Firm established by former MG Rover workers aiming for US success
Jul 22 2010 by Graeme Brown, Birmingham Post
A Midland embedded systems company established by MG Rover staff in the wake of its collapse is hoping to chip away at the American market after a string of recent domestic successes.
Embed, which was established after the automotive giant went under, specialises in creating the “brains” embedded within the electronic devices found in ever increasing numbers in modern vehicles.
The firm, which is based at the University of Warwick Science Park, has expanded its workforce to 12 people and has now formed a partnership with American company, New Eagle.
New Eagle creates ready to use controller systems for the automotive industry to be used in prototype and production vehicles.
Ivan Wilson, director of Embed, said the two companies hoped that by forming a partnership and sharing their products, services and consultancy, opportunities would become available in new markets.
Mr Wilson said: “It’s been a good 2010 for us so far, particularly with the awards.
“We’ve expanded our staff and also had other signs of recognition, including the chance to speak at the major MathWorks conference – which is one of the biggest developers of technical software for engineers and scientists worldwide.
“We are working on a few electric vehicle projects and this has become an area of expertise for us now, one we can boast about to new customers.”
Embed set-up at the University of Warwick Science Park in 2005, and expanded its offices in 2007.
Angela Childs, marketing executive at the University of Warwick Science Park, said: “Embed was formed by former MG Rover staff shortly after its collapse and the company has gone from strength to strength. The intention was to establish themselves in niche markets using their high quality and rapid system development techniques – and not only has the company achieved that, the future looks very bright for them in the UK and overseas.”
