Please welcome MOTORMIA, the AI-powered automotive platform
Meet MOTORMIA, the latest addition to Lerer Hippeau’s portfolio.
HQ: Scottsdale, AZ.
Founder: Isaac Bunick
The problem: The market for performative automotive parts is massive and interest in car customization across America continues to grow, boosting demand. But the market is highly fragmented. Car owners must navigate a complex web of sellers and dealers in order to secure the right performance parts for the modifications they need. There are thousands of possible sources and the search for parts can often take weeks or even months. There has not yet been a solution available to allow car enthusiasts to explore options quickly and comprehensively. There is a clear need to streamline the aftermarket automotive industry and the discovery and modification processes involved.
MOTORMIA’s solution: MOTORMIA is an aftermarket platform for automotive enthusiasts. At the platform’s core is Mia, an AI-powered virtual modding assistant, pocket mechanic, build researcher, and performance analyst. Mia helps users navigate the world of car customizations and can be tailored to various levels of mechanical experience, generate AI vehicle renderings, and make performance upgrade suggestions and other curated recommendations. Users can add vehicles to the platform and set build and performance goals and then work together with Mia to understand their best options to complete those goals. In addition, users can interact with Mia to request favorites, search for specific brands and aftermarket parts, and save planned product upgrades to their builds. Whether users are just exploring or hunting down key performance parts, Mia serves as a go-to guide for folks engaged in America’s biggest hobby.
Origin story: As a long-time enthusiast of the automotive world, Isaac has always enjoyed making car customizations and modifications and hunting for the best possible aftermarket performance parts. He and his daughter Mia (a precocious car modder herself) frequently found themselves navigating the fragmented marketplace and complex world of car modifications. The obstacles they encountered, the cumbersome processes involved, and the time they spent searching inspired Isaac to create MOTORMIA, a place where car enthusiasts can more easily identify the best solutions for their automotive needs.
Why we’re betting on it: MOTORMIA is well-positioned to disrupt the automotive aftermarket industry, using AI to provide an engaging consumer experience for automotive enthusiasts. Isaac and his team understand this space better than anyone and are solving real problems for the more than 60 million enthusiasts across the country — an enormous and growing population of people who are excited about aftermarket modding opportunities. Already, since its public beta release earlier this year, MOTORMIA has attracted hundreds of thousands of users. We’re glad to partner with Isaac and his team as they bring the aftermarket automotive industry into the digital age.
Our take: At LH, we believe that in its current phase of development, one of the best applications for AI is to make disconnected market nodes more accessible to participants. Over the past year, we have taken a close look at a range of markets that continue to rely on word-of-mouth, relationships, and manual processes that would benefit from digital and AI-powered intervention. The aftermarket automotive world has high barriers to entry — it takes time and knowledge to understand which parts are needed for modification and then to track those parts down. Through Mia, MOTORMIA is enriching the aftermarket by fostering connections and deeper relationships among enthusiasts, manufacturers, and service providers. By delivering a seamless, AI-enabled experience, MOTORMIA is transforming the enthusiast lifestyle, making it more accessible and enjoyable for everyone.
Further reading: “MOTORMIA AI Platform Receives $8M in Funding” via The Shop Mag
Check out MOTORMIA on Instagram, LinkedIn, and TikTok.