Automotive Business Magazine – Q2 2026 – Digital edition - Magazine - Page 42
Interview
Motive
Milly Standing speaks with Nyanya Joof, head of UK at Motive,
about empowering fleet operators with future-ready technologies
river safety is of key
importance to fleet
managers, which is why
Motive has created an AI
dashboard camera designed
to detect when drivers are
displaying behaviours that
could result in incidents on
the road.
Recognising that the US and the UK
have similar problems when it comes to
fleet safety management, Motive has
expanded its operations to the UK.
Nyanya Joof, head of UK at Motive,
provides her insight into where the need
for the technology comes from, and
where it can be best implemented in a
fleet manager’s operations.
D
Motive takes a “partnership-oriented
approach,” according to Joof, and builds
relationships with customers to create
the best outcomes.
“We have invested in AI since 2017.
Whether you are a fleet operator sitting
in the UK or the US, the problems are
fairly similar,” Joof explains.
“The industries that we serve are the
backbone of the global economy, but
have, up until recently, been underserved
by modern technology.”
Rising costs are also a pain point for
fleet operators. They want to get the
most out of their technology for as little
as possible.
This is something that Motive is trying
to tackle diretly with its AI dashcam.
Motivation behind Motive
There are more cars on UK roads than
ever before, with 41,964,268 cars in use
in 2024, compared to 39,985,260 in 2018,
according to the latest data from the
Society of Motor Manufacturers and
Traders (SMMT).
With this growing car parc, UK drivers
need to be aware of any potential driving
behaviours that could put themselves or
other drivers at risk.
This necessity increases when it comes
to HGV drivers.
Joof says: “Motive’s mission was to
digitise the freight industry, but quickly
this expanded and grew into a mission
to empower the people who run physical
operations to make it work more safely,
more productively, and more profitably.
“We serve a wide range of industries,
from logistics to oil and gas. Anybody
who manages people, vehicles and
equipment in motion.
“We have 1.3 million drivers, from
small family-owned businesses to larger
industries.”
The transition into the UK market was
inevitable, but the timing was influenced
by calls from customers who wanted
Motive’s support.
Driving adoption
Fleets are outsourcing their safety
management to companies that provide
comprehensive driver and road safety
management systems.
Fleet operators also want to reduce
insurance costs, so having a system that
ensures they are compliant is ideal.
Joof says: “Fleet operators want
to keep their people safe. They want
to ensure that they can reduce
insurance costs.
“They want to modernise
their operations and stay
compliant ahead of evolving
regulations.
“They also want to
do more with fewer
resources.”
Joof emphasises that
professionals within
the industry are time
poor, and they have
growing and evolving
responsibilities.
Prevention is also an
area Motive focuses on
with its technology, aiming
to reduce the number of near
misses.
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AUTOMOTIVE BUSINESS
Q4
Q2 2025
2026
NYANYA JOOF
