The group attributes the success to its proven sales strategies and to four main strategic factors that combined to make 2020 a record year.
With the rise of e-mobility, driven by customer demand for green modes of transportation, the automotive sector has undergone big changes in vehicle design and propulsion. KUKA has been at the forefront of automation for e-mobility production and a big cause for celebration was a large order from commercial electric vehicle manufacturer Arrival, a new company with a unique production model.Every Arrival vehicle is produced in a relatively small and low cost “microfactory”, each of which can produce 10,000 vans or 1,000 buses per year. The company has already announced an order of 10,000 electric vans from logistics company UPS, with the option for a further 10,000; production in the UK is now supported by Arrival’s first US microfactory, in York County, South Carolina.
KUKA UK is supplying the robots for Arrival’s rising demand, across the world. CNBC reported in November 2020 that Arrival was aiming to build three to four of these factories a year, each serving a city and its community, linked in a global framework. The potential for future use of robotics and automation from KUKA is very promising.
“The UK automotive sector faces big challenges but electrification is coming fast and, with winning the Arrival contract, I am confident that KUKA is very well placed to capitalise on this growth market,” says Paul Williams.
KUKA UK appointed a specialist automotive account manager, Paul Williams, in late 2019. With a strong track record in automotive robot applications, Paul has already made big in-roads into the sector. “KUKA is embedded in the big car plants in Germany but we are not as well established in automotive in the UK, for legacy reasons,” Bernard Bagley, Head of Robot Sales, KUKA UK. “Paul and the Arrival contract are helping to change that.”
KUKA has restructured its sales teams under General Industry, in order to cover sectors and regions simultaneously and efficiently. Now, every sales manager targets an industry sector as well as a geographic footprint. Along with KUKA’s System Partner model of partnering with specialist integrators, the approach is much more customer-facing. KUKA brings projects to its System Partners and vice-versa; KUKA sales engineers and System Partners always “walk the floor” to help advise on optimum automation strategies and act as a trusted advisor.
“This change has generated a lot more interaction with end-customers, which has always been our goal,” says Bernard. “Our System Partners provide this customer focus and our restructured sales team is now doing the same.”
Thirdly, KUKA has crystallised its strategy for Education and Research and Development. KUKA has always believed in the fundamental need for appropriately-skilled operators, technicians and engineers, in order to extract the best out of automated machines, assembly lines and research projects. KUKA UK and Ireland have invested heavily in supporting the education and research sectors and have developed dedicated educational robot cells and training material, alongside bespoke research cells focused on emerging technologies.
KUKA Ireland recently won a significant tender to supply the Louth & Meath Education and Training Board (LMETB) with a range of educational and collaborative robots for its new state-of-the-art Advanced Manufacturing Technology and Training Centre of Excellence (AMTCE) in Dundalk, Co. Louth. The training facility at the Centre, which is set to be the largest vocational training facility of its kind in Europe, includes tailored educational industrial 6-axis robots with vision systems, robotic welding cells, robotic milling/machining cells and collaborative robot (cobot) cells.
Brian Cooney, Managing Director of KUKA Ireland, says “Manufacturing is experiencing a serious skills gap and shortage of resources in advanced manufacturing technologies at vocational level, which is not being addressed by the third level colleges and universities. The investment by the LMETB in this visionary AMTCE training centre is not only addressing this skills gap in Ireland but is also setting the standard by which other European centres may be measured.”
The AMTCE provides tailored training courses to upskill and reskill operators and technicians and forms a critical component of the Irish Government’s Industry 4.0 Strategy 2020-2025 program and Covid-19 recovery plan.
KUKA Robotics is the only robot manufacturer with a dedicated presence in Ireland with local sales, customer service, application engineering and training. “This recent success is testament to our focus on providing the best possible products and service to our customers. This is never more important than starting with the operators and technicians who will be responsible for the continued success of our manufacturing sectors,” says Brian Cooney.
KUKA UK and Ireland enters 2021 with a very strong team, with experts in sectors, applications, and regions across the board, together with a network of independent Platinum, Gold and Silver level System Partners, who deliver first class solutions and consultancy centred on their core competencies.
Looking to 2021, KUKA believes the robotics and automation sectors are set for significant growth in response to increased demand to offset the heavy reliance on ever scarcer resources, to reshoring, and to escalate efficiencies and competitiveness in manufacturing. New social distancing requirements in factories and workplaces increase the need for automation to create safe working environments within a limited floorspace. The life-science sector, including medical device, pharmaceutical and biotech, is a notable growth market. Laboratories are presenting new applications for robots and cobots, especially in labs and clean rooms, that require precise, repetitive processes where a robot can provide the consistency, reliability and traceability that such a highly validated process demands.
Brian Cooney says that, while 2020 has been a difficult year for many manufacturing sectors suffering under the double impact of Covid-19 and the uncertainty around Brexit, it is widely expected that there will be a strong bounce back in the UK and Irish economies in 2021 and beyond. With the benefits of Industry 4.0 and digitisation, together with incredible advances in manufacturing technologies, KUKA expects to take its record 2020 success into 2021 and deliver continued growth, despite the economic challenges.