McLaren Applied

What McLaren Applied does

McLaren Applied, now operating as Motion Applied following a 2025 rebrand, is a Woking, UK-based Tier One technology provider that builds high-performance electronics and software for motorsport and adjacent industrial markets. The company's product portfolio spans telemetry and data-analysis software (ATLAS data viewing platform, McLaren Control Toolbox), power electronics for electric vehicles (800V Silicon Carbide inverters for automotive OEMs), connectivity and fleet-management platforms (5G Edge Connected Mobility Platform, EDGE, FLEET CONNECT for transport operators), and industrial connectivity and emissions solutions (Halo-300, Fuel Analytics for mining). The technology base originates from over 35 years of Formula One electronics and software engineering heritage, dating to the 1989 founding as TAG Electronic Systems.

The company serves eight vertical markets — aerospace, automotive/EV, charging, defence, marine, mining, motorsport, and transport — through a B2B enterprise sales motion targeting OEMs, racing series, and large industrial operators. Named customers and partnerships span NASCAR teams, UK rail (Great Western Railway), the UIM E1 World Championship (marine powerboat racing), Formula racing, WEC/Le Mans endurance racing, MotoGP, touring car championships, and electric vehicle manufacturers. The company also operates a consumer micro-mobility line via its Lavoie subsidiary, which acquired the bankrupt Dutch e-bike brand VanMoof in August 2023 for tens of millions of pounds.

McLaren Applied generates revenue primarily through hardware sales of motorsport electronics, EV powertrain components, and industrial connectivity hardware, alongside software licensing for the ATLAS platform and analytics tools. Pricing is not publicly disclosed and is structured on a project or contract basis. The company has been PE-owned since Greybull Capital's 2021 acquisition from the McLaren Group, employs 251-500 people, and operates globally with a Europe-centred footprint (Europe holds 46.10% share of the racing telemetry market). Revenue figures are not publicly disclosed.

Name

McLaren Applied

Legal name

Motion Applied Limited

Website

https://mclarenapplied.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

251–500 employees

Short description

McLaren Applied (Motion Applied) is a UK-based Tier One technology provider delivering F1-derived electronics, telemetry software (ATLAS), 800V SiC inverters, and 5G edge connectivity platforms to motorsport series, EV manufacturers, rail operators, and industrial customers across eight verticals.

Ownership category

akta.pro rank

Product category

Motorsport and Automotive Electronics

NAICS

Motor Vehicle Electrical and Electronic Equipment Manufacturing (336320), Motor Vehicle Parts Manufacturing (3363), Search, Detection, Navigation, Guidance, Aeronautical, and Nautical System and Instrument Manufacturing (334511)

SIC

Electronic & Other Electrical Equipment (No Computer Equip) (3600), Industrial Instruments For Measurement, Display, And Control (3823), Search, Detection, Navagation, Guidance, Aeronautical Sys (3812)

akta.pro primary industry

Automotive Infotainment, Telematics & Connectivity Hardware Manufacturing (TCU/V2X/GNSS) (IMACAJAH)

akta.pro secondary industries

Driver Behavior, Safety Scoring & Usage-Based Telematics (TLAEAFAF), Engine Components & Subsystems Manufacturing (Blocks/Heads/Valvetrain/Pistons) (IMACAHAB), Wheels, Tires, Brakes & Suspension Components Manufacturing (IMACAOAH)

Keywords

• Motorsport electronics
• EV powertrain inverters
• Racing telemetry software
• Connected mobility platforms
• Automotive software solutions

Headquarters

HQ city

Woking

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Technology or R&D, Personnel, Supply Chain, Operations, Marketing or Sales

Revenue model

1. Motorsport Electronics and Software: Supply of high-performance electronics, telemetry systems, and data analysis software to motorsport series including Formula One, endurance racing, and electric powerboat championships.
2. Automotive and EV Components: Sale of 800V Silicon Carbide inverters and powertrain electronics to electric vehicle manufacturers.
3. Industrial and Transport Technology: Providing connectivity, fleet management, and energy-efficient solutions for transport, mining, and industrial sectors.
4. E-mobility Products: Electric bikes and scooters through subsidiary Lavoie/VanMoof acquisition.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

