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SBD Automotive’s North America Headquarters Celebrates Five Years of Growth, Expansion in Ann Arbor

December 4, 2019 Regional Updates
Man and women in car with camera on tripod and laptop

In 2019, SBD Automotive celebrated its fifth year in Ann Arbor and recently established a dedicated office on the west side of Ann Arbor, having outgrown its two previous locations. The new location allows for greater customer interaction and on-site automotive testing and consumer clinics.

According to SBD North America Director Jeff Hannah, “Ann Arbor has been an amazing home for SBD Automotive. We are neighbors with an incredible university, close to numerous automakers and startups, and literally surrounded by exciting mobility initiatives from Mcity, PlanetM, and Ann Arbor SPARK.

“SBD is an important part of Ann Arbor’s expanding mobility cluster,” said Phil Santer, Ann Arbor SPARK senior vice president. “They’ve hosted an A2 Mobility Tech Meetup, they’ve participated in American Center for Mobility demos and events, and they’ve leveraged SPARK’s network to help recruit new employees. This new office is indicative of the company’s success — something we’re proud and excited to see happening.”

SBD Automotive is a global automotive technology research company which specializes in connected car, autonomous car, and secure car technologies. Currently, SBD supports most major automotive OEM and suppliers as clients with industry-leading research reports, strategic consulting services, as well as user experience and automotive cybersecurity testing services.

The company was founded more than 20 years ago in the UK by three former Nissan engineers specializing in automotive security testing and consulting. Expansions have included growth into connected and autonomous vehicles, and most recently to electric vehicles and shared mobility services with a global footprint now covering six offices across four continents in all of the major automotive hubs worldwide.

It was one of those expansions that established SBD’s North America headquarters in Ann Arbor. Having first opened in 2014 with two full-time employees, the Ann Arbor location and has successfully expanded to more than 15 individuals. 

As automakers and their partners evolve from traditional manufacturers to a ‘CASE’ focus (connected, autonomous, shared, and electric), SBD has built a foundation of knowledge and insights that the market needs, and attends and presents its research findings at major trade shows and technology conferences.

“Ann Arbor, and throughout Washtenaw County, has an amazing vibe with an unrivaled talent base which has allowed our team to attract a diverse group of thinkers, innovators, and leaders. We have experts from a majority of the leading institutions in the area, sponsored our first two interns this past summer, and have even inspired some of our global counterparts to move to this great city. We are here to stay,” added Hannah.

For more information about SBD Automotive, and its services please see

All photos courtesy of SBD Automotive.