Hanwha Robotics: Strategic expansion into the growing Latin American cobot market – Image: Xpert.Digital
Market development in focus: Hanwha Robotics in Brazil
Hanwha Robotics: Expansion of the cobot market in Latin America
South Korean robotics manufacturer Hanwha Robotics is currently intensifying its market development strategy in Latin America, as demonstrated by its recent participation in EXPOMAFE 2025 in Brazil. With the Latin American cobot market projected to reach USD 279.4 million by 2030 and a compound annual growth rate (CAGR) of 27.4%, the company is strategically positioning itself in one of the fastest-growing regions for collaborative robot technology. By building a partner network, targeted product launches, and strategic personnel decisions, Hanwha Robotics is strengthening its presence in a market characterized by increasing industrial automation and the need for flexible robotics solutions.
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Company profiles and market positioning
Hanwha Robotics was established as an independent company in October 2023, following the spin-off of its collaborative robot and automated guided vehicle (AGV) divisions from Hanwha Corporation/Momentum Division. The company builds on a solid foundation, having launched Korea's first collaborative robots in 2017 and continuously improving its products by integrating intelligent technologies such as artificial intelligence and advanced sensors.
Under the HCR (Hanwha Collaborative Robot) brand, the company has built a portfolio of collaborative robots known for their quality, durability, and precision. Of particular note is their ISO Class 2 cleanroom certification, which qualifies these robots for use in highly controlled, sterile environments, such as those required in the semiconductor, pharmaceutical, food, and biotechnology industries.
Hanwha Robotics operates globally with an extensive partner network of over 65 distributors worldwide, including 10 in the Americas, in Canada, the USA, Brazil, Colombia, and Argentina. This established infrastructure provides the company with a solid foundation for further expansion in Latin America.
Technological differentiation
Hanwha Robotics' technological expertise is evident in its product portfolio. The HCR series is characterized by precise mechanical design and advanced control technologies. Precision and efficiency are ensured, among other things, by the use of high-quality gearboxes (Harmonic Drive), which guarantee a high gear ratio and high efficiency. The robots are also equipped with a metal casing, ensuring their durability even in demanding environments.
The Latin American market for cobots: A growth engine
The Latin American market for collaborative robots is experiencing strong growth. According to market research data, revenue in this segment is expected to increase from USD 61.9 million in 2024 to an impressive USD 279.4 million by 2030, with a compound annual growth rate (CAGR) of 27.4% between 2025 and 2030.
In parallel, the market for robot software in Latin America also shows enormous potential. It was valued at USD 322.9 million in 2023 and is projected to grow to USD 1.377 billion by 2030, with a CAGR of 22.0% between 2024 and 2030. This underscores the increasing importance not only of hardware but also of software solutions in the robotics sector.
Country-specific developments
The Brazilian market, in particular, is showing remarkable growth momentum. The market for mobile cobots in Brazil reached a value of USD 47.2 million in 2024 and is projected to grow to USD 600.3 million by 2033, with an exceptional CAGR of 30.21%. A key driver of this growth is the increasing adoption of mobile cobots by small and medium-sized enterprises (SMEs) to improve operational efficiency and reduce costs.
Mexico is also seeing significant investment in the robotics industry. This capital investment is promoting the use of collaborative robots in various sectors such as automotive, electronics, and pharmaceuticals. Robot sales are experiencing steady growth and are increasingly replacing human labor in these industries.
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Hanwha Robotics' expansion strategies in Latin America
Hanwha Robotics is employing several strategic levers to increase its market share in Latin America. A key pillar of this strategy is active participation in major trade fairs in the region.
Strategic trade fair presence
On May 14, 2025, it was announced that Hanwha Robotics' official distributor, HCR America, participated in EXPOMAFE 2025 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 approximately 1,000 participating companies, the fair, which took place from May 6 to 10, provided an ideal platform for showcasing the company's collaborative robot solutions.
At the HCR America booth, several live demonstrations of robots performing tasks such as powder coating, polishing, and welding were presented. The “Motion Tracking Solution” attracted particular attention, enabling collaborative robots to precisely track and replicate human movements – a technology especially valuable in automotive manufacturing as it improves efficiency in powder coating processes.
Building sales partnerships
Hanwha Robotics achieved concrete business successes at EXPOMAFE 2025, including the direct sale of its AI-powered, 3D vision-based "Smart Machine Tending" solutions and the signing of supply contracts with five local robot distributors in Brazil. An official Hanwha Robotics representative stated: "Participating in this trade show marks the beginning of our active business expansion across South America, particularly in Brazil. We aim to penetrate various industrial sectors with safe, flexible robots tailored to diverse manufacturing needs."
In addition to its expansion in Brazil, Hanwha is also strengthening its position in Mexico. In May 2025, Hanwha Semitech Americas officially appointed ROCKA Solutions Mexico as its sales representative for the Mexican market. This strategic partnership expands Hanwha's regional presence and provides manufacturers in Mexico with direct access to Hanwha's award-winning automation technologies.
