Our Approach

DRIVE is a leading innovation center for smart mobility technologies. At DRIVE startups gain meaningful market opportunities while partners are provided with early insights into the start-ups’ cutting edge technology ahead of their competitors.

DRIVE was founded by Mayer Cars and Trucks Ltd and is sponsored by leading partners in the international and Israeli industry like Honda, Volvo cars, Hertz car rental corporation, Volvo Group, NEC, Ituran, and Aptiv.

DRIVE is selecting startups with a unique value proposition in the smart mobility domain. Startups can be from the following areas: sensors, computer vision, cyber, market place and shared economy, smart city solutions, predictive analytics and business intelligence, machine learning, autonomous vehicles, urbanization applications, fleet management, mapping, parking and more.

The mobility world is changing dramatically, and the digital world is a major driver. Digital technology can be used in a variety of innovative business models to alter the way we use transportation.

With this new landscape comes the need for major automotive and mobility corporations and organizations to connect with startup technology innovators. Israel is one of the major hubs for innovation in this field with over 400 startups and $4 billion in investments in smart mobility innovation during the last 3 years.

The People

Omer Shachar
Founding Partner

Omer has hands-on management experience with large corporations. He has experience in early-stage investments and has been the Mayer Group's champion for DRIVE activity

Tal Cohen
Founding Partner 

Tal is an expert in venture creation, as founder and an investor he helped build companies from inception to hundreds of millions Dollar value

Itay Erel

Itay is a business entrepreneur and skilled executive with ten years of proven expertise in launching and developing innovative companies and brands, delivering business growth, expanding into overseas markets, leading marketing strategy and building high-performing teams.
Itay holds a BA in Economics and Management and an MBA degree from the Interdisciplinary Center (IDC) Herzliya

Boaz Mamo
Co-Founder and Board Member

Since 2012, Boaz has been deeply involved in the Israeli Smart mobility arena. Boaz co-founded and managed Ecomotion, the Israeli leading network for smart mobility and also co-founded Capsule, a smart transportation- accelerator

Hadas Rajchenberg
Business Development
 & Marketing Manager 

Hadas is an experienced hands-on Marketing Manager. She joined DRIVE after being part of the team that established  'Shuk Tzafon', the culinary market of Tel-Aviv, following which she held the position of Acting Head of Marketing.
Prior to that, Hadas was Viacom Channel's Marketing Manager in Israel.

Hadas’ goal is to apply her extensive Marketing experience to the world of the Smart Mobility ecosystem while working closely with the partners and Fastlane's start-ups.


Shiran Melamdovsky Somech
FastLane Program Managing Director

Shiran is an experienced entrepreneur, COO and managing partner of Yazamiyot’s Israel’s leading community of over 4,000 members, aiding female entrepreneurs and propelling them forward in the field of hi-tech and bio-med. Shiran is also the co-founder of a digital marketing agency for clients from the hi-tech industry and other leading companies.

An avid women׳s rights activist, Shiran volunteers at Saleet, an organization helping women at risk,  working to integrate these women into the High-Tech industry.

Einav Margalit 
Facility Manager

Einav joined the team after working at KiloLambda startup and Elbit systems. 
Einav studied and is enthusiast for event planning and PPC - digital marketing.

Raz Mayshar 
Business Analyst &
Deal Flow Manager

Raz Is a Software Developer with vast work experience in both big corporations in the cyber and intelligence sector, and in successful startups in the IT industry.

Raz is also an entrepreneur and led teams in his own ventures.

Ayelet Farkash
FastLane Program Assistant

Ayeletspent over 2 years in Beijing where she managed the ElAl ground security team, and in her spare time coordinated projects for the Israeli Chamber of Commerce. Upon returning to Israel, Ayelet joined Innovation4U where she was part of the team that won seven EU funded projects for Israeli startups.