The name has changed, but the performance that turf managers have come to associate with the large, bright blue fairway mower from FireFly Automatix remains the same.
FireFly Automatix, which burst onto the autonomous robotics scene for turf management three years ago with the goal of manufacturing “the best fairway mower on the market,” has officially rebranded as FireFly Robotics Inc.
Our name has always told part of our story, however FireFly Robotics more accurately aligns with the robotic technology we are deploying across the world.
The company, which was founded in 2010 in Utah for harvesting sod, is now registered in Delaware under its new name. The change, the company says in a news release, better reflects FireFly’s identity as a full-spectrum robotics technology company and its vision for a future of intelligent, autonomous systems and AI-supported robotic solutions.”
The renaming marks a natural evolution for a company that has spent more than 15 years pushing boundaries in robotics. What began with the industry’s first manned robotic harvester utilizing electric technology has grown into a sophisticated portfolio centered on automated robotic solutions with minimal human interaction.
“Our name has always told part of our story, however FireFly Robotics more accurately aligns with the robotic technology we are deploying across the world,” said Andrew Limpert, CEO of FireFly Robotics. “We are, at our core, a robotics company. Every innovation we’ve pursued — from operator-assisted autonomy to our Autonomous Mowing Platform (AMP) — has been in service of building smarter, more capable robotic systems. This name makes that mission unmistakable and fulfills the vision of pairing robotics and autonomy to serve the world’s best golf courses, sports turf, and premium turf growers.”
The company’s portfolio now centers around the AMP, which FireFly describes as “a physical AI solution engineered to deliver premium autonomous turf management with minimal human intervention.”
Designed for golf courses, turf farms and other large-scale grass surfaces, the AMP platform is an all-electric precision robotic mower that allows turf managers to maximize staff productivity and can also result in improved quality of cut and reduced operating costs.
The battery-powered AMP is quieter than conventional gas mowers and eliminates the risk of hydraulic and fuel spills, while also utilizing AI and machine learning to help turf managers optimize their operation.
We are, at our core, a robotics company. Every innovation we’ve pursued — from operator-assisted autonomy to our Autonomous Mowing Platform — has been in service of building smarter, more capable robotic systems
The product line, which includes the AMP platform as well as Manned Robotic Harvesters (MRH), still will be manufactured in Salt Lake City.
As FireFly’s growing fleet of fully connected robots adds to its data silos, the company looks toward developing an integrated ecosystem of robotic platforms capable of transforming how turf is managed through interconnected fleets of robots that communicate, coordinate and operate across entire properties.
The rebranding is a change in name only. Existing contracts, warranties, service agreements and customer relationships remain in effect. Products, documentation, and digital assets will be updated to reflect the new brand during the next several weeks. Customers and partners can expect direct communication from their FireFly Robotics contacts with relevant transition details.
