Neuron Mobility, a leading force in the global micro-mobility sector, was co-founded in Singapore in 2016 by Zachary Wang and Harry Yu. Since its inception, the company has expanded rapidly, now operating in over 30 cities across multiple countries, including Australia, Canada, New Zealand and the UK.
Renowned for its innovative e-scooter solutions designed for urban environments, Neuron’s mission is to ease congestion and reduce pollution by offering sustainable, efficient transport alternatives.
Wang’s passion for green solutions and technological innovation began in his university days, when he built the country’s first hydrogen-powered electric vehicle at the National University of Singapore (NUS). Before founding Neuron, he co-founded a successful renewable energy company that became a leading solar provider.
Transitioning from renewable energy to micro-mobility, Wang recognised that transportation was at a critical intersection of technology and sustainability. He saw that traditional vehicles were poorly suited to short, urban commutes, contributing to pollution and congestion, particularly in densely populated cities. Neuron was created to address this gap, offering faster, cleaner and more accessible solutions for short-distance travel.
“There was a gap in the intra-urban mobility space because cars were not designed for that use,” says Wang in an interview with The Edge Singapore, explaining the motivation behind his second start-up. “Cars are great until they’re not. They cause pollution and jams. You would often have to walk a distance from where you have parked to your intended destination.”
Wang began his entrepreneurial journey early in his career, a head start he views as an advantage. He approached the role with the mindset that “I don’t know everything”. As an entrepreneur and business owner, his focus has been on hiring people he believes are smarter than him, aiming to elevate the calibre and capability of the team at Neuron.
See also: Key to successful business is to be an unreasonable optimist: igloo founder Anthony Chow
He attributes much of Neuron’s success to his team. Believing in the power of innovation, he prioritises building a team of experts empowered to make impactful decisions. “The best people don’t join a company to be told what to do,” adds Wang. He fosters a strong sense of ownership, ensuring every employee understands how their decisions influence Neuron’s direction.
Following the company’s success, Wang has been named the 2024 EY Entrepreneur Of The Year (EOY) — Mobility. He is now shortlisted alongside three other winners in Singapore for the title of EY EoY 2024 Singapore. The winner will go on to represent Singapore at the EY World Entrepreneur of the Year (WEOY) award in 2025, competing with finalists from over 60 countries and jurisdictions.
Navigating challenges
See also: Dian Xiao Er tastes success with automation and Cambodia plans
While Neuron has built a strong team and expanded into several cities, its growth has not been without challenges. Initially focused on the Southeast Asian market, the company encountered several hurdles. Regulatory uncertainty around e-scooters and significant variations in market dynamics across countries posed considerable obstacles.
In 2019, regulatory changes in Singapore forced Neuron to reassess its market strategy. The need to adapt intensified when the city introduced stricter regulations on personal mobility devices (PMDs), limiting Neuron’s operations. In response, the company pivoted to Australia, launching in Brisbane, where it swiftly secured the city’s largest e-scooter contract. This move marked a strategic shift from Southeast Asia to regions with more established infrastructure and greater demand for micro-mobility solutions.
“Our experience in Singapore helped us when we entered the Australian market. In hindsight, we also recognised how important it is to find proper tech solutions and partnerships with governments. We were successful in other markets because we saw the issues in Singapore,” says Wang. For other markets in the region, such as Malaysia and Thailand, Neuron found itself facing stiff competition from motorbike taxis and limited infrastructure. “These markets are very different, as compared to Singapore and Australia. It is an extremely localised business.”
For Wang, the experience has imparted a crucial lesson: “Sometimes you need to pivot to where conditions are conducive for growth,” he says. By expanding internationally, Wang could focus on markets that had a stronger foundation for micro-mobility solutions.
Innovation-driven approach
As urbanisation accelerates globally, Neuron’s solutions are increasingly aligned with the sustainability and congestion reduction goals of city governments. By partnering closely with local authorities, Neuron integrates its micro-mobility services into public transport networks, enhancing urban mobility. In Ottawa, Canada, the company worked with local advocacy groups to address accessibility issues for people with disabilities, introducing warning systems on its scooters to alert visually impaired pedestrians.
Neuron’s latest scooter model, the N4, is made from 95% recycled materials, while all of Neuron’s PMDs have been globally carbon-neutral certified, underscoring the company’s commitment to sustainability. This environmentally friendly approach resonates with cities striving to reduce emissions and achieve climate targets. “We believe micro-mobility is here to stay and it’s about integrating sustainably with each city,” says Wang, adding that the company will continue to innovate and push harder to be more innovative and sustainable.
Innovation is at the heart of Neuron’s strategy. Unlike many competitors, the company designs its full-stack technology, seamlessly integrating the Internet of Things (IoT), hardware and software into its scooters. From sensors that track usage patterns to cloud-based data systems, Neuron’s e-scooters are engineered for intelligent, data-driven performance.
Safety is also a top priority. In Australia, where helmet use is mandatory, Neuron has designed Bluetooth locks for helmets attached to its scooters, which users can unlock via an app. Neuron’s AI-enabled e-scooters can detect and respond to their surroundings, ensuring compliance with local regulations. For example, they can automatically reduce speed if riders stray onto sidewalks.
Meanwhile, Neuron has introduced several innovative features, including AI-powered computer vision, which enables scooters to distinguish between bike lanes, pavements and restricted areas. If a rider attempts to use a sidewalk, the scooter emits an audio warning and gradually slows down, eventually coming to a stop if the behaviour persists. This solution addresses problems that have long troubled other operators in the industry.
Growth opportunities
While Neuron’s rapid international expansion during the pandemic brought operational challenges, Wang views this as a continued opportunity for growth. The company is expanding within its existing markets and eyeing further opportunities in European and North American cities.
For Wang, Neuron is establishing itself in a new industry that did not exist 10 years ago. “Being a pioneer comes with a lot of challenges too, because we have to gain the trust of governments and users,” he adds. With the service also being relatively new in the market, Wang emphasises the difficulty in breaking into new markets, as he reiterates that this is a business that needs to localise with the market.
“Some markets have widely accepted the need for these last-mile mobility options, making it a way of life. Some cities have not seen it and are just starting to understand it. As we expand, we are going through a social acceptance journey one city at a time,” says Wang, adding that it also took decades for people to transition from riding horse-drawn carriages to cars.
Neuron will continue to focus on market expansion, whether by deepening its presence in existing countries or entering entirely new ones. “Our current footprint gives us lots of room for imagination in terms of market expansion,’ says Wang. He also noted that product expansion is underway, with Neuron planning to roll out newer generations of scooters and introduce e-bikes to its fleet.
With cautious expansion plans in place, Wang doesn’t rule out taking the company public as part of its long-term growth strategy, though it is not a current focus. “IPOs allow a company to grow. But there are also other various ways to grow. Right now, we are focused on serving the people and when the time comes, we will think about the next steps.”
Offering some advice to aspiring entrepreneurs, Wang adds: “Do not reward yourself for having your own opinion, but for having the right one. Being an entrepreneur is a journey of learning and it is scary to stand in the unknown and unseen every day. Be truthful and open to learning while having your own view — don’t be stubborn.”
