When AM Robots was founded, the goal was simple: to build a trustworthy, professional brand within the robotic lawn care industry. Today, that commitment has taken an important step forward. AM Robots and STORM Robot – is now officially registered as a European Trademark, recognized and protected across all EU member states through the EUIPO.

This registration is more than a legal formality. It marks a significant milestone in our development as a company and reflects the standards we hold ourselves to. Being EU‑registered means our name, identity and reputation are safeguarded at a European level — a clear signal to partners, installers and customers that AM Robots is here for the long run.

The EUIPO registration covers a wide range of technical categories, from electrical components and connectors to tools, sensors and installation materials. These are the foundations that support the work we do every day: delivering reliable, professional‑grade solutions for robotic lawnmower installations across Europe. The regtristration confirms that AM Robots operates within a recognised industrial framework and meets the requirements for trademark protection in one of the world’s most regulated markets.

For our customers and partners, this brings an added layer of trust. Choosing a brand with EU‑level protection means choosing a company that invests in quality, consistency and long‑term stability. It means choosing a name that stands behind its products and takes responsibility for its presence in the market.

For us, the registration is both a milestone and a motivation. It strengthens our identity, supports our growth and reinforces our commitment to delivering dependable solutions for professionals working with robotic lawn care. AM Robots is proud to be officially recognised across the European Union — and we look forward to building the next chapter of our journey on this solid foundation.

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Each event allowed us to connect with people who share our passion for innovation, efficiency, and creating beautiful green spaces. It was inspiring to see how curiosity about robotic technology is growing everywhere, and how conversations quickly turned into exciting discussions about the future.

What stood out to us most was not the differences between markets, but the similarities. No matter where we went, the message was clear: customers are looking for reliable solutions that save time, deliver consistent results, and fit naturally into their daily routines. Whether it’s on a farm, a sports field, or in landscape maintenance, automation is no longer just an idea – it’s becoming a real necessity.

We also saw how important it is to provide more than just products. People value guidance, service, and the reassurance that we are there to support them all the way, from installation to everyday use. That trust is at the core of what we do, and it motivates us to keep raising the bar.

Coming home from these trips, we feel energized and encouraged. Meeting so many customers and partners reminded us why we do what we do: not only to deliver high-quality technology, but to help people work smarter, achieve better results, and enjoy the benefits of a greener, more sustainable future.

It’s been a great autumn so far, filled with good conversations, fresh ideas, and plenty of inspiration. And we’re not slowing down. In 2026, we’ll be rolling out new products that build on everything we’ve learned, making it even easier for our customers to work smarter.

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This year’s GroundsFest was a whirlwind of energy—people, machines, ideas—and we were thrilled to be in the heart of it. At Agra, we received the innovation prize of 2025, and at our event in Belgium, we were met with engaging questions and an overall positive outlook on the presentation and live demo.

Our team at AM ROBOTS had the honor of introducing the STORM robot mower to a live audience, and the reception was more than we could’ve hoped for.

From the moment the events kicked off, our stand was alive. Crowds gathered, questions flowed, and STORM drew considerable attention. We showed off its capabilities: how the mower navigates with its LDI Technology, how it handles complex garden layouts, and how it operates without external boundaries or signals. Days were busy, and the air was electric with possibilities.

What Is STORM — In Case You Missed It

For those who didn’t make it (or want a refresher), STORM is our groundbreaking robot mower, featuring:

LDI Technology — a combined system of 3D laser mapping, a direct AI processor, and imaging, allowing STORM to see, think, and navigate its surroundings with precision.

No need for boundary cables, RTK/GPS signals, or other external constraints. STORM anticipates its surroundings, avoids obstacles, and maneuvers around trees, walls etc, without the use of external signals.

Impressive specs:

• Models that cover up to 6.000 m²
• Unlimited mowing zones/no-go zones
• Cutting height adjustable between ~30–85 mm.
• Slopes up to 45°
• Adjustable mowing patterns
• Easy setup and control via the App

Too good to be true? Test it FREE of charge

We are offering dealers the opportunity to see for themselves by providing a free test unit. Try it out in your own time and at your preferred location.

If this is of any interest, follow the link and fill in the form.

