NewMotion
NewMotion, operating as Shell Recharge following its 2017 Shell acquisition, provides integrated EV charging solutions including public fast charging (up to 400 kW), home and business charging, and roaming access to 900,000+ European charging points for individual EV owners and business fleet operators, primarily in the Netherlands.
- Company typePrivate
- Founded2009
- HeadquartersAmsterdam, Netherlands
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What NewMotion does
NewMotion B.V., founded in 2009 in the Netherlands, originally operated as an independent electric vehicle charging solutions provider. Following its 2017 acquisition by Royal Dutch Shell, the entity was integrated into Shell's broader EV charging ecosystem and now operates under the Shell Recharge brand, while retaining its Dutch domicile and continuing to deliver charging services across Europe. Headquartered within Shell plc operations, NewMotion/Shell Recharge is sized at 51-100 employees according to firmographic data, and its headcount has been subsumed into Shell's broader mobility organization.
Shell Recharge provides integrated EV charging solutions spanning home, public, and business segments, with operational concentration in the Netherlands. The public-facing network comprises more than 600 fast chargers delivering up to 175 kW (enabling a 20% to 80% battery charge in approximately 20 minutes), with a new generation of ultra-fast chargers capable of 400 kW being deployed at more than 30 selected Dutch Shell stations as of June 2026. Through roaming agreements with partner charging networks, Shell Recharge extends effective access to approximately 900,000 public charging points across Europe. The platform is anchored by the Shell Recharge App (charger discovery, payment, loyalty) and a free Shell Recharge charge card, with integration into Shell's broader Go+ loyalty program and existing fuel station retail footprint.
The business operates a transaction-fee revenue model, monetizing EV charging sessions at Shell stations and revenue sharing from roaming arrangements with partner networks. Go-to-market is split between a direct-to-consumer motion targeting individual EV owners (the primary segment) via Shell fuel stations, the Shell App, and Shell's corporate marketing channels, and a B2B enterprise field sales motion serving business fleet operators with dedicated account management. Pricing is pay-as-you-go, with a freemium charge card offering preferential rates to registered users versus pay-per-use options via QR codes or third-party payment cards. Distribution combines Shell's physical fuel station network, the Shell App digital self-serve channel, the direct charge card, and European roaming partner channels.
NewMotion firmographics
Firmographics- Name
- NewMotion
- Legal name
- NewMotion B.V.
- Website
- https://newmotion.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- NewMotion, operating as Shell Recharge following its 2017 Shell acquisition, provides integrated EV charging solutions including public fast charging (up to 400 kW), home and business charging, and roaming access to 900,000+ European charging points for individual EV owners and business fleet operators, primarily in the Netherlands.
- Ownership category
- akta.pro rank
NewMotion industry classification
Industry- Product category
- EV Charging Services
- akta.pro primary industry
- EV Charging Settlement, Billing & Roaming (Payments, Tariffs, Clearing) (EUAFAMAI)
- akta.pro secondary industry
- Managed EV Charging Software (Residential, Fleet, Workplace) (EUAFAMAA)
Keywords
Where NewMotion is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
NewMotion business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Infrastructure, Technology or R&D, Personnel, Operations, Marketing or Sales
Revenue model
- EV Charging Transactions: Revenue generated from EV charging sessions at Shell Recharge stations, where customers pay per charging event based on energy consumed.
- Charging Network Roaming: Revenue from roaming agreements with partner networks, allowing EV drivers from other networks to charge at Shell Recharge stations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free Shell Recharge Charge Card |
| Usage-based | Pay-as-you-go | Pay-Per-Use Charging |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
NewMotion product offering
Product offeringCore offering
NewMotion, operating as Shell Recharge, provides public and business EV charging services across Europe through a network of fast and ultra-fast charging stations (175 kW standard, up to 400 kW at select locations), a free charging pass with preferential rates, and a mobile app enabling charger discovery, payment, and loyalty rewards. Through roaming agreements the platform provides access to over 900,000 public charging points across Europe, including more than 600 fast chargers in the Netherlands.
Product overview
Shell Recharge is a unified EV charging platform providing home, public, and business charging solutions under a single ecosystem. The core offering includes a charging network with over 900,000 public charging points across Europe, fast chargers up to 175 kW (and ultra-fast chargers up to 400 kW in the Netherlands), the Shell Recharge charging pass, and the Shell Recharge App for locating stations, initiating charging, and managing payments. The platform integrates with partner networks through roaming agreements, enabling drivers to charge at multiple networks using a single pass or app.
Differentiator
Problem solved
Functional benefit
Products and services
- Shell Recharge Shell's integrated EV charging ecosystem offering home, business, and public charging under one unified platform with roaming agreements and a single app experience, providing access to over 900,000 public charging points across Europe.
- Shell Recharge snelladers (Fast chargers) Public fast charging stations offering up to 175 kW charging power, enabling battery charging from 20% to 80% in approximately 20 minutes, with over 600 fast chargers deployed across the Netherlands. Next-generation ultra-fast chargers up to 400 kW are being deployed at selected Shell stations.
