The Birth of Joya: A New Era for Swiss EV Charging
The Swiss electric vehicle infrastructure landscape has undergone a major transformation with the official launch of Joya, a new Charge Point Operator (CPO) that effectively consolidates the market presence of four prominent brands. By merging the capabilities of Energie 360° Mobilität, Gofast, Swisscharge, and Move Mobility, the company has instantly established itself as the largest CPO in Switzerland. This strategic maneuver is spearheaded by Energie 360°, a Zurich-based energy provider seeking to streamline the user experience for EV drivers across the nation.
With this merger, Joya inherits a massive footprint consisting of 7,500 public charging points. Among these, an impressive 1,800 are high-speed charging units, which are essential for long-distance travel and rapid top-ups. While the company manages a total network of 25,000 units when including private and fleet-based charging infrastructure, its public-facing dominance is set to simplify the fragmented landscape that has previously hindered Swiss EV adoption.
Why it Matters
The consolidation into Joya represents more than just a branding exercise; it is a fundamental shift in how Swiss consumers and businesses interact with charging infrastructure. For years, the market has been divided by competing apps, varying tariffs, and incompatible networks. By moving these disparate entities under a single, unified banner, Joya intends to solve these friction points through:
- A unified mobile application for locating chargers and managing payments.
- Transparent pricing structures designed to eliminate the mystery of per-session costs.
- A dedicated B2B portal that empowers fleet managers to handle complex charging logistics and user groups.
- The elimination of multiple service provider accounts for the end user.
Scaling for the Future
Joya is not merely resting on its status as the market leader. The company has announced an ambitious capital expenditure program, committing 150 million francs (approximately 160 million euros) toward infrastructure expansion through 2030. This investment aims to fortify its network density and ensure that the surge in EV adoption across the Swiss Confederation is met with reliable, high-capacity hardware. Looking ahead, the company has outlined a roadmap that includes the introduction of loyalty programs, expanded roaming agreements for cross-border European travel, and the full implementation of 'Plug & Charge' (ISO 15118) technology by 2027, which will enable vehicles to authenticate and initiate charging automatically without the need for an app or card.
As Energie 360° pivots its own brand identity to focus on broader energy solutions, Joya will act as the dedicated face of the company’s mobility wing. This organizational clarity ensures that while the parent company manages the backend energy strategy, the consumer-facing Joya brand can remain hyper-focused on the evolving needs of the modern EV driver, cementing its role as the backbone of Swiss sustainable transport.
