Mobileye Brand Guidelines: A Jerusalem Camera-Chip Maker, Intel & a Second Listing

A Hebrew University lab idea in Jerusalem.

Mobileye began in Jerusalem in 1999. English Wikipedia dates the founding to 13 May that year and names Amnon Shashua, a professor at the Hebrew University of Jerusalem, together with Ziv Aviram and Norio Ichihashi, as its founders. Shashua had turned his academic research into a vision system that could pick out vehicles using a single camera and software, and the company grew around the idea of adding that kind of “intelligence” to inexpensive cameras. When the BBC reported on the company in March 2017, it described Mobileye as founded in 1999 to develop vision-based systems for cars.

The company opened its first research centre in 2004, Wikipedia says, and launched its first processor, the EyeQ1, in 2008. The chip ran driver-assistance features such as automatic emergency braking, and one of the first cars to use it was the fifth-generation BMW 7 Series. New EyeQ generations followed in 2010, 2014 and 2018. Wikipedia also records early series production of lane-departure warning on Cadillac STS and DTS models and on BMW 5 and 6 Series cars.

Mobileye went public on the New York Stock Exchange in 2014. In March 2017 Intel announced that it would buy the company; the BBC reported at the time that Mobileye already had contracts with 27 carmakers and would stay based in Israel under Shashua. Globes reported on 8 August 2017 that Intel had completed the first stage of its tender offer, that Intel’s own autonomous-driving group would be merged into Mobileye, that co-founder and chief executive Ziv Aviram had stepped down, and that Mobileye would delist its shares from the New York exchange.

EyeQ, SuperVision and a camera-only test car.

Mobileye’s business rests on chips and software rather than cars. Wikipedia lists its main products as the EyeQ processors, REM crowd-sourced mapping, the Responsibility-Sensitive Safety model, Mobileye SuperVision, Mobileye Drive and a robotaxi system. RSS, unveiled in 2017, is a mathematical model published by Shashua and Shai Shalev-Shwartz that sets out rules for how a self-driving car should define fault and caution; Shalev-Shwartz became chief technology officer in 2019.

The company has long argued for cameras. At the CES show in January 2020 it showed a test car driving through Jerusalem with 12 cameras and no radar or lidar, The Verge reported, with the safety driver’s hands in his lap. TechCrunch reported in July 2021 that Mobileye had launched its first test fleet in Jerusalem in 2018, added Munich in 2020, and had begun camera-only testing in New York City with a safety operator behind the wheel, using its fifth-generation EyeQ5 chip. The same report noted that Mobileye also built a separate lidar-and-radar subsystem, meant to be combined with the cameras for redundancy in robotaxis.

Its customer list is long. Wikipedia records partnerships with BMW, Nissan, Volkswagen, Nio, Ford, Geely, Toyota (with the supplier ZF) and Mahindra, among others, and a 2023 agreement to bring SuperVision to future Porsche production models. Mobileye supplied Tesla for the first versions of Autopilot, but the two companies parted ways in 2016; The Verge reported that each side gave its own account of why. On the robotaxi side, Mobileye began trials with Nio electric cars in Israel in 2020 and showed its own robotaxi at the IAA Mobility show in Munich in 2021, Wikipedia says.

Design and documentation.

Self-driving and lidar companies sell something that is hard to photograph: software that makes decisions. Their public images therefore lean on a small set of recurring pictures. The most familiar is the robotaxi itself — often a white car or van with a sensor housing on the roof and smaller sensors at the corners — shown on a city street, at a kerb or at an airport drop-off.

A second picture is the view from inside the machine. Companies publish point-cloud renderings, in which a street is drawn as thousands of coloured dots, often bright greens, blues and magentas on black, with boxes marking cars, cyclists and pedestrians. Lidar makers add cutaway drawings of their sensors, showing the spinning or solid-state units that send out the laser pulses behind those images, and rows of compact sensor modules photographed like consumer electronics.

The other pictures depend on the business. Ride-hailing services show phone screens: a map, a pick-up pin, an estimated arrival time and a button to start the ride. Self-driving truck developers show tractor-trailers on long, empty highways, frequently in the desert light of the American Southwest. Driver-assist chip makers show circuit boards, dashboards and diagrams of cars wrapped in cones of sensor coverage.

Trade shows are another stage for these images: the CES technology show in Las Vegas and the IAA Mobility show in Munich are among the places where new sensors, concept vehicles and partnerships are put on display. This guide sets out what can be checked about each company — who founded it, who owns it, where it operates and what regulators have recorded — and marks clearly what rests only on the company’s own word.

An Intel unit with its own ticker.

Intel did not keep Mobileye fully private for long. In December 2021 it announced plans to take the unit public again, this time on Nasdaq, while keeping majority control, and the offering took place in October 2022. English Wikipedia, citing The Wall Street Journal and Bloomberg, says Intel sold only a small slice of the shares and kept all of the Class B stock, which gave it the great majority of the voting power. The listed company is Mobileye Global Inc., domiciled in the United States and headquartered in Jerusalem, with Shashua as president and chief executive.

The company’s next step is beyond cars. At CES in January 2026 Mobileye announced an agreement to buy Mentee Robotics, a humanoid-robot start-up that Shashua co-founded in 2022, TechCrunch reported on 6 January 2026. Shashua recused himself from the board’s decision, the deal was approved by the board and by Intel as the largest shareholder, and it was expected to close in the first quarter of 2026, with Mentee to run as an independent unit; by November 2026 Mobileye’s own website listed Mentee among its products. Shashua called the move the start of “Mobileye 3.0.” The same report said a carmaker in the industry’s top ten had ordered Mobileye’s EyeQ6H-based Surround ADAS system, and that the Volkswagen Group would use the chip as well. The company’s own website now describes Mobileye as a pioneer in using AI for driver assistance, autonomous driving “and now humanoid robotics.”

For a design guide, Mobileye shows how a supplier whose chips sit inside other companies’ cars can still build a name of its own, through research papers, test-car videos and show-floor robotaxis. Compare Intel, its majority owner, and Nvidia, another chip maker selling into self-driving cars. For this guide we use a night blue, a brighter sky blue and a pale mist with a sans, an unofficial interpretation; no product or logo is reproduced.

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