About Us

Erez Freibach is Chairman and Co-Founder Carrar, also Erez is the CEO and Chairman of Zuta-Core Ltd, bringing over three decades of finance and leadership experience to the Israeli technology sector. Since founding Zuta-Core in 2016, he has demonstrated proven entrepreneurial drive. His career includes significant CFO positions at companies like Clarizen and OzVision, as well as finance management roles at established technology firms such as 3Com and Indigo HP. Mr. Freibach’s extensive experience spans both established corporations and emerging companies, positioning him as a seasoned leader in start-ups, business strategy, and SaaS companies.

Eitam Friedman is co-founder and CEO of Carrar, bringing over a decade of engineering leadership to the automotive technology sector. Since co-founding the company in 2019, he has led Carrar’s growth from startup to commercial-stage company, securing strategic partnerships with major OEMs and Tier-1 suppliers. Under his leadership, Carrar has developed a robust intellectual property portfolio with multiple patent applications and built high-performing cross-functional teams. His career includes significant engineering management roles at Eltel, where he managed multi-million dollar military-grade projects. Mr. Friedman holds a Master’s degree in Mechanical Engineering from Purdue University.

Yael Wilf-Shoham is CFO of Carrar, bringing over 20 years of global financial and managerial expertise spanning both large corporations and entrepreneurial ventures. Since joining Carrar three months ago, she has applied her extensive experience in alternative investments, credit and risk management, and startup operations to drive the company’s financial strategy. Her international background includes significant leadership roles at KPMG across Atlanta and Israel, managing complex audit engagements for publicly traded companies. Most notably, she served as CFO and Head of Investments at Migdalor Investment Fund, leading comprehensive due diligence processes and startup restructuring initiatives. Her entrepreneurial experience as founder of AIDream, a FinTech startup, combined with her CPA and MBA credentials from Tel Aviv University, positions her as a strategic asset for Carrar’s continued growth and financing initiatives.

Bar Ben-Horin is the VP Product at Carrar, bringing strategic product and business development expertise to the e-mobility and stationary battery sectors. Since joining as the company’s second employee and Director of Projects in 2019, she has been fundamental in building Carrar from the ground up and developing deep market expertise. Her strategic leadership encompasses comprehensive customer and partner relationship management, cultivating critical partnerships with tier-1 suppliers and OEMs essential to Carrar’s market penetration. Her analytical background from military intelligence service and proven ability to build lasting relationships across the Carrar’s ecosystem positions her as a key strategic asset driving Carrar’s continued expansion and product innovation.