As Southeast Asia’s manufacturing sector accelerates its shift toward smart automation, ABB has launched three new robot families tailored to the needs of mid-sized manufacturers, offering faster deployment, lower costs, and greater accessibility for small to mid-tier factories across the region.
ABB has unveiled three new robot series, Lite+, PoWa, and an upgraded IRB1200, specifically designed for mid-sized manufacturers in China, as the Swiss automation giant intensifies its focus on the growing segment of small and medium-sized enterprises (SMEs) across the Asia-Pacific region. The new robots, which can be deployed in under 60 minutes and programmed using voice or task observation, signal a major shift in ABB’s regional automation strategy.
With prices ranging from USD 20,000 to USD 100,000, the new robot families are engineered to address the needs of electronics, metalworking, and food and beverage producers that may not have the capital or technical infrastructure to adopt large-scale automation systems. The launch is part of ABB’s broader commitment to democratising automation for underserved manufacturing sectors, particularly in emerging Asian markets.
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Southeast Asia’s automation momentum mirrors this shift. From Vietnam and Thailand to Malaysia and Indonesia, mid-sized manufacturers are increasingly prioritising automation to remain competitive amid rising labour costs, supply chain pressure, and shifting export landscapes. According to recent IDC and Rockwell Automation reports, over 60% of ASEAN-based manufacturers plan to increase investment in robotics and AI-assisted systems by 2026.
ABB’s announcement is particularly relevant to Southeast Asia, where many SMEs struggle to access affordable, easy-to-deploy automation. The Shanghai-based production of these new robot lines offers both cost efficiencies and regional supply chain proximity, positioning ABB to respond swiftly to growing demand from factories in ASEAN.
ABB’s new robot families
“China is the world’s largest robotics market and for ABB Robotics. China’s growth in sectors such as electronics and from small and medium-sized businesses is driving the increasing demand for accessible, user-friendly solutions, and we are responding to that demand,” said Sami Atiya, President of ABB’s Robotics & Discrete Automation Business Area. “With our new robot families, we are not only expanding what is already the most comprehensive and integrated offering in the market, but we are helping new industries and customers automate with new mid-market value propositions.”
The move also aligns with Southeast Asia’s push toward Industry 4.0. Initiatives like Thailand’s “Productivity 5.0” and Singapore’s Smart Industry Readiness Index (SIRI) highlight the need for scalable, flexible automation that mid-sized firms can adopt without overhauling operations.
As ABB prepares to spin off its Robotics & Discrete Automation business by mid-2026, the company’s focus on mid-market penetration could reshape automation adoption across Asia’s manufacturing value chain, including thousands of regional suppliers looking to automate incrementally.
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