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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