Universal Robots Expands North American Reach

May 21, 2013
Danish manufacturer Universal Robots is now selling its lightweight, six-axis robots into a variety of North American industries through a network of 16 robotics distributors.

Sixteen new distributors are now selling the innovative robots from Denmark to a diverse range of industries all over North America. Ed Mullen, Universal Robots’ National Sales Manager, says the company was able to “cherry pick” the most successful and competent robotics distributors:

 “We’ve received tremendous interest from many distributors wanting to add Universal Robots to their line card. Our final list reflects the best out there.”

Scott Hendrickson, Founder and CEO of Olympus Controls, is excited to be a new channel partner with UR robots in Northern California, the Pacific Northwest, and the Gulf states. He says the  UR5 and UR10 robot arms address client applications they haven’t previously been able to solve:

 “The quality of new leads has been off the charts. Most of existing clients are Fortune 500 companies, but now we’re able to better service small business owners on Main Street as well,” he says, attributing the growth to the cost and ease of use of the UR robot:

 “In typical robot solutions, you multiply the robot cost by three or more to get the end price due to safety guarding and expensive programming. None of this is necessary with Universal Robots,” says the Olympus CEO, who believes the robot soon will cross the chasm between early adopters and mainstream users.

Bryan Kelly, Sales Engineering Manager with In-Position Technologies, who sells the Danish robots in the Southwest, says the average ROI of 6-8 months really resonates with customers:

 “This is the solution for industries that don’t need a big robot with heavy guarding. Lab automation and CNC machine tending are two applications in which we’re seeing a big response.”

Canadian distributor, Mark Schick, President of Advanced Motion & Controls Ltd., sees his company as pioneering the collaborative class robot in Canada:

 “We’re excited about the market development and know this is a good thing for Canadian Manufacturers This product is a game changer and will do to for Canadian industry users what the ATM did to banking customers,” he says explaining that the flexibility and portability of the robot is a perfect match for the country’s diversified manufacturing base.

“Most of us envision more automation, safety and satisfaction within modern work environments as this new century unfolds.  Universal Robots will help provide solutions that will make the Canadian industry leaner, smarter and more adaptive."

Richard Greene, owner of the Richard Greene Company, covering the Midwest, says the robot has been easy to explain to customers:

 “The responses we’re getting are amazing. We’ve shown it to customers within assembly and packaging and they’ve all been very impressed. We’re all trying to find the next big winner in industrial automation, and we believe to have found that in Universal Robots.”

Jeff Butler, Technical Manager with C&E Sales, distributing the robots in the Midwest and South, says his company has not seen this much excitement about a new product in a long time:

 “It’s a product which has a tremendous amount of opportunity to solve our customers' need for automating repetitive actions. To meet the significant demand already generated, we are considering alternate methods of presenting the product to get it in front of more people in a shorter amount of time.”  

Thomas Visti, VP and CCO of Universal Robots, is pleased to have the North American distributor network in place and looks forward to leveraging the strong sales channels created:

 “We can now focus on developing key accounts with applications that will demonstrate the power and benefits of the UR5 and UR10 to anyone interested in our collaborative robots.”

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