ITS Midwest Webinars

Advancing CV Technology from Test Lab to Main Street: The Key Role of the Vehicle Integrator

Speaker: Jeff Varick (Founder and CEO, Brandmotion, LLC)

DATE: March 10th, 2021
TIME: 11:30am - 12:15pm Central (12:30pm - 1:15pm Eastern)
SPEAKER: Jeff Varick (Founder and CEO, Brandmotion, LLC)
MODERATOR: Scott Lee (TranSmart; ITS Midwest)

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When cities seek to test connected vehicle technology in real world deployments, the task of finding, verifying and equipping vehicles for the study can add up to a major task for the deployment team. This presentation will highlight the emergence of the vehicle system integrator role, a single point of vehicle integration expertise to manage OBU spec development and selection, HMI and antenna selection, system architecture documentation, and vehicle system validation testing. Other common vehicle integrator roles include Application Use Case Development, RSU-OBU Interoperability testing, Participant recruitment, scheduling and training, and of course installations, troubleshooting, and ongoing tech support. Attendees will come away with a better understanding of what it takes to reduce the risk of managing a real world new technology deployment.


  • 20-25 minute presentation
  • 10 minute Q&A


Jeff Varick, Brandmotion LLC
Jeff Varick

Jeff Varick is Founder and CEO of Brandmotion, LLC, a Detroit-based vehicle systems engineering company focused on improving vehicle safety performance through emerging technology integration.

Brandmotion is a leader in the integration of Connected Vehicle solutions, helping to bring advanced vehicle-to-vehicle communication technology to a greater number of cars and trucks on the road. The company was an inaugural member of the University of Michigan Mobility Transformation Center (MCity), and has served as Vehicle Integrator roles for 15 national CV Deployments, including Smart Columbus, Denver Smart City and the Tampa CV Pilot, where as Vehicle Integrator, Brandmotion is responsible for all sourcing, integration, installation, field support and verification of the Tampa CV Pilot vehicles.

Brandmotion is also a developer of highly integrated vehicle retrofit safety solutions for the automotive aftermarket. Brandmotion distributes emerging safety technology and OEM-quality vehicle accessory solutions under the Brandmotion brand through a North American network of over 2,500 installers, fleets and dealers.

Brandmotion has won numerous awards from SEMA, the leading aftermarket association, including Manufacturer of the Year in 2016. In 2017, Jeff was honored by the SEMA PRO Council as Person of the Year for his leadership in leading the aftermarket into the Connected Vehicle era. Jeff also serves on the Global Board of Directors of the Society of Automotive Engineers (SAE).

Prior to forming Brandmotion, Jeff held a wide variety of product development, business development and marketing strategy leadership roles within the global automotive industry, including Director of New Product Strategy for Johnson Controls Automotive, Consulting Manager for Integral, Inc., a Cambridge, Massachusetts-based innovation management firm. There he worked alongside well-known author and Harvard Business School professor Clay Christensen (The Innovator’s Dilemma) and introduced Dr. Christensen’s pioneering work on disruptive innovation to the auto industry.

Jeff started his automotive career at General Motors Design Staff in Warren, Michigan. He later served as new business development manager for GM International Operations in Zurich, Switzerland, and helped GM teams win new vehicle sales contracts in emerging Asian markets including China.

Jeff received his bachelor’s degree in Mechanical Engineering from the University of Wisconsin and holds a master’s degree in Business Administration from the Wharton School of the University of Pennsylvania.
Photo: Jeff Varick. Image credits: VZAN


Scott Lee, ITS Midwest
Scott Lee

Scott Lee, P.E. is President of ITS Midwest and Chief Engineer of Innovation and Technology at Transmart/EJM. TranSmart is a group of knowledgeable and creative professionals (Engineers, Planners, and Specialists), who are skilled in Transportation Planning, Traffic Engineering, Information Technology/ Intelligent Transportation Systems and Transportation Facility Studies and Improvement Design.
Exec bio: Scott Lee on LinkedIn
Photo: Scott Lee. Image credits: ITS Midwest


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