Ari Ólafur Arnórsson

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Ari Ólafur Arnórsson

A father of two and now proud granddad of two, Ari's love of speed in the rough yielded a couple of local rally racing titles early in adult life. He's worked in automotive sales, teaching, journalism, tourism and more, generally combining cars and human relations.

Nearly four decades of taking passengers around Iceland's powerful landscapes in all kinds of vehicles, including of his own design, made him realize the need for vehicles better suited to travel off paved roads. This led to his founding of the Ísar brand, and a new carreer in automotive design.
How to stop being stuck
17 October 2026 09:00 - 09:45
Ríma

"0.1 of Earth is paved. We serve the rest". This perennially reminds us at Ísar of our aim: To enable better, swifter, less expensive more sustainable surface travel and transport, Pole to Pole.

We base this on 40 years of Icelandic expertise in how to stop being stuck. How to drop the kids to school, rescue people from snowy mountains, and cross glaciers, all in one day, in one and the same road car. Ísar has taken this national knowledge treasure up a level, to enable the rest of the world to stop being stuck in sand, stuck in mud, stuck in snow...

In this short workshop, we try to bring to you how we are doing it, right now, and what technologies are behind the Ísar vehicle ranges unique performance, ROI, and sustainability.