McLaren Applied designs, engineers, and supplies high-performance electronics and software for motorsport, automotive, transport, marine, aerospace, defence, mining, and charging markets. Its portfolio includes telemetry and data analytics platforms (ATLAS, McLaren Control Toolbox), 800V Silicon Carbide inverters for electric vehicle powertrains, 5G edge connected mobility platforms for public transport and fleets, connectivity hardware for mining, and fuel/emissions analytics. The company also operates in micro-mobility through its Lavoie subsidiary and the acquired VanMoof e-bike brand.

Product overview

McLaren Applied (operating as Motion Applied since 2025) is a Tier One technology provider offering a portfolio of hardware and software products spanning motorsport, automotive, transport, marine, aerospace, defence, mining, and charging markets. The core software offering includes the ATLAS data viewing software platform and the McLaren Control Toolbox, which together provide real-time telemetry and data analysis capabilities to racing teams. Connectivity and fleet management is handled through the 5G Edge Connected Mobility Platform, EDGE, and FLEET CONNECT for transport operators, while the Halo-300 and Fuel Analytics serve mining sector connectivity and emissions needs. Through its Lavoie sub-brand, the company also operates in the micro-mobility space, having acquired the VanMoof e-bike brand out of bankruptcy. The company holds over 35 years of Formula One heritage and is backed by Greybull Capital following its 2021 acquisition from the McLaren Group.

Differentiator

Problem solved

Functional benefit

Products and services

• ATLAS Advanced telemetry and data viewing software platform that provides real-time and post-race data analysis for motorsport teams across multiple racing championships, derived from McLaren's F1 engineering heritage.
• McLaren Control Toolbox Suite of data analysis and control software tools used alongside ATLAS to enable real-time vehicle performance monitoring, race strategy, and post-race data evaluation for race teams.
• 800V Silicon Carbide Inverters High-efficiency 800V Silicon Carbide power inverters that enable fast-charging capability and superior performance in electric vehicle powertrains, sold to EV manufacturers and Tier One automotive suppliers.
• 5G Edge Connected Mobility Platform Connectivity platform that delivers next-generation 5G edge performance for public transport operators, fleet operators, and industrial customers needing high-bandwidth always-on connectivity.
• EDGE Connectivity platform for transport and fleet operators forming part of the broader 5G edge connected mobility platform offering for public transport and commercial fleets.
• FLEET CONNECT Fleet connectivity and management solution for transport operators that enables real-time monitoring and management of vehicle fleets using advanced connectivity technology.
• Halo-300 Ruggedized connectivity hardware solution that maintains connectivity to equipment in hard-to-reach areas, deployed primarily in mining and heavy industrial environments to support operational continuity.
• Fuel Analytics Analytics software solution that delivers fuel consumption insights to help lower carbon emissions in mining and industrial operations.
• Lavoie Lavoie is McLaren Applied's electric scooter and micro-mobility product unit, which acquired VanMoof in 2023 and operates a portfolio of premium electric micro-mobility products distributed via third-party dealerships.

Quantifiable outcome

• Racing Telemetry Market CAGR: 9.9% through 2035
• +2 more outcomes

Named customers8 records

Segments8 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Five partnerships are on record, tiered core and major.

