Stalled in Uncertainty – the Machine Vision Market in H1 2024

Businessman spooked by uncertainty

In a year marked by general elections in over 100 countries, including 8 of the 10 most populous nations, global political dynamics are in flux. The United States faces significant political turmoil ahead of a pivotal election. Concurrently, two active war zones and heightened tensions around Taiwan, the Philippines, and Korea add to the global instability. Central banks worldwide are navigating perfect storms, balancing financial systems in acute imbalance with the conflicting needs of the real economy.

2024 was anticipated to be challenging for leading economies, particularly the industrial sector and hence the Machine Vision industry. However, the recession in the manufacturing sectors of the EU and Japan has proven to be more prolonged and severe than expected. Additionally, the increase in production output, reported by Chinese official authorities, no longer benefits Western OEMs as it once did.

Disclaimer: The information provided in this article is for informational purposes only and should not be considered investment advice. The author is not a registered investment advisor and is not affiliated with any brokerage or investment firm. Investing in the stock market involves risk, including the loss of principal. Readers should conduct their own research and consult with a financial advisor before making any investment decisions.

But let’s examine the key regions individually. Followers of our social media profiles and members of our VisionCrunch community are already familiar with the economic indicators used to monitor the manufacturing industry by country, as mentioned below. If you are not part of these groups, please refer to the section About our Indicators and Regional Market Segmentation in an earlier market update.

Fig. 1: Year-over-year change of industrial production output in the primary target regions of Machine Vision.
Fig. 2: Year-over-year change of industrial production output in the primary target regions of Machine Vision.

United States and Mexico

In June 2024, the US industrial production (light-orange line in Fig. 1 and Fig. 3) accelerated to the highest year-on-year growth rate since December 2022. The reading of 1.58% is still marginal but exceeds the H1’24 average of 0.23%, while June 2023 was also slightly above stagnation. Will this trend continue? Unfortunately, the July Manufacturing PMI for the US suggests otherwise, with a contraction reading of 49.6, coincidentally equal to Mexico (cyan line in Fig. 2 and Fig. 4). The Mexican Manufacturing PMI managed to stay in non-contracting territory throughout H1’24, although the year-on-year manufacturing output displayed high volatility, averaging 1.43% with a range from -3.0% to 5.1%.

The Biden administration released two major acts in 2022, totalling $400 billion in tax credits, loans, and grants, to bring manufacturing back to the US and decouple from China. However, a recent investigation revealed that approximately 40% of the projects funded by these acts have been delayed until after the November presidential election or paused indefinitely. The reasons are manifold:

  • Expected interest rate cuts by the Fed have been postponed to September/October 2024, making current investments unattractive.
  • Slower-than-expected demand for electric vehicles has led auto producers to delay expanding their production capacity.
  • China produces more EV batteries and about twice as many solar panels as global demand, causing eroding prices and unattractive investments in these sectors.
  • Some tax credit rules remain unclear, and Donald Trump has announced plans to cut down on such acts, leading to uncertainty and stalled investment activity, at least until November 2024.

The US government debt recently surpassed the $35 trillion mark. The unemployment rate rose for the fourth consecutive month to 4.3% in July. Despite new cycle highs in US manufacturing and construction employment, the pressure on the Fed to lower interest rates is immense to steer the economic development in a more positive direction. Should the conflict in and around Israel cool down, interest rates lower, policy certainty increase, and the semiconductor sector experience a cyclical upswing, the end of 2024 and all of 2025 could see positive developments for the North American manufacturing industry.

Fig. 3: Manufacturing PMI, primary target regions of machine vision.
Figure 4: Manufacturing PMI, selected target countries of machine vision.

Europe

The EU as a whole (light-red line) has been in the recession zone of industrial production, with rates mostly below -5% over the past 12 months. Germany, which hosts the largest industrial sector among European economies, is leading this downward trend with an M-PMI reading of just 43.1 in July and an average reading of 42.5 over the past year.

Following the recent general election in France, where the left-wing NFP won a slight majority, France is prone to instability with a policy gridlock despite the urgent need for political reforms. Concerns about the leftists’ impact on public debt and hence the Euro currency have caused the Euro and the CAC 40 stock market index to decline, while French government bond yields increased immediately after the election results. Additionally, the French M-PMI approached the detrimental levels seen in Germany in July, indicating a negative outlook for the Eurozone’s second-largest economy.

On a more positive note, Spain and the UK are the only larger economies in Europe with growth-indicating M-PMI readings for at least the three months from May to July 2024. Spain’s industrial production also showed a substantial year-on-year increase, rebounding from a relatively weak 2023.

