Motive launches Driver Rewards and AI Coach enhancements to tackle driver retention and performance at scale

US AI platform for physical operations Motive has announced a major expansion of its Workforce Management solution with the launch of Driver Rewards and significant enhancements to its AI Coach and Performance Hub products, targeting the growing driver retention and performance management crisis facing UK fleet operators. The development is relevant to HR and people management professionals responsible for workforce engagement and retention strategies in logistics, transport, and field operations.

HR News reported that the announcement was made at Vision 26, Motive's annual innovation summit, with Driver Rewards designed to help organisations engage, incentivise, and retain drivers at scale through automated, data-driven recognition and reward programmes.

Driver retention has become a critical workforce challenge across the physical economy, with large fleets reporting annual turnover as high as 60%. Losing a single driver costs organisations an average of £6,300, while a fleet of 1,000 drivers could face turnover costs of nearly £4 million annually. The UK also faces a projected HGV driver shortage of 200,000 by 2030.

Hemant Banavar, chief product officer at Motive, said: "Too often, drivers only hear from their team when something goes wrong. Motive Driver Rewards automatically recognises and reinforces the behaviours that matter most. By turning everyday performance into real-time incentives, we help UK organisations reduce turnover and build stronger performance cultures without adding manual work."

Driver Rewards enables fleet managers to create customisable, data-driven challenges tied to metrics including safe driving, fuel efficiency, and compliance, with automated scoring, leaderboards, and real-time progress tracking delivered through the Motive Driver App.

View the full product launch and capability details.