Zebra Technologies (ZBRA) is back in focus after Automate 2026, where the company highlighted its CV70 CXP machine vision camera along with a broader suite of automation and digital workflow tools for manufacturers.

The Automate 2026 spotlight comes after a mixed run for Zebra Technologies, with the share price up 4.11% over the last day and 18.41% over 90 days, but the 1 year total shareholder return down 17.07% and the 5 year total shareholder return down 53.39%. This suggests recent momentum is improving against a weaker longer term record.

If this kind of automation story has your attention, it could be a good moment to see what other robotics and automation stocks are doing in the space through the 31 robotics and automation stocks.

With Zebra Technologies posting growing revenue and net income while its share price has lagged over 1 and 5 years, investors have to ask whether today’s valuation reflects a discount or if markets are already pricing in future growth.

Most Popular Narrative: 24.5% Undervalued

Compared with Zebra Technologies' last close at $245.69, the most followed narrative puts fair value higher, framing the recent share price weakness against upgraded long term expectations.

The accelerating shift toward automation, digital transformation, and real-time workflow optimization, driven by ongoing labor shortages, e-commerce expansion, and increased supply chain demands, continues to fuel robust demand for Zebra's portfolio (hardware, software, RFID, machine vision), supporting sustained revenue growth and long-term earnings visibility.

Curious what sits underneath that confidence in Zebra Technologies? The narrative leans heavily on future revenue mix, margin rebuild, and how earnings quality is expected to change.

Result: Fair Value of $325.31 (UNDERVALUED)

However, Zebra Technologies still faces risks if tariff costs rise or if acquisitions like Elo and Photoneo do not deliver the expected synergies and margin support.

Next Steps

If the split narrative around Zebra Technologies leaves you uncertain, consider using that uncertainty as a prompt to act quickly and form your own view by reviewing the 4 key rewards and 3 important warning signs.

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This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.