• UIM E1 World ChampionshipcoreStrategic or Co-development Partner · 2 October 2025McLaren Applied serves as the Official Data Viewing Software Supplier for the UIM E1 World Championship, providing advanced telemetry and data analysis tools including ATLAS and McLaren Control Toolbox to participating teams. The collaboration aims to enhance real-time and post-race data evaluation in the marine racing sector, expanding McLaren Applied's influence beyond motorsport into the marine championship.
• RaceBird (E1 Series Electric Powerboat)coreTechnology or Integration · 1 February 2024McLaren Applied provides electronics systems for the RaceBird electric hydrofoil boat used in E1 Series racing. The RaceBird features a 150 kW electric engine and 35 kWh battery. McLaren Applied's involvement includes telemetry and electronics integration for the electric powerboat championship backed by Saudi Arabia's Public Investment Fund.
• Kreisel BatteriesmajorTechnology or Integration · 1 February 2024Kreisel Batteries provides battery systems for the RaceBird electric powerboat in E1 Series, working alongside McLaren Applied electronics and Comptech Engineering carbon fibre components as technology partners for the championship.
• Comptech EngineeringmajorTechnology or Integration · 1 February 2024Comptech Engineering provides carbon fibre components for the RaceBird electric powerboat, collaborating with McLaren Applied electronics and Kreisel batteries as key technology partners in the E1 Series championship.
• VanMoofmajorStrategic or Co-development Partner · 31 August 2023Lavoie, the electric scooter unit of McLaren Applied, acquired bankrupt Dutch e-bike maker VanMoof after its bankruptcy declaration due to quality issues and high maintenance costs despite selling around 200,000 bikes. McLaren Applied invested tens of millions of pounds to stabilize and grow the business, retaining VanMoof's management and shifting from in-house retail to third-party dealerships.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Williams Advanced Engineering: Williams Advanced Engineering is the technology and engineering services arm of the Williams F1 team, applying motorsport-derived expertise to automotive, aerospace, energy, and defence sectors. Highly comparable to Motion Applied given the parallel F1-heritage-to-industry technology transfer model and B2B engineering services motion.
• Cosworth: Cosworth is a long-established motorsport electronics and powertrain supplier, providing ECUs, data systems, and engine components to racing series and OEMs. Directly comparable to Motion Applied's motorsport electronics, control systems, and ATLAS/Control Toolbox telemetry offerings.
• Red Bull Advanced Technologies: Red Bull Advanced Technologies commercialises Formula One-derived engineering across automotive, aerospace, and mobility applications. Closely aligned with Motion Applied's F1-heritage, multi-vertical technology transfer approach and tier-one supplier positioning.
• Ricardo: Ricardo is a global engineering consultancy with deep motorsport DNA supplying powertrain, vehicle, and propulsion engineering to automotive and motorsport clients. Comparable to Motion Applied's automotive/EV and motorsport engineering and high-performance powertrain focus.
• Marelli: Marelli supplies automotive electronics, lighting, sensor systems, and motorsport technologies to OEMs and racing series globally. Overlaps with Motion Applied's automotive electrical/electronics manufacturing, motorsport ECU and telemetry, and EV powertrain adjacencies.

Broad incumbents

• Bosch: Bosch is a global Tier 1 supplier across automotive powertrain, EV components, sensors, and connected mobility. Competes with Motion Applied in 800V SiC inverters, EV electronics, and connected vehicle platforms but at vastly greater scale across a broader portfolio.
• ZF Friedrichshafen: ZF supplies driveline, chassis, and electrified powertrain technology to global automotive OEMs. A broad incumbent in the EV powertrain space where Motion Applied competes with 800V SiC inverters, as well as adjacent drivetrain electronics.
• Continental: Continental develops automotive electronics, telematics, and connected vehicle solutions globally, including fleet and transport connectivity. Overlaps with Motion Applied's 5G Edge Connected Mobility Platform, FLEET CONNECT, and EV electrical systems.
• Aptiv: Aptiv is a global Tier 1 supplier of vehicle electrical architecture, connectivity, and advanced electronics to automotive OEMs. Overlaps with Motion Applied's automotive electrical/electronics, connected mobility, and high-performance EV electronics offerings.

Emerging players

• Hexagon AB (Manufacturing Intelligence / Pi Research heritage): Hexagon's Manufacturing Intelligence division includes motorsport telemetry and measurement heritage through Pi Research. Comparable to Motion Applied's ATLAS telemetry and McLaren Control Toolbox offerings for racing teams and automotive engineering customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/mclarenapplied
• Facebookfacebook.com/mclarenapplied
• LinkedInlinkedin.com/company/mclaren_applied

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about McLaren Applied