The U.S. has introduced new certification requirements for advanced robots manufactured overseas, creating unexpected challenges for Samsung Electronics and LG Electronics in the robot vacuum market. While the focus is on China, the criteria emphasize 'where it is made' rather than 'which company it is,' putting domestic firms that have leveraged China's manufacturing base for cost and speed at risk. The strategy of engaging with China to counter it has paradoxically become a burden in front of the U.S.
According to industry sources, the Federal Communications Commission (FCC) added 'advanced robotic devices' and power inverters to its Covered List through its Public Safety Bureau at the end of last month. If a product is listed, it cannot obtain the necessary certification to be sold in the U.S., effectively closing the market. The criteria include four conditions: the device must weigh over 4.4 pounds (about 2 kg) including its docking station, have sensors that can read the environment, support bidirectional communication of over 200 kilobits per second, and include AI and machine learning software for autonomous navigation. Most currently sold robot vacuums meet these four conditions.
Products that have already been certified and are on store shelves or in consumer use will not be affected. The focus is on new products. To pass this certification, foreign companies must present plans for domestic production investment and obtain conditional approval from the Department of Defense. A more challenging aspect is that the criteria are based on the country of manufacture, not the company's nationality. Even a company with the South Korean flag will face the same scrutiny as a Chinese firm if it has utilized a factory in China.
As a result, Samsung and LG have reportedly delayed the overseas launch of their new robot vacuum models. Samsung has decided to concentrate its efforts on the domestic market for the time being, without specifying a global sales date for its 2026 'Bespoke AI Steam' model.
LG Electronics faces a more complex situation. The company has structured its 2026 lineup into three categories, with the top-tier products assigned to Chinese manufacturer PICEA and mid-range products to its existing partner Silverstar. This reflects CEO Ryu Jae-cheol's strategy of utilizing the Chinese ecosystem for production (ECM), which has now manifested in the robot vacuum segment. PICEA is a Shenzhen-based ODM specializing in robot vacuums and has acquired the entire stake of the bankrupt U.S. company iRobot (Roomba). The choice to balance cost and speed has turned into a supply chain vulnerability in the U.S.
The gap between domestic performance and global competition is stark. The 'Bespoke AI Steam' model surpassed 50,000 units sold in June, while LG's 'HomeBot AI Objet Collection RONi,' launched on July 2, significantly outperformed previous models during the same period. According to GfK, the domestic market is expected to grow from 430 billion won in 2023 to over 1 trillion won this year. In contrast, the top five Chinese companies, including Roborock (17.7%), Ecovacs (14.3%), and Dreamy (10.5%), hold over 54.5% of the global market share.
Ultimately, the ability to separate U.S.-bound production and sourcing lines will be crucial. Industry experts suggest that not only where the final product is assembled but also who manages components like communication modules and semiconductors will influence market entry. An industry insider noted, 'A market has opened where the question is not how well a product is made, but where it is made. We have no choice but to consider diversifying the supply chain for U.S.-bound products, but with key components concentrated in China, finding a solution in the short term is challenging.'
* This article has been translated by AI.
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