38 DESIGN Josu E. Unzaga, Dr. Ing. Industrial / Industrial Designer. Seelen Industrial Design Friends ... but not that much Industrial design and Machine Tool manufacturers ́ have passed in not many years from having a relationship of enmity and total incomprehension to being currently, an essential service for this sector. Another very different thing is the depth in the understanding and use of this service, the scope, the way in which it is applied and the results obtained. Iam going to refer mainly to our experience in this sector in Spain, where we have been working for more than 20 years. The companies in our environment are relatively small ones, which design and manufacture considerably large machines, highly per- sonalized products with an important technological component. There are few companies that understand the scope this ser- vice can reach when it is well managed. It is not easy to have a global vision when the structures of the companies are, as in the case we are dealing with, relatively simple, without marketing departments, with technical offices that are not used to work with external design teams and whose proposals are more difficult to assess rather than those from other more technical collaborations which might have greater cultural closeness. Although praiseworthy, for starting off so early, the experiences of Ona Electroerosión with Giugiaro and Merino, of Soraluce with G. Capdevila, it was not until the 70s that little by little began to take pulse industrial design in a stable way between the Machine Tools manufacturers in Spain. It was at the end of the 90s when Ona Electroerosión (1999) retur- ned to implement industrial design in their products, an example that was followed by Nicolás Correa (2000), Goiti (2003), Anayak and Kondia (2004) Ibarmia (2004/2009), Zayer (2005), Danobat (2007) and much later, BOST (2009), Juaristi (2010), Gurutzpe (2011), Loxin (2012), Ekin (2013), MTE (2013), AGME (2014), Soraluce (2015) and Pinacho (2016) ... DIMECO (2018), Addilan (2018) and Geminis (2018). We have always perceived, that the main reason why they entered the world of design was "because others did ...". The way the com- petitors did, ‘led’ the way in which products should be presented. On the other side, it is necessary to consider that whoever buys a product must also sell himself and he wants his investments to give him credibility in capacities and quality, all of which is best read with visually more ‘attractive’ machines. It could be said that companies get satisfied by existing, with making their incursions into the world of industrial design in such a way that it allows them visualising, at least in the most transcen- dental events, without analysing so much why, what for and until when they should use this service.