MEDIA RELEASE via Invest WindsorEssex

WINDSOR-ESSEX, ON., June 11, 2021 – Ettractive Inc. is excited to announce that it has selected Tecumseh (Oldcastle) in Essex County to begin operations. Located at 2240 Olympia Drive, Ettractive Inc. is a new entity bringing together the experience of Detroit/Windsor automotive hardware and software development experts to develop electric and autonomous vehicles.

The company will hire four to five employees to support existing customers in Canada, the United States and Southeast Asia, before scaling up to 15-20 over the next year. The rationale behind their decision to locate in the region was to take advantage of the vibrant automotive and logistics sector, access to un-tapped tech talent from the University of Windsor and St. Clair College and the strong support system that exists in Windsor-Essex.

As the Windsor-Essex region shifts from the Automotive Capital to Automobility Capital, there are many opportunities surrounding connected, autonomous, secured, and electrified vehicles. Having access to an AVIN Regional Technology Development Site in Windsor-Essex provides support to a larger innovation ecosystem and opportunities to test their technologies in both a physical and simulated virtual environment. Ettractive will leverage the strategic location of the region to access the United States market and serve clients on both sides of the border and globally.

Quotes:

“The aim is to become a preferred resource for the development of advanced electric and autonomous mobility technologies for vehicle manufacturers, startups and end-users. Ettractive envisions a world where companies small and large work together to develop pragmatic solutions and move the world forward. We selected Windsor-Essex as the location to set up operations because of the international market access and the talent and expertise the region offers in the automobility sector.” — Pat Troy, CTO, Ettractive

“The Windsor-Essex region is on an innovation journey through the emergence of an automobility ecosystem. To ensure that we are embracing the innovative shifts happening in the auto sector, we value the addition of forward thinking technology companies like Ettractive to assist in the transition to the next evolution of the automobile. Windsor-Essex has been a leader in the automotive sector for over a century. Continued advancements will ensure we are positioned as leaders well into the next century. We are very pleased to welcome Ettractive to our region and look forward to having them support our automobility efforts.” — Stephen MacKenzie, President and CEO, Invest WindsorEssex

“The Town of Tecumseh is thrilled to welcome Ettractive to our talented and progressive Oldcastle area. Our municipality is proud to host so many innovative companies that complement all the great efforts taking place in the region. Offering competitive industrial property tax rates, vital and quick access to key highways and borders and close proximity to our academic institutions allows us to attract forward thinking companies like Ettractive. We know that Ettractive will find success locating here and contribute to our evolution into Canada’s Automobility Capital.” — Mayor Gary McNamara, Town of Tecumseh

About Ettractive
Ettractive is an automotive hardware and software development company simplifying the development and deployment of electric and autonomous vehicles. Their experienced team, with extensive OEM background, provides superior end-to-end solutions for complete, purpose-built EV and autonomous vehicles. From concept drawings, to prototypes, to early production, Ettractive supports customers who are looking for support and guidance with these new technologies. With projects spanning from microcars to class 8 truck and bus, Ettractive has the experience to deliver leading-edge technology quickly and efficiently. Their mandate is to help the Windsor-Essex region take advantage of EV and autonomous technology and pave the way for manufacturers and operators to reduce their costs and emissions. ettractive.com

About Invest WindsorEssex 
Invest WindsorEssex is the lead economic development agency for the Windsor-Essex region. The focus of the organization is to develop and execute strategies to retain, expand, attract and help new businesses start-up in the Windsor-Essex region. Invest WindsorEssex is led by a board of distinguished community leaders. A team of professional staff assists with location and investment decisions by working one-on-one with businesses to facilitate the process of starting, growing or locating in Windsor-Essex. investwindsoressex.com

Media contacts:

Patrick Thompson
Business Development Leader, Ettractive
Phone: 226-788-9505
Email: patrick.thompson@ettractive.com

Gina Meret-Dybenko
Manager, Investment Attraction and Corporate Marketing
Invest WindsorEssex
Mobile: 519-791-6223 E-Mail: gmeret@investwindsoressex.com