Garden Lawn Robots
Top companies offering robotic lawn mowers for residential (non-commercial) use in the U.S. include Bosch, Friendly Robotics, Husqrvana, Zucchetti, and Global Garden Products. Robotic mowers have been available in Europe for two decades, but have only recently been introduced in the U.S.. Current marketing efforts in the U.S. for robotic mowers consist of videos, interactive websites, and extensive FAQ sections.
The worldwide market for robotic lawn mowers is projected to reach $2 billion by 2021, with a CAGR of 4% between 2016 and 2021. Europe represented more than 60% of the market in 2015, though it only accounted for about 20% of the $38 billion total lawn mower market globally. However, the U.S. segment has seen significant growth during the past 2 years.
The top competitors in the residential robotic lawn mower space were determined by using Technavio's market research report, cross-referenced with lists of highly rated mowers from Groom + Style and Digital Trends, and a competitive marketing analysis completed by TechoLawn.
Bosch is a well-known leader in power tools and offers three models of their Indego robotic lawnmower. A search of the company's website does not indicate U.S. pricing; however, one article highlights robotic mowers and indicates the price for an Indego mowers is roughly $2,000. The Bosch robotic mower is hailed for grass cutting in parallel lines.
Friendly Machines was renamed Friendly Robotics in 1999. The company was founded by two Israeli entrepreneurs in 1995. Currently producing their 5th generation of robotic mowers, the latest version includes programming capability via smartphone app. Sold under the Robomow brand name, the company offers 5 models of robotic mowers ranging in price from $699 to $2,499.
Italy's Global Garden Products was founded in 2000 upon the merger of four well-known European lawn mower brands: Stiga, Alpina, Mountfield and Castelgarden. In 2012, the company acquired LiCosrl’s Lizard robotic lawnmower brand, currently selling robotic mowers under the Stiga name. Ten models are available, with pricing available by directly contacting dealers.
The Husqrvana Group is a Swedish company offering 4 different Automowers ranging in price from approximately $2,000 to $3,500, as well as other robotic mowers under brand names such as Flymo, Gardena, and McCulloch. The company is credited with having created the first robotic mower in 1995 (which was also solar powered), and has sold over 1 million mowers worldwide.
The Ambrogio Robot, manufactured by Italian company Zucchetti Centro Sistemi, was released in the U.S. in 2017 following significant success in Europe. Since the creation of Ambrogio in 2000, over 220,000 units have been sold in Europe. Sixteen models will be offered under the Lawnbott® brand, with distribution handled by Paradise Robotics. Prices range from $1,199 to $4,799 (for large yards, including 2+ acres).
A potential future competitor is Kobi. New York-based The Kobi Company was launched in 2015 and offers a single machine with 3 modules, providing a solution for all seasons and priced at $3,999 and up. The modules offer lawn mowing, leaf removal, and snow blowing capabilities. At this time, the company is not taking new orders as they are still working through the initial test unit requests.
Robotic lawn mowers have been available in Europe for quite some time, but have only recently been introduced to the U.S. market. As a result, marketing initiatives have been limited to videos, interactive websites for model comparison, and extensive FAQ sections. The websites for each of the aforementioned companies are linked to this response, each providing detailed information on model capabilities and where to purchase them. Some examples of U.S. marketing initiatives include:
* Robomow's interactive website, including a yard measuring tool
* Husqrvana FAQs
For comparison, I searched for marketing programs in other countries and found:
* A distributor in Ireland offering home demonstrations of robotic lawn mowers,
* Detailed, visually engaging product brochures that showcase Husqrvana as a one stop supplier for all gardening needs, and
* An ambassador showcase at a Garden Center in the UK.
Whether similar marketing initiatives will be launched in the U.S. remains to be seen.
Robotic mowers have only recently been introduced in the U.S. despite a long term presence in Europe. Top companies in this space include Bosch, Friendly Robotics, Husqrvana, Zucchetti, and Global Garden Products. Current marketing efforts in the U.S. are limited to videos, interactive websites, and extensive FAQ sections on company websites