Automotive Business Magazine – Q2 2026 – Digital edition - Magazine - Page 43
INT ERVIEW
MOTIVE
“This system allows fleet operators
to prioritise and obtain insights, as well
as get ahead of problems before they
become significant,” Joof explains.
While recognising that there are
similarities between the different
industries using its technology, Motive
understands that it still needs to work
with the customer to make sure the
solution will work for their fleet – both
in relation to their own needs, and in
comparison with other options out there
in the market.
Joof says: “I would always recommend
a trial. With a trial, they can make sure
they can validate what is needed for the
business with our tech.
“We want to support our customers as
much as possible.”
Driver experience
At the centre of this conversation around
fleet safety is the driver, Joof explains:
“If you don’t have driver buy-in, you
won’t have long-term success. We have
seen that there have been a lot of drivers
adopt the product in a meaningful way.”
Motive’s technology has integrated
coaching. This appears in real-time when
there is dangerous driving behaviour, like
looking at a mobile phone or getting too
close to the car in front.
Joof says: “The AI alerts are designed
to coach drivers in the moment, not
penalise them.
“We have a customer experience team
that helps with that adoption, and we
can show drivers that the technology
works for them, not against them.
“The system is there to protect the
driver, and also protect others on the
road. It also helps build trust with the
organisations.”
The system is also designed to protect
drivers from the actions of others. The AI
dashcam can prove a driver’s innocence
if necessary and protect their livelihood.
Drawbacks to the technology
Drivers must understand the technology.
New technology is everywhere, but
teaching drivers to integrate it into their
everyday working lives is a different task,
with added complexities.
“It is a culture shift, and there needs
to be change management when
implementing the system,” Joof explains.
“Our system is completely customisable;
the fleet managers can adapt the system
to their needs.”
The concern from some drivers is that
they are being watched and monitored
by the fleet managers.
However, time poor operators cannot
sit through eight to nine hours of footage
per driver every day. Instead, Joof
explains that the footage tends to only be
reviewed for around one minute per day,
per driver.
Another big concern for drivers is the
accuracy of reporting from the system,
often due to previous experience with
new technologies.
Joof says: “We have seen in the UK that
the market is fragmented, and there has
been a focus on speed to market instead
of the quality of the product. This means
there hasn’t been a focus on ensuring
accuracy.”
The system is
there to protect
the driver, and
also protect others
on the road. It
also helps build
trust with the
organisations”
False positives not only make drivers
lose trust in the systems, but it creates
unnecessary reports for the fleet
managers to deal with.
“Fleet managers will spend a lot
of time and money deploying these
systems,” Joof explains. “But the issue
is a lack of aftersales support for these
managers. The onus is on the managers
to encourage the change management
and the culture shift to make sure
adoption is there.”
The proof for many, Joof concludes,
will be in seeing the benefits that these
systems provide to peers. In time, as
trust builds, these systems will make
their way into the mainstream, and if
done right, improve the experience for
everyone both on and off the road.
Q4 2026
Q2
2025
AUTOMOTIVE BUSINESS
71
43