Gratitude, Momentum & What’s Ahead

We want to say a heartfelt thank you to everyone who visited us at GroundsFest, Agra, and our private event in Belgium —our team, our partners, and especially the visitors who took the time to learn about STORM. Your enthusiasm, questions, and feedback matter deeply. They confirm we’re on the right path and inspire us to push further.

With gratitude and excitement,
The AM ROBOTS Team

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In the evolving world of smart home technology, AM ROBOTS has introduced a game-changer
in lawn care: the STORM robotic mower.

This advanced machine blends cutting-edge navigation, powerful performance, and
user-friendly design to redefine what homeowners can expect from an automated lawn
maintenance.

A Leap in Navigation: 3D Mapping & Vision navigation

LDI: The strength of STORM lies in the combination of Laser technology, Direct real-time positioning, and a Camera with AI-vision obstacle avoidance.

Unlike traditional robotic mowers that rely on perimeter wires or GPS/RTK signals, STORM
uses laser-based mapping to create a real-time 3D model of your lawn. This allows it to
navigate with exceptional precision, avoiding obstacles dynamically and adapting to complex
terrains without the need for external base stations or signal towers.

Designed for Real-World Lawns

STORM is built to handle a wide variety of lawn conditions:

• Coverage: Up to 6.000 m² (1.25 acres)
• Cutting Height: Adjustable from 30mm to 85mm (1.2″ to 3.3″)
• Cutting Width: 280mm (11″)
• Slope Handling: Climbs incline up to 45% (24°)
• Battery Life: Runs for approximately 2.5-3 hours on a single charge
• Recharge Time: 3 hours

Its dual-motor system (5000 RPM lifting motor and 2200 RPM turning motor) ensures smooth
operation even on uneven terrain, while the front dual-wheel drive provides excellent
maneuverability.

Intelligent Features for Effortless Mowing

STORM is packed with smart features that make lawn care nearly hands-free:

• Auto-Resume Mowing: Picks up exactly where it left off after charging
• Precision Edge Cutting: Maintains a 5cm boundary clearance and a 10cm obstacle
  buffer
• Unlimited Multi-Zone Management: Customize mowing schedules for different areas
• Unlimited No-Go Zones: Easily define areas to avoid
• Triple Anti-Theft Protection: Includes GPS tracking, lift/tilt sensors and emergency
  stop

Built for Safety and Simplicity

Safety is a top priority for AM ROBOTS.
STORM includes lift and tilt sensors, emergency stop functionality, and a simple battery
replacement system. It’s also rain-aware, automatically pausing mowing during wet
conditions to protect both the mower and your lawn.

The Future of Lawn Care

With STORM, AM ROBOTS has created more than just a robotic mower—it’s a fully
autonomous lawn care assistant. Whether you have a sprawling garden or a compact yard,
STORM adapts to your needs, delivering a consistently clean cut with minimal effort.

The post Meet STORM: The Next-Gen Robotic Lawn Mower appeared first on AM-Robots.

To extend the lifespan of your robotic lawn mower, it’s important to consider all its components, especially the docking station. During winter, many docking stations are left outside without adequate protection. And even when taking it in, many leave the cable exposed. This exposure can lead to corrosion and increased wear and tear, potentially causing the docking station to fail before the mower itself. If the docking station malfunctions, the mower cannot operate, and replacing the station might be too costly to justify.

To prevent docking station failures, we recommend taking it into storage or sending it with the robot to get a winter service. While the docking station is detached from the installation, we protect the cables and connectors using our winter box.

The Advantages of using the Winter Box

1. Protection from Harsh Weather Conditions

Winter can be unforgiving, with cold temperatures, snow, and rain that can cause significant damage to electronic equipment left unprotected. A winter box offers a robust shield against these elements, ensuring that your robot mower and its docking station are not exposed to moisture or freezing temperatures. The waterproof design of the box prevents water ingress, which can lead to rust, electrical shorts, or other forms of damage that could compromise the performance of your mower.

2. Safe Storage for Docking Station Connectors

One of the standout features of a winter box is its ability to safely house all the connectors from the docking station. When you detach the cables from the docking station for winter storage, the connectors are often left exposed. This exposure can lead to corrosion, dust accumulation, or even damage from pests. The winter box allows you to plug these connectors into a secure and dry environment, protecting them from potential harm and you against costly repairs or replacements in the spring.

