Laureti’s vision: Unveiling a future of seamless mobility through a globally connected ecosystem
Laureti Mobility Group is currently developing passenger-centric technology in electric vehicles to make journeys more productive, seamless, and accessible. The company’s mobility innovations include electric vehicles driven by software, technologies that assist both inside and outside of the car, and unique service models.
According to Laureti’s internal research, at least 290 million hours are wasted every year due to unproductive business travel. It is reported that these hours and a lack of connectivity between travel legs is making business travel more costly. 99.9% of vehicles lack the passenger experience to meet the needs of the on-demand and ride-hailing market. However, electrification alone cannot meet sustainability goals. Laureti claims that when combined with software and service elements, 63 million metric CO2 emissions can be reduced.
Laureti believes that for the last 100 years cars have been about the driver, but the next 100 will be about the passenger. With this anticipated shift in gear to driver-centric offerings, the current offerings will need to change to suit the needs of business travellers. Travel is often merely functional and destination-focused, while trip chains are fragmented, random, and inefficient. The travel experience is unpredictable, impersonal, inconvenient and expensive. The company also believes that increasing the digitisation of mobility would also increase the risk of data security and privacy. This further dampens the overall travel experience for passengers.
In a recent article, a team of researchers at Mozilla, a global non-profit foundation, revealed their findings about the collection of personal information by car companies. They stated that intimate details, ranging from medical and genetic information to personal habits like driving speed and music preferences, can be collected in huge quantities. Echoing the significant data security challenges that Laureti has been tackling, the researchers could not confirm whether any of the car companies meet their Minimum-Security Standards, while even dating apps publish more detailed security information than car companies. Laureti believes that their technology is the answer to protect users from surveillance.
Following a chance meeting with Tim Hearley, former Aston Martin Lagonda chairman, Marcus Paleti, Laureti CEO and founder, decided to make the move into the automotive industry. Marcus believes that the smart cities of the future cannot exist without smart mobility. Marcus also believes that the ever-changing demands of personal lives and work will require constant productivity in the waking hours of daily lives. For most people, urban transportation is a tolerable time-dead necessity. Laureti believes that the cities of the future need to focus on seamless access to services and inter-city transportation through a more human-centric view. Laureti seeks to inspire the imagination of users, from entering a Laureti car in a new city to the cabin which instantly knows the purpose and needs of the journey, preferred ambiance, seating preferences and fragrance required to uplift their mood.
An industry-first AI-powered platform that connects mobility users, fleets, and businesses to a world of new possibilities.
What does Laureti do?
Laureti is an innovative mobility-tech company that is at the foundation of the emerging $1 trillion passenger experience economy. According to the company, it is building an industry-first mobility ecosystem that makes travel productive, connected and accessible. It uses a hardware, software, and service combination to achieve this. The ecosystem is being designed to give back the richness of time during journeys while making the travel experience more useful, personable and portable.
To do this, the company installs proprietary business-class cabins into partner electric vehicles and powers them with its core technology – MiRA.OS. This allows Laureti vehicles to connect to MiRA users. MiRA.OS is a multi-functional technology on a single platform. It is responsible for all personalised interactions for the users – from enabling mechatronics in the vehicle to communicating between cars and users to providing accuracy of service at each layer of the trip chain. The most unique feature of MiRA is that it allows 100% digital freedom for the end users.
The development model is agile and flexible as Laureti focuses only on developing the interior component, instead of the entire vehicle. The company works on an asset-free model, meaning it does not require massive factories or expensive engineering programmes. Instead, operations are set up inside OEM partner’s facilities. Laureti believe that this will allow the company to scale up to deliver high-volume production quickly and globally. The asset-free operation model helps Laureti to reduce the massive emissions generated in manufacturing. MiRA’s ability to allocate vehicles accurately and precisely will also increase the utilisation of vehicles, while reducing the need for unnecessary volumes.
Who is Laureti helping?
