made Upstream more immune 
to the vehicle chip shortage 
caused by the pandemic. “We 
have clients that we’ve never 
met physically. The whole 
deployment process is remote,
” 
Levy said. “Of course, the chip 
shortage affects the entire 
industry. Producing less vehi-
cles isn’t good for anyone in it.
”

COMING TO DETROIT
So far, the company has 
raised $105 million in three 
rounds, including $62 mil-
lion in this year’s round. Its 
investors include Alliance 
Ventures, operated by Renault, 
Nissan and Mitsubishi; the 
Volvo Group Venture Capital; 
Hyundai; Salesforce Ventures 
and Nationwide; as well as 
financial investors, including 
Israeli ones.
Upstream’s chief business 
officer, Roy Bachar, joined the 
company in 2019. One of the 
first things he did was establish 
the office in Detroit, which he 
had never visited before, not 
long before the pandemic hit.
“We intend to make Detroit 
our central hub in the U.S.,
” 
Bachar said. “The vehicle 
industry is headquartered in 
Detroit, and it’s very important 
to us to be close to the main 
actors.
” 
In addition to automakers, 
the company works with Tier 
1 and Tier 2 suppliers, and 
collaborates with Microsoft, 

Amazon and system integra-
tors.
The company has hired 
several local workers, and 
one executive has relocated 
to Detroit from Israel. “We 
are planning to expand into 
our own office,
” Bachar said. 
“Michigan as a state has all 
sorts of aid options for start-
ups. Their WeWork space was 
very convenient for us. They 
had saved us a lot of headaches 
in the initial process.
“Investing in Detroit is part 
of the commitment that we’ve 
made to our clients in the area,
” 
Bachar continued. Indeed, 
the company’s Detroit office 
is looking to hire technical 
people, and specifically from 
the Jewish community: That’s 
our layer of Zionism,
” Bachar 
said. “In the cultural aspect, 
anyone who has worked with 
other Israeli companies has an 
advantage. Working at startups 
is a bit different from corporate 
America.
”
Today, the company has 
about 100 workers, mostly in its 
headquarters in Herzliya, Israel, 
but also in the U.S., Europe and 
Japan. Those include software 
engineers, data analysts and 
cyber researchers, in addition 
to sales, marketing, finance and 
HR people.
Levy shared his plans for 
the company’s future: “We 
are going to develop from 
cyber-only areas into additional 
applications, mostly in the areas 
of insurance, predictive mainte-
nance, and helping automakers 
make a better and more effi-
cient monetization of the data 
from their vehicles.
“Detroit is a very important 
location in Upstream’s devel-
opment. Our goal is to build a 
center of excellence in Detroit 
that would become a cyber-se-
curity and data analytics center 
for the automotive industry.
” 

Upstream’s 
CBO Roy 
Bachar

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