In a context of great challenges in the transportation industry in Mexico, Motive seeks to tropicalize its solutions to the Mexican market, promoting road and property safety in the sector with technology and innovations based on artificial intelligence.
Motive, with 14 years of experience in the market, focused on offering solutions to small fleets of trucks , seeking to improve the productivity of drivers, but over the years, this vision grew, focusing its efforts on the digitalization of the physical world, a change that has transformed its proposal and its impact on the transportation industry.
Today, the company not only offers a technological solution, but also a comprehensive platform that improves operational efficiency and reinforces road and property safety.
“We have evolved towards a solution that allows the digitalization of activities in the physical world. What does this mean? Everything that happens around a unit can be represented in data, allowing companies to be more efficient, productive and, at the same time, contribute to improving road and property safety,” explained Omar Camacho, general manager of Motive Mexico.
Camacho said in an interview that Mexico faces particular challenges in the transportation sector and referred to statistics indicating that a truck theft is reported every 20 minutes in the country, and road accidents have increased alarmingly.
He also highlighted that the United Nations has stipulated that by 2030, accidents must be reduced by 50% globally ; however, in Mexico, the figures have increased instead of decreasing.
“While the world is trying to reduce accidents, in Mexico we have doubled them from one year to the next,” warned Camacho.
In this sense, Motive has found fertile ground for its technology in the country, adapting its solutions to the specific needs of the market.
Omar Camacho said that the challenges facing Mexico are aligned with Motive’s value proposition: security, productivity and risk management .
“Customers are looking for solutions that allow them to reduce these risks, and our technology has proven to be an efficient response,” he said.
Camacho also stressed the impact of cell phone use on traffic accidents , describing it as an ‘epidemic of distraction’ that has worsened road safety conditions.
In light of this situation, Motive has developed artificial intelligence systems that help drivers react better to risky situations.
The executive said that this technology can detect when a driver is tired, distracted or at risk of having an accident, offering real-time alerts that can prevent these events.
One of the pillars of Motive’s offering is the use of artificial intelligence , a technological advance that, according to Camacho, translates into two fundamental areas: the capture of information and the ability to generate responses.
“Today, our artificial intelligence works with physical components that monitor what is happening around the transport unit. For example, a system can detect that a vehicle ahead is slowing down without any clear signs. In these cases, the technology acts faster than humans, helping the driver to react appropriately,” he said.
Motive not only focuses on improving road safety, but also on optimizing its clients’ operating times and costs , reducing downtime and driver retention through customized programs.
Motive’s technology also enables real-time monitoring of unit maintenance, helping to prevent unexpected failures and keep fleets on the road continuously.
Currently, Motive has more than 160 thousand clients throughout the Americas , which gives it a valuable database to continue perfecting its artificial intelligence models, since as Omar Camacho explained, they use the information anonymously to identify behavioral patterns , such as fatigue or distraction, and generate predictive models that help avoid incidents.
Offer tailored to Mexico: Security Suite
In its expansion process into Mexico, Motive has understood that the challenges of this market are different from those of the United States.
“In the United States, the focus has been much more on productivity and road safety. In Mexico, we face problems with infrastructure, property security and social challenges,” Camacho explained.
To address these particularities, the company has developed the Security Suite , a set of tools adapted to the country’s specific security challenges.
The Security Suite includes innovations such as engine immobilizers, door sensors, panic buttons and 360-degree cameras , designed to prevent theft and ensure the safety of the driver and cargo.
“Our goal is not just to sell a predefined package of tools, but to understand the specific challenges of each client and adapt our solutions to their needs,” he added.
One aspect that Motive has identified as essential to the success of its solutions is the way in which companies manage the relationship with their drivers when incorporating these technological tools, since, sometimes, the driver perceives the installation of a camera or a monitoring system as a form of constant supervision, which generates distrust.
Therefore, the solutions are accompanied by programs that help drivers understand that these technologies are designed for their well-being and safety , Camacho said.
Since it began operating in Mexico in 2023, Motive has experienced accelerated growth, strengthening its presence, and aims to double the size of its operations in the country next year.
“We believe that Mexico has enormous potential, but it also presents very specific challenges. That is why we continue to grow hand in hand with our clients, understanding their problems and adapting our technology to their needs. This has allowed us to be one step ahead, both in terms of technological innovation and in our ability to offer solutions that really make a difference,” said Omar Camacho.
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