Brand Guidelines
Conventions for naming and describing The Mobile Robot Company and its products in articles, event materials, and co-marketing. Logo files are in Logos.
Company name
- Legal name: The Mobile Robot Company ApS
- Running text: The Mobile Robot Company
- Abbreviation: MRC
The company is Danish, founded in November 2024, and headquartered in Hvidovre, Denmark. Ready-to-use descriptions are in the Company Boilerplate.
Product name and category
- Product name: J1600
- Category descriptor: self-driving pallet jack
- Defining characteristic: dual mode — manual pallet-jack operation plus operator-initiated autonomous travel in the same vehicle
Describe the J1600 as a dual-mode self-driving pallet jack, positioned between a conventional electric pallet jack and a fully automated AGV/AMR system. The 1.6 m lift is a manual capability; autonomous pallet delivery is at floor level. Precise figures for coverage are in the J1600 Fact Sheet.
Tagline and recurring phrases
The company tagline is "The Future Drives Itself."
Recurring messaging phrases:
- "human in the loop"
- "automation should adapt to people"
- "drop, go, repeat"
- "teach and repeat"
- "consumer-level easy"
- automation that works "out of the box"
The concept behind the messaging is explained in Human-in-the-loop automation.
Precision conventions
- Top speed is 5.4 km/h; avoid the rounded "5 km/h" used in some short summaries.
- The maximum pallet envelope is 1,250 mm / 49 in; avoid the rounded "1.2 m / 48 in".
- Market launch (20 October 2025), pre-orders (2 December 2025), first-product launch (January 2026), and shipping (Q2 2026) are distinct milestones — do not merge them into one date.
- The benefit is up to 80% reduction in manual work on repetitive transport, not an 80% improvement to every warehouse process.
People
Name spellings and short forms for the leadership team are listed in Executive Biographies.
Questions
For approvals, additional assets, or questions about usage, contact the press team in Media Contacts.