By the end of 2017, REKA had reached a significant turning point in its journey toward building autonomous vehicle technologies. The company had secured a large-scale contract in Singapore to develop an autonomous vehicle fleet for port logistics—an ambitious project that marked a major milestone for REKA.

However, this success came with a crucial decision. As the team assessed the project’s scope, they found themselves at a strategic crossroads. Should they focus all their resources and financial backing on developing autonomous vehicles tailored to port logistics? Or should they continue to invest in a more generic autonomous driving technology, while simultaneously ramping up efforts in marketing, branding, and public awareness to position REKA as a leader in the broader autonomous space?

This divergence in vision ultimately led to a split among the founding team. One group believed that the resources should be concentrated solely on expanding the engineering team, dedicating all available funds to the technical development of advanced robotics for port logistics. They saw this as the most direct path to immediate commercial success, aiming to build a specialized product with deep technical expertise.

On the other hand, REKA chose a broader, more holistic approach. The company not only wanted to develop autonomous vehicle technology but also recognized the importance of investing in the non-technical aspects of the business. REKA decided to allocate a portion of their resources towards building a strong brand identity, enhancing marketing efforts, and increasing public awareness. They aimed to create an ecosystem where the technology and brand would grow hand-in-hand, allowing for scalability beyond a single niche application.

This divide in strategy led to a pivotal decision—the original founders split into two groups. The faction that focused on port logistics spun off to create a company that would push the boundaries of engineering and robotics within the logistics space. Meanwhile, REKA embraced its broader mission to create a flexible, scalable ecosystem, investing in marketing, branding, and non-technical growth alongside its technical advancements.

This strategic choice allowed both groups to pursue their distinct visions. While the spin-off company honed in on transforming port logistics with specialized autonomous technology, REKA invested in a future where human-centric ecosystems and autonomous systems could coexist, leveraging both technology and brand presence to lead in the industry.