Founded in Dec. 2017, Safeway is a robotics startup led by Chief Executive Kim Dong-ho. Kim, a former engineer at the Central Research Institute of Daewoo Shipbuilding & Marine Engineering (now Hanwha Ocean), worked on automation equipment and robot development. He started the company with the idea of "solving the inconvenience of mobility with technology."
Safeway's philosophy is "Mobility of Things." It aims for a world where not only transportation, but also people, goods, and services are freely consolidated and move. To realize this, it developed the autonomous driving robot platform e-Motion.
e-Motion uses a method of replacing upper modules on a standardized lower drive unit. It easily transforms depending on the purpose, such as logistics trays, service carts, and surveillance devices. Kim emphasized that "robot corporations can cut development expenses and expand their product lineups quickly." In fact, an economy logistics robot based on e-Motion has been released at a price point in the 15 million won range, tapping into automation demand among small business owners.
The core is the Ascender wheel module. It is a technology that stably negotiates stairs, height differences, and rough terrain. With a simple structure, it maintains flat-ground driving performance while lowering maintenance expenses. Kim said it is "a solution that can preempt the market between low-cost Chinese products and high-end advanced robots." Domestic patents are complete, and overseas patents are also in progress.
Safeway has also released consumer mobility products. The e-RESTTE, a stroller with automatic following, earned positive reviews for reducing childcare burdens. The wheelchair–walker combined smart mobility, with an ultra-lightweight foldable design, recorded a 93% satisfaction rate in pilot operations at senior welfare centers.
Its market strategy centers on B2B (business-to-business) transactions. By supplying the platform and Ascender technology as modules, it reduces robot corporations' expenses and diversifies revenue through direct product distribution. It estimates the domestic logistics and manufacturing market at 2 trillion won and the global service and logistics robot market at more than 30 trillion won.
To date, including government projects, Safeway has secured more than 3 billion won in total and is pursuing additional investment. It is also expanding global partnerships. It is collaborating with U.S. delivery robot company Cartken and Stanford University's robotics lab, and has entered technical talks with defense companies Hyundai Rotem and LIG Nex1.
It is also pushing overseas expansion. It has steadily participated in the Consumer Electronics Show (CES) and Mobile World Congress (MWC) to expand its network, and was selected for a program by Plug and Play, a leading U.S. accelerator. Kim said, "We are aiming to win a CES Innovation Award in 2026."
His ultimate goal is clear. "By 2030, we will establish ourselves as Korea's No. 1 mass-market autonomous driving robot platform corporation and break into the global top 10." With Mobility of Things at the forefront, the plan is to rise as a strong small corporation representing Korea's robot industry.
Kim emphasized, "We will spread Ascender as a global standard and, based on integrated hardware–software capabilities, become a core platform supplier that global robot corporations cannot help but rely on," adding, "We will establish ourselves as a corporation representing the competitiveness of Korea's robot industry."