Around this year's Prime Day, robotic lawn mowers were pushed onto the promotional shelves of American and European e-commerce platforms.
In the United States, Mammotion's LUBA 3 AWD became an Amazon Best Seller in robotic lawn mowers. Segway Navimow, a Ninebot brand, ran promotions across the range: the i206 AWD fell from $999 to $849, while the i210 AWD dropped from $1,299 to $1,049. Ecovacs' Goat O1000 Lidar Pro was marked down from $1,500 to $1,199. Anker's Eufy E15 fell from $1,799.99 to $949.99, a discount of almost 50%.
Prices were falling in Europe as well. On Segway Navimow's European Prime Day page, the i205 AWD dropped from €899 to €799, while the i208 AWD was priced at €1,099. In the UK, the MOVA ViAX 300 fell from £519 to £404 on the official website. Earlier, during a spring promotion on the UK platform Yimbly, the MOVA ViAX 300 sold for about £431 after discounts, below the £479 price on Amazon at the same time.
Husqvarna has been cutting prices too. In May 2026, the Automower 410iQ appeared on Amazon in a limited-time promotion at $1,799.99, down $800 from $2,599.99. Replacement blades, a charging station and an EPOS GPS reference station were included. It was a substantial discount, but it looked more like a peak-season concession on one premium model than a reset of the brand's pricing system.
Chinese brands are putting boundary-wire-free navigation, vision, RTK, LiDAR and all-wheel drive into the $1,000-to-$2,000 range, and sometimes below it. The pressure on Husqvarna is not limited to one model. It reaches the pricing power the company has built around Automower over many years.
Automower has been on the market for a long time. Husqvarna has dealers, installers and after-sales service across Europe, as well as the trust of professional users. Buyers once chose a brand that promised fewer problems before looking closely at the specification sheet.
Now the specification sheet has moved to the center of the shelf.
Based on public channel prices, the Husqvarna 305E NERA has been reviewed in the UK at about £1,948. European dealer prices for the standalone machine and wireless packages generally fall between €1,700 and €2,200. New models such as the 405VE NERA and 410VE NERA are priced at roughly €2,249 to €3,299, while the higher-end 430V and 450V NERA go higher still.
Around Prime Day, Chinese brands pushed many wireless models to about €1,000, with some priced even lower. Consumers are not looking at a simple price difference. They are seeing similar headline features at very different prices.
European households have become less willing to spend several hundred euros more on a non-essential category. When €799 and $999 robotic mowers sit on the same e-commerce page, Husqvarna's core models at €2,000 to €3,000 need a new explanation for their price.
Husqvarna is filling gaps in its range. In 2026, it added AI Vision to the NERA line. In the UK, the new Aspire R6V, Automower 308V and 312V brought entry prices down to £999–£1,499 for small and medium-sized gardens.
Husqvarna sells more than a machine. It sells distribution, installation, service and brand credibility. For a traditional outdoor-power-equipment company, the pricing system also holds the dealer system together. If core products follow e-commerce platforms into deep discounting, dealer margins, installation services and long-term after-sales support will all be repriced.
Chinese brands are bringing the robot-vacuum playbook onto the lawn: launch quickly, lead with specifications, build demand through reviews and use platform promotions to gain users. Buyers once started by asking a dealer and comparing installation plans. More of them now search on Amazon, watch YouTube reviews and wait for Prime Day.
In November 2025, the European Commission opened an anti-dumping investigation into robotic lawn mowers from China. Husqvarna Group later commented that the Commission had launched the investigation on the basis of a substantiated complaint. In January 2026, the EU placed imports of robotic lawn mowers from China under registration, preparing for the possibility of retroactive anti-dumping duties.
This card can raise the cost of exporting directly from China to Europe. It can also force dealers and importers to recalculate inventory and retail prices. Chinese companies have moved quickly. Industry sources say some manufacturers prepared production capacity in Southeast Asia within a matter of months. One account holds that Sunseeker's Vietnamese facility, previously used mainly for power tools, shifted quickly toward robotic lawn mower production after the anti-dumping investigation began.
Anti-dumping targets “exports from China,” but companies can change the country of origin, supply chain and assembly stage. As long as European demand remains, brands will find ways to get products into the market.
Another industry account says that because Sunseeker's own-brand robotic mowers have been selling well, the company is less eager than before to take OEM orders. Chinese companies once stood mainly behind European brands as suppliers. Some are now using their own brands to capture growth directly.
The new price reference is already in the market.
What Husqvarna can still sell is fewer headaches. Reliability, a service network and years of maintenance support remain the basis for its premium.
Chinese brands still need to build local after-sales teams, spare-parts warehouses and dealer relationships. Once they can offer both “lower-priced” and “easy to own,” Husqvarna's premium will be recalculated.
What Husqvarna fears most is not that Chinese brands are cheap, but that they become reliable enough.
In July 2025, Husqvarna Group announced Glen Instone as its new CEO, and he formally took office in August. Instone previously led the Husqvarna Forest & Garden Division, the group's core business and the one most directly exposed to robotic mower competition. Husqvarna did not recruit an executive from consumer electronics. It elevated the head of its forest and garden business to lead the group.
Industry sources also say Husqvarna is strengthening R&D and localization in China. Public information remains incomplete, but the direction itself is worth watching. Pressure from Chinese brands is not confined to price lists. It also comes from product iteration, supply-chain responsiveness and engineering execution. If Husqvarna relies only on the development pace of its European headquarters, it will struggle to match Chinese companies launching a new generation every six months.
That leaves Husqvarna in a contradictory position.
On one side, it is using an anti-dumping investigation in Europe to resist price pressure from Chinese brands. On the other, if it wants faster iteration, lower costs and a stronger supply chain, it may need to move closer to Chinese engineers, suppliers and product-development rhythms.
Robotic lawn mowers are only one part of Husqvarna Group.
According to Husqvarna Group's 2025 annual report, net sales reached SEK 46.6 billion, about RMB 33.6 billion. Even if Chinese brands push prices down in robotic mowers, Husqvarna is not a company that can be broken by a single product category.
Foreign brands once felt this pressure mainly in the Chinese market. It is now playing out on the European lawns Husqvarna knows best.
Husqvarna is using anti-dumping measures against Chinese brands while it may also need to move closer to Chinese R&D and supply chains.
Whether it can use China's capabilities to compete against Chinese brands will be more important than this price war.
