Swiss engineering firm ABB has launched three new families of factory robots, Lite+, PoWa, and IRB1200.

These models are aimed at mid-sized companies in China.

These robots handle tasks like polishing, pick-and-place operations, and packaging. One model can be operational within an hour of unpacking and supports programming via spoken commands or task observation.

Prices range from US$20,000 to over US$100,000.

Despite US tariffs, ABB remains confident in strong domestic demand. The planned spin-off of its robotics division is on track for Q2 2026.

🔗 Source: Reuters

🧠 Food for thought

1️⃣ China’s strategic importance to global robotics manufacturers

ABB’s targeted expansion in China highlights the country’s dominance in global robotics adoption, where it installed 51% of all new industrial robots worldwide in 2023 1.

This move builds on ABB’s significant historical investment in China, including a $150 million factory in Shanghai announced in 2018 that employs “robots making robots” manufacturing principles 2.

The company’s focus on mid-sized customers reflects a strategic pivot to capitalize on the projected 8% annual growth rate in this segment, substantially outpacing global industry averages.

China’s continued robotics expansion persists despite geopolitical tensions. ABB’s Atiya noted that neither threatened US tariffs nor economic headwinds have significantly dampened demand due to structural labor shortages and strong domestic consumption.

This pattern of localized production aligns with ABB’s long-standing “in China, for China and the world” approach, with its Shanghai facility historically producing 90% of the robots it sells within the Chinese market 3.

2️⃣ The competitive battle for market share in industrial robotics

ABB’s expansion of robot offerings comes amid intense competition in the global industrial robotics market, where it holds approximately 14-21% market share against key rivals FANUC (18%), KUKA (13%), and Yaskawa (8%) 14.

The development of specialized, easy-to-use robots priced from $20,000 to $100,000 directly targets accessibility barriers that have historically limited automation adoption among mid-sized manufacturers.