MOVA is a global AI smart living leader that develops premium and intelligent ecosystems for the home, specializing in robot vacuums, mowers, and personal care appliances designed to enhance modern, connected living. Pulse 2.0 interviewed MOVA President Li Fei to learn more.
Li Fei’s Background
Could you tell me more about your background? Fei said:
“I currently serve as Global President of MOVA, where I oversee the company’s global strategy, business growth, and organizational development across multiple product lines, including home cleaning and smart outdoor robotics.”
“Before taking on this role, I led MOVA’s robotics business group, scaling it from a single product line into a multi-category portfolio that includes robotic lawn mowers and other intelligent robotic solutions. Over the past several years, I have been closely involved in building businesses from the ground up—expanding teams, driving revenue growth, and bringing innovative robotic products successfully to market, particularly in Europe and other global regions.”
Formation Of The Company
How did the idea for the company come together? Fei shared:
“The idea for MOVA came together around a simple belief: intelligent technology should improve everyday life. We saw that many smart home products focused on isolated functions, but few truly understood how people live or how different tasks connect across the home.”
“MOVA was created to bridge that gap—by applying AI, robotics, and advanced hardware to everyday scenarios such as cleaning, outdoor maintenance, and home care. Rather than building standalone devices, we set out to create an integrated, AI-powered home ecosystem that feels intuitive, human-centered, and reliable.”
“From the beginning, MOVA’s focus has been on simulating human perception, judgment, and execution—so our products can understand their environment, make context-aware decisions, and complete tasks autonomously. This philosophy continues to guide how we design products, build teams, and expand into new categories.”
Favorite Memory
What has been your favorite memory working for the company so far? Fei reflected:
“One of my favorite memories at MOVA was the moment we made the decision to pursue a LiDAR-based technology path for our first robotic lawnmower.”
“At the time, most of the market was following more common visual or positioning-based solutions. LiDAR was significantly more expensive, but it allowed us to avoid complex installation requirements and deliver a truly plug-and-play, out-of-the-box experience for users—something we believed was critical when entering a highly competitive overseas market. We knew that incremental improvements would not be enough; we had to invest in a higher-barrier approach to differentiate through technology and product performance.”
“That decision has since proven to be the right one. The accumulated LiDAR expertise has become a core technological moat for MOVA, enabling faster iteration, greater system stability, and broader application across product lines. More importantly, the convenience brought by LiDAR-based solutions has been widely recognized by the market, validating our belief that meaningful innovation comes from investing in solutions that are harder to replicate.”
Core Products
What are the company’s core products and features? Fei explained:
“Founded in 2024, MOVA is a global-first brand focused on building premium AI-powered home robotics that integrate naturally into everyday life. Rather than standalone devices, MOVA is creating a connected smart living ecosystem spanning six core scenarios—home cleaning, smart outdoor, personal care, kitchen appliances, pet care, and smart consumer electronics—covering more than 20 product categories.”
“Across all products, MOVA emphasizes autonomous operation, intelligent perception, and intuitive human–machine interaction. Our robots are designed to understand their environment, make context-aware decisions, and complete tasks with minimal user input. By combining advanced AI, proprietary hardware, and deep insight into daily home behavior, MOVA aims to deliver a smart home experience that feels seamless, adaptive, and genuinely human-centered.”
Challenges Faced
Have you faced any challenges in your sector of work recently? Fei acknowledged:
“Like many companies operating at the intersection of hardware, AI, and global consumer markets, one of the biggest challenges we’ve faced recently has been scaling a technology-driven brand globally while maintaining consistency in product experience, brand values, and execution quality.”
“As MOVA expanded across multiple categories and regions, the complexity increased—not just in R&D, but in supply chains, regulatory environments, channel expectations, and user needs that vary significantly from market to market. The risk for any growing brand is fragmentation: fragmented technology stacks, fragmented brand messaging, or fragmented organizational focus.”
“We addressed this challenge by re-centering the entire organization around a shared technological foundation and a unified brand philosophy. Rather than treating each category or market as an isolated business, we invested in core platform technologies, standardized our product development logic, and built cross-functional teams that connect engineering, product, and market insights much earlier in the decision-making process.”
Evolution Of The Company’s Technology
How has the company’s technology evolved since launching? Fei noted:
“Since launch, MOVA has evolved its technology through a vertically integrated, self-developed approach that supports rapid iteration and long-term differentiation. The foundation of this evolution is MOVA’s in-house high-speed motor technology, which ensures strong, stable, and efficient performance across products by tightly integrating motor design, manufacturing, and system optimization.”
