How Ayrton Senna inspired former Rappi employee to create AI platform for auto repair shops

Ayrton Senna's talent, determination, and ability to identify flaws in a car, along with the world of Formula 1—defined by excellence and speed—inspired a revolution in auto repair shops more than 30 years after the driver's death. It was while watching a documentary about the Brazilian that Natalia Salcedo, a former Rappi employee, came up with the idea to create Pitz, an automotive software platform.

Launched in Brazil in October, Pitz aims to reduce waiting times and repair costs by using artificial intelligence to streamline typically time-consuming tasks such as preparing estimates, scheduling services, maintaining records of frequent customers, inventory control, creating service orders, and invoicing.

The mission to revolutionize a sector where 85% of repair shops still operate with pen and paper, according to the company's own data, emerged from a “moment of uncertainty,” Salcedo recounts. “I was closing a business and wondering what my next step would be. I watched the documentary ‘Senna,’ and what stayed with me wasn't just his victories, but his philosophy based on performance, commitment, effort, and dedication. For him, there was no middle ground.”

That's when the initial idea for Pitz emerged. “Senna's ability to understand a car just by its sound, his connection with the mechanics, and his relentless pursuit of excellence reminded me that true transformation begins in the workshop, in the details others don't notice. That was one of the inspirations for creating Pitz,” the CEO explains.

Formula 1 is also ingrained in the company's DNA. The name Pitz references the speed of pit stops in races. “Dropping off a car at the repair shop should be a quick, in-and-out process,” argues Salcedo. “Today, we can help any mechanic in Brazil offer that experience, just using a smartphone and voice commands, as if they had a corporate team behind them, making smart decisions, building customer loyalty, and operating in an automated and efficient manner.”

After so much inspiration, the AI-powered voice platform now counts Formula 1 drivers as angel investors. But the plans are bigger. The company has just raised $2.1 million, is expanding to other Latin American countries, and will launch a fleet management module in Brazil, featuring fuel control, maintenance, and tracking tools.

Salcedo built her career at Rappi and Meru.

Salcedo was part of the initial team at Rappi, one of Latin America's fastest-growing startups. Later, she co-founded Jokr/Daki, which became a unicorn by reinventing grocery delivery. As the founder of Meru, she created a B2B auto parts marketplace in Latin America that reached breakeven and handled millions in transactions.

Now, in seeking to reinvent a sector traditionally dominated by men, Salcedo considers Pitz her most ambitious venture to date. “My mission is to build a company that defines a new category and inspires the next generation of entrepreneurs in Latin America and beyond. Especially those operating in overlooked sectors that keep people's daily lives moving but are ignored by technology and capital.”

Independent repair shops, professional mechanics, corporate fleets, and dealerships using Pitz report revenue increases of up to 30%, resulting from higher estimate conversion rates and reduced downtime. This helps mechanics recover up to 500 hours of productivity per month. The platform is available in Brazilian Reais, with a monthly subscription and no cancellation fee.