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Current production paradigms and related biases concerning automation are an obstacle for the technological development and subsequent application of intelligent assembly solutions such as the automation based on the evolvable paradigm. A deeper understanding of the potential behind such technology is a fundamental step towards a proficient industrial embodiment. The concept of Value Proposition can be used as a holistic analytical tool able to support a full characterization of the appeal that such technology has on the assembly automation market. The two dimensional bottom-up approach proposed in this work allows the identification and description of six potential value offerings connected with an Evolvable Assembly system, which in turn pave the way to more efficient business models.