# A New Era of Design Engineering Productivity w/ Hugo Nordell

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2024-01-02
- Length: 37m
- Episode: 186
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-01-02-a-new-era-of-design-engineering-productivity-w-hugo-nordell
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-8d13c87c-e8d3-4a2e-8aca-bdeb0b7a865b

## Summary

Hugo Nordell, founder and CEO of Encube, explains how his software addresses the gap between design intent and manufacturability by leveraging AI to predict CNC machining costs and climate impact at the point of design. He argues that decades-old engineering software paradigms are failing modern manufacturers due to a severe talent scarcity, where new engineers lack shop-floor experience, and rapidly changing supply chains driven by reshoring and sustainability legislation. Nordell details how Encube’s platform uses machine learning to simplify complex simulations and provide real-time feedback on manufacturability, aiming to unlock 10x productivity growth for companies like Volvo and major aerospace contractors.

## Chapters

- [0:35](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-01-02-a-new-era-of-design-engineering-productivity-w-hugo-nordell#t=35) Introduction: Hugo Nordell and Encube's Mission
- [2:58](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-01-02-a-new-era-of-design-engineering-productivity-w-hugo-nordell#t=178) Hugo Nordell's Career: From Self-Driving Cars to Sandvik
- [10:28](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-01-02-a-new-era-of-design-engineering-productivity-w-hugo-nordell#t=628) The Problem: Talent Scarcity, Reshoring, and Sustainability
- [12:48](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-01-02-a-new-era-of-design-engineering-productivity-w-hugo-nordell#t=768) Encube's Solution: AI for Cost and Climate Prediction
- [26:56](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-01-02-a-new-era-of-design-engineering-productivity-w-hugo-nordell#t=1616) AI Applications: Simplifying Simulation and CNC Machining
- [35:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-01-02-a-new-era-of-design-engineering-productivity-w-hugo-nordell#t=2151) Advice on AI Investment and Contact Information

## Topics

- [Design for manufacturing & NPI](https://hardwarepodcasts.com/topic/design-for-manufacturing)
- [AI & machine learning](https://hardwarepodcasts.com/topic/ai-and-machine-learning)
- [Hiring & workforce](https://hardwarepodcasts.com/topic/hiring-and-workforce)
- [Policy, trade & tariffs](https://hardwarepodcasts.com/topic/policy-trade-and-tariffs)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)

## Most relevant to

early-stage companies

## Mentioned

- Encube (company)
- Sandvik (company)
- Volvo (company)
- Boeing (company)
- CNC machining (other)
- finite element analysis (other)
- computational fluid dynamics (other)

## Related episodes from other shows

- [How Protolabs turns CAD files into parts in under 24 hours](https://hardwarepodcasts.com/podcast/the-robot-report-podcast/2026-08-14-how-protolabs-turns-cad-files-into-parts-in-under-24-hours) (The Robot Report Podcast)
- [163: 2023 Trends in Product Development for Hardware Products](https://hardwarepodcasts.com/podcast/product-startup/2023-02-16-163-2023-trends-in-product-development-for-hardware-products) (Product Startup)
- [#037 - Disrupting with digital manufacturing, with Nick Pinkston of Plethora, USA](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-09-13-037-disrupting-with-digital-manufacturing-with-nick-pinkston-of-plethora-usa) (The Hardware Entrepreneur)
- [248. Xometry’s Oscar Lovera & How AI Is Rebuilding Manufacturing](https://hardwarepodcasts.com/podcast/the-next-byte-podcast/2026-07-14-248-xometrys-oscar-lovera-how-ai-is-rebuilding-manufacturing) (The Next Byte Podcast)
- [Will Your Next Product Be Engineered By An Algorithm?](https://hardwarepodcasts.com/podcast/additive-snack/2022-03-17-will-your-next-product-be-engineered-by-an-algorithm) (Additive Snack)

## Citing this page

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