As summer sets in, US homeowners are once again dealing with a familiar nuisance: overgrown lawns. But this year, what was once a seasonal annoyance is evolving into something more competitive: a turf war led by Chinese robotic lawn mower makers.
For these companies, North America is the endgame: the largest and most challenging market to break into.
Gao Lufeng, founder and chairman of Segway-Ninebot, told 36Kr that the US market is nearing an inflection point. The company is actively expanding its retail presence and has already secured a distribution deal with Lowe’s, with discussions ongoing with other major retailers.
Among startups, Agilex Robotics’ consumer brand, Luba (by Mammotion), recently announced a partnership with the United Soccer League to raise brand awareness through sports marketing. A person familiar with the company said Agilex has stocked more than 300,000 robotic mowers from January through May.
By contrast, Dreame continues to focus on Europe. Its three models target midsized, mainstream lawns.
According to Frost & Sullivan, the global outdoor power equipment (OPE) market now exceeds USD 30 billion, but robotic lawn mowers make up just USD 2.6 billion of that, with annual unit sales of 1.2 to 1.3 million. That’s less than 5% market penetration. The figure could increase to between five and ten million units by 2030.
North America, the world’s largest lawn care economy, offers significant growth potential.
Despite accounting for nearly 60% of global lawn mower sales, the US has yet to adopt robotic mowers widely. Penetration remains below 3%. The main barrier is limited consumer awareness.
Companies hoping to establish themselves in the market face a narrowing window. The first to secure retail channels, localize technology, and build a brand presence will have a competitive edge.
A market waiting to be unlocked
The US market presents unique challenges due to distinct consumer behaviors.
In Europe, users have been primed by years of using boundary-based robotic mowers. These older models, though expensive and tedious to install, helped condition users to expect smarter lawn care solutions.
That experience created a receptive audience for boundary-free robotic mowers, which eliminate the need for manual wire installation and offer greater flexibility and ease of use.
But in the US, it’s a different story.
According to the National Gardening Association, about 42% of middle-class households still prefer to mow their lawns themselves. Wealthier homeowners often hire professional gardening services, typically staffed by Mexican workers, charging USD 50–100 per visit. With around 25 visits annually, that adds up to USD 1,000–2,500 per year.
“US consumers care more about efficiency and value than they do about smart features,” said Zhang Jia, an investor who tracks overseas hardware startups. “The core question is: can it cut grass well?”
A former executive at a robotic mower company echoed this view:
“Companies worry that if they invest heavily in educating US consumers, latecomers could just swoop in and capitalize on the newly built awareness.”
Another challenge is the physical complexity of US lawns.
Typical yard sizes range from 1,000–5,000 square meters. Many are semi-open, with 15 percent average tree coverage and gradients exceeding 20 degrees. Some even reach 30 degrees. Grass types like tall fescue and ryegrass are dense and fast-growing, up to 1.5 centimeters per day in peak season. That calls for strong blades and frequent mowing.
Local variations further complicate matters. Sandy soil in Florida causes wheel slippage. In Texas, cactus plants can puncture tires. There are thousands of different lawn conditions to account for.
While robotic mowers often cost more than USD 1,000, basic push mowers sell for under USD 100. They are simple to operate and cheap to maintain, which explains their continued popularity.
To gain traction in the US, robotic mowers must improve substantially. On steep slopes, motors need added torque, which drains batteries and stresses gearboxes. Dense grass dulls blades quickly, reducing efficiency and causing tearing instead of clean cuts.
“A robotic mower is essentially a compact, intelligent vehicle,” Zhang said. “Its design standards should be closer to those of the automotive industry, not small appliances or toys. Weakness in any key component can hurt the whole user experience.”
US consumers have little patience for flaws. “They expect a near-flawless experience from product to service, which forces manufacturers to invest heavily in customer support,” one industry insider said.
Major players are stepping up. In April, Segway-Ninebot’s subsidiary Willand launched the Segway Navimow X3 in Paris. The X3 spans over half a meter in width, can climb slopes up to 26.6 degrees, and covers up to 10,000 square meters.
