What does the IAA TRANSPORTATION slogan “We Deliver” mean to you?

For us, it's almost literal. You can't reliably deliver anything if you don't know where the thing you're delivering actually is. Every “We Deliver” promise in this industry – on time, intact, compliant – depends on visibility further upstream than most people think about: the trailer, the container, the pallet. That's the part of the chain we make visible.

What are your expectations for IAA TRANSPORTATION 2026, and what are you looking forward to the most?

We're looking forward to conversations with the people who live this problem daily: road transport and logistics companies running large trailer fleets, and industrial manufacturers managing reusable packaging and tooling.

We'll also have some of our partners at the event, so joint conversations there are a nice bonus. Beyond that, it's a chance to give people a first look at where we're headed next, both on the hardware and the AI side.

Which specific topics or innovations will you be showcasing at IAA TRANSPORTATION 2026?

Our flagship tracker, TRACK 1105, will be front and center. It's battery-powered, needs no wiring or installation, and is smart enough to manage its own battery life and switch communication protocols automatically depending on whether it's indoors or outdoors.

We'll also be giving a first look at TRACK 1105 EX, our upcoming ATEX- and IECEx-certified variant for hazardous and explosive environments. And we'll be sharing where we're taking AI – more on that below.

In which area of the transport and logistics sector do you see the greatest potential, and where is the most urgent need for improvement?

The biggest blind spot is still the equipment that isn't the truck itself – trailers, tank containers, and reusable packaging. Roughly 3 to 5% of that kind of equipment gets misplaced or lost every year.

Most companies can get up to 20% more use out of what they already own once they can actually see it, which also means buying less new equipment. That's real money: most projects we see pay for themselves within a year and a half to two and a half years.

IAA TRANSPORTATION is the world’s leading platform for commercial vehicles, transport, and logistics, bringing together innovators from every corner of the mobility spectrum. Who are you looking to connect with this coming September, and why?

We're looking to connect with road transport and logistics companies running large trailer fleets, industrial manufacturers that move reusable assets through their production cycles, and companies leasing equipment for hazardous goods. Those are the operations where an invisible asset costs real money.

The shift toward sustainable solutions in transport and logistics is massive. What is your vision for the industry 10 years from now?

More and more exception-based decisions will be handled by AI. The data is the foundation, AI is the translation layer, and I expect every person on the floor will eventually have their own agent helping them make the best call for their role.

But simplicity, reliability, and security will remain the things we have to safeguard as that happens.

Looking back at IAA TRANSPORTATION 2026, what has been the most significant change within your company or the industry as a whole?

For us, it's the shift from asset tracking being “a device that reports a location” to being a data foundation that other systems, increasingly AI, can build on.

The low-hanging fruit in most projects is inventory and retrieval – knowing where things are. But the real value only becomes apparent over time, once you have visibility into flows and the patterns of how assets actually move and are used, rather than just a snapshot.

That's also reflected across the industry: reusable, non-powered assets used to be an afterthought in digitization. That's changing, partly driven by regulation and partly by companies realizing how much they lose by not tracking this equipment properly.

In what ways is AI transforming your company?

We think of it as a two-way street: AI needs data, and asset-tracking data needs AI. Our approach gives people two options: use any AI they already work with – Claude, ChatGPT, or Copilot – and connect their asset data directly to it, or let our own ready-made agents perform specific tasks automatically.

Just as the iPhone and the App Store made powerful technology accessible to everyone without requiring them to be an engineer, we believe AI is doing the same thing on the production floor today. People simply ask for the information relevant to their job in their own words and receive a clear answer in the same way.

If you could leave the industry with just one message at IAA TRANSPORTATION 2026, what would it be?

You can't manage what you can't see. Make your non-powered assets visible, and don't wait for the next big thing to get started. The sooner you begin, the sooner it pays off.