In an unexpected move that caught everyone off guard, drone giant DJI has officially launched its first robot vacuum in Europe. The Romo P starts at €1,899 and features a fully transparent design showcasing the company's signature navigation technology from its flagship drones.
DJI just threw the robot vacuum industry a curveball nobody saw coming. The drone manufacturer launched its Romo robovac series across Europe today, with the flagship transparent model starting at €1,899 - a bold entry into territory dominated by established players like Roborock and iRobot.
The move represents DJI's most ambitious diversification yet, leveraging its aerial navigation expertise for ground-based cleaning. The Romo P's completely see-through design isn't just a gimmick - it showcases the sophisticated sensor array that DJI claims delivers "millimeter-level obstacle sensing technology."
The Verge's Jennifer Pattison Tuohy got an exclusive hands-on with the device at IFA Berlin, revealing hardware that borrows heavily from DJI's flagship drones. The robot combines dual fish-eye vision sensors with wide-angle dual-transmitter solid-state lidar - technology that's proven itself navigating three-dimensional airspace.
What sets the Romo apart from competitors isn't just the transparent shell. DJI claims their navigation system can detect objects as thin as 2mm charging cables or playing cards. That's a significant leap beyond Roborock's current StarSight system, which tops out at 2cm by 2cm objects.
The pricing structure tells an interesting story about DJI's market positioning. Three models span €1,299 to €1,899, with the premium entirely justified by transparency rather than functionality. The Romo A (€1,599) pairs a clear robot with an opaque base, while the entry-level Romo S (€1,299) ditches transparency entirely.
Specs-wise, all three models are nearly identical - 25,000Pa suction power, 164ml water tanks, and the same dual-spinning mop system found in Roborock's Qrevo Curv series. The similarities run deeper than surface features though. Both use split roller brushes with center gaps designed to funnel hair away from tangles, and both lift mop pads automatically when carpet is detected.
But DJI's engineering background shows in the details. The base station features a sophisticated sound-suppression system with muffler ducts and chambers that reduce the typical screeching of self-emptying stations by 80%, down to just 65 decibels. The P model even includes a dedicated slot for "floor deodorizer solution" alongside standard cleaning products.
The transparent design raises practical questions that won't be answered until real-world testing begins. While visually striking in showroom conditions, the see-through panels will likely show every speck of dust and grime after months of operation. It's a design choice that prioritizes initial wow factor over long-term aesthetics.
Market timing couldn't be more interesting. iRobot continues struggling with financial pressures while Chinese manufacturers like Roborock dominate the premium segment. DJI's entry signals confidence in their navigation advantage, but they're entering a space where brand recognition matters less than cleaning performance.
The European launch comes after the Romo's China debut this summer, following DJI's typical geographic rollout strategy. No US availability has been announced, likely due to ongoing regulatory tensions affecting DJI's drone business in American markets.
Industry analysts will be watching closely to see if DJI's aerial expertise translates to floor-level success. The company's drone navigation has proven itself in challenging outdoor environments with wind, obstacles, and varying lighting conditions. Adapting that technology for indoor navigation could provide genuine competitive advantages.
Early reviews will focus heavily on navigation accuracy and obstacle avoidance - areas where DJI's claims sound impressive but need real-world validation. The ability to detect 2mm objects could be revolutionary for pet owners dealing with toy debris or households with charging cables scattered across floors.
Competitive pressure from DJI's entry could accelerate innovation across the robot vacuum space. Roborock and others may need to enhance their own navigation systems or adjust pricing to maintain market position against DJI's technological credibility.
DJI's entry into robot vacuums represents a fascinating collision between aerial and terrestrial robotics. While the transparent design might be more marketing gimmick than practical innovation, the underlying navigation technology could genuinely advance the entire industry. Success will ultimately depend on whether DJI's drone expertise translates to cleaning performance that justifies premium pricing in an increasingly competitive market. The European launch serves as a crucial test case for whether brand reputation built in the skies can capture ground-level market share.
