Automatic launched this week

9 minute read

Automatic logo

The startup that I've been part of for more than a year has launched this week : Automatic - Your Smart Driving Assistant. It's a hardware device + mobile app + cloud combination that helps you save money by helping you drive in a more fuel-efficient way, monitor your car engine's health, automatic call to local authorities/911 in case of a car crash, and will automatically remember where you parked your car (note that the product is currently USA-only).

Watch the video:

Now, go and pre-order it now at

So how did I get involved? A couple of years back when I was considering freelancing full-time, Thejo Kote got in touch with me and I got started with NextDrop for which he was one of the co-founders. After some time, I was looking for something more long-term, so I pinged Thejo and he welcomed me to join his new startup.

It was a YCombinator company and was well-funded and I actually liked the idea, although at the time I was skeptical if this is something people will buy, that question has been comprehensively answered by the audience response and media coverage this week. Finally, I'm part of a hardware startup that had a working product before preorder launch :)

Automatic Link Automatic Link in car demo Automatic iPhone app screenshot

It was funny that as we were working on this in stealth, I would see many articles such as:

And I would think to myself that we are working on the same area.

The past few weeks have been all about the company showing demos to journalists and interested people and the result has been there for all to see, snippets below.

Press coverage: Fast Company says:
A visionary gadget that makes any drive more fuel-efficient.
CNBC says:
Automatic could do for driving what the iPod did for music.
The Verge says:
Cars have been equipped with onboard computers for decades now, but as they get smarter, they remain stubbornly closed off. You might see an miles-per-gallon reading on your dashboard, but there's no way to check it on your phone, and as soon as you finish a trip on an on-board GPS system, it's gone forever. As Automatic CEO Thejo Kote puts it, "your car is the most expensive computer you own." And it's usually a pretty bad one. Naturally, Kote has a plan to fix that.

The most prominent feature is a fuel-efficiency score, designed to nudge you into gas-saving driving habits. Automatic is playing off a Department of Energy report which found that avoiding hard stops, fast starts, and speeding can increase gas mileage by up to 33 percent.

It could be the most practical take so far on what a cloud-connected car should look like — an area that auto-averse startup scene has mostly overlooked. Automatic is working towards a time when users and developers can access a car’s data whenever they want, and use that data to build new features. From there, it's easy to imagine more applications, from parental car-tracking to next-generation traffic apps, but the first step is getting the data off the dashboard. With the app-connector combination, Automotive has set up a remarkably painless way to do it.
MIT Technology Review says:
The device combines two burgeoning trends—the “Internet of things,” where traditionally offline gadgets are connected to the Internet to amplify their usefulness (see “50 Disruptive Companies 2013: Nest’s Smarter Home”), and the mining of data that’s collected by our devices for meaning (see “Every Step You Take, Tracked Automatically”). By putting these two together, the company thinks it can get users to conserve gas and spend less—and make a profit itself while doing so.
TechCrunch says:
People spend a ton of money on their cars every year, from car payments to insurance to gas to maintenance. But for such expensive assets, most people normally don’t know a whole lot about what’s happening under the hood, or how they can drive or maintain their cars better over time. The folks at Automatic want to change all that, with a smart combination of hardware and mobile apps to keep people better informed of how their cars are doing. Automatic investors include Andreessen Horowitz, Founders Fund and Y Combinator, as well as a group of angels.
Gigaom says:
In addition to helping people spend less money on gas, the app also shows you why the check-engine light comes on (and permits users to turn it off), directs you to your parking spot and automatically calls 911 if you get into a collision. It also tracks the cost of every mile you drive, a calculation based on a continually updated stream of data of gas prices from stations across the country. All these functions came about after the founders realized what a device that could monitor fuel use can do, said Jariyasunant, a co-founder.
Gizmodo says:
We saw Automatic in action on a little drive around the streets of New York City last week. Along with an iPhone app, the little dongle will track your gas mileage and remember where you parked. It'll also even give you a little notification if you're braking too hard or accelerating too fast. Why? These are apparently a couple of habits that make you use more gas than you need to. How are you driving? It'll give you personalized feedback every week in score from 1-100. And it tries to lookout for your car too. Engine light flips on? You can tap a notification to see what the issue is. If it's no big deal, you can turn the light off all from within the app. Or you can look up a nearby mechanic to get things sorted out. And god forbid you get in a wreck, Automatic will automatically of course call emergency responders and send texts to three numbers you pre-determined to let them know you're ok.
Wired says:
We spent a little time with Automatic and were impressed.
One of the biggest highs for me was seeing it on TechMeme: Automatic on TechMeme Tweets:

@jasonfried says:

Automatic seems like such a good idea. If it delivers, it’s going to be a huge product:

@jasonfried says:

@collision @stripe @automatic Pre-order placed. Great checkout process.