3. Extends the Lifespan of Your Equipment

Proper winter storage is not just about getting through the season; it’s about extending the lifespan of your robot mower and its accessories. By using a winter box, you ensure all components are stored in optimal conditions, free from moisture and physical damage. This proactive approach helps maintain the equipment’s functionality over time, reducing the likelihood of unexpected breakdowns and extending its overall lifespan.

4. Convenient and Organized Storage

In a winter box, everything is organized. From the boundary cable with connectors to the power cable. The box is lightweight and easy to install making it the perfect substitute for a bucket or homemade solutions.

Conclusion

Investing in a winter box for your robot mower docking station cable is a smart decision that offers numerous advantages. From protecting your equipment from harsh winter conditions to ensuring the safety of your docking station cable and connectors, a winter box is an essential accessory that helps maintain the longevity and performance of your robot mower. As you prepare for winter, consider adding a winter box to your list of essential garden tools to ensure your robot mower is ready to roll when spring returns.

AM Winter Box comes with 2 docking station pegs for mounting. But can also be bought without the pegs.

Read more about the product on the product page

AM Winter Box

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Hybrid Grass as lawn protection for your robot lawnmower

Hybrid grass has gained recognition as an effective solution for enhancing the performance of robot mowers and promoting sustainable lawn maintenance. In this article, we explore the specific applications of hybrid grass in areas such as under the docking station, inside the garage, on steep slopes, and in worn-out, unhealthy grass patches. By leveraging the unique characteristics of hybrid grass in these challenging areas, you can achieve a well-maintained and visually appealing lawn.

Under the Docking Station and in Front of the Docking Area

The area under the docking station and in front of the docking area can be prone to excessive wear and tear due to repeated robot mower traffic. By using hybrid grass in these zones, you can ensure a robust and resilient turf that withstands the test of time. Use Hybrid Grass as lawn protection. The dense growth pattern of hybrid grass helps prevent soil erosion and maintains an aesthetically pleasing appearance. Additionally, hybrid grass’s durability minimizes damage caused by the docking and undocking process of robot mowers, ensuring a longer lifespan for the turf.

Inside the Garage

To maintain a neat and clean appearance and protect the robot mower and thereby enhance the lifespan of the robot, it is common for homeowners to store their robot mowers in a garage when not in use.

Hybrid grass can be introduced inside the garage, transforming it into a functional and visually appealing space. The use of hybrid grass in the garage protects the grass from wear and tear and gives the mower a better grip. This means that if the homeowner chooses to move the garage, the lawn under the garage will still be in good condition and have better terms for flourishing when the sun activates the growth conditions.

Steep Slopes

Maintaining grass on steep slopes can be challenging, as it is prone to erosion and potential sliding of the robot mower. Hybrid grass can provide an effective solution. The Hybrid grass gives the natural grass a break by holding the surface in place. Thereby giving the natural grass the best conditions for a strong root system that prevents erosion and reduces the risk of the robot mower slipping or sliding down. By combining robot mowers’ capabilities with hybrid grass’s resilience, homeowners can safely and efficiently maintain the grass on steep slopes.

Worn-out and Unhealthy Grass Patches

Placing a piece of Hybrid grass in areas where there are bare patches gives the robot a better grip. Furthermore, you give the grass underneath time to heal and grow back. The Hybrid Grass looks like natural grass but comes with a mesh design, where the holes allow the natural grass underneath to grow through when ready — removing the yellow and brown patches over time.

Eco-friendly

The Hybrid Grass consists of recycled plastic, which can conserve natural resources, reduce waste, save energy, and decrease greenhouse gas emissions. It contributes to environmental conservation and helps combat plastic pollution. The Hybrid Grass is also made with eco-friendly glue and comes in a recyclable cardboard package.

AM Hybrid Grass

At Auto-Mow, we pride ourselves on being a one-stop shop for all robot mower installers, offering all products needed for professional installation. Our Hybrid Grass is a new addition to our product assortment, and it gives you the possibility to improve the grass with minimum effort, even in areas where the robot mower might struggle on its own.

The AM Hybrid Grass comes in pieces of 80cm x 80cm and can easily be altered in size to fit the need of the garden just by using a knife or scissors.

Our Hybrid Grass comes in a package with 14 bio pegs to easily secure it to the ground. The bio pegs will then decompose in a period of 1-2 years, by which time the grass will have fastened itself to the ground.

