August Member of The Month -Annemari Muru (CEO, Liigu)

on August 09, 2023

Introducing Annemari Muru, our esteemed Member of the Month of August (August MOTM)! Annemari is not just a member but also the CEO of Liigu, a prominent company in the automotive industry. At Liigu, Annemari's primary responsibility is to ensure the happiness of their customers, keep cars connected, and motivate her team to achieve their best.

Annemari's philosophy is firmly grounded in the belief that if something isn't worth giving 100%, then it's not worth doing at all. This mindset is reflected in Liigu's commitment to excellence and continuous improvement. With a passion for perfection, Annemari consistently strives to elevate every aspect of her work.

Annemari's dedication to customer satisfaction is truly commendable, as she understands the importance of providing a seamless and exceptional experience for every Liigu customer. By keeping cars connected, she ensures that people can enjoy the benefits of modern technology while on the move.

In addition to her focus on customer happiness, Annemari is also a remarkable leader who knows the significance of motivating her team. By fostering an environment that encourages growth, collaboration, and creativity, she empowers her team members to achieve their full potential. Through her leadership, Liigu continues to thrive and make significant strides in the automotive industry.

Annemari Muru exemplifies the spirit of our Member of the Month feature, embodying the values of dedication, innovation, and customer satisfaction. We are proud to recognise her as our August MOTM, and we look forward to witnessing her ongoing success at Liigu. 


We recently had the privilege of catching up with Annemari to learn more about her and what inspires her. During our conversation, it became evident that her drive for improvement extends beyond her professional life. She possesses a genuine desire to enhance herself, her team, and the products and services offered by Liigu.


Why did you join the Women Automotive Network? 

I am relatively new to mobility industry and joined the network with some caution, to be honest. I have been quite comfortable in my previous work-life and haven't faced gender issues in a way to give them much of attention from my end. Being among few females in the room, having more attention than I am used to, made me take a closer look at what it is. Mainly for understanding if gender-based network is something where I would feel comfortable to belong. I find it important to shape my opinions based on actual experiences rather than assumptions. And I can say that some of my previous beliefs have been busted and I am proud and happy to belong.


Why is DE&I vital to you?

I have been raised to respect everyone as equals and treat people with respect. The qualities I respect and value highly are kindness, honesty, resilience, vulnerability. These are qualities that make us human. Regardless of our financial situation, social status, gender, religion or whatever other quality that is given to us by nature or by our upbringing. I have been privileged enough to get decent education and given opportunities  to shape my future as well as I can. I also have seen my share of poverty, experienced how bullying can affect someone and what difference it makes when someone (stronger) stands up on your behalf. I believe that having the experience of scarcity (either physical or emotional) but also generousity and kindness have made me realize the importance of DE&I and every single contribution anyone can give to have a better life for someone. 


What is the number one automotive trend you are keeping up with currently?

Sharing over owning. Due to an overall trend of younger generations rather paying-per-use than buying “stuff”, this trend is also emerging in the mobility market. People are choosing minute-based micro mobility or bike services, rather than owning all the things that need to be stored, maintained, remarketed etc. Same approach is increasing and applied to cars. Due to the overall increase in living standard, people value their limited free time more and more and prefer all-inclusive services. All necessary maintenance and administrative tasks are covered and they are free to spend more time with their family, friends, and hobbies. Car subscription is an example of this emerging trend from the field of mobility. 


What are your predictions for the automotive industry in 2023?

2023 will bring more technological solutions to the mobility industry. App-based services like Liigu are a good example of how technology makes it easy, convenient and personalized to use a car for a short time or why not for a longer period of time.

Shared mobility is booming.  Car-as-a-Service (CaaS) approach contributes to sustainable car usage and changes the existing paradigm where owning a private car has been a tacit normality. 2023 will accelerate the discussion over the benefits of using a car over owning it and will bring us nearer to sustainable mobility. We see that many customers are already adopting a new mindset. Our vision is a future, where the convenience of personal mobility and environmentally friendly car usage can go hand in hand. 


Who is your inspirational woman? 

No 1, over the years, has been my mother. She is now passed, but since I was a little girl, I admired her for her courage, strong sense of independence;  her ability to get through all difficulties no matter what life had in store for her. And she was always, always kind towards less capable. She cared about every child as her own, she showed no sympathy for those who used their power to lessen others with fewer resources, strength or power. She was, and still is my rolemodel for a strong independent woman. And I miss her every day. 


My latest inspiration has come from Michell Obama. I read her first book “Becoming” and I am finishing her latest “The Light We Carry” at time being. Her insights, writing style, sense of humor; combined with highly admirable wisdom and wide range of knowledge are  - “wow”. I wouldn’t comment further, just - “wow”. 


What is your proudest career moment?

Shortly, my current position leading Liigu is an ongoing, lasting moment. The opportunity to lead, grow and develop brand new company with everything it takes - team, processes, product - makes me humble and also proud.


What is the greatest challenge you have had to overcome?

My greatest challenge has been getting over myself; understanding what is that I can change, and what I can't, and act accordingly. It is so easy to blame circumstances, fate or someone else and so much harder to take charge of you own life in all its aspect. Sometimes I still struggle with it but I feel that is getting better and I value all the lessons.


What was your first car? 

Ford Galaxy


What advice would you offer to those considering starting a career within the automotive industry?

I would give them advise which I would give to anyone starting career in any industry - follow your dreams, learn what you can, go step by step and enjoy building your life’s story! 


In one word, what is the opportunity for women in automotive currently?



Connect with Annemari Muru on LinkedIn

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