B&R Industrial Automation

What B&R Industrial Automation does

B&R Industrial Automation GmbH, founded in 1979 and headquartered in Eggelsberg, Austria, operates as the Machine Automation Division of ABB Group. The company designs and manufactures open-architecture industrial automation systems — PLC controllers (X20, X90), modular I/O (X20, X67, XV), motion control drives (ACOPOS P3, ACOPOS 6D planar motors), vision systems, safety technology, industrial PCs, HMI, robotics integration, and mobile automation controllers. Its technical platform is anchored by POWERLINK, an IEC-standardized real-time Ethernet protocol with 100 Mbit/s throughput and ±100 ns synchronization; reACTION Technology, which executes function-block programs directly on I/O modules with response times as low as 1 microsecond; the mapp modular software framework for application development; and controller/network redundancy solutions for high-availability machines.

The company serves industrial manufacturers across 14+ verticals, including automotive, life sciences, packaging, plastics, energy, battery, printing, textiles, mobile machinery, metalworking, maritime, semiconductors and electronics, environment/recycling, and additive manufacturing. Geographically, B&R operates across Europe, Asia, North America, and South America with localized websites in more than 30 countries and a regional headquarters in Campinas, Brazil. Distribution combines direct enterprise sales for complex automation projects with a Value Provider Program of system integrators and channel partners, supported by an online customer portal and a community forum for developers and engineers.

B&R generates revenue through three streams: hardware sales (PLC systems, I/O modules, industrial PCs, motion control, robotics, vision, safety), software licenses (mapp Technology, Automation Studio), and professional services (consulting, project engineering, field service, repairs, remote access, and training through B&R Academy). Pricing is enterprise-quoted and not publicly disclosed. The company is led by CEO Florian Schneeberger, who also serves as Division President of ABB Machine Automation, and is wholly owned by ABB Group.

Name

B&R Industrial Automation

Legal name

B&R Industrial Automation GmbH

Website

https://br-automation.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

B&R Industrial Automation, founded in 1979 in Austria and operating as ABB's Machine Automation Division, designs open-architecture PLC, I/O, motion control, vision, and mechatronic systems for industrial manufacturers. It serves 14+ verticals including automotive, packaging, life sciences, and battery production across 30+ countries.

Ownership category

akta.pro rank

Product category

Industrial Automation

NAICS

Instruments and Related Products Manufacturing for Measuring, Displaying, and Controlling Industrial Process Variables (334513), Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451), Computer and Peripheral Equipment Manufacturing (33411)

SIC

Electronic & Other Electrical Equipment (No Computer Equip) (3600), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Industrial Controllers & Control Systems (PLCs, PACs, CNC Controllers) (IMAHAHAH)

akta.pro secondary industries

Motion & Machine Control (CNC, Robotics Controllers, Servo/Motion Controllers) (IMAGABAG), Industrial Automation Software (SCADA, HMI, MES, Historian) (IMAHAHAJ), Factory Automation & Control Systems (PLC/SCADA/DCS) (IMAIAMAA)

Keywords

• Industrial automation systems
• PLC controllers
• Motion control drives
• Machine automation
• Real-time industrial Ethernet

Headquarters

HQ city

Eggelsberg

HQ country

Austria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Technology or R&D, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Hardware Products: Sale of industrial automation hardware including PLC systems (X20, X90), I/O modules, industrial PCs, motion control systems, robotics, vision systems, and safety technology.
2. Software Licenses and Solutions: Software products including mapp Technology framework, Automation Studio development environment, and specialized automation software modules.
3. Services: Comprehensive service offerings including consulting, project engineering, field service, repairs, remote access, and training through B&R Academy.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

B&R Industrial Automation designs, manufactures, and sells industrial automation hardware and software for machine builders and end-user manufacturers worldwide. The portfolio spans PLC controllers (X20, X67, X90 Mobile), motion control drives (ACOPOS P3, ACOPOS 6D planar motors), modular I/O systems (X20, X67, XV), industrial PCs, HMI, vision systems, safety technology, robotics integration, mobile automation, and the mapp Technology software framework. Core enabling technologies include the POWERLINK real-time Ethernet protocol and reACTION Technology for ultrafast decentralized I/O response.