Just what you have been missing? Order the product already today on our webshop – AM Hybrid Grass

Or contact us for more information: info@auto-mow.com

Conclusion

The use of hybrid grass in conjunction with robot mowers presents a versatile and effective solution for addressing challenging lawn areas. You can achieve a well-maintained and visually appealing lawn by strategically implementing hybrid grass under the docking station, inside the garage, on steep slopes, and in worn-out grass patches. As the demand for sustainable and efficient lawn care practices continues to grow, the combination of hybrid grass and robot mowers offers an innovative approach to overcoming various lawn maintenance challenges while promoting environmental awareness.

By offering your customers the AM Hybrid grass, you offer them a solution to a common problem.

AM Hybrid grass gives natural grass the opportunity to recover and grow through the mesh. Every garden is unique, but with AM Hybrid Grass, you allow the robot to cut the entire lawn – all season.

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A boundary wire or boundary cable is a robotic lawn mower wire that is most often buried underground. If it is placed over the ground, it will slowly make its way into the ground over time, getting “invisible” to the naked eye.

Your home’s electrical system is linked to the boundary wire, so when the system is turned on, electricity flows through the wire, creating the boundary to keep the robot mower in a particular area.

How Do Boundary Wires Work With Robotic Lawn Mowers?

The boundary wire, also known as the perimeter wire, is a thin wire laid around the entire working area of your mowing robot. Typically, the wire is insulated with a PVC sheath. Most robotic lawnmowers use a boundary cable to find their way around. Place the cable along the edges of the area you want to mow. This defines the area where the robot mower can move around using the signal running through the boundary wire.

The charging station is where the cable starts and ends. This sends a small amount of electricity through the cable, making a magnetic field. Special sensors on the robotic mower pick up on this magnetic field. The stronger this field is, the closer it is to the cable, giving the robot mower an invisible wall around the garden.

Different Types of Boundary Wires

Auto-Mow produces a variety of boundary wires that gives you the liberty to choose what you need and explore the different types of Auto-Mow boundary cables.

All Auto-Mow cables come with meter markings on the wire, to make it easy to see how much cable there has been used in the installation e.g.

Auto-Mow Basic Boundary Cable

However, the 2.7mm cable is mainly used for installation above ground, since it will seek into the ground faster, with the thin isolation.

The 2.7 mm Basic Cable is a good cable that can be used for any installation of a robot mower.  To keep the wire safe, the cable is wrapped in hard plastic. It is still very bendable and can be laid with any cable machine.  

The cable comes on 800-meter and 1.000-meter high-quality wooden spools, and plastic for the smaller spools.  Available on 150/250/500/800/1000-meter drums with a 2.7 mm diameter. It works with any robotic lawn mower.

Auto-Mow Standard Boundary Cable

The 3.4 mm green Robot mower boundary cable is a high-quality cable that works for ALL robot mower installations. Just like the basic boundary cable, the cable is wrapped in hard plastic to keep the wire safe.

Available on drums with 50, 100, 150, 250, 500, or 800 meters and a 3.4mm diameter.

The 3.4 mm can be used for all cable machines, although a few machines cannot use the 800 meter size spools. 

Auto-Mow Premium Safety Boundary Cable

The 3.8mm Premium Safety Cable is a choice for the most professional installers in the market and provides an almost break-free solution.

The premium cable has 3-layer protection and is designed for Dealers/Installers who deliver high-quality installations.

The specific net protection is made to prevent damage to the wires, giving the robot a faultless signal. Rest assured that it will protect against regular garden equipment and rodents in the garden.

The cable also comes with a 10 years warranty, and we are proud to say we are the only ones in the world to offer such a warranty.

The 3.8mm also comes in an orange color. This can be used for a second installation in the same garden, or to have a better visual view below ground. The orange version of our green Impact Safety Cable has the exact same features as the green version. 

How to Choose the Right Boundary Wire

It’s crucial to pick the correct boundary wire. The wrong kind of wire might cause issues with your mower, including lower battery life, ineffective mowing, and even the mower leaving your property. When selecting a boundary wire for your robotic lawn mower, you should consider a few things.

1.  Thickness and Flexibility

In most cases, the wire will perform better if it is both thicker and more flexible, as it will be less probable for it to break. As such, a boundary wire that is thicker will be sturdier and will last for a more extended period of time. This will be substantial enough to endure the elements and will have a long lifespan.

