William “Dallas” Martin, a Senior Engineer in additive manufacturing at Toyota, officially began his term as the new President of the Additive Manufacturing Users Group (AMUG) on 1 July 2026. With 27 years of experience in the field, Martin takes the helm of the member-driven non-profit association, bringing a perspective honed by decades at the industrial forefront of 3D printing technology.
His appointment, confirmed by AMUG alongside a refreshed board of directors for the 2026-2027 term, signals a renewed focus on practical application, software development, and community collaboration within the additive manufacturing sector. Martin’s leadership is expected to steer AMUG through a period of significant industry evolution, addressing critical challenges from technology adoption to supply chain stability.
Strategic direction: strengthening AMUG’s community focus
Martin’s vision for AMUG centres on enhancing the organisation’s agility and technical depth, mirroring the process efficiencies he champions at Toyota. He aims to foster a collaborative environment where industry veterans and new entrants alike can exchange real-world experiences without compromising proprietary information. This approach is designed to collectively advance additive manufacturing processes.
He views AMUG as a unique forum distinct from trade shows like RAPID or Formnext, emphasising its role in uniting users. Martin believes the organisation needs to be nimble, particularly in an industry marked by frequent buyouts and technological shifts. His goal is to provide stability and a platform for shared learning amidst this dynamic landscape.
A career forged in industrial additive manufacturing
Martin’s journey in additive manufacturing began in 1997 or 1998, immersing him in the then-nascent technology. His early fascination was sparked by John Donato at SRT Chrysler, where he first encountered a 3D printer. This initial exposure to creating physical objects from digital designs quickly captivated him, setting the course for his career.
After earning a mechanical engineering degree, Martin worked at D&B Plastics. He soon found himself navigating industry consolidation, a common theme in manufacturing. He then moved to Leonardo DRS, a military supplier, where he printed components for the Minuteman programme, gaining hands-on experience with early FDM and SLA machines.
Early immersion in 3D printing technology
His time at Johnson Controls proved pivotal, where he spent approximately 15 years building a significant additive lab in Kentucky for prototyping. This period allowed him to refine his expertise in integrating 3D printing into large-scale industrial operations. The scale of this operation eventually caught the attention of Toyota, leading to his current role.
At Toyota, Martin has spent over a decade within production engineering, focusing on equipping factories with advanced processes and equipment. About four years ago, he spearheaded the expansion of Toyota’s additive capabilities, resulting in one of the company’s largest labs. This central facility houses 30 large industrial printers, supporting Toyota’s global network of approximately 300 printers.
Toyota’s internal additive manufacturing powerhouse
This extensive internal setup positions Toyota’s lab as a key internal supplier. It helps reduce reliance on external vendors, enhancing cost-competitiveness and control over production. Such strategic integration of 3D printing into an automotive giant’s core manufacturing processes demonstrates the technology’s industrial maturity and its vital role in modern production.
His experience at Toyota, developing robust internal supply chains and optimising additive processes, directly informs his leadership philosophy for AMUG. This deep operational insight into how industrial connectivity and advanced manufacturing technologies integrate will be invaluable for the organisation and its members.
Addressing core challenges: software, adoption, and AI
Martin identifies adoption and confidence as the primary hurdles for the additive industry today. He notes a historical overemphasis on hardware and materials, with software development often lagging behind. He believes the true potential of additive manufacturing is constrained by inadequate software tools, preventing users from fully utilising advanced hardware.
However, he sees artificial intelligence (AI) as a transformative force, capable of unlocking new technologies and applications that were previously out of reach. Martin stresses the importance of moving beyond general hype to focus on specific, proven applications where additive manufacturing truly excels. He likens it to CNC machining; it is a tool for specific tasks, not a universal solution.
The crucial role of education and collaboration
Education remains a critical component of wider adoption. It involves not just promoting what additive can do, but also clarifying its limitations and optimal use cases. Martin advocates for greater collaboration between users and software companies, urging a partnership-level feedback loop to drive software advancements. He cites Toyota’s success in developing in-house solutions when commercial software fell short.
This collaborative spirit is what Martin hopes to instil further within AMUG. The users group should serve as a forum where members can openly discuss problems, collectively devise solutions, and push the entire community forward. This reciprocal relationship between users and developers is vital for progress, as building robust AI systems often requires iterative feedback from real-world applications.
Navigating supply chain risks and economic volatility
Beyond technological challenges, Martin highlights the constant worry of economic uncertainty and material supply chain disruptions. He explains that material backorders can halt production lines, incurring significant costs – potentially $50,000 per minute in some scenarios. This vulnerability underscores the need for robust internal supply capabilities and meticulous planning in additive manufacturing operations.
Despite these concerns, he welcomes the waning of past “overhyping” around additive manufacturing. Martin believes the industry is maturing, with less viable products quickly disappearing, and more sustainable technologies gaining traction. He anticipates that advancements in software and AI will lead to more enduring solutions that address genuine industrial needs, rather than fleeting market opportunities.
Cultivating the next generation of AM engineers
Martin observes a distinct shift in mindset among younger engineers, who inherently expect digital, automated, and intuitive interfaces. This “push-button” generation, accustomed to seamless digital experiences, can bypass the harder lessons learned by pioneers in the field. He sees this as a positive development, providing an opportunity to accelerate the adoption and refinement of additive manufacturing processes.
He encourages young engineers not to limit their career aspirations solely to operating 3D printers. Instead, he stresses the need for diverse roles, including technicians, strategists, and production setup specialists. Martin advises finding passion within the broader industrial landscape, echoing his own commitment to additive manufacturing at Toyota.
Mentorship and the future of additive skills
Working with these passionate young engineers at Toyota, many of whom are joining AMUG, gives Martin immense hope for the future of the industry. He believes in teaching the next generation to build upon past experiences, avoiding repeated mistakes, and driving innovation forward. This mentorship, coupled with accessible educational platforms like AMUG, is crucial for fostering future leadership.
The upcoming 2027 AMUG Conference, scheduled for 14–18 March in Atlantic City, New Jersey, will serve as a key forum for these discussions. It will feature workshops, technical sessions, an AMUGexpo, and networking events designed to bring together diverse perspectives. The conference aims to empower attendees with the tools and knowledge necessary to navigate the complexities and opportunities in additive manufacturing.
A seasoned leader for a growing industry
William “Dallas” Martin’s appointment as AMUG President comes at a critical juncture for additive manufacturing. His extensive background, from pioneering work with early 3D printers to his current strategic role at Toyota, provides a unique blend of technical mastery and operational leadership. He brings a pragmatic, user-focused approach to the organisation, prioritising real-world application and collaborative problem-solving over speculative hype.
Under his leadership, AMUG is poised to further cement its role as a vital hub for knowledge exchange and professional development in the additive sector.
His emphasis on addressing software gaps, fostering educational initiatives, and mitigating supply chain risks reflects a deep understanding of what it takes to move 3D printing from niche applications to mainstream industrial integration. The additive manufacturing community will be looking to his leadership to champion practical innovation and sustain growth.