It uses real-time kinematic (RTK) positioning with visual sensors, offering broad coverage and reduced signal latency. Its updated obstacle-avoidance algorithm detects objects as small as one centimeter.
Agilex introduced its Luba 2 AWD series for lawns up to 2.5 acres. These models manage gradients of up to 38.6 degrees and perform well on uneven terrain, tall grass, and gravel.
Several companies are exploring high-end tech like LiDAR (light detection and ranging). Agilex recently launched the Luba Mini AWD LiDAR, which it claims is the industry’s first solid-state LiDAR mower. It has partnered with RoboSense for 1.2 million units of the component.
That is a significant investment.
“Unlike the automotive sector, robotics doesn’t benefit as much from scale effects,” a core component supplier said. “The robotic mower supply chain is maturing, but cost reductions will still take time.”
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Segway-Ninebot reported RMB 861 million (USD 120.5 million) in robotic mower revenue for 2024. In the first quarter alone, it sold 33,100 units worth RMB 180 million (USD 25.2 million), suggesting total 2024 shipments exceeded 140,000 units. As of May 2025, it reported over 240,000 global users.
Agilex sold 80,000 Luba mowers across Europe and the US in 2024 and expects to surpass 300,000 units in 2025. It now serves more than 400,000 households.
In February, Dreame said its robotic mower sales had exceeded 100,000 units.
This category hinges on customer service, user experience, and distribution strategy. Leading brands are racing to secure retail space.
The US retail landscape is fragmented. It includes specialty garden tool stores, big-box retailers, and online platforms such as Amazon and direct-to-consumer (D2C) sites.
Each channel serves different consumers. Specialty dealers like SiteOne and John Deere account for 35 percent of sales, offering high-end models priced above USD 2,500, with tailored installation and after-sales support.
Big-box retailers such as Home Depot and Lowe’s make up 40% of the market. These stores stock midrange mowers priced at USD 800–1,500 and draw DIY buyers with seasonal discounts of up to 25 percent.
Online sales make up the remaining 25% and are growing. Amazon has created a dedicated category for robotic mowers, while D2C platforms help brands drive traffic and brand recognition.
One manufacturer noted that ideally, US sales should be evenly split between online and offline. But on Kickstarter, 90 percent of their revenue still comes from e-commerce, with minimal offline presence.
“High-ticket items like robotic mowers require long-term service and customer trust. US retailers won’t take on unknown brands lightly, and if they do, it comes with high listing fees. That’s why cross-channel marketing is essential right now,” the person said.
Segway-Ninebot and Dreame are ahead in this regard. Both have partners in North America and Europe, with some distributors proactively requesting product trials.
Xu Peng, Segway-Ninebot’s vice president and board secretary, told 36Kr the company is leveraging its existing Segway brand recognition. It is working with US influencers and lawn care creators to produce demo videos and hands-on reviews.
The partnership with Lowe’s will begin with online sales and expand to physical stores.
“Breaking into the US market takes time. But once users are educated, we believe the long-term opportunity here is even bigger than Europe,” Xu said.
In April, Segway’s Navimow topped Amazon’s bestseller list in Germany.
Agilex has introduced clear price tiers within its Luba line for different lawn types. As of the first quarter of 2025, two Luba models ranked first in robotic mower categories on Amazon in Germany, France, and the US. The Luba 2 AWD 10000H alone generated over USD 4 million in monthly US sales within a month of launch.
Dreame’s robotic mower business remains Europe-focused, capitalizing on its vacuum cleaner distribution network. In the US, it uses online campaigns to drive traffic to retail partners.
“Dreame’s strength is in supply chain execution,” an industry insider said. “They are fast to ship and adapt, which gives them an edge in retail rollout.”
As competition heats up, distribution partnerships are becoming harder to secure. A growing consensus is forming: companies that lock in strong retail channels early will have the best chance of building regional dominance.
That spells trouble for startups. Product innovation alone will not be enough. They must scale their distribution quickly. With peak mowing season approaching, the window to act is closing. In this race, speed may be the deciding factor.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This article was written by Huang Nan for 36Kr.