Israeli start-up REE Automotive now expects revenue of up to USD 770 million by 2030 from a licensing deal with an undisclosed company, to which it will provide technology for making autonomous vehicles.
REE, whose customers include American van rental firm U-Haul and European aviation giant Airbus, is known for avoiding the costly manufacturing investments that have hindered several electric vehicle startups. Instead, it has staked its future on licensing its technology.
The USD 770 million deal is another remarkable chapter in REE’s journey, as the move will also help the start-up become profitable in the coming days.
The start-up’s technology allows vehicles to be software-defined, with most features and functions (performance, safety, and entertainment) controlled mainly through software. It also simplifies wiring by grouping functions into zones, making it easier to integrate self-driving capabilities.
REE Automotive expects to start generating revenue from software and services as part of the deal in the second half of 2025. As of March, the venture had order backlogs worth USD 150 million, and the agreement would bring that figure closer to a billion.
The unnamed customer, which develops mobility solutions, will license REE’s technology to produce thousands of self-driving passenger vehicles starting in 2027.
Knowing The Company
REE Automotive, an electric platform leader reinventing e-mobility, has developed two core innovations: the REEcorner, which integrates all traditional vehicle components into the arch of the wheel, and the REEboard, a completely flat and modular electric platform.
The start-up’s approach is cost-efficient and offers multiple customer benefits, including vehicle design freedom, package optimisation, increased energy efficiency, faster development times, ADAS (Advanced Driver Assistance System) compatibility, reduced maintenance costs, and compliance with global safety standards.
REE is supported by an exclusive network of Tier One automotive partners providing access to 320 global production lines, effectively positioning the start-up as the next-generation electric vehicle business poised to carry the future of e-mobility.
REE Auto has become a disruptive force in the e-mobility sector, redefining the commercial vehicle industry with its fully modular, software-defined electric vehicle platforms.
REE Auto’s platforms distinguish themselves from industry competitors by offering vehicles that are optimised for volumetric efficiency, manoeuvrability, serviceability, and safety. They achieve this while minimising aerodynamic drag and energy consumption.
Additionally, they offer reduced Total Cost of Ownership (TCO) and faster delivery cycle times, improving overall driver ergonomics and reducing time to market.
Revolutionary Modular EV Platform
At the cornerstone of REE’s game-changing EV technology lies the REEcorner, which integrates all critical vehicle components (steering, braking, suspension, powertrain, and control) into a single compact module between the chassis and the wheel.
Each REEcorner is completely independent and controlled by its own electronic control unit (ECU), with a REEcenter ECU that manages all corner-level functions. The REE platform is fully flat from end to end, scalable, and modular, enabling complete design freedom and optimal volumetric efficiency for class one to six commercial vehicles.
“REE’s proprietary x-by-wire technology provides full steer-by-wire, brake-by-wire, and drive-by-wire independent wheel control. This technology eliminates mechanical components between the wheels, thus enabling a fully flat chassis, driver position flexibility, low step-in height, improved vehicle manoeuvrability, low noise, zero emissions, and excellent visibility,” the start-up stated.
Now, talking about the best application of REE’s x-by-wire technology, we have the P7-C EV chassis cab, which focuses on ensuring improved operational efficiencies. It has been designed around four ingenious REEcorner modules. Each is individually controlled by REEcorner ECUs, and the four corners’ functions are controlled by the REEcenter ECU.
Traditional mechanical components have been eliminated between the wheels to create a fully modular design that’s nothing short of revolutionary. REEcorner technology gives the 16,000lb truck impressive manoeuvring capabilities, with efficient servicing as a bonus. REEcorners are easily replaced, minimising downtime for fleets by keeping vehicles on the road and out of the shop.
Inside the P7-C, REEcorners pack critical vehicle components into the area between the chassis and the wheel, thus enabling a fully flat electric chassis end-to-end with up to 35% more interior volume for passengers, cargo, and batteries. Electric vehicles built on the P7 Chassis come with the industry’s lowest step-in height, apart from being autonomous-ready, and are powered by either batteries or fuel cells.
The REE P7 Chassis, which is currently offered in two configurations—stripped chassis and cab+chassis—can be customised to customer specifications and use cases, providing the greatest interior space on the smallest footprint, easy manoeuvrability (a must for urban zones and loading docks), complete design freedom according to the customer’s operational preferences, and most importantly, a fail-safe and independent wheel control mechanism.
The P7-S electric stripped chassis has been designed to provide the optimal base for upfitters, offering a completely flat floor, effortless manoeuvring, easy serviceability, and low step-in height, so customers can maximise operational efficiencies and lower their total cost of ownership.
Last but not least, we have Proxima, a first-of-its-kind drive-by-wire fully electric walk-in step van, which has been realised due to REE Automotive’s partnership with body manufacturers Morgan Olson & EAVX. The vehicle, a last-mile delivery solution, is powered by REEcorner technology and the start-up’s P7 platform, delivering a class five electric van purpose-built for last-mile delivery fleets. The electric walk-in van prototype aims to achieve industry-leading manoeuvrability, visibility, low step-in height, greater volumetric efficiencies, improved aerodynamics, and improved serviceability.
All Set To Rewrite The EV Manufacturing Playbook
Considering the challenges faced by logistics companies in transitioning their fleets to electric, REE Automotive is targeting two areas: efficiency and strategy. As REE Automotive’s revolutionary EV platform provides a fully flat, scalable, and modular solution for customers to implement vocational-specific electric vehicles efficiently, the payoff for customers includes industry-leading manoeuvrability, visibility, low step-in height, improved aerodynamics, and ease of service.
The start-up’s dealers offer a streamlined purchasing process, including financing options and service packages, thereby helping logistics companies secure the necessary funding to make the seamless transition to EVs through vehicle and charging infrastructure financing.
REE’s state-of-the-art integration centre in the United Kingdom has brought together the best in technology and unparalleled expertise to assemble the innovative REEcorner. The facility has deployed a cloud-based robotic assembly system, including components like 12 assembly cells, 10 AMRs (Autonomous Mobile Robots), and 20 AGVs (Automated Guided Vehicles).
The cloud-based robotic assembly method helps REE Automotive ensure its manufacturing ecosystem remains centrally automated and connected, making it a comparatively asset-light enterprise while reducing the overall carbon footprint of its global operations. Additionally, component assembly at integration centres without complex manufacturing helps the start-up keep its CapEx lighter. Another benefit of the cloud-based robotic assembly is the possibility of assembly cells and production lines being efficiently lifted and installed at future integration centres as required, as the start-up applies a global standard using the plug-and-play format.
The start-up is also applying game-changing methodologies like “No Faults Forward” in its UK facility, maintaining an integrated quality control, error-proofing, and traceability mechanism. Advanced robots are deployed across the business’ auto stations to maximise assembly line efficiency.
Image Credits: REE Automotive