2. PE Outer Jacket Plastic

A boundary wire that has been coated in PE is another viable alternative. This particular variety of wire is resistant to the effects of the weather and will shield the wire from exposure to the elements. The best plastic variation of PE plastic is the HDPE, and is the only one Auto-Mow uses for all our boundary cables.

3. Price of the Boundary Wire

The cost of the boundary wire is another key consideration to make. You do not want to spend excessive money on the wire, but you also do not want to skimp and choose a really inexpensive and fragile wire. In other words, you will always get what you pay for, so keep this in mind.

The Best Boundary Cable

Auto-Mow boundary cables are of good quality and developed in collaboration with our dealers to guarantee that they meet the required standard. The boundary cables that we provide are suitable for use in any installation of a robotic lawnmower. We have varieties you can choose from that range from Basic boundary cables to Safety boundary cables. 

Your automated lawn mower cannot function properly without a high-quality boundary wire. The correct kind of boundary wire will be long-lasting, resistant to the effects of the weather, and thick enough to endure the pressures of the environment. The cost of the boundary wire is another crucial factor to take into consideration. However, selecting the boundary wire with the lowest price tag is not always the best option. A boundary wire of higher quality will not only endure longer but also be less prone to break and, thereby, cheaper for you as an installer in the long run.

Shop from us today! 

The post Boundary Wires for Robotic Mowers – Good to know! appeared first on AM-Robots.

Plastic and cable are being left in the ground, and many cable machines runs on Gasoline.
Initially, we can conclude that robot mower installation was not eco-friendly or sustainable. However, environmentally safe products are an essential requirement nowadays, as they should be. We at AUTO-MOW are not only aware of that fact but also deeply passionate about green robot mower installations – and we want to “go green” where this is possible.

New Eco-Friendly Solutions for the Robot Mower Industry

Since day one, AUTO-MOW has been working hard to revolutionize the robot mower industry by creating innovative and cost-effective gardening solutions. So naturally, this mission includes being on the right side of history. Therefore, we decided to offer eco-friendly, earth-safe AUTO-MOW products. These include biodegradable pegs, extreme biodegradable pegs, recyklable packaging and battery-powered cable machines. 

Did you know that biodegradable pegs decompose after only one to two years in the ground? Because of this, robot mower installers all over the globe opt for the green solutions we offer at AUTO-MOW. 

After all, we know it’s mostly impossible for the installers to gather the spikes once they install underground, making biodegradable pegs a must-have for those wanting a sustainable garden. Furthermore we use recycled wood for our spools. So let’s look at the details and the essential benefits of AUTO-MOW’S green products.  

Compostable Biodegradable Pegs

Did you know that most installers leave the boundary cable underground after reinstalling a new one? A study showed that 90 percent of installers do this. However, our biodegradable pegs make it easier to rid the Earth of old cables and leave an excellent, clean installation underground. 
All you need is just one cable and one set of pegs. Additionally, a study proves that biodegradable pegs have identical strength and endurance as plastic ones. 

These Earth-friendly pegs are a considerable step up from the plastic ones we have used for many years. In addition, the pegs approved by the EU regulations decompose after 1-2 years and turn into compost. Fantastic, right?
Importantly, AUTO-MOW’S biodegradable pegs have the same quality and endurance as regular plastic pegs. Also, these environmentally-friendly pegs are cost-effective. 

Compostable Extreme Biodegradable Pegs

At AUTO-MOW, we went a little further to perfect our robot mower green installation and decided to create extreme biodegradable pegs. The unique thing about those is the anchors on the edges, which enable a firmer grip on the ground. These also start to decompose after 1-2 years.
The extreme biodegradable pegs are a much greener option than plastic ones since those make it impossible to remove the cable from the ground after years of usage. In addition, since bio pegs decompose, they make it very easy to rid our precious Earth of old wires. 

Portable Winch Cable Machine – PWM 600MH-Li

Typically, cable machines run on gas. However, AUTO-MOWS gardening hero enables emission-free operation because it runs on a 600 MH-Li battery. This unique cable machine works excellently to optimize installation and make installers’ work way more manageable and, what’s critically important at this point, sustainable and eco-friendly. 

