DUBAI: At GITEX Global 2025, The Brew News caught up with Amy Luca, the dynamic Chief Marketing Officer of Tensor, the Silicon Valley-based AI company building the world’s first Level 4 fully autonomous vehicle designed exclusively for personal ownership. With years of experience in global tech leadership, including her time as Global Head of Social at Monks, Amy now drives Tensor’s global brand, marketing, and communications strategy.
From redefining mobility to transforming AI ethics around privacy and personal data, Amy unpacks what makes Tensor Robocar different — and why the UAE is a perfect launchpad.
The Brew News: What do you mean by “personal” when describing Tensor’s Robocar? Aren’t other autonomous vehicles already on the market?
Amy Luca: What sets Tensor apart is its core mission: to deliver a fully autonomous Level 4 vehicle that is not designed for commercial fleet services but for individual ownership. When we say “personal,” we mean the vehicle is yours to own, control, and live with. Unlike RoboTaxis or shared fleets, the Tensor Robocar is built to reside in your garage, be charged in your home, and integrate into your daily life. It’s designed from the ground up as a private, intelligent companion — not a commercial asset. This level of autonomy tailored for the individual is a significant leap forward in both design and philosophy.
The Brew News: Where is Tensor based?
Amy Luca: Tensor is proudly based in Silicon Valley, California. We are rooted in one of the world’s most dynamic ecosystems for innovation, particularly in artificial intelligence, machine learning, and advanced mobility. Being headquartered there allows us to collaborate with some of the world’s leading technology companies and researchers, while maintaining a global outlook. Our presence in Dubai is a strategic extension of this, enabling us to engage with visionary partners in a region that truly embraces transformative tech.
The Brew News: Autonomous vehicles usually require a lot of support infrastructure. How does Tensor plan to ensure customer readiness and reliability?
Amy Luca: Our approach starts with rethinking the vehicle architecture itself. Tensor is engineered from the ground up with intelligence at its core. We’re an AI-first company, and our Robocar reflects that. The vehicle is designed to operate independently, without relying heavily on external infrastructure. It features five LiDAR systems, a suite of cameras and radars, and advanced thermal and spatial sensors — all integrated into a redundant system that ensures both situational awareness and fail-safe operation. The AI agent inside the Robocar learns continuously, interprets its environment, and makes real-time decisions. This reduces the burden on cities to adapt while ensuring safety and performance from day one.
The Brew News: Why does the Robocar have doors that resemble luxury brands like Rolls-Royce?
Amy Luca: We’ve designed Tensor Robocar not just as a vehicle, but as a luxury experience. The rear-hinged doors, reminiscent of Rolls-Royce, are part of our vision to make entering and exiting the vehicle effortless and elegant. Since the car is meant to be ridden in rather than driven, we focused on comfort, space, and accessibility. These design choices reflect the premium positioning of the car and align with the expectations of our target market: discerning individuals who value both cutting-edge technology and refined aesthetics.
The Brew News: Are you conducting your testing in the UAE market as well?
Amy Luca: Yes, we are. Dubai is not just a showcase city for us; it’s a real testbed for the kind of intelligent mobility Tensor envisions. We’ve been conducting controlled tests in various environments to understand regional variables — from road infrastructure to climate considerations. Our decision to open a regional office in Dubai reflects our commitment to the market and our belief that the UAE will be among the first adopters of true personal autonomy.
The Brew News: When will consumers be able to purchase Tensor Robocars?
Amy Luca: We are targeting a full consumer rollout by the end of next year. The response we’ve received at GITEX and the Self-Driving Congress has been overwhelmingly positive. We’re moving toward a limited release in key markets, including the UAE, with plans to scale based on regulatory approvals and production timelines. Our team is focused on ensuring that when it does launch, the Robocar is not just technologically advanced but also fully supported with the right customer service and ownership experience.
The Brew News: Many people worry about safety in fully autonomous cars. How do you address concerns about accidents or lack of control?
Amy Luca: Safety is foundational to everything we build at Tensor. We’ve partnered with Marsh to develop the world’s first insurance model specifically for personal Robocars. When the car is operating in Level 4 mode, the owner is not liable — we are. That’s how confident we are in our system. The car features no steering wheel in L4 mode, which means there is no fallback to human intervention. It has to perform. It’s been tested in millions of real and simulated scenarios. Our data shows that autonomous systems can outperform human drivers when it comes to reaction times, situational awareness, and rule compliance.
The Brew News: For drivers used to steering wheels and manual control, how do you change that mindset?
Amy Luca: It’s definitely a paradigm shift, but one that comes with data-backed assurance. The Tensor Robocar has zero blind spots, obeys all traffic laws, and never drives distracted. It processes far more variables in real time than any human can. We have primary, secondary, and tertiary safety systems built in. Our AI doesn’t get tired, emotional, or distracted. It’s about shifting public perception from fear to trust — and we believe the user experience and track record will do just that.
The Brew News: How does the Robocar adapt to different road laws in various countries?
Amy Luca: We understand that regulatory environments vary, and that’s why Tensor Robocar features a dual-mode capability. In regions where Level 4 autonomy is not yet permitted, the vehicle can switch to manual mode. The interface adapts, and a retractable steering wheel engages, allowing the driver to take control. This flexibility ensures the Robocar is compliant while remaining forward-compatible with evolving laws. It’s our way of being globally adaptive while staying future-ready.
The Brew News: And in terms of charging? What can users expect from performance?
Amy Luca: The Tensor Robocar supports ultra-fast charging, capable of reaching up to 80% battery in just about 10 minutes, depending on the charging infrastructure. This performance is key to ensuring convenience and range confidence for daily users. The vehicle is also designed to be energy-efficient, leveraging AI to optimise route planning and battery usage based on real-time conditions. It’s part of our larger mission to make personal autonomy not just intelligent, but sustainable too.
