Automation is a way to improve competitiveness. Previous studies have shown that best results of automa-tion decisions are reached if decisions are integrated in the company’s manufacturing strategy. Automation decisions comprise much more than just the very choice to automate and many aspects need to be taken into account. In this article, we describe new demands that are raised on the strategy process when automa-tion is integrated in the manufacturing strategy. Furthermore, the implementation of automation strategies calls for a number of issues to take into consideration.