Milwaukee-based Rockwell Automation announced recently that it has chosen New Berlin for building a new facility that will be its largest in the country.

The news was announced in an earnings call on February 5, 2026. "I’m pleased to share that this factory of the future will be located in New Berlin,” Rockwell Automation CEO Blake Moret said during the call.

The company announced in November that it was looking for a new site in southeastern Wisconsin for a more-than 1 million square foot facility that would encompass manufacturing and warehouse space.

No exact location was given for the planned facility, and news reports that we found mention that it would be on a 100-acre site and that "construction and site planning are underway" with local and state officials.

Section 35 is Likely Location

If the company is indeed setting its sights on a 100-acre parcel of land with access to infrastructure such as freeways and utilities, it is likely going to be along the Moorland Road corridor in one of the business parks. The size of the parcel makes it likely that they are targeting what is known as "Section 35" of New Berlin, which is bordered by Moorland Road, Sunny Slope Road, Grange Avenue, and College Avenue. There is a 100-acre parcel in Section 35 that is currently listed for $8.8 million and has been the subject of development plans dating back to 2012.

A map of that area appears at the top of this article.

Our Take

Commercial development has been in the cards for this section of New Berlin for many years. When done right, commercial development can be an asset for the city and it can reduce our taxes while not being a nuisance.

If that parcel is the future location of Rockwell's New Berlin facility, it will be the culmination of years of work on the part of developers to come up with a commercially-viable use for that property. The city managed to protect the part of Section 35 that was closest to the residential areas and the elementary school along Sunny Slope Road by creating a new park.

We have been involved in the planning process for Section 35 over the years (fighting development encroaching upon the elementary school and surrounding neighborhoods, the new city park, etc.), and we've worked hard to make sure that the development that does occur has the least impact and the most benefit possible for the residents of the surrounding areas and the entire city. City leaders, including Mayor Dave Ament and Alderman Ken Harenda have been open to communicating information about development plans for this area and they've been willing to work with the community to come up with ideas that ensure responsible development.

The timing should be good road-wise, as the last remaining section of Moorland Road that has been (maddeningly) limited to one lane in each direction will be expanded to match the two lanes in each direction to the south of College Avenue and the north of Grange Avenue/Small Road. The last we heard, this project is due to be started in 2026. The Waukesha County website does not provide any updates to the contrary.

We can hope that Rockwell will be a good neighbor, but let's all work to make sure they know how important it is that they be a good addition to the city! Traffic, noise, smells, and other disruptions can be detrimental to those who were here before them and their presence must be a positive thing for our city in order to be a good business partner.

Park Buffer Would Enhance This Project

Given that the property in question abuts a city park that will be used by New Berlin residents and visitors alike, it would be great if there was a buffer development of some kind where this parcel meets the park property. Rather than a chain link fence saying "Stay Out" at the property's edge, we would much rather see some kind of transitional space that would enhance both properties and make Rockwell's facility a part of the area instead of a soul-less symbol of industry, noise, and traffic. 

We're confident that a company the size of Rockwell Automation can come up with something better than an imposing cinder-block monstrosity.

More Details Needed

As they say, the devil is in the details.

If we can find out more detailed information, we'll update this article. If you know of information that would be helpful, please contact us!

Image above: Map included in the New Berlin 2020 Comprehensive Plan (Fig 17.13 South Moorland Road Corridor Neighborhood Plan - Official Road and Trail Layout)

Last Updated: Feb 16, 2026

Resources

• Section 35 Park - Executive Summary from Jan 11, 2021 Plan Commission Meeting

  The staff report executive summary presented to the Plan Commission during its Jan 11, 2021 meeting. This document is an extraction of the full document, which covered all topics in that meeting.

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