Published on: May 14, 2025 / update from: May 14, 2025 - Author: Konrad Wolfenstein
Hanwha Robotics: Strategic expansion in the growing Latin American cobot market-Image: Xpert.digital
The focus: Hanwha Robotics in Brazil
Hanwha Robotics: Expansion of the cobot market in Latin America
The South Korean robot manufacturer Hanwha Robotics is currently intensifying its market development strategy in Latin America, as the latest participation in Expomafe 2025 in Brazil shows. With a forecast growth of the Latin American cobot market to $ 279.4 million by 2030 and an annual growth rate of 27.4%, the company strategically positions itself in one of the fastest growing regions for collaborative robot technology. By building a partner network, targeted product ideas and strategic personnel decisions, Hanwha Robotics strengthens its presence in a market that is shaped by increasing industrial automation and the need for flexible robotic solutions.
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Company profiles and market positioning
Hanwha Robotics was founded in October 2023 as an independent company when the business areas for collaborative robots and automatically managed vehicles (AGV) were split off by the Hanwha Corporation/Momentum Division. The company can fall back on a solid basis, since it already launched the first collaborative robot in 2017 and since then has continuously developed its products through the integration of intelligent technologies such as artificial intelligence and advanced sensors.
With the HCR brand (Hanwha Collaborative Robot), the company has built up a portfolio of collaborative robots that are known for their quality, durability and precision. Particularly noteworthy is the ISO-class 2 cleaning room certification, which qualifies these robots for use in highly controlled, sterile environments, as required in the semiconductor, pharmaceutical, food and biotechnology sector.
Hanwha Robotics operates globally with an extensive partner network of over 65 sales partners worldwide, 10 of them in America, including Canada, USA, Brazil, Colombia and Argentina. This established infrastructure offers the company a solid basis for further expansion in Latin American.
Technological differentiation
The technological competence of Hanwha Robotics is shown in their product portfolio. The HCR series is characterized by precise mechanical construction and advanced control technologies. Among other things, the use of high -quality gear (Harmonic Drive) ensures precision and efficiency, which ensure a high translation ratio and high efficiency. The robots are also provided with a metal coating, which also ensures their durability in demanding environments.
The Latin American market for cobots: a growth engine
The Latin American market for collaborative robots is located in a phase of strong growth. According to the market research data, sales in this segment will increase in this segment of $ 61.9 million in 2024 to an impressive $ 279.4 million by 2030, with an annual growth rate (CAGR) of 27.4% in the period from 2025 to 2030.
At the same time, the robot software market in Latin America also shows enormous potential. This was estimated at $ 322.9 million and is expected to grow to USD 1.377 billion by 2030, with a CAGR of 22.0% between 2024 and 2030. This not only underlines the increasing importance of hardware, but also of software solutions in the robotic sector.
Country -specific developments
The Brazilian market in particular shows remarkable growth dynamics. The market for mobile cobots in Brazil reached a value of $ 47.2 million in 2024 and is expected to grow to $ 600.3 million by 2033, with an extraordinary CAGR of 30.21%. An important driver is the increasing use of mobile cobots by small and medium -sized companies (SMEs) to improve operational efficiency and cost reduction.
There are also considerable investments in the robotic industry in Mexico. These capital investments promote the use of collaborative robots in various sectors such as automobile, electronics and pharmacy. The sales of robots have constant growth and increasingly replaces human workers in these industries.
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Hanwha Robotics expansion strategies in Latin America
Hanwha Robotics relies on several strategic levers to enlarge his market share in Latin America. A central pillar of this strategy is active participation in significant trade fairs in the region.
Strategic trade fair presence
On May 14, 2025, it was announced that Huzha Robotics's official sales partner, HCR America, took part in the 2025 Expomafe in São Paulo, Brazil. This trade fair is considered South America's largest and most important event for machine tools and industrial automation. With over 60,000 visitors and around 1,000 participating companies, the fair, which takes place from May 6 to May 10, offered an ideal platform for the presentation of the company's collaborative robot solutions.
At the HCR America stand, several live demonstrations of robots were demonstrated in tasks such as powder coating, polishing and welding. The “Motion Tracking Solution”, which enables collaborative robots, attracted special attention to follow and replicate human movements - a technology that is particularly valuable in automotive production because it improves efficiency in powder coating processes.
Building sales partnerships
Hanwha Robotics had concrete business success during the 2025 Expomafe, including the direct sale of his AI-based 3D-Vision-based “Smart Machine Tending” solutions and the signing of delivery contracts with five local robot dealers in Brazil. An official representative of Hanwha Robotics said: "Participation in this trade fair marks the beginning of our active business expansion throughout South America, especially in Brazil. We aim to penetrate into various industrial sectors with safe, flexible robots that are tailored to a variety of manufacturing needs."
