ADS-TEC Energy and MVV Partner to Deliver Fast-Charging Infrastructure Across Müller Retail Locations in Germany
ADS-TEC Energy (NASDAQ: ADSE), a global leader in battery-buffered fast-charging technology, is joining forces with German energy company MVV and major retail chain Müller to deploy over 30 ultra-fast electric vehicle (EV) charging systems at Müller stores across Germany. This large-scale rollout will include predominantly ADS-TEC Energy’s ChargePost and ChargeBox systems, enabling high-speed charging even in areas where traditional grid capacity may be limited.
A Strategic Collaboration for Sustainable Mobility
The project represents a significant step toward advancing Germany’s electric mobility infrastructure and is driven by the combined expertise and vision of all three companies involved:
- Müller, based in Ulm, is one of Europe’s leading drugstore chains with approximately 950 stores across eight countries, most of which are in Germany. It is contributing retail locations for the installation of EV chargers.
- ADS-TEC Energy, known for its innovative battery-based energy storage and charging technology, is supplying the fast-charging infrastructure.
- MVV, headquartered in Mannheim, is overseeing the complete implementation of the project—financing, constructing, operating, and providing customer service for the entire charging network.
This collaborative initiative aims to meet Germany’s increasing demand for fast and convenient EV charging options and aligns with the country’s evolving regulations and sustainability goals.
Meeting Regulatory Requirements While Enhancing Customer Experience
The deployment at Müller locations is not only a strategic business decision but also a regulatory necessity. The German Act on Electric Mobility Infrastructure in Buildings (Gebäude-Elektromobilitätsinfrastruktur-Gesetz, or GEIG) mandates the development of EV charging infrastructure at non-residential buildings. This project enables Müller to comply with those regulations efficiently and proactively.
More importantly, the installations offer tangible value to customers. The battery-buffered fast-charging technology from ADS-TEC Energy provides charging capacities of up to 320 kW, allowing customers to charge their EVs in just a few minutes while they shop. This convenience enhances the retail experience, adds value to Müller’s properties, and supports the broader transition to sustainable transportation.
MVV: Leading the Infrastructure Build-Out
MVV brings extensive experience in energy transition and mobility services. Since 2018, the company has been expanding the EV charging network in the Rhine-Neckar metropolitan region and beyond. According to Ralf Klöpfer, MVV’s Chief Sales Officer, the company already operates more than 440 charging points across 156 locations, and this partnership with ADS-TEC Energy and Müller represents a natural extension of their mission to promote green mobility.
Klöpfer emphasized the practical advantages of this rollout:
“By bringing fast-charging to Müller locations, we make it easy for people to charge their cars while shopping. This saves time, protects the environment, and supports the growth of sustainable mobility.”
In addition to installing and maintaining the chargers, MVV will also provide customer support, ensuring smooth operation and high reliability across all sites.
Innovation Beyond Charging: DOOH Advertising Integration
What sets this project apart from typical infrastructure rollouts is its integration of digital advertising capabilities. Each ADS-TEC ChargePost comes equipped with high-resolution 75-inch digital screens, making them ideal for Digital Out-of-Home (DOOH) advertising at high-traffic locations.
In an innovative move, ADS-TEC Energy will manage the marketing of these advertising spaces, opening up a new revenue stream for the infrastructure. These screens can deliver targeted advertising, inform customers about store offers, and even raise awareness about sustainability initiatives—turning charging stations into interactive, digital touchpoints for customer engagement.
This integration of EV charging with digital media transforms charging infrastructure into a multi-functional, economically viable asset for both property owners and service operators.
Economic and Environmental Benefits for Müller
From an economic perspective, Müller gains more than just regulatory compliance. The company is investing in a future-ready infrastructure that not only enhances its sustainability credentials but also increases foot traffic, dwell time, and customer satisfaction.
By enabling fast charging directly at their stores, Müller reduces one of the primary frictions for EV drivers—charging convenience—while simultaneously increasing the likelihood that drivers will shop in-store during the charging session. This synergy between retail and charging offers measurable benefits for both customer loyalty and sales.
Furthermore, the energy-efficient, battery-buffered system reduces strain on local grids, enabling installation even in areas with limited grid availability. This adaptability is crucial in retail environments, where power infrastructure may not always support traditional high-power charging systems.
Future-Proofing the Urban Charging Landscape
Michael Rudloff, Chief Operating Officer of ADS-TEC Energy, highlighted the broader significance of the initiative:
“The roll-out of an efficient charging infrastructure requires innovative approaches that go beyond mere EV charging. Our battery-based fast-charging solutions enable ultra-fast charging even at locations with limited grid capacity. We are excited to work with our partner MVV to implement a sustainable and future-proof solution for Müller locations.”
This rollout also represents a template for future projects, particularly in dense urban or suburban environments where space, grid access, and customer convenience must be carefully balanced. The use of battery-buffered systems, integrated media platforms, and a collaborative business model among the infrastructure provider (ADS-TEC), operator (MVV), and location host (Müller) showcases what modern EV infrastructure can—and arguably should—look like.
Scaling and Replicating the Model
With over 30 locations planned for deployment and an eye toward further expansion, the partnership offers a replicable model for retailers and municipalities across Europe. The concept of integrating high-performance fast chargers with digital media and turnkey operations could be adopted by other retail chains, logistics hubs, or property developers seeking to meet regulatory mandates while adding customer value.
The project could also serve as a stepping stone for future smart city infrastructure, as charging points evolve into multi-purpose urban nodes combining energy services, data connectivity, advertising, and consumer engagement.
