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SAP Startup Spotlight Series: Woocar

E3 magazine has selected the most exciting companies to feature in our SAP Start-up Spotlight series. In today's article, we present Woocar, a SaaS platform that aims to reduce traffic accidents by more than 90 percent and is connected to the SAP Logistics Business Network.
Laura Cepeda
January 11, 2024

Federico Bengolea began his career in the automotive industry, where his ingenuity came to fruition as the hands-on owner of an SME garage. He demonstrated a knack for entrepreneurship and problem solving when he launched an innovative business model: automobile repair shops in parking garages. This passion led him to the UK where he worked as a consultant and team member in Formula 1, specializing in mechanical design and powertrain research.

With his thirst for knowledge, Federico ventured into academic research at prestigious institutions such as Oxford Brookes University and UTDT. He later became a lecturer at UNSAM, where he passed on his rich experience in engineering, especially in transportation. With Woocar, Federico Bengolea is now not only creating a platform, but shaping the future of transportation by drawing on his diverse experience - from the garage to the world of Formula 1 and science. His vision goes beyond innovation and is a commitment to safer roads, lower emissions and a sustainable future.

1. What is Woocar and what do you offer?

Woocar is a fleet management platform with a core focus on road safety and sustainability. We are based in Argentina and have clients in more than 50 countries, mainly from the Agriculture and Oil & Gas industries.

2. How does your solution work?

Driving behaviour is measured and optimized through a mobile app, without the need for adding sensors or intervening in the vehicles' electrical installations. It's fully mobile, utilizing the sensors of the smartphone. With tips and e-learning content tailored to each driver's driving behavior, we help promote positive driving habits. Our clients have achieved an 80 percdent reduction in road accidents and a 15 percent decrease in carbon footprint emissions.

3. Do customers need special technology/devices to access your service?

Just a smartphone! (Android or iOS)

4. Why did you found Woocar?

On a personal note, Woocar is the result of over 10 years of work in the automotive and Motorsport industry, including ventures in the design of mechanical parts for competition, and a stint in Formula 1 in England. Later, I delved into research, where I gained insights into the influence on driving behavior and carbon emissions/fuel consumption. Woocar is a culmination of all this experience, with a fantastic team, and with the purpose of creating a triple impact: social, ecological, and economic for us, businesses, and society as a whole.

5. How are you connected to SAP? Can your solution be integrated in SAP systems and if so, how?

We connected through the SAP.iO call, where we were selected from among more than 1000 startups in the region. Yes, currently, we are connected to the SAP Logistics Business Network and have customer requests to connect to other modules as well!

6. How has SAP.iO's involvement affected your path?

In terms of team learning and growth opportunities, it was immensely important. The future is being built today by partnering with different companies and individuals who specialize in specific areas to increase the value proposition for customers and streamline processes with a comprehensive vision.

7. What's next for Woocar?

We are working on incorporating AI for our coaching, payment features, and a real-time assistant for the route planning and logistics distribution module.

You can share your questions, comments and concerns in the comments section below. If you'd like to read more from this series, check out our previous article under the link.

Laura Cepeda

Laura Cepeda is Managing Editor for

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