Despite the rapid development of new manufacturing technologies, a large portion of adoptions fail to achieve expected benefits. Existing models for technology selection are criticized for requiring large computations, and for being time consuming and difficult to use. This paper presents a strategic approach to support decision-makers in automation technology selection that is efficient and easy to apply in practice. It involves technology strategy decisions, process and technology analyses, technology/process ranking and considerations on investment and implementation. The approach has been developed through literature reviews and close collaboration with two case companies, utilizing the action research method. Its use is illustrated in an ongoing automation project at a world leading supplier of plastic pipes systems.