- Shell Recharge App Mobile application for locating charging points, initiating charging sessions, managing payment, and integrating with the Shell Go+ loyalty program. Enables ordering of the free Shell Recharge charging pass.
Quantifiable outcome
- Charge from 20% to 80% in 20 minutes with 175 kW chargers
- +1 more outcomes
Companies that use NewMotion
Customer profileSegments2 records
Ideal customer profiles2 records
NewMotion technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
NewMotion partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Partner Charging NetworkscoreShell Recharge has established roaming agreements with various partner charging networks across Europe, enabling drivers to charge at over 900,000 public charging points. This interoperability reduces fragmentation in the EV charging market and provides a unified experience for drivers.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
NewMotion competitors and assessment
Company assessmentDirect peers
- Ionity: Pan-European high-power charging network operator (joint venture of BMW, Mercedes, Ford, Hyundai, VW). Directly competes with Shell Recharge on ultra-fast charging sites along European highways and is a leading benchmark for 400 kW-class chargers.
- Fastned: Dutch-headquartered European fast-charging network with dense owned sites across the Netherlands, Germany, and the UK. Closest direct competitor to Shell Recharge in the Netherlands market, competing on site density, charging speed, and transparent pricing.
- Tesla Supercharger: Largest dedicated high-power EV charging network, now opening to non-Tesla EVs in Europe. Directly comparable on fast-charging performance, network coverage, and integrated app/payment experience.
- Allego: Pan-European public EV charging network operator with a mix of owned fast chargers and roaming partnerships. Comparable to Shell Recharge in combining owned infrastructure with multi-network access across the Netherlands and wider Europe.
Broad incumbents
- BP Pulse: EV charging arm of BP, another energy-major incumbents building fast-charging networks at fuel-station sites. Direct analogue to Shell Recharge in leveraging an oil-major parent's forecourt real estate, brand, and capital across Europe.
- TotalEnergies (Electrify / TotalEnergies Charging): Energy major operating an expanding EV charging network across European fuel stations. Comparable to Shell Recharge as an oil-major-backed fast-charging roll-out competing for the same highway and urban charging demand.
- ChargePoint: Large global EV charging network operator with a mix of owned and partner-operated sites and a focus on software/CPMS. Comparable to Shell Recharge's network-management and roaming-platform angle, though with a stronger US footprint and different ownership structure.
Regional players
- EnBW mobility+: German utility-backed EV charging network with significant scale in Germany and growing presence across Europe. Comparable as a utility/incumbent-backed fast-charging network operator, though with stronger German than Dutch concentration.
- Vattenfall InCharge: Nordic utility-operated public EV charging network with strong presence in Sweden and Northern Europe. Comparable as a utility-backed public charging network, though primarily competing in Nordic rather than Dutch/central-European corridors.
Emerging players
- EVgo: US-focused public fast-charging network operator building dense urban and highway DC fast-charging sites. Comparable as a dedicated fast-charging operator with public-network and roaming ambitions, though operating in a different geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
NewMotion social profiles
Digital presenceNewMotion financial estimates
Financial estimateRevenue estimate
Valuation estimate
NewMotion leadership team
Management profileNumber of profiles
Profiles6 records
NewMotion funding detail
Funding detailFunding overview
Funding rounds5 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NewMotion M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NewMotion
What does NewMotion do?
NewMotion, operating as Shell Recharge, provides public and business EV charging services across Europe through a network of fast and ultra-fast charging stations (175 kW standard, up to 400 kW at select locations), a free charging pass with preferential rates, and a mobile app enabling charger discovery, payment, and loyalty rewards. Through roaming agreements the platform provides access to over 900,000 public charging points across Europe, including more than 600 fast chargers in the Netherlands.
Is NewMotion a public or private company?
NewMotion is a private company. It is classified as corporate owned and is currently operating.
When was NewMotion founded?
NewMotion was founded in 2009. It employs 51 to 100 people.
Where is NewMotion based?
NewMotion is headquartered in Amsterdam, Netherlands, in the Europe region.
How does NewMotion make money?
Two revenue lines are on record. EV Charging Transactions are the primary driver. The others are charging Network Roaming.
Who are NewMotion's main competitors?
Direct peers on record are Ionity, Fastned, Tesla Supercharger and Allego. Broad incumbents are BP Pulse, TotalEnergies (Electrify / TotalEnergies Charging) and ChargePoint. Regional players are EnBW mobility+ and Vattenfall InCharge. EVgo is listed as an emerging player.
Does NewMotion have an API?
No public API is recorded for NewMotion.
What industry is NewMotion in?
NewMotion's product category is EV Charging Services. Its primary akta.pro industry code is EUAFAMAI, EV Charging Settlement, Billing & Roaming (Payments, Tariffs, Clearing), with a secondary code of EUAFAMAA, Managed EV Charging Software (Residential, Fleet, Workplace).