While Laureti offers personalised and passenger-centric vehicles for B2B use, it also seeks to democratise the productive mobility for all. The company claims to provide its flagship vehicle, the MiRA-1, at a competitive price to fleets, governments and businesses. The MiRA-1 is an electric vehicle with a target range of 360 miles that showcases the company’s innovations, including the Laureti Cabin. Anyone who leads a productivity driven life can become users of the Laureti ecosystem. Laureti claims that its model is designed to take away the ownership burden from the end users and spin that into a lucrative business opportunity to the transport service companies, fleet operators and ride-hailing customers. The MiRA ecosystem is designed to increase utilisation of vehicles through predictive analytics and seamless user data integration allowing to double its jobs in some cases including taxi and executive fleet services. Through which, according to Laureti, it has the real possibility of serving as many as 50 million users with as few as 50,000 vehicles.
How does the Laureti In-Cabin Experience work?
The Laureti Cabin has three modes – productive, explorer and indulgence. In productive mode, users can access their data in a seamless, continuous and secure way. The cabin is designed to be an extension of the user’s office. With Laureti, the digital life of a user travels with them. If they are traveling for work in different Laureti cars, they don’t need to carry a laptop and can simply login through any screen.
In indulgence mode, users can detach from worldly noises and immerse themselves by activating the cabin theatre. The seats automatically adjust to the right reclined posture as soon as the mode is activated. The ambiance and environment will prepare itself to the occupant’s taste. In-seat massage function and heating preferences are offered. Families on a road trip who want to entertain or distract the kids can activate the cabin theatre for on-demand entertainment or games.
Explorer mode allows occupants in the car to experience the world around them in an intuitive way. Functions include RHUDI – real-time heads-up display interface. This is a transparent heads-up display on a passenger window that displays the real-time information about the locality, places of interest and tourist attractions based on user preferences.
Why Laureti is excited
Early engagements and partnerships are in place with OEM partners. Due to the cross-pollination factor of the passenger experience proposition, other modes of transport have shown great interest in Laureti. A Swiss train company has already signed an R&D interest with Laureti for technology licensing.
The founders' story
Marcus is a serial entrepreneur and inventor with 15 years of entrepreneurial experience. He currently serves as a member of the EU Senate and is responsible for policy recommendations on mobility and transportation. Marcus has been recognised as one of the most influential young leaders in 2022 by Asia One. Since the inception of Laureti, Marcus has been behind several patented inventions including MiRA.OS, safety features for women’s safety and portable modular charging systems.
The next steps…
Laureti has reported early engagement with established industry players and key partners, including Lotus, Tata Technologies, FARVIA, Larsen & Toubro, Hinduja Tech, GKN, JBM Group, and CEAT, among others.
As of November 2022, the company has reservations for 230 vehicles (B2B). An IP-intensive business, Laureti has 14 patents pending as of August 2023. The company has also completed its advanced product design and detailed development product plan.
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- Laureti’s market scoping calculations: Based on numerous data sources from globally renowned firms, including but not limited to EY, Reuters, McKinsey, Market Intelligence, Department of Energy and Transportation, KPMG, PwC, Electrek First Europe, GlobalFleet.com, announcements and reports made available on industry publications and SEC website and national transportation statistics, national database car dealership and sales data. All sources used in the methodology will be made available for due diligence.
- Passenger Experience Economy: https://www.theweek.in/news/biz-tech/2022/11/21/passenger-experience-economy-could-be-the-next-dollar1t-market.html
- Mozilla: https://www.autoblog.com/2023/09/06/automakers-can-and-do-use-your-private-information-however-they-want/
- Flagship vehicle: https://www.autofutures.tv/topics/why-laureti-group-is-a-business-with-a–think-outside-the-car–approach—ceo-marcus-paleti/s/c1ade958-0977-4910-866c-60bc75bd8c6d
- OEM partners: Partnerships agreements in place with Lotus (Rasic, RFQ and LOI is in executed)