Product overview

B&R Industrial Automation is a division of ABB offering a comprehensive industrial automation portfolio organized as a platform-plus-modules architecture. The core offerings include the X20 System (compact PLC controllers with integrated POWERLINK/Ethernet interfaces), X67 System (robust modular I/O), and X90 Mobile Control System (for commercial vehicles and outdoor applications). Key enabling technologies include reACTION Technology (decentralized program execution with 1 microsecond response times), POWERLINK (real-time Ethernet as IEC standard), and redundancy solutions for high availability. The portfolio spans PLC systems, I/O systems (X20, X67, XV valve connections), motion control (ACOPOS servo drives including new ACOPOS P3), mechatronic systems (ACOPOS 6D planar motor technology), vision systems, safety technology, robotics integration, mobile automation, Industrial IoT, and software (mapp Technology framework). The company emphasizes open architectures, adaptive manufacturing, and IIoT integration across industries including automotive, life sciences, packaging, plastics, energy, and battery production.

Differentiator

Problem solved

Functional benefit

Brands

• mapp Technology: Software framework for rapid machine application development
• POWERLINK
• reACTION Technology
• ACOPOS
• X20 System
• X67 System
• X90 Mobile

Products and services

• X20 System PLC Compact PLC control system with integrated POWERLINK, Ethernet, USB and RS232 interfaces in a 37.5mm-wide form factor including power supply. Modular expandability through interface slots for additional fieldbus protocols; available in Compact-S, Embedded, and full PLC variants for handling diverse automation tasks. Targeted at industrial OEMs and machine builders across discrete manufacturing.
• X67 System I/O Modular I/O system with robust construction for industrial environments, offering higher immunity to environmental factors compared to the X20 system. Supports distributed installation across machines and plants. Targeted at industrial manufacturers needing rugged, decentralized I/O.
• XV System I/O I/O system providing space-saving peripheral connections with direct fieldbus connection on pneumatic valves from manufacturers including Bürkert, Festo, Rexroth, Norgren, and SMC. Targeted at machine builders integrating pneumatics with automation control.
• X90 Mobile Control System Mobile controllers for commercial vehicles and outdoor applications, featuring ARM processor and CAN, Ethernet, and POWERLINK interfaces. Available with integrated SafeLOGIC safety controller (X90 Safety Controller) and compact CP150 variant. Targeted at commercial vehicle OEMs and outdoor/mobile machinery manufacturers.
• ACOPOS Motion Control Drives Motion control solutions including ACOPOS P3 servo drives and ACOPOS 6D planar motors for high-performance, precise positioning and speed control in industrial machinery. Targeted at machine builders requiring high-precision motion and complex motion profiles.
• ACOPOS 6D Planar Motor Planar motor technology product for conveyor applications enabling contactless material transport with high precision. Targeted at manufacturers needing flexible, high-throughput conveying without traditional mechanical constraints.
• Vision Systems

Quantifiable outcome

• Response times reduced to 1 microsecond with reACTION Technology
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature6 records

Partnerships

One partnership is on record.

• ABBcoreStrategic or Co-development PartnerB&R Industrial Automation is a division of ABB (ABB Machine Automation Division). As part of ABB, B&R has access to global resources, R&D capabilities, and distribution networks while maintaining its brand identity and product portfolio focused on machine automation.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mitsubishi Electric:
• Rockwell Automation: Rockwell Automation is the leading North American PLC and motion control vendor via Allen-Bradley/ControlLogix, with a comparable enterprise-focused GTM in discrete and hybrid industries. It competes head-to-head with B&R in PLCs, drives, and integrated automation for OEMs and end users.
• Beckhoff Automation: Beckhoff is a German-based direct competitor offering PC-based control with EtherCAT real-time Ethernet, TwinCAT software, and a comparable PLC/I/O/motion portfolio. It is the principal rival to B&R's POWERLINK-centric open-architecture value proposition in European machine automation.

Broad incumbents

• Siemens: Siemens is the global market leader in industrial automation via its SIMATIC PLC family and broader Digital Industries portfolio. It directly competes with B&R's X20/X90 PLCs, I/O, motion, and HMI offerings across all of B&R's served verticals, with substantially larger scale and channel depth.
• Schneider Electric: Schneider Electric offers the Modicon PLC line as part of its broad industrial automation and energy management portfolio. It is a global incumbent that competes with B&R across machine automation, with particular strength in process and infrastructure-heavy verticals.

Market position

Competitive moat5 records

Key risks5 records

Key highlights1 record

Customer concentration

• YouTubeyoutube.com/berneckerrainer
• LinkedInlinkedin.com/company/300516
• Instagraminstagram.com/brautomation
• Xx.com/br_automation

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about B&R Industrial Automation