Danish Robotics Startup The Mobile Robot Company is Taking the Industry by Storm

Award-winning Danish startup disrupts legacy intralogistics with its dual-mode J1600 pallet jack, leveraging a unique human-in-the-loop automation model and transparent pricing to empower unautomated SME warehouses.

COPENHAGEN, Denmark, Oct. 13, 2026 /PRNewswire/ -- Forty-eight hours before their startup's most critical public appearance, Emil Hauch Jensen and Odin Kudahl Skovsted faced a late-night crisis. The two founders of The Mobile Robot Company had a robot suddenly failing its own safety checks. It was April 2026, and their debut at TEST CAMP INTRALOGISTICS in Dortmund was looming.

"We were in extreme panic," recalled Jensen, the company's CEO. Out of time, the team loaded the immobilized robot into a truck at 6:00 p.m. and drove through the night from Copenhagen to Dortmund, hoping for a breakthrough on the road. That breakthrough arrived the very morning of the setup: a call from their supplier with a last-minute fix that finally cleared the error, pulling the startup back from the brink of a high-profile disaster. In June 2026, that same machine—a self-driving pallet jack named the J1600—shocked the industry by defeating manufacturing giants to win the prestigious IFOY Award for Industrial Truck of the Year.

It was a dramatic validation for a company launched nineteen months earlier, in November 2024. Jensen and Skovsted are no strangers to robotics, having collectively deployed over 10,000 robots during previous tenures at Mobile Industrial Robots (MiR). Skovsted ran technical support, while Jensen spearheaded MiR's expansion into China. Through daily problem-solving, the pair bonded over a shared frustration: the excruciating difficulty of making fully autonomous robots work perfectly in unpredictable warehouses.

"We found that it's the last five and ten percent that are the hardest and the most expensive and requires a lot of custom engineering," Jensen explained.

That realization crystallized into The Mobile Robot Company, an enterprise built on a counter-intuitive premise. Instead of chasing 100 percent autonomy, Jensen and Skovsted decided to deliberately target 80 percent.

The catalyst for this philosophy came during a visit Jensen made to an Amazon distribution center. Given Amazon's relentless drive for efficiency, Jensen expected an automated marvel. Instead, he found a facility devoid of mobile robots. An operations manager explained that their processes changed ten times a week to adapt to evolving customer demands. Full automation was too rigid.

"It wasn't a cost issue," Jensen said. "It was really the flexibility, the need to be able to very quickly adapt the processes." He realized that keeping a human in control, rather than ceding total authority to a software system, was the key to unlocking widespread adoption.

That insight became the foundation for the J1600 self-driving pallet jack. It features a "dual-mode" capability, acting as a conventional, tiller-controlled manual electric pallet jack when handling nuanced, judgment-heavy tasks, and seamlessly transforming into an autonomous robot for repetitive, long-distance floor transport.

Warehouse environments are notoriously messy. Damaged pallets, unstable loads, steep dock plates, and stray shrink-wrap require human intuition. By leaving pallet pickup and exception-handling to human operators, The Mobile Robot Company bypassed the nightmarish complexity of full integration. Once a worker manually secures a load, they use a touchscreen to select a saved destination and initiate the autonomous sequence. The J1600's dual-mode system takes over the tedious walking, navigating via 3D LiDAR SLAM technology.

"Don't try to make it more advanced. Try to make it easier," Jensen emphasized. "We wanted the manual functions to be just like a regular pallet jack. We wanted basically no learning curve."

This focus on simplicity extended to their go-to-market strategy. Unlike most industrial automation companies that hide their pricing behind lengthy sales consultations, The Mobile Robot Company boldly publishes a flat list price of €65,000 for the J1600. Furthermore, they offer a two-week paid trial for €4,000 to drastically lower the barrier to entry for small and medium-sized enterprises—a market segment traditionally ignored by major robotics developers due to their smaller budgets.

"Our partners tend to like it. Our customers like it a lot," Jensen said of the transparent pricing model. "Why would you have to send an email to a sales rep asking for a price? Why shouldn't it be immediately available?"

Today, the Copenhagen-based company operates a rigorous testing facility intentionally designed to mimic the imperfect reality of industrial floors, complete with uneven surfaces and unpredictable obstacles. The startup remains lean, having grown from six employees in January 2026, when the first J1600 drove autonomously, to nine employees today. Yet, their impact has vastly outpaced their headcount. Through a rapidly expanding network of distributor partners, the company now operates across eight countries in the EMEA region and is eyeing further international expansion.

Incumbent forklift manufacturers can certainly attempt to copy the dual-mode concept, but Jensen believes the startup's competitive moat lies in its exceptional software and relentless focus on the user experience. By empowering warehouse operators rather than trying to replace them, the J1600 has sidestepped the typical anxieties surrounding automation. The moment operators realize the machine is a tool that saves them miles of walking rather than a threat to their livelihoods, skepticism evaporates.

"I welcome more people to join the dual-mode future. They help us get from 1% automation to 99% automation," Jensen confidently noted, outlining a vision where fully manual pallet jacks become obsolete within a decade.

For Jensen and Skovsted, the journey from managing endless integration headaches to standing on the stage in Stuttgart with the Industrial Truck of the Year award has been a whirlwind of exhaustion and vindication. The Mobile Robot Company has proven that sometimes the smartest way to advance industrial automation is not to make the robot do everything, but to let it do just enough.

Related Links:

• The Mobile Robot Company
• The Mobile Robot Company Knowledge Center
• The Mobile Robot Company on LinkedIn

Emil Hauch Jensen
CEO
The Mobile Robot Company ApS
+45-88109012
emil@mobilerobot.com

This release was issued through WebWire®. For more information, visit http://www.webwire.com.