Exclusive Interview of Marcus Paleti of Laureti Mobility Group Edited by Powered Magazine
Laureti Group can be easily mistaken for a typical electric vehicle company but it is a lot more than that. It is certainly outside the conventional sense of the current automotive industry. In fact, its founder Marcus Paleti describes his UK-based company as a "mobility-tech company creating the world’s first travel ecosystem from end to end.”
From the start, Marcus has led Laureti’s innovation to be centered around every aspect of the rear-seat experience of a car which resulted in the ongoing development of its advanced technology, MiRA.OS. This software platform combined with proprietary in-cabin design provides a complete business lounge experience that seamlessly integrates with the passenger's work life, offering easy access to work data, entertainment, and relaxation. The most unique factor of all is that this experience is portable for users between all Laureti vehicles.
Laureti also goes the extra mile when it comes to mobility experience. They have been creating smart environments that are equipped with sensors to monitor passenger comfort and adjust accordingly during long journeys. These seats can also be personalized to offer access to preferred streaming services, ensuring that even the lengthiest commute can be experienced in the utmost comfort.
This walled-garden approach to passenger-centricity eliminates the productivity issues that often disrupt travelers, allowing them to step in their cars as an extension to their personal living space or office, no matter where they are in the world.
Initially, when Laureti proposed a solution like the MiRA ecosystem, the reception tended to be divisive: Critics saw it as a niche product with a limited market scope while supporters saw it as a globally accessible game-changing technology that will fundamentally change the way we interact with mobility. To satisfy the accessibility argument, the company has released a whitepaper to prove that the market is evolving to be a trillion-dollar opportunity while demonstrating how its solution is globally viable.
To understand Laureti’s strategy, one must first separate how the traditional players understood their users as opposed to Laureti: Despite the loud and congested conversations around the proliferation of electrification, there have been shockingly few conversations around the much-needed user experience focused on the user. That’s because the auto industry only, if not primarily, views the driver as their user. But for Laureti – the passenger takes center stage.
We interviewed Marcus Paleti to deep dive into the R&D initiatives and commercial plans of the company. What we’ve found is that beneath the simple hardware and software ecosystem, Laureti’s innovation strategy — which focuses on transforming the mobility industry as a whole — the ability to offer cross-pollinated solutions to other modes of transportation beyond automotive, especially when on-demand mobility om the rise and autonomous technologies advance.
To understand what shapes Laureti as a uniquely potential global player, let’s look into the key patent-pending technologies and strategic initiatives Marcus took.
1. Design and manufacturing strategy.
Laureti does not design, engineer, or manufacture nearly 80% of the EV. They only focus on what comes in contact with the “user” (passenger). Their proprietary in-cabin design is flexible enough to make it available in multiple models. By setting up modular production bases within the partnered auto OEM facilities, Laureti has the ability to scale and enter the market quickly while steering free from heavy capital investment at the same time.
2. MiRA.OS: Privacy-respecting AI-powered global ecosystem.
From providing concierge assistance beyond the vehicle door to personalized in-vehicle experience, the AI-powered OS is key to allowing a portable experience where every MiRA user to connect with every Laureti vehicle and vice versa. The most important factor of this software is that it guarantees 100% digital freedom without compromising on the overall personalized experience.
3. Cross-pollination technologies leading to additional licensing revenue.
Laureti’s smart seat, for example, captures real-time “fit-bit” like data and communicates with another vehicle cabin when traveling through various legs of the journey. Not only, does this allow for health monitoring but also adjusts the seats to various settings according to comfort needs throughout the day. Laureti sees this patent-pending technology as a licensing opportunity for other modes of transportation. With many other technologies in the patent bank, Laureti is seizing the opportunity by extending its software architecture into applications beyond cars.
4. Female safety
With 10s of thousands of assaults reported across various ride-hailing companies, Laureti has a global solution for passenger safety, especially considering female users traveling internationally. The patent-pending MiRA system tracks various parameters to detect irregularities during the journey and alerts fleet operators. The fleet operators take necessary actions that are logged into the system. The accuracy of the alert system is based on variables such as gender and age groups, pick-up and drop-off locations, driving patterns, and abrupt movements inside the vehicle. If an alert is sent, the fleet operator can take steps to mitigate the situation or call for assistance. Technology such as this not only offers a solution for cross-modal transportation but also improves user confidence in fleet businesses and transportation providers.
Despite the shift towards electric cars, the production process still poses a significant carbon emissions problem. In Europe, fleets are the largest source of pollution due to their frequent use. Laureti has identified the overproduction of cars in the coming years as a major contributor to the carbon footprint issue. There are countless privately owned cars that remain unused on the streets. To address this problem, Laureti aims to reduce the production volumes of cars and improve their utilization through three strategies. Firstly, the MiRA software provides businesses with visibility and predictability to allocate and place cars accurately. Secondly, the "make where we sell" policy is enabled by their manufacturing-free strategy. Thirdly, Laureti aims to reduce production volumes by increasing the utilization of vehicles in fleet businesses.
Marcus has developed a fascinating multi pronged strategy for fundamentally changing an industry that has unique elements at each level of the ecosystem. They aim to overcome the limitations of traditional offerings, position themselves to capture the on-demand and autonomous transitional trends, and tackle "business mobility" first to resolve the adoption of the technology. With a sizeable portion of its expected revenue from licensing and subscriptions, Laureti could be well positioned to emerge as a pioneering player in the upcoming a$1 trillion passenger experience economy.