Japan and Korea

In March 2024, the Bank of Japan ended its policy of negative interest rates after eight years, while Japan’s public debt reached 238% of GDP amid an overaged population. The volatile Japanese Yen appreciated by around 10% against the USD in July alone, though this gain is insufficient to counteract its devaluation of up to 29% since March 2022. Such volatility not only has detrimental effects but also creates uncertainty, dampening investment activity. Japan’s industrial production (dark green line in Fig 1 and Fig. 3) plummeted by -7.3% in June, with an average decline of -3.28% in the first half of the year. The Manufacturing PMI bottomed out at 47.2 in February 2024. Although sentiment has generally improved since then, it only entered growth territory once, in May. Automotive production volume fell by more than 10% year-on-year in H1 2024, though there are early signs of an upswing in semiconductor manufacturing equipment.

In contrast, South Korea (light-green line in Fig. 1 and Fig. 3), which traditionally accounted for just under half of Japan’s sales volume in Machine Vision components sales, presents a more optimistic picture. Industrial production surged by 12.9% year-on-year at the start of 2024, led by automotive manufacturing, and maintained its growth trajectory throughout the first half of the year. Since May, South Korea has led the M-PMI ratings of Machine Vision’s primary target markets, with readings well above 51. With inflation nearing the 2% mark and an uptick in domestic consumption, the Korean economy appears to be leading over all G7 countries in recovering from the post-COVID turmoil.

India and Southeast Asia

India’s (green line in Fig. 2 and Fig. 4) industrial production growth averaged a robust 5% in H1 2024, supported by consistently positive sentiment among purchasing managers, with M-PMI readings ranging between 55 and 59 over the past 25 months. However, Prime Minister Modi’s ability to implement pro-economic policies has been complicated by a diminished majority following June’s general election. The much-anticipated reform of the Indian legal system now seems less likely, potentially hindering accelerated growth. Nevertheless, the relocation of production capacity from China remains a key driver of the boom in India’s manufacturing sector.

Automotive manufacturing is a cornerstone of Indonesia’s economy and labor market. Yet, in the first seven months of 2024, automotive production volume plummeted by 18.5% to 666,000 units. Initiatives like Subang Smartpolitan aim to boost manufacturing automation in Indonesia and beyond, particularly in automotive production, laying the groundwork for increased use of Machine Vision technologies. Simultaneously, Foreign Direct Investments, largely directed towards local manufacturing facilities, increased by 16% year-on-year in H1 2024. We expect the manufacturing sector in this country of 270 million people to expand in the coming years.

Thailand’s politics are in turmoil, the Philippines are struggling to develop a maritime oil field crucial for their energy supply amid disputes with China, and the potential annexation of Taiwan by China remains a matter of military success and economic risk. With a poor 2023, Taiwan recorded an average year-on-year industrial production growth of 10.5% in H1 2024, primarily driven by its chipmaking activities. Southeast Asian countries with political stability, such as Vietnam, Malaysia, and Singapore, also show positive sentiment scores and solid growth rates in their manufacturing output, offering great opportunities for cost-effective, easy-to-use Machine Vision technologies.

Short- and long-term strategies for Machine Vision players

In the absence of growing end-user consumption, the lack of skilled workers, increased labor costs, and expanding quality and profitability requirements continue to drive manufacturing automation and, consequently, machine vision sales. The purchasing power of average citizens in many developed countries is gradually eroded by inflation, political policies, and public debt, leading to long-term dampened consumption.

Today’s developing countries, which will be home to over 6 billion people by 2050, are and will continue to be the primary drivers of global growth in end-user consumption. These consumers are beginning to improve their living standards with low-cost products that need to be produced as cost-effectively as possible. Over the coming decades, the demand for products of higher quality, complexity, and value will grow.

Ambitious Machine Vision component and solution OEMs can benefit from these market developments with cost-optimized designs and a focus on applications with clear business cases in these countries.

Would you like to learn more about market trends by country or the developments in specific industries?

The team for Machine Vision market research Vision at Vision Markets is happy to support you with custom analyses. We answer crucial questions and help you design winning business strategies based on your technology stack, market access, and growth targets. Reach out to us now!

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SEO update: The top 10 frame grabber brands in Q2/2024

Our Q2/2024 SERP report for CoaXPress frame grabbers show a spectacular comeback by Teledyne Dalsa. Key players leave little room for new entrants, ranking more than one page in the top 10. Yet one newcomer made it in June.

As part of our search engine ranking position reports (SERP), we track the organic Google rankings for the keyword “CoaXPress frame grabber” rather than just “frame grabber” because this latter phrase includes many software products not related to the machine vision industry. Vision Markets does, however, run other reports for its clients for more specific market segments and keywords, including benchmarking with selected competitors.

