Autonomous vehicles (AV) promised a revolution, but highly-publicised robotaxi failures in low-regulation markets meant AV providers needed to re-establish trust. 

Oxa had the technology and expertise to lead the way, but wanted a differentiated communications strategy to establish credibility in the market – especially with senior decision-makers in industries such as manufacturing, mining and agriculture. 

Our answer was to focus on what mattered most: trust and progress. Instead than hyping autonomous vehicles as futuristic, we positioned Oxa as a responsible innovator, committed to safety, regulation, and real-world deployment. This approach, which we coined “Industrial Mobility Automation”, humanised the technology and gave stakeholders confidence that AV was practical. 

Year one centred on safety and regulatory leadership, underpinned by proof points that demonstrated Oxa’s advancements. Over time, we evolved the narrative to highlight ‘velocity’, Oxa’s ability to deploy AV solutions faster than competitors – creating urgency and demand among priority verticals. 

We delivered a global communications programme across the US and UK, built around campaigns that showcased Oxa’s product capabilities and results. Messaging and storytelling frameworks drove earned media and verticalised thought leadership, supported by proactive campaigns on safety and global AV regulation. Joint initiatives with partners such as BEEP in Florida and Bayanat in Abu Dhabi highlighted collaboration as the key to an autonomous future. A dedicated press office secured tier-one coverage and capitalised on major news moments, such as the UK AV bill announcement, landing features in The Guardian, Reuters, City AM, and Top Gear. Senior spokespeople were also positioned for high-profile speaking opportunities at major industry events alongside partners like NVIDIA and IBM. 

By combining credibility with momentum, we helped Oxa turn scepticism into confidence and positioned the brand as a trusted partner driving the future of autonomy.