How The Mobile Robot Company is Upending Logistics by Stopping at 80% Automation

When Emil Hauch Jensen visited an Amazon distribution center in 2023, he noticed a startling lack of mobile robots. The reason was flexibility: the facility faced up to ten process changes a week. That insight struck a chord. In November 2024, Jensen and co-founder Odin Kudahl Skovsted launched The Mobile Robot Company, aiming to build machines that adapt to human workers rather than replace them.

Their first product, the J1600 self-driving pallet jack, is a dual-mode vehicle that bridges the gap between manual labor and full automation. Instead of striving for 100% autonomy, which demands complex system integration and massive capital, the founders targeted the sweet spot of human-in-the-loop automation. The operator manually handles the judgment-heavy pallet pickup, and the robot takes over the long, repetitive transport. The J1600 offers an 80% reduction in manual transport work, allowing small and medium enterprises to reap automation’s benefits at a fraction of the usual cost.

The startup’s pragmatic design philosophy recently secured the prestigious IFOY Industrial Truck of the Year 2026 award, beating established industry giants just nineteen months after the company’s founding. Unlike competitors who hide costs behind lengthy sales negotiations, The Mobile Robot Company embraces transparency by publishing its €65,000 list price. The pricing and ROI model is openly accessible, drastically lowering the barrier to entry for facilities looking to modernize their material flows.

By stopping at partial autonomy, Jensen and Skovsted solved the rigidity that plagues modern warehouse robotics. The J1600 enables workers to intervene instantly with a familiar tiller, turning a potential breakdown into a brief manual override. “The operators are the first ones to buy into this product,” Jensen noted, emphasizing that workers feel empowered, not replaced. “When they have this feeling like, hey, this is not scary. This is not coming for my job. This is helping me. And I can do it myself,” the initial hesitation completely vanishes.

With distributors now active across eight countries and a rapidly expanding footprint, this Copenhagen-based hardware firm proves that sometimes, solving an industry’s biggest challenge requires putting humans back in the driver’s seat.

Contact Information

Emil Hauch Jensen

CEO

The Mobile Robot Company ApS

(45) +45-88109012

Contact via E-mail