SERP CoaXPress frame grabber

Disclaimer:

The chart above shows the organic search results for the keyword “CoaXPress frame grabber” in Google.com in the US. They may not reflect results in other countries or Google’s personalized search results based on individual user behavior. This reports only gives a general indication of the search engine power of websites and brands for this specific keyword.

The comeback of Teledyne DALSA

The CoaXPress frame grabber SERP results have always been less volatile than other keywords, with a strong domination by Euresys, Kaya Instruments and Bitflow. Teledyne DALSA had dropped off the chart in November 2023 to reappear in March 2024. In our Q1/2024 report, we were curious to see if this was the beginning of a comeback. Q2/2024 shows it definitely was, with teledynedalsa.com ranking in the top 10 every month since March and reaching #3 in June.

We were also looking forward to see if Basler was back for good. The domain jumped to rank #8 in April and May but dropped off the top 10 again in June so this is still to be confirmed.

Little space for new entrants

We already noted in our last report a trend for key players to rank more than one page in the top 10 search result for the “CoaXPress frame grabber” keyword. This is even more the case in Q2/2024 as Active Silicon, Kaya Instruments, and Euresys all rank two pages in the top 10. This makes it even more difficult for domains with a lower authority to enter the top 10.

Gidel, who entered the chart in November 2023 for the first time, succeeded in maintening on rank #10 in April and May again. But even more interesting: we have an all-new player in the chart in June. Aegis Electronic Group is the surprise of this quarter on rank #10. Will they be able to stay in the top 10 in the future?

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SEO update: The top 10 machine vision software brands in Q2/2024

SERP report machine vision software

A lot of changes in the Q2/2024 update of our SERP report for machine vision software. Zebra is now taking on the legacy of Adaptive Vision and new players challenge the lower end of the chart.

Vision Markets constantly monitors organic search engine rankings of its clients and their competitors. This gives us a good overview on which brands are the strongest for various segments of the machine vision market.

Disclaimer:

The chart above shows the organic search results for the keyword “machine vision software” in Google.com in the US. They may not reflect results in other countries or Google’s personalized search results based on individual user behavior. This reports only gives a general indication of the search engine power of websites and brands for this specific keyword.

Viso.ai losing ground, Zebra on the rise

The top 3 of our SERP report (Search Engine Ranking Position) for the keyword “machine vision software” has always been very stable, with Cognex, Viso.ai and MVTec struggling for the gold, silver or bronze medals- In Q2/2024 however, we see Viso.ai losing ground for the first time, dropping to rank #3 and even rank #4 in June. Get-cameras.com still performs surprisingly well on that keyword and even makes it to the podium.

Another major trend of this quarter is the completion of the takeover of Adaptive Vision by Zebra from an SEO perspective. We had already noted indications in our Q1/2024 report, adaptive-vision.com leaves the top 10 ranking in May, while zebra.com made a jump start at rank #4 in May and June.

More new players in the lower end of the chart

In Q1/2024, we saw Advantech enter the top 10 ranking for the first time in February. The domain confirmed it was here to stay in Q2/2024.

Reddit has been a game changer in our chart since the beginning of 2024. Although it slipped down by two ranks in Q2/2024, it still blocks a slot for machine vision software vendor websites in the search result list. In June, a YouTube video entered the top 10 as well with similar consequences. With MVTec now ranking a second page in the top 10 results, room is getting scarce for other companies like Trust Radius, Euresys, or NI.

This is even more the case with two more new domains entering the chart in June: online vendor machine-vision-shop.com and Keyence. Are these one-time spikes or will these domains remain in months to come as Advantech did? Stay tuned and subscribe to our newsletter to receive or SERP report updates per email!

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SEO update: The top 10 machine vision light brands in Q2/2024

SERP ranking machine vision light

Vision Markets’ SERP report for Q2/2024 shows an even stronger position of Smart Vision Lights, the fallback of Banner Engineering and two newcomers in the top 10.

Vision Markets’ Search Engine Ranking Position reports monitor the SEO performance of top domains for major keywords of the machine vision industry. We also offer our clients custom reports with more specific keywords to monitor their own performance and compare it with selected competitors.

Disclaimer:

The chart above shows the organic search results for the keyword “machine vision light” in Google.com in the US. They may not reflect results in other countries or Google’s personalized search results based on individual user behavior. This reports only gives a general indication of the search engine power of websites and brands for this specific keyword.

Edmund Optics on the rise

As in previous reports, the top 3 of the chart for “machine vision lens” remains very stable with Smart Vision Lights, Cognex and Advanced Illumination dominating the game. If you think you can’t get better than #1, Smart Vision Lights shows how it goes. The company now ranks a second page in the top 10 search results. We saw that happen for the first time in Q1/2024, it happened again in Q2.

