Here's an excerpt of an interview with REEL from our flagship e-Magazine 'LeaderSpeak 2025', an annual publication designed and tailored to highlight the market prospect for the year under review. In this interview, Bruce Roger Wilson, Director of Aluminium Division – REEL International, underscored the promising trajectory of global aluminium smelting, citing a growth at a 5.3 per cent CAGR. Wilson expressed confidence in the sector's momentum and REEL's preparedness to meet this rising aluminium demand, offering end-to-end solutions for the entire value chain, including advanced pot room equipment to cutting-edge control systems. He also conveyed a positive market outlook for primary aluminium production, driven by the increasing demand for lightweight materials in automotive, construction, and packaging, anticipating a global market to grow at a CAGR of 4.3 per cent from 2023 to 2028.

AL Circle: REEL International operates across multiple segments of the aluminium production value chain. Based on your internal data and market insights, how do you forecast the demand for automation and modernisation solutions in aluminium smelting over the next five years? Could you provide CAGR estimates or projected investment figures for these upgrades globally?

Bruce Roger Wilson: The global aluminium smelting market is expected to grow from $91.5 billion in 2023 to $131.3 billion by 2030, at a CAGR of approximately 5.3%. This growth is being driven by increasing demand from the automotive, aerospace, construction, and packaging industries, coupled with stricter environmental regulations and the push for decarbonisation.

As a result, the demand for automation and modernisation solutions in smelting operations is set to rise significantly. Aluminium Smelter Operators are investing in technologies that improve energy efficiency, reduce emissions, and enhance productivity, ranging from automated potlines and furnace handling systems to advanced control and monitoring solutions.

REEL International is strategically positioned to meet this demand, offering end-to-end solutions for the aluminium value chain, including pot room equipment, rodding shops, and environmental control systems. REEL’s expertise in plant upgrades, capacity expansions, and digital integration aligns well with industry trends, placing it at the forefront of our modernisation efforts globally.  Our continuous effort to automate our equipment has been very successful and with this regard, we will strive to meet the demands of our clients.  

AL Circle: Your company provides technological solutions for electrolysis and carbon plants. Can you share any real-world data or case studies showcasing measurable productivity gains (e.g., % increase in throughput, % reduction in downtime, % energy savings) from implementing your automation technologies in aluminium smelters?

Bruce Roger Wilson: While REEL International does not publicly share specific equipment or client’s performance metrics but it can be stated that REEL technological solutions for aluminium smelters are implemented to achieve increase in throughputs, be energy efficient and reduce downtime. Our focus on automation and process optimisation reflects REEL’s strong commitment to increased performance improvement.

From statistics across the industry, automation has delivered measurable gains and real-time monitoring and data analytics have also improved throughput and reduced downtime. 

By implementing REEL Digital Solutions, namely, REEL Vision IIoT, will optimise operational efficiency by allowing our clients to continually access and analyse their data on a real-time basis. This will lead to reduction in unplanned downtime, increase in productivity through better visibility of production data and process automation, reduction in maintenance costs through early fault detection and maintenance planning and reduction in energy consumption through better management of equipment and processes.

The REEL Vision IIoT platform is based on proven technologies, guaranteeing a robust industrial solution, where the confidentiality, integrity and availability of data is controlled thanks to adapted policies. In addition, our dedicated team works continuously to maintain and guarantee the best level of cybersecurity.

AL Circle: With the acquisition of Outotec’s aluminium business unit and GE’s environmental control division, how has REEL’s market share evolved in the aluminium sector? Could you provide revenue growth statistics or market penetration data post-integration of these business units?

Bruce Roger Wilson: REEL International did expand its aluminium division in 2021 by acquiring the aluminium business from Metso Outotec and the Environmental Control Systems from GE Power. These acquisitions did enhance REEL's aluminium portfolio with technologies in green anode plants, anode rodding equipment, sow casting equipment, and environment control systems improving REEL’s end-to-end capabilities.

Specific post-acquisition revenue or market share data will not been publicly disclosed, but the acquisitions have positioned REEL as a significant technology provider in the global aluminium market.

This strategic integration has resulted in an increase in market penetration and a stronger global presence, particularly in areas such as modernisation, capacity expansion, and environmental compliance solutions. Today, REEL has the capabilities and technology to provide the aluminium smelter industry with end-to-end engineered solutions.  

To explore the full interview and gain deeper insights from Mr Wilson on the global aluminium market and how REEL is contributing to its growth, click here.