Universal Robots made a significant move in the U.S. robotics market by hosting their inaugural Collaborate North America event in Novi, Michigan. This milestone marks the company’s commitment to expanding its presence and engaging more closely with American partners and customers. The event showcased the latest collaborative robot technologies and fostered discussions on the industry’s future trajectory.
Unlike their previous Collaborate events in Mexico and China, the U.S.-based conference tailored its focus to address the specific needs and dynamics of the American collaborative robot market. This localized approach aims to better serve the third-largest cobot market globally, enhancing relationships with over 1,200 partners worldwide.
How is UR expanding its presence in the U.S. cobot market?
Universal Robots is targeting growth by organizing more regional shows in areas like the Southeast and Northeast. This strategy allows the company to connect directly with customers, reducing the need for them to attend larger, more costly trade shows, thereby improving accessibility and engagement.
What role does the UR+ ecosystem play at the event?
“At the end of the day, the reason our partner network works is our robot really does nothing out of the box; it’s just a general-purpose product,” Sbert said.
The UR+ ecosystem featured around 30 cobot-powered systems demonstrating various applications, including welding, inspection, and assembly. This setup highlighted how partners enhance the functionality of Universal Robots’ offerings, providing tailored solutions for different industries.
What are Universal Robots’ plans for future product developments?
Jonathan Sbert indicated that feedback from the extensive partner network will guide upcoming product releases. The focus will remain on optimizing payload, reach, and speed to meet diverse customer needs, ensuring that new robots offer the right balance of capabilities without unnecessary costs.
Universal Robots’ inaugural U.S. Collaborate event underscores its strategic efforts to solidify its market position and cater to the nuanced demands of American businesses. By leveraging a robust partner network and focusing on scalable, customizable robotic solutions, UR is poised to address both current and future challenges in the collaborative robotics landscape. This approach not only fosters innovation but also ensures that automation integrates seamlessly with human workforce dynamics.
