Medium-duty commercial vehicles do a disproportionate share of the world’s driving — and burn a disproportionate share of its diesel. Harbinger Motors is rewriting the rules of that segment, building a purpose-built electric platform for the fleets, delivery operators and service businesses that keep the economy moving. Ubuntu came on board in 2023 as Harbinger’s core digital partner, tasked with communicating a fast-moving, highly technical clean-transport proposition to fleet buyers, dealers, partners and investors at once.
The challenge
Medium-duty EV is one of the most strategically important shifts in commercial transport — and one of the hardest to communicate. The product is technical, the buyers are operational, and the market is still pricing in the transition. A single digital surface has to convince a fleet director, an engineering lead, a dealer principal and a Tier-1 partner that going electric is not just cleaner but commercially better — without diluting the story for any of them. A static brochure site was never going to move that decision.
What we did
Ubuntu embedded as Harbinger’s ongoing digital partner, managing and evolving the site week to week while building a suite of custom interactive tools that let people explore the technology in depth. These include a Chassis Navigator that turns a complex catalogue into a guided journey, a Total Cost of Ownership calculator that surfaces the savings and payback fleets actually buy on, a Telematics Configurator for the connected-vehicle stack, and bespoke touchscreen experiences for ACT Expo and other industry events. Throughout, Harbinger retains full ownership; we provide the technical, creative and strategic muscle to keep it all moving at the pace of the business.
“Ubuntu operates like an extension of our team. They take complex engineering and turn it into digital experiences that sell the vision before we even pick up the phone.”
The outcome
More than six custom interactive tools shipped in two years, a 3.4× increase in the delivery of digital tools, and sub-48-hour average turnaround on builds — a digital surface that helps convince operators to electrify sooner.