and looking at their own business models with scrutiny."
Williams added that "about 90 percent" of Rep machines have some form of customization anyway.
"Sometimes it is something simple, sometimes it is not," he said. "We have been respected with our injection molding machines across the world, minimizing cycle times and maximizing quality.
"We do not sell marketing gimmicks. This is understood in our industry."