AUTO-MOW’s battery-powered cable machine can install a wire from any robot manufacturer with configurable wire reel support. Moreover, the device supports up to thousand-meter rolls. The portable winch cable machine will install 600 meters per hour, 4-6 centimeters underground, thanks to the 1.0kW brushless motor for Lithium-Ion batteries 80/82V. 

Also, this portable cable machine weighs only 38 kg. Still, it can spool up to 1000 meters of cable and has a reversible hardened steel blade capable of fighting obstacles underground. 
Moreover, it allows using most wire reels up to 800 meters and offers many possibilities regarding configurations. Therefore, it truly is the best eco-friendly cable machineon the market right now.

Wooden Garages

Recyclable Packaging

More than one product, or product packaging, in the Auto-Mow’s collaction is made out of recycling material.

Some examples of this would be our cardboard boxes, recyklable plastic on the packaging of the Robot ReDirect and the wooden spools, which are not only good for the environment but also provide a better quality, and therefore a lower margin of error in the production.

At Auto-Mow the believe is that even small things can make a difference. Therefore productdevelopment is made with a green focus to refine the quality of the products while improving the world we all are a part of.

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Tidab cooperates with Over 150 swedish retailers

The highly-developmental and innovative Tidab crew are general Robomow and Belrobotics distributors for Sweden. In fact, the company is a massive player in the garden industry, providing first-class products in the lawnmower business for decades now. In addition, Tidab also specializes in providing training, support, service, and assistance to all its dealers.

With such a thriving business, it’s only natural for the company to be at the forefront of the gardening industry with its highly-functional and cost-effective solutions and technology. The AUTO-MOW-Tidab collaboration was thus a natural next step for both companies to reach their goal of offering the best robot mower equipment and accessories.

From a dedicated machine service to a well-established agency

Traktor & Maskinservice has been a pioneering repairing company since 1977, focusing on professional repairs at humane prices. The company then specialized in agricultural machinery such as tractors and combine harvesters. The unique thing about this company was its diligence and passion.

For example, the founder Thomas Ove Kjellin lived right next to the workshop and thus provided repairs for his clients whenever they needed them. Whether it was during working hours or not. That spirit of service still lives with Tidab even now, so we at AUTO-MOW felt this collaboration is the next massive step.

Tidab Is now the biggest brand in the swedish Robotic Lawnmower industry

In 1990, the company started selling lawnmowers, both hand, and ride-on mowers, from well-known and valued brands like Klippo, Toro, Snapper, and Murray. In 2007, Traktor & Maskinservice became the general agency in Sweden for friendly robotic lawnmower Robomow and changed its name to Tidab.

Two years later, Tidab became the leading Belrobotics distributor, including the world’s most giant robotic mower, sized up to 20,000 m² (BIGMOW). This accomplishment led other big agencies in the gardening industry to turn to Tidab and cooperate, with AUTO-MOW being the newest addition to the leading pack in the business.

Tidab is one of the largest Auto-Mow solutions distributors

Both Tidab and AUTO-MOW are equally excited about this deal. Tidab’s website states that the company is thrilled they became the newest distributor for all robotic lawnmower innovative solutions created by AUTO-MOW. Since both companies emphasize quality, credibility, innovation, and service, it’s only logical for Tidab to join in AUTO-MOW’s loyal family of distributors.

As of recently, Tidab is offering AUTO-MOW’S broad range of robotic lawnmower products, including boundary cables, installation materials, robot lawnmower blades, tools and troubleshooting.

AUTO-MOW Is proud that our first-class products are in valued and trustworthy hands

Over at Tidab, they state that the service counts as their biggest strength. Naturally, therefore, they know robotic mower machines inside and out. Since our products are precisely the crucial parts of those, we’re optimistic the collaboration will create new value for our customers all over Sweden.

After all, getting local maintenance and repairs is a huge benefit to all garden industry workers using robotic lawnmowers in their business. In Tidab, they get expert help and the market’s best care.

Moreover, Tidab is continuously updating its product line with ground-breaking robot lawnmower solutions, all the while working to improve its training and service for dealers and customers.

AUTO-MOW Is a part of the Influential pack in the Robotic Lawnmower Industry

Our vision was clear from the start – to support gardening professionals in the industry with sheer competence, innovative tools, and products. With Tidab as our newest trusted partner, AUTO-MOW is elevating the standards of quality, functionality, assistance, and reliability.

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