CUSTOMER CASE STUDY

Challenge

Southwind’s commitment to the safety of its people and the community in which it operates was put to the test in 2020, when a tragic incident made it clear that the company lacked the necessary technology and processes to prevent or respond to emergencies in real time. 

“I started at Southwind right after a tragic accident,” said Morrison. “We knew there was a need to improve safety for our people.”

In response, Southwind deployed a telematics solution—but it failed to provide the visibility and real-time alerting the team needed. Not long afterward, another serious accident occurred. 

“We had another rollover,” Morrison recalled. “And again, not knowing anything, there was no alert. We didn’t know that our team member was in a serious accident. We ended up getting insurance non-renewal letters in the mail.”

That lack of visibility and delayed response prompted a complete reevaluation of Southwind’s safety infrastructure. The company needed more than just tracking—it needed a system that could detect unsafe driving behaviors, deliver real-time alerts, support proactive coaching, and effectively scale as the business expanded across North America.

Beyond safety challenges, Southwind was also facing issues with excess fuel usage, fraud, and infrequent maintenance that were costing the company millions of dollars. Excessive idling, fuel fraud, and failure to accurately track fleet maintenance led to unforeseen downtime and costs that Southwind needed to address. 

Solution

Southwind turned to Motive to replace outdated telematics technology with a comprehensive and responsive AI-powered system designed to enhance safety and control. Morrison deployed Motive AI Dashcams to detect unsafe driving, deliver real-time alerts to drivers and managers, and help prevent accidents. 

The impact was immediate. Morrison built an internal safety program, called DriveSafe, with Motive at its core. “It’s a process that ensures our drivers make it home safe,” Morrison explained.

The program involves written and driving tests, ongoing education, and immediate feedback to coach drivers on safer practices. Leveraging Motive Driver Safety, Southwind can now detect unsafe driving behaviors and generate Motive Safety Scores to keep track of driver performance over time. Motive also makes it easy to reward drivers for safe driving habits, which fosters accountability and pride. 

“Without Motive, it would be pure chaos,” Morrison said. “There’s no way I would be able to achieve the goals I’ve set out to achieve for the organization.”

Southwind also integrated management of its fleet spend to Motive, adopting the Motive Card for all fleet-related costs. The company cut down on fraudulent fuel costs with Motive’s AI-powered fraud detection features which spot mismatches in vehicle and spend location and fuel spend for vehicles that already have full tanks. “With the savings from fraud detection and fuel discounts, why wouldn’t you use Motive Card? There is no cost to use the card, only upside” Morrison said. “The implementation is very easy. If you can save tens of thousands of dollars every quarter without any extra effort, why wouldn’t you?”

Furthermore, Southwind leveraged Motive’s preventative maintenance features, helping to stay on top of routine services, standardize fleet upkeep, and keep vehicles road-ready. 

Results

By collaborating with Motive, Southwind achieved transformative results that reinforced its safety culture, streamlined operations, and delivered cost savings. “After improving safety across our operation, we have been able to save over $2 million in insurance premiums annually,” Morrison shared. 

These savings enabled the company to allocate more resources to its operations and prioritize employee well-being. Operational efficiency soared as Southwind eliminated unnecessary engine idle times, resulting in fuel savings of over $500,000 in just one year. The adoption of Motive Card and fueling up at discount partners has led to savings of $20,000 in the first quarter of 2025 alone. 

On the safety front, the results were game-changing. “I am pleased to say that today we have exceeded well over 3,500 safe miles driven, as an average across all locations,” Morrison reported. 

Thanks to Motive’s maintenance functionality, the proportion of vehicles consistently road-ready also rose significantly, improving from 72% to 90% within three months. “Right now, 90% of our fleet is fully road-ready, always, every day,” he added.

By prioritizing safety and streamlining operations, Southwind hasn’t just improved outcomes for its team—it’s also delivered a better, more consistent experience for its customers. With Motive, Southwind can validate everything from proper uniform usage to vehicle condition. “Motive has helped Southwind’s customer experience in many different ways,” Morrison said. “We can ensure that people are going to arrive on time, that they use simple things like tarps to cover the junk they remove, to validate that our team members are in proper uniform when they arrive – the increased visibility has really helped improve the customer experience.”

The partnership between Southwind and Motive has been a catalyst for growth, safety, and operational excellence. Through Motive’s cutting-edge solutions, Southwind has transformed its safety outcomes, achieved substantial cost savings, and optimized fleet management.

“I’ve never worked with a company like Motive,” said Morrison. “They actually take feedback, innovate with us, and help us protect our people. It’s not just a product—it’s a partnership.”

The testimonials, statements, and opinions presented on this webpage reflect the real-life experiences of individuals and/or companies who have used our products and/or services. Individual results may vary and past performance is not a guarantee of future results. The testimonials presented on this webpage were voluntarily provided and not paid.