From Seoul to NEOM: Neubility scales up its autonomous robotics technologies with the Oxagon x McLaren Accelerator

By testing and deploying its autonomous robotics technologies in Oxagon, South Korean tech developer Neubility is showcasing the real-world capabilities of Oxagon's accelerator programs. 

As part of its mission to drive innovation in clean industries, Oxagon’s Accelerator programs are empowering businesses to pilot next-gen technologies with the potential for commercialization across NEOM, KSA and the wider region. Through the Oxagon x McLaren Accelerator, robotics has emerged as a standout field, in line with NEOM’s cognitive technology ambitions. One of the first success stories to emerge is Neubility , a South Korean tech developer specializing in Robotics-as-a-Service (RaaS) applications.  

Rewinding to 2023, the first cohort of the Oxagon x McLaren Accelerator shortlisted seven scale-ups with the potential to address challenges in the supply chain. These participants employed data-driven autonomous technologies to enhance day-to-day operations for future businesses in Oxagon. One such contender, Neubility, offered a solution in line with Oxagon’s vision for shaping a new era in industrial urban living, in the form of autonomous, on-demand delivery robots.  

"Neubility’s experience in Oxagon reflects our commitment to advancing both industrial and consumer robotics applications, in line with the visionary goals of NEOM,” explains Howard Wu, Executive Director - International Investments and Manufacturing at Oxagon. 

“The company’s involvement in Oxagon has brought tangible benefits to the community – we've not only automated delivery processes for businesses but also enhanced the consumer experience with the Neubie Order delivery app. This initiative has allowed us to demonstrate how robotics can seamlessly integrate into daily life and industry, contributing to Oxagon's role as NEOM’s reimagined industrial city,” he adds. 

As a strategic enabler in the development of a sustainable industrial city, the Oxagon x McLaren Accelerator is uniquely placed to offer innovators at-scale pilot opportunities, access to potential commercial partnerships in NEOM, and entry into the KSA market. 

About Neubility 

Founded in 2017 and headquartered in Seoul, Neubility’s mission is to connect the physical world with robotic autonomy. Its camera-based autonomous delivery robots are designed to boost efficiencies in last-mile deliveries.  

The company’s latest model, Neubie, is an efficient, reliable, and low-maintenance robot that is designed to navigate complex urban environments. Neubie is equipped with features including obstacle detection and avoidance, efficient route planning and optimization, and real-time tracking and monitoring. 

In less than a decade, Neubility has garnered international recognition, including making the Forbes Asia 100 to Watch list in 2024. Its founder, Andrew Lee, was also featured in the prestigious Forbes Asia 30 Under 30 list for 2023. 

How did the Oxagon x McLaren Accelerator augment Neubie’s journey?  

The Neubility pilot in Oxagon highlighted the technology’s potential beyond its standard applications.  

Currently deployed in 22 cities worldwide, Neubility joined the Oxagon x McLaren Accelerator to further refine its technology and expand its market reach. The program offered real-world testing opportunities, providing valuable insights to enhance future deployments in both B2B and B2C environments.  

Neubility has capitalized on the opportunity to test its technology in Oxagon, elevating the retail experience within the community. 

The company automated food truck deliveries with two Neubie robots and developed a localized version of its 'Neubie Order' delivery app, transitioning the ordering and payment process from offline to online. 

To date, Neubility has successfully completed around 1,000 deliveries, with an average delivery time of 22 minutes from order acceptance to item receipt. Plans are underway to expand services from Oxagon’s community to other communities within NEOM. 

What is next for Neubility 

Neubility’s time in Oxagon and NEOM has set the stage for further advancements in autonomous robotics. Early next year, the company will launch Neubie 2.0, the next evolution of its autonomous robot, with enhanced features to expand its scope to sectors such as logistics, manufacturing, and healthcare. 

Participation in the Accelerator also provided the company with a strategic entry point into the KSA and the broader Middle East region. Extensive networking opportunities have allowed Neubility to meet with potential partners and investors, further advancing its reach.  

The insights gained from the Oxagon pilot — the first outside of East Asia — have also boosted Neubility’s operational agility, making it well-equipped to navigate diverse operational environments. This experience will play a crucial role in developing versatile, general-purpose robots for a broad range of future applications. 

“Our participation in the Oxagon x McLaren Accelerator provided us with an unparalleled opportunity to refine our autonomous robotics solutions in Oxagon, while also enabling us to accelerate our market entry into Saudi Arabia and the MENA region,” comments Do Hwan Kim, Chief of Staff at Neubility. 

“The hands-on experience gained during the pilot program has equipped us with invaluable insights, and we are excited to continue expanding our footprint in NEOM and beyond, as we prepare to launch Neubie 2.0 early next year.” 

Oxagon’s Accelerators are driving positive change 

Neubility’s successful rollout in Oxagon (and soon across NEOM) highlights how Oxagon’s Accelerator programs are delivering on their promise to drive innovation and play a key role in KSA’s sustainable digital transformation.  

Oxagon’s industry and innovation-led framework creates the ideal environment for best-in-class manufacturing and technological advancement. The Accelerator programs are integral to this framework, fostering entrepreneurship and providing a launchpad for new ventures to grow and succeed, transforming ideas into market-ready products. They encourage the cross-pollination of ideas among businesses, research institutions, and the wider community. 

Long-term, as Oxagon’s portfolio of Accelerator programs expands, it will position Oxagon as a global hub of innovation. These programs will offer unparalleled benefits, including access to innovative technologies, strategic partnerships, and a collaborative environment that fosters creativity and growth. 

Neubility’s experience underscores the transformative potential of the Oxagon x McLaren Accelerator. The 2023 cohort received grant funding from the NEOM Economic Development Office and NEOM Innovation Office, supporting the scaleups in line with Oxagon and NEOM’s ambitions.  As Neubility continues to grow and innovate, its journey stands as a testament to the power of strategic partnerships and accelerator programs in driving technological progress and economic growth. 

As Neubility and other members of Cohort One of the Oxagon x McLaren Accelerator continue to scale up and integrate their technologies within NEOM, Oxagon’s vision of creating a dynamic, innovative, and technologically advanced urban environment is steadily becoming a reality.