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 vehicles isn’t good for anyone in it.” Upstream’s CBO Roy Bachar
COMING TO DETROIT So far, the company has raised $105 million in three rounds, including $62 million 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 integrators. 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 startups. 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 maintenance, and helping automakers make a better and more efficient monetization of the data from their vehicles. “Detroit is a very important location in Upstream’s development. Our goal is to build a center of excellence in Detroit that would become a cyber-security and data analytics center for the automotive industry.”
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