@timoreilly says:

I’m checking it out too! MT @bre Excited! I just pre-ordered @automatic to upgrade my car with my smartphone.

@paulg says:

The latest installment of the hardware renaissance: Automatic.

@jbrewer says:

Pre-order @automatic to upgrade your car with your phone. Check it out at Seriously. This is awesome. #thefuture

@Rafe says:

Shut up and take my money: Automatic gets telemetry from your car into your iPhone, does smart things with it.

@arush says:

Game changing product, check. YC backed, check. Ridiculous domain name and twitter handle, check. This is @automatic

@drewble says:

I have never gone from product discovery to purchase faster than this. Get the data to help you drive smarter.

@birsic says:

Your old car + phone + = The smart car we’ve been waiting for. Too cool.

@Jawbone says:

We love to see design/tech that improves daily life. Meet @automatic, which monitors your driving and car’s health.

@mrgnw says:

$70 is trying to fly out of my pocket. Sweet car gadget by @automatic (via @zarinf)

@civilizedgauti says:

You guys took the mobile world to another level!! @Automatic

@lieber says:

Too good to resist a preorder - check out @automatic to upgrade your car with a smartphone.

@dannolan says:

jesus is so amazing it makes me want to buy a car and learn how to drive

@marcedwards says:

Automatic seems too good to be true. I think I’ll get one.

@jgrankvist says:

I would buy this just to remember where I parked my car. ‘@aronsolomon: Agreed. seems to be amazing.

@charliesheets says:

@automatic WOOHOO! I just preordered. This is super cool!!! Can’t wait to get it.

@lolheyaj says:

Just pre-ordered an @automatic Looks so effing cool!

@ethercreative says:

@automatic how the?! That’s it! I’m moving to the States just so I can have this in my life!

@sortino says:

@stevederico I agree, but I also said that about Gowalla. @Automatic has a solid team and more funding though. I’m betting on that horse.

@onurozer says:

First I’ll buy this: Then I’ll buy a car. via @ronnieliew

@brenttbalt says:

Automatic ( and Leap Motion (www.leap have made my must have list this year. Cool products.

@deanlk says:

@waze @automatic If you guys can work together and get car-to-car comms happening I’ll forego my jetpack.

@parkr says:

My mother needs this.

@SMLein says:

Check out @Automatic for your car. Welcome to truly integrated technology. If this thing works, it’s way too cheap.

@randizuckerberg says:

Informative post about @automatic, an awesome app for driving safer and saving gas by @Brit + Co.

A simple twitter search for @automatic will reveal a lot more feedback :)


I hope now my dear friends will forgive me for not revealing a lot what I've been working on:

@abisheknair says:

@swaroopch is up-to something & its huge. All he does is show me journalists’ tweets that say "biggest idea since the iPhone\

@jonfortt says:

Couple of young entrepreneurs just showed me the biggest idea I’ve seen since the iPhone. #automatic

@abisheknair says:

with @swaroopch & @ntkeep doing crazy entrepreneurial ‘monkey business’ it makes me feel stale & gives me crazy career ideas


The past one year and three months has been an interesting time for me, and we have a great team in-place:

Automatic Team

If you are interesting in the kind of things we are doing, we have open positions for engineers, so join us - we're looking for a Server engineer, iOS engineer, Android engineer and Firmware engineer - please get in touch with us at or directly contact me if you're interested.


In the end, we have our eyes on only one thing: delivering on the promise the company's been making and I'm confident that Thejo will lead us there successfully. So after the launch frenzy, its heads down and back to work.

Twitter Comments

@chiraggupta says:

@swaroopch @automatic That video looks incredible. All the best!

@tsuvik says:

@swaroopch whoa! You were a part of that? Kudos dude!


Pradeep Gowda says:

Congrats on shipping!

swaroop says:

Thanks! Well, technically, we are shipping in May ;-)

Hari K T (@harikt) says:

Great! Nice to see Indians growing as CEO in San Francisco.

Sharath says:

Awesome! Congrats on soaking in the launch frenzy. Very few things in life can better that!

Pramod Biligiri says:

That's great! Congrats.

swaroop says:


swaroop says:

Thanks Sharath :)

swaroop says:

Thanks Pramod!

Manoj NV says:

Congrats! This is wonderful

swaroop says:

Thanks Manoj!

Siddharth Goyal says:

Looks pretty kickass. But y u no make it for India? x(

swaroop says:

Because it's a startup and you need to start small :)