Personnel reinforcement for the Latin American market
Another key component of the expansion strategy is strengthening the leadership team in the region. In February 2024, Hanwha Techwin Automation Americas appointed Gustavo Jimenez as the new General Manager for Mexico. With his experience in sales and engineering, as well as his background in the electronic manufacturing industry, particularly in surface mount technology (SMT), Jimenez is ideally positioned to consolidate Hanwha Techwin's presence in Mexico.
Furthermore, Hanwha has strengthened its team in Latin America with three additional executives: Mariana Mendoza as Marketing Manager for Northern Latin America, Ronald Zuniga as Product Marketing Manager for Latin America, and Francisco Figueroa Figueroa as Account Manager for Peru. These strategic personnel decisions underscore the company's commitment to improving its service and consulting for customers in the region.
Product portfolio for Latin American requirements
Hanwha Robotics presented a range of cobots at EXPOMAFE 2025, specifically tailored to the requirements of various industries.
HCR Series: High-performance collaborative robots
The HCR-10L, a collaborative robot for powder coating applications in the automotive industry, boasts a maximum arm length of 1,800 mm – the longest in its class worldwide – and a payload capacity of 10 kg, making it one of the most versatile robots in its category. These features make it particularly valuable for applications requiring a long reach.
The HCR-14, another model presented at the trade fair, can carry up to 14 kg and was demonstrated in polishing applications. This robot is particularly suitable for tasks requiring heavier loads.
The HCR-5A was also presented and used for welding simulations, demonstrating the robot's high performance in various tasks. The HCR-5 is a versatile 6-axis robot arm with a payload of 5 kg and a reach of 915 mm, boasting a repeatability of 0.1 mm. This precision makes it ideal for tasks requiring careful handling and consistency, such as in electronics and automotive manufacturing.
AI-powered solutions
Hanwha Robotics' “Motion Tracking Solution” attracted particular attention at EXPOMAFE 2025. This innovative technology enables collaborative robots to precisely track and replicate human movements – a valuable tool, especially in automotive manufacturing for processes such as powder coating.
Furthermore, Hanwha Robotics offers AI-powered 3D vision-based “Smart Machine Tending” solutions, for which the company was able to secure direct sales and supply contracts during EXPOMAFE 2025.
Market dynamics and future prospects
Hanwha Robotics' expansion in Latin America is taking place in a market environment characterized by several dynamic factors.
Drivers of growth
A key growth driver is the increasing adoption of industrial robots in various sectors, from manufacturing and assembly to logistics and warehousing, which is transforming traditional workflows and boosting operational efficiency. Sophisticated software solutions are essential to fully leverage the capabilities of industrial robots and seamlessly integrate them into existing workflows.
Furthermore, increasing investments in research and development (R&D) play a crucial role in the growth of the automation software sector in the region. With more resources allocated to R&D initiatives by organizations and governments, there is a growing focus on innovation and the development of advanced robotics technologies.
Challenges and special features of the Latin American market
Despite its rapid growth, the robotics industry in Latin America faces specific challenges. Developing countries have a slower rate of technology adoption than more advanced economies. Only 0.6% of the world's robots are produced in Latin America and the Caribbean. While the United States has 131 robots per thousand workers, Chile and Colombia have only 10 and 3, respectively. One reason for this is that the cheaper labor and the more expensive the machines, the less incentive there is to invest in automation.
This regional peculiarity also presents an opportunity for Hanwha Robotics, as the company can offer a cost-effective automation solution with its collaborative robots, which is particularly attractive to small and medium-sized enterprises. The HCR series is known for its balanced price-performance ratio and can therefore play a key role in overcoming this adoption barrier.
Future market of automation and collaborative robots: Hanwha Robotics strengthens its presence in a booming market
Hanwha Robotics has taken a significant step towards expanding its presence in Latin America with its participation in EXPOMAFE 2025 and the conclusion of strategic partnerships in Brazil. This expansion comes at a time when the Latin American market for collaborative robots is experiencing impressive growth, with projected annual growth rates of over 27% until 2030.
The company's strategy of building a strong partner network, strengthening its leadership team in the region, and offering innovative products specifically tailored to the needs of local industries positions it well for future success. In particular, its focus on AI-powered solutions and its ability to adapt to diverse industry requirements could prove to be crucial competitive advantages.
With ongoing industrialization and rising labor costs in Latin America, the demand for automated solutions is expected to increase further. Hanwha Robotics, with its comprehensive portfolio of collaborative robots and innovative technologies, is well-positioned to capitalize on this trend and capture a significant market share in this dynamically growing region.
The coming years will show to what extent Hanwha Robotics succeeds in overcoming the specific challenges of the Latin American market and achieving its ambitious expansion goals. However, recent developments indicate that the company is on a promising path to consolidating its position as a leading provider of collaborative robot solutions in Latin America.
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