Abstract: Under direction of a machine controller, conveyor mounted clips sequentially present electrical components to an unload station while holding the components by their leads, and the components are centered relative to a loader assembly by lateral displacement of the clip relative to a loader axis. Thereafter, a loader assembly clamps the leads of the component and transfers the component to a load station and into engagement with the jaws of an insertion head. The loader assembly is then actuated to drive the leads of the component into the jaws of the insertion head for subsequent insertion of the leads into holes of a printed circuit board. The component, gripped in the jaws of the insert head, is oriented about an insert axis, according to a controller and prior to insertion.