Motive, the AI-powered Integrated Operations Platform for the physical economy, has officially launched its UK operations, opening a new London office and appointing industry veteran Nyanya Joof as Regional Vice President. With this expansion, Motive brings its proven AI solutions for Driver Safety, Fleet Management, and Workforce Management to British businesses facing rising costs, labour shortages, and sustainability mandates.
Backed by significant adoption across North America, Motive’s platform is now tailored for UK fleets in sectors like transportation, construction, field services, energy, and food & beverage.
“We’re excited to bring our mission to the UK at a time when AI can make a meaningful difference,” said Shoaib Makani, CEO and Co-founder of Motive. “Whether it’s reducing road collisions or accelerating EV adoption, our platform is designed to help businesses thrive through safer, smarter, and more sustainable operations.”
Addressing Urgent UK Fleet Challenges with AI
The UK’s physical economy faces mounting pressure:
- A projected shortfall of 200,000 HGV drivers over the next five years
- Nearly 130,000 road incidents in 2024 alone
- Increasing fuel, insurance, and maintenance costs
- Tightening regulations around sustainability and EV adoption
Motive enters the market with AI-powered tools built to solve these issues head-on—starting with Joof’s leadership to scale UK operations and customer success.
Key Benefits for UK Fleets and Field Teams
Improve Safety, Retention & Morale
Motive’s Driver Safety solution uses advanced AI to detect distracted driving, stop sign violations, and other risky behaviours in real time. With in-cab alerts and post-trip coaching, fleets can prevent accidents before they happen—while reinforcing safety culture and recognising top performers.
Cut Costs & Optimise Performance
Through Fleet Management, Motive helps UK businesses:
- Lower insurance premiums by up to 21%
- Improve fuel economy with smart routing
- Reduce downtime with predictive maintenance
Live AI-driven visibility into vehicle health and utilisation means faster decisions and leaner operations.
Automate Admin and Boost Productivity
Motive’s Workforce Management tools automate scheduling, time tracking, payroll, training, and compliance documentation—freeing up teams to focus on mission-critical work. Its mobile Driver App also simplifies roadside inspections and eliminates paper logs.
Accelerate the Green Transition
With the UK’s 2030 Zero Emission Vehicle (ZEV) Mandate looming, Motive helps fleets manage the shift to electric with EV forecasting tools, mixed-fleet support, route optimisation, and digitised workflows. Following its acquisition of InceptEV, Motive also delivers advanced battery intelligence and predictive diagnostics to keep electric fleets road-ready and cost-efficient.
Leadership in Place for Strategic UK Growth
Newly appointed Regional VP Nyanya Joof brings over 15 years of go-to-market experience across Europe—including key leadership roles at WeWork. She will lead Motive’s UK expansion strategy, hiring, and customer rollout initiatives.
Trusted by Global Operations Teams
“Motive’s platform is already transforming how we manage fleet safety across parts of our U.S. operations,” said Zach Spengler, Director of EHS at ABM Aviation. “There’s clear potential for UK businesses to prevent collisions, protect drivers, and improve fuel efficiency at scale.”
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