Edmund Optics has been slowly but steadily progressing since November 2023 and ranked #4 in June 2024. This is a consistent trend we observed for other keywords such as “machine vision cameras” and “machine vision lens”: Edmund Optics is doing a great job with SEO, making edmundoptics.com a top domain across the board in the machine vision industry, and still progressing.

Banner Engineering falling back

Banner Engineering had been progressing since Q4/2023, reaching rank #4 in January 2024. Unfortunately, the downward trend observed in Q1/2024 continued in Q2. The domain fell down to rank #10 in May, its worst performance in a year.

Newcomers in the second half of the chart

In our Q1/2024 report, we were surprised to see a newcomer, TPL Vision, ranking #7 two months in a row. Unfortunately, this domain could not confirm the performance in Q2 and dropped off the top 10.

We see two other newcomers this quarter though: Metaphase Lighting Technologies made it to the rank #9 in April, but disappeared again in May and June. Will they be able to come back in months to come? Another interesting newcome is Digikey. The domain appeared for the first time in June on rank #8. This being a larger organization with a strong domain, it will be interesting to monitor in our next report if Digikey is here to stay.

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SEO update: The top 10 machine vision lens brands in Q2/2024

In Q2/2024, Kowa continues its progression while Cognex and Schneider-Kreuznach confirm their entry into the top 10 machine vision lens domains.

At Vision Markets, we constantly monitor the performance of our clients’ website in search engines with the organic search engine ranking position (SERP) for their keywords, which we compare to that of their competitors. While our clients’ target keywords may be more specific, we also track more general search phrases such as “machine vision lens”, which gives us an overall indication of the top players in that segment.

Disclaimer:

The chart above shows the organic search results for the keyword “machine vision lens” in Google.com in the US. They may not reflect results in other countries or Google’s personalized search results based on individual user behavior. This reports only gives a general indication of the search engine power of websites and brands for this specific keyword.

Movement in the top 3

Our Machine Vision Lens SERP report has been dominated by Edmund Optics, Thorlabs and Tamron for a long time, but we saw some change happening in Q2/2024. Edmund Optics’ ability to to rank two pages in the top 3 since January had Thorlabs and Tamron slip down a little. In June, however, Opto-Engineering and Kowa rose to ranks 2 and 3, which had not happened for a year. Was that a one-time spike or are the two domains here to stay? We will monitor this in our next reports…

Cognex and Schneider-Kreuznach here to stay

In our Q1/2024 report, we saw Cognex.com appearing on rank #8 in March. Our Q2 data confirms this trend with Cognex maintaining a solid position at that level. Another newcomer of Q1 is the new kid on the block: Schneider-Kreuznach confirms its entry into the top 10 in all three months of Q2.

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SEO update: The top 10 machine vision camera brands in Q2/2024

SERP report machine vision camera

The Q2/2024 update of our Search Engine Ranking Position report (SERP) shows continued domination by flir.com. Newcomer OpenMV loses ground while Balser finally comes back to the top 5.

Vision Market’s SERP report is a good indicator of the leading brands for key product categories in the machine vision industry. In Q1/2024, we had noted that flir.com, the long-time #1, strengthened its position even further by ranking two different pages of its website in the top 10 search results. This trend continued in Q2/2024 with the second page ranking moving up the chart. This came at the cost of Allied Vision, that had been steady on ranks 2 or 3 for months and now dropped down to 4 and 5.

Disclaimer:

The chart above shows the organic search results for the keyword “machine vision camera” in Google.com in the US. They may not reflect results in other countries or Google’s personalized search results based on individual user behavior. This reports only gives a general indication of the search engine power of websites and brands for this specific keyword.

OpenMV and Keyence weakening

Q1/2024 had also been marked by the spectacular entry of OpenMV.io at very high rankings. This domain could not maintain this performance in Q2, and dropped down to rank 10, even leaving the top 10 in June. Keyence is also weak this quarter, dropping off the top 10 in April and May and ranking 10 in June.

The comeback of Basler?

One surprise is the comeback of amazon.com, a domain we had not expected in top rankings for such a niche, B2B keyword as “machine vision camera”. After ranking very high in Q3 and Q4/2023, amazon.com had left the top 10 but it is back in the lower end of the chart since March 2024.

The most interesting comeback, however, is that of Basler. We had been missing this key player from our top 10 report for a year, but it is now back in June, rushing to rank #5. This is probably due to the recovery of the domain after Basler’s recent website relaunch. It will be interesting how it performs in the future against key competitors like Flir, Lucid Vision Labs or Allied Vision.

Stay tuned and subscribe to our marketing newsletter to receive our report updates per email!

How is your domain ranking?

How is your website ranking for your target keywords? How do you compare with your competitors? We can help you monitor and improve your performance with SERP reports tailored to your keywords and your strategy as well as SEO recommendations to improve your ranking position. Contact us today!