“Building on this hardware base, MOVA has continuously advanced its proprietary intelligent algorithms in areas such as autonomous navigation, obstacle avoidance, AI-based recognition, and human–machine interaction. As the company expanded into new scenarios, these capabilities were further extended into specialized domains, including 3D LiDAR-based navigation for robotic lawn mowers and advanced underwater sensing and mapping for robotic pool cleaners. Today, with over 2,000 patent applications globally and around 70% of its workforce dedicated to R&D, MOVA maintains a level of technical depth and innovation density well above the industry average.”
Significant Milestones
What have been some of the company’s most significant milestones? Fei cited:
“Since its founding, MOVA has reached several key milestones that highlight both rapid global expansion and sustained innovation in products and technology. The brand launched in Europe in early 2024, entered North America later that year, and has since expanded into smart outdoor categories such as robotic lawn mowers. MOVA has also strengthened user trust through initiatives like an industry-leading three-year warranty and has earned international recognition, including the Red Dot Design Award for the MOVA 1000.”
“By early 2026, MOVA had expanded into over 60 countries across six global regions and partnered with global football icon Luka Modrić as its brand ambassador. Together, these milestones reflect MOVA’s evolution from a newly launched brand into a fast-scaling global player in AI-powered smart living and home robotics.”
Customer Success Stories
Can you share any specific customer success stories? Fei highlighted:
“On the consumer side, a compelling example comes from Germany, where a customer adopted the MOVA 1000 robotic lawn mower after three months of careful comparison. His garden posed a significant challenge: a 610 m² lawn split into three separate zones, connected by narrow, winding paths, dense shrubs, and uneven terrain—conditions he described as ‘a nightmare for most robotic mowers.’”
“Despite this complexity, MOVA 1000 exceeded expectations. The mower delivered a carpet-like finish, handled 25° slopes with ease, and followed boundaries with centimeter-level precision, eliminating the need for manual edge trimming. Even during autumn, when fallen leaves covered the lawn, the robot operated quietly and efficiently.”
“What once took four hours of manual work was reduced to an autonomous process, allowing the customer to spend time relaxing with family and enjoying his garden.”
“These examples highlight how MOVA robotic mowers not only improve efficiency, but also remove barriers to outdoor enjoyment—allowing users to reclaim time, reduce effort, and reconnect with their living spaces.”
Funding/Revenue
Are you able to discuss funding and/or revenue metrics? Fei revealed:
“MOVA is privately held and continues to grow sustainably through product revenue and strategic investment partnerships. We have shown year-over-year growth in North American, European and some key new markets, and we are investing strategically to scale R&D and production capabilities.”
Total Addressable Market (TAM)
What total addressable market (TAM) size is the company pursuing? Fei assessed:
“Rather than focusing on a single product category, MOVA’s TAM encompasses all six core living scenarios within its AI-powered smart home ecosystem, including Home Cleaning, Smart Outdoor, Personal Care, Kitchen Appliances, Pet Care, and Smart Consumer Electronics.”
“As MOVA continues to expand across both indoor and outdoor robotic applications—and introduces new AI-enabled product categories—the company’s addressable market will continue to grow. Importantly, MOVA views TAM not as a static figure, but as an evolving opportunity shaped by technological capability, ecosystem integration, and changing consumer behavior.”
Differentiation From The Competition
What differentiates the company from its competition? Fei affirmed:
“What truly differentiates MOVA is its global-first structure and cross-category technology synergy. From the outset, MOVA was built as an international company, with design, engineering, and user research distributed across key global hubs—Paris for aesthetics and industrial design, Munich for core R&D and engineering, and Shanghai for user behavior research and real-world validation. This structure ensures every product balances design sensibility, technical rigor, and deep user insight.”
“At the same time, MOVA operates across multiple smart home categories. Core capabilities developed in indoor robotics—such as perception algorithms, human–machine interaction, system stability, and reliability—are efficiently transferred to outdoor applications like lawn and pool care. This multi-category intelligence allows MOVA to innovate faster, reuse technology more effectively, and deliver a more cohesive ecosystem than competitors focused on a single product line.”
Future Company Goals
What are some of the company’s future goals? Fei affirmed:
“Looking ahead, MOVA is focused on:
- Expanding product lines beyond smart home into broader autonomous robotics
- Enhancing AI capabilities with predictive behavior modeling
- Growing global distribution and after-sales network
We envision a future where indoor and outdoor robotics seamlessly improves how people live, work, and interact with their environment.”
Additional Thoughts
Any other topics you would like to discuss? Fei concluded:
“MOVA is committed to addressing the needs of diverse communities by leveraging innovative technology to improve quality of life. In 2024, MOVA launched the M10 Pro floor washer, featuring a one-touch 90° folding mechanism and a lightweight ergonomic design. These innovations make it easier for individuals with disabilities to clean independently. MOVA believes that people of all backgrounds and abilities should be able to easily enjoy the benefits of intelligent home living, reinforcing the company’s commitment to accessible, inclusive, and empowering technology.”