In addition to the expansion in Brazil, Hanwha also strengthens his position in Mexico. In May 2025, Hanwha Semitech America's Rocka Solutions Mexico officially appointed the Mexican market. This strategic partnership is expanding Hanwhas regional presence and offers manufacturers in Mexico direct access to Hanwhas award -winning automation technologies.
Personnel reinforcement for the Latin American market
Another important component of the expansion strategy is to strengthen the management team in the region. In February 2024, Hanwha Techwin Automation America's Gustavo Jimenez appointed the new General Manager for Mexico. With his experience in sales and technology as well as its background in the electronic manufacturing industry, especially in surface assembly technology (SMT), Jimenez is ideally positioned to consolidate Hanwha Techwin's presence in Mexico.
In addition, Hanwha has strengthened his team in Latin America with three other managers: Mariana Mendoza as Marketing Manager for Northern Latin America, Ronald Zuniga as Product Marketing Manager for Latin America and Francisco Figueroa Figueroa as an Account Manager for Peru. These strategic personnel decisions underline the company's commitment to improve its service and advice for customers in the region.
Product portfolio for the Latin American requirements
Hanwha Robotics presented a number of cobots at Expomafe 2025, which are specially tailored to the requirements of different industrial branches.
HCR series: powerful collaborative robot
The HCR-10L, a collaborative robot for powder coating applications in the automotive industry, is characterized by a maximum arm length of 1,800 mm-the longest in its class worldwide-and a load-bearing capacity of 10 kg, which makes it one of the most versatile robots in its category. These properties make it particularly valuable for applications that require a wide range.
The HCR-14, another model that was presented at the fair, can wear up to 14 kg and was demonstrated in polishing applications. This robot is particularly suitable for tasks that require higher loads.
The HCR-5A was also presented and used for welding simulations, which demonstrates the high performance of the robots in various tasks. The HCR-5 is a versatile 6-axis robot arm with a payload of 5 kg and a range of 915 mm, which is characterized by a repeat accuracy of 0.1 mm. This precision makes it ideal for tasks that require careful handling and consistency, such as in electronics and automotive production.
AI-based solutions
The “Motion Tracking Solution” by Hanwha Robotics attracted special attention to the 2025 Expomafe 2025. This innovative technology enables collaborative robots to precisely pursue and replicate human movements - a valuable tool, especially in automotive production for processes such as powder coating.
In addition, Hanwha Robotics offers AI-based 3D vision-based “Smart Machine Tending” solutions, for which the company was able to complete direct sales and delivery contracts during the 2025 Expomafe.
Market dynamics and future perspectives
The expansion of Hanwha Robotics in Latin America takes place in a market environment that is characterized by several dynamic factors.
Drivers of growth
An important growth driver is the increasing introduction of industrial robots in various sectors, from manufacturing and assembly to logistics and warehousing, which changes traditional work processes and increases operational efficiency. In order to fully exploit the skills of industrial robots and to integrate them seamlessly into existing work processes, sophisticated software solutions are indispensable.
In addition, rising investments in research and development (F&E) play a crucial role in the growth of the automation software sector in the region. With more resources for organizations and governments' F&E initiatives, an increased focus on innovation and the development of advanced robot technologies can be observed.
Challenges and special features of the Latin American market
Despite the rapid growth, the robotic industry in Latin America faces specific challenges. Developing countries have a slower technology adoption rate than more advanced economies. Only 0.6% of the robots worldwide get to Latin America and the Caribbean. While the United States have 131 robots per thousand workers, Chile and Colombia have only 10 or 3. one reason that the cheaper the workforce and the more expensive the machines are, the less incentive to invest in automation.
However, this regional peculiarity also offers Hanwha Robotics a chance, since the company with its collaborative robots can offer a cost -efficient automation solution that is especially attractive for small and medium -sized companies. The HCR series is known for its balanced price-performance ratio and can therefore play an important role in overcoming this adoption barrier.
Future market Automation and collaborative robot: Hanwha Robotics strengthens presence in a booming market
Hanwha Robotics has taken an important step to expand his presence in Latin America with his participation in Expomafe 2025 and the conclusion of strategic partnerships in Brazil. The expansion takes place at a time when the Latin American market for collaborative robots recorded impressive growth, with forecast increase rates of over 27% annually until 2030.
The company's strategy of building a strong partner network, strengthening its management team in the region and offering innovative products that are specially tailored to the needs of local industries position it well for future success. Especially focusing on AI-based solutions and adapting to various industrial requirements could prove to be decisive competitive advantages.
With the progressive industrialization and increasing labor costs in Latin America, the demand for automated solutions is likely to increase. With its extensive portfolio of collaborative robots and innovative technologies, Hanwha Robotics is well positioned in order to benefit from this trend and to conquer a significant market share in this dynamically growing region.
The coming years will show to what extent Hanwha Robotics succeeds in mastering the specific challenges of the Latin American market and reaching its ambitious expansion goals. However, the latest developments indicate that the company is on a promising path to consolidate its position as a leading provider of collaborative robot solutions in Latin America.
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