Spain and Portugal: a growing robotics market with a service gap

The Iberian robotics market is expanding, but after-sales support is lagging

Spanish and Portuguese manufacturers are adopting robotics at an accelerating pace, driven by labor shortages, EU digitalization funds, and a competitive export sector. According to IDC, the European robotics market is projected to grow at a compound annual growth rate of 8.9% through 2026, with Spain and Portugal among the faster adopters in Southern Europe (source: IDC, accessed 2026-02-27). Yet this growth is not matched by a mature service ecosystem. Most robots in the region are installed by integrators who focus on the initial sale and commissioning, but after-sales support is often fragmented, slow, and dependent on the original equipment manufacturer (OEM) or the integrator’s availability. For Chinese robotics manufacturers entering this market, the gap is both a risk and an opportunity.

Market size and growth drivers

Spain is the fourth-largest economy in the Eurozone and has a strong automotive, food and beverage, and logistics sector. Portugal, while smaller, has a rapidly modernizing manufacturing base and a growing tech hub in Lisbon. Both countries benefit from EU recovery funds that encourage automation and digitalization. IndexBox data indicates that the Iberian machinery market, which includes robotics, has seen steady import growth, with China emerging as a key supplier (source: IndexBox, accessed 2026-02-27). However, the installed base of robots in Spain and Portugal is still relatively young, meaning many systems are under warranty or just entering the post-warranty phase.

Key sectors driving demand

• Automotive and components: Spain is a major car manufacturer, with plants from SEAT, Ford, and Renault, all using robots for welding, assembly, and painting.
• Food and beverage: Both countries have strong agri-food industries, with robots used for packaging, palletizing, and quality inspection.
• Logistics and e-commerce: The rise of online retail has spurred investment in automated warehouses, particularly in Madrid, Barcelona, and Lisbon.
• Electronics and consumer goods: Portugal has a growing electronics cluster, and Spain has significant appliance manufacturing.

The service gap: what it means for end users

End users in Spain and Portugal report several pain points when it comes to after-sales service. First, response times are often long. A typical service request can take days to get a technician on site, especially outside major industrial hubs. Second, spare parts availability is inconsistent. For non-European brands, parts may need to be shipped from Asia, leading to weeks of downtime. Third, there is a shortage of certified technicians who are familiar with the specific robot models. Many integrators offer basic maintenance, but they may not have deep expertise in the latest Chinese robotics platforms. Finally, language and time zone barriers can complicate remote diagnostics and support.

Why the gap exists

The service gap is not due to a lack of demand but rather a lack of investment. Most robotics vendors, especially those from Asia, enter the European market with a focus on sales, often through distributors who are not equipped to provide comprehensive after-sales care. The result is that end users are left to fend for themselves, relying on in-house maintenance teams or third-party repair shops that may not have the right training or parts. This situation is particularly acute for smaller and medium-sized enterprises (SMEs) that do not have the resources to maintain a full-time robotics engineer.

Opportunity for vendors who build local service early

For Chinese robotics manufacturers, the Iberian market offers a strategic entry point into Europe. By establishing a local service presence early, they can differentiate themselves from competitors who treat after-sales as an afterthought. A local service network can provide faster response times, a stock of critical spare parts, and trained technicians who can handle installation, maintenance, and repair. This not only improves customer satisfaction but also builds long-term loyalty and generates recurring revenue from service contracts.

Moreover, the regulatory environment in the EU is becoming stricter regarding product compliance and safety. Having a local partner who understands CE marking, machinery directives, and other regulations can help vendors avoid costly delays and penalties. A local service network can also assist with documentation, risk assessments, and compliance checks, making it easier for vendors to sell and support their robots in the region.

Building a service network: key considerations

To succeed, a service network must be built with the local market in mind. This includes hiring technicians who speak Spanish and Portuguese, establishing a parts warehouse in a central location (e.g., Madrid or Lisbon), and offering flexible service contracts that meet the needs of different customers. Remote support should be available in multiple languages, and response times should be clearly defined in service level agreements (SLAs).

Another important factor is training. Vendors should invest in training local technicians on their specific robot models, including software updates, diagnostics, and repair procedures. This can be done through a train-the-trainer model, where a few local experts are certified and then they train others. Additionally, vendors should consider offering online training modules and documentation in local languages to empower end users to perform basic maintenance themselves.

Comparison table: market factors and implications for service

Challenges and how to overcome them

Building a service network from scratch is not without challenges. Finding qualified technicians can be difficult, as robotics expertise is still scarce in the region. To mitigate this, vendors can partner with local technical schools or universities to create training programs. Another challenge is the cost of maintaining a parts inventory. However, by analyzing the installed base and predicting demand, vendors can stock the most critical parts and use just-in-time delivery for others.

There is also the question of scale. For a vendor with only a few hundred robots installed in the region, a full-fledged service network may not be economically viable. In such cases, partnering with a third-party service provider, such as a local service network being set up, can be a cost-effective solution. These networks can offer a certified technician network being assembled, which provides access to trained professionals without the overhead of hiring full-time staff.

Conclusion

The robotics market in Spain and Portugal is growing, but the service infrastructure is not keeping pace. For Chinese manufacturers, this is a clear opportunity to differentiate by investing in local after-sales support. By doing so, they can build trust, ensure customer satisfaction, and establish a strong foothold in the European market. The time to act is now, before competitors fill the gap.

Sources

• IndexBox — https://www.indexbox.io/ (accessed 2026-02-27)
• IDC — https://www.idc.com/ (accessed 2026-02-27)