Griiip, a startup company, designs and manufactures innovative race cars targeted at the entry level racing categories. Griiip implements new technologies with an emphasis on affordability while creating a new racing experience for all. Using IoT and Augmented Reality (AR) is a significant part of the company's strategy to change motorsport. Suppling users and consumers with all the data they need, directly and right-on-time, will enable them to operate independently without intermediary entities. This case study demonstrates how Griiip uses the sensors installed on its G1 race cars to collect, analyze, and present data benefiting and increasing the effectiveness of each participant throughout the cars' life cycle: engineering, operations, service, marketing, sales and, most importantly, the drivers and fans.

Griiip 1

Innovating an Industry

Being based in Israel, a country with no motorsports, has forced the startup to think about things differently and take advantage of new technologies.  Griip was founded in 2013 with a mission to 1) Bring motorsports back to the people (although it’s a big sport, it’s become very expensive and out-of-reach for aspiring drivers), and 2) Use race cars (specifically single-seat Formula 1 cars) as a catalyst to innovation for the entire industry.

Griip first looked at the future of the industry, what type of car could they develop within 2-3 years that would have a market, users who would want to drive the vehicle?  Their market research showed motorsports in Europe as a pyramid structure, with Formula 1 at the top, and Formula 4 at the bottom (drivers work their way up from Formula 4 to Formula 1).  The level below Formula 1 is known as Karting, the “base level” of motorsports, all drivers go through Karting.  The cost of Karting per year is about $50K, while the cost of Formula 4 is about $300K, leaving a gap where Griiip could fulfill a need.  Two years ago, Formula 4 didn’t even exist, so the cost gap was even bigger between Formula 3 and Karting ($700K vs $50K).

Our task is to close the hole on the staircase from Karting to Formula 1…The first step is to close the gap between Formula 3 and karting and bring the cost down to under $100,000 per year

Gerhard Berger President of the FIA single seater commission ‘Autosport’ magazine, 21.3.2013

Solution: Lower the Cost of Racecars with IoT & AR 

However, Formula 4 racing was a failure, for 2 reasons:  

1) The race cars were low-cost and not fast, therefore the sport wasn’t interesting to drivers or fans

2) Costs weren’t controlled, they failed to keep the costs under $100K 

So Griiip looked for a new category and found it in the U.S., Formula 1000 (1000 comes from the volume of the engine of the car).  The car is aerodynamic, looks good and provides value for the drivers.

It also closes the cost gap between Karting and Formula 4, coming in at about $100K/season.


Formula 1000 – Griiip G1 Series – IoT & AR Applications 

The Griiip G1 gives drivers the information he needs to make decisions without relying on an entire team of people.  All race cars have sensors on them to measure brake pressure, speed, acceleration, coolant temps, etc.  The G1 sensors take that data and transmits it to the cloud, using the ThingWorx platform,  where the data can be analyzed by drivers, engineers and fans/followers (to change the way they experience motorsports.  

IoT/AR Impacts  

Using IoT and AR capabilities impacts a variety of segments: 
The Driver

The driver uses this data to:  

  • Improve driving capability, changing inputs to adjust how he’s driving.
  • Look at how to set up a new car


IoT and AR are used to improve the servicing of the car through:  

  • 3D Parts Navigation
  • 3D Alerts Service Repair
  • Parts Search & Service Information
  • Pit Crew Dashboard 

Griiip Engineers

Using an IoT-Central Control System, engineers can:

  • Monitor all cars at Griiip headquarters
  • Build normative vehicle health profile based on real data
  • Detect anomalies and provide design feedback 

Fans & Followers  

Racing can often be boring, because no information is going to fans who are attending, and they feel left out.  Now, for races that Griiip cars are participating in, data can be given to spectators through their mobile devices, changing their racing experience.   

The first racetrack in Israel is now being built, and Griiip’s goal is to build a tech center for automotive engineering to be further involved in the future of motorsports in the country.


This session was presented at LiveWorx 17 by Tamir Plachinsky (, co-founder and CEO at Griiip. For more great content like this, register for LiveWorx 2018, June 17-20 in Boston!