e-JOY AG

What e-JOY AG does

e-JOY AG is a privately held Swiss company headquartered in Gossau (Canton of St. Gallen), founded in August 2021 to operate an all-inclusive electric vehicle subscription service — the e-JOY E-Auto-Abo — for individual consumers in Switzerland (with service also extended to Liechtenstein). The product bundles insurance, vehicle registration, cantonal road taxes, autobahn vignette, summer/winter tires including seasonal swap and storage, vehicle service and maintenance, and home delivery into a single monthly subscription, with electricity/charging as the only extra customer cost. Subscribers configure vehicle, contract term (3–36 months), and monthly kilometer package online; extra kilometers are billed at CHF 0.85/km. The fleet comprises 17+ new or near-new fully electric models spanning entry (Renault Twingo from CHF 575), mid-range (VW ID.3, Kia e-Niro, Hyundai Kona), and premium segments (Tesla Model 3/Y, Audi e-Tron at CHF 1,415).

The business model is a recurring subscription revenue stream (subscription_recurring) generated through a direct-to-consumer digital funnel anchored on the e-joy.ch website, supplemented by community/test-drive channels via a partnership with catch-e and presence at the Electric Avenue event series. GTM is fully self-serve with no physical retail footprint; vehicles are delivered directly to subscribers. Operational partners include Zurich Insurance (bundled insurance and 24/7 claims), regional Swiss energy providers (home charging integration), and Intrum (debt collection). The company is founder-owned, bootstrapped with no disclosed external funding, and operates with 1–10 employees. Distribution is limited to Swiss residents (with Liechtenstein as the only adjacent market), and the company positions itself explicitly as the only pure-play EV subscription provider in Switzerland, framing its value proposition around flexibility (vehicle switch every 6 months, 30-day cancellation after minimum term), cost predictability, and removing the administrative burden of vehicle ownership.

Name

e-JOY AG

Legal name

e-JOY AG

Website

https://e-joy.ch

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

e-JOY AG operates Switzerland's first pure-play electric vehicle subscription service, offering all-inclusive monthly subscriptions on 17+ EV models to individual Swiss consumers, with insurance, registration, tires, and maintenance bundled into a single fixed price.

Ownership category

akta.pro rank

Product category

Electric Vehicle Subscription Services

NAICS

Automotive Equipment Rental and Leasing (5321)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

EV-Only Car Subscriptions (Charging & Battery Services Included) (THADACAG)

akta.pro secondary industries

Flexible-Term / Month-to-Month Car Subscriptions (THADACAC), Vehicle Subscription Services (All-Inclusive, Flexible Term) (TLABAAAE), Long-Term / Fixed-Term Car Subscriptions (6–36 months) (THADACAD)

Keywords

• Electric vehicle subscription
• EV leasing service
• Mobility subscription
• Automotive subscription platform
• Electromobility service

Headquarters

HQ city

Gossau

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales

Revenue model

1. EV Subscription (Abo): e-JOY generates revenue through monthly subscription fees charged for the use of fully electric vehicles. The subscription is all-inclusive: insurance (liability and fully comprehensive), registration and cantonal road taxes, autobahn vignette, summer and winter tires including seasonal swap and storage, vehicle service and maintenance, and damage management. The only cost not included is electricity/charging. Pricing varies by vehicle model, chosen minimum contract duration, selected monthly free-kilometer package, and the customer's canton of residence. Extra kilometers are charged at CHF 0.85 per kilometer. The subscription automatically renews month-to-month after the minimum term expires unless cancelled with 30 days' notice.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

e-JOY AG operates an all-inclusive monthly subscription service for fully electric vehicles in Switzerland. Subscribers choose from a fleet of new/near-new EVs across multiple brands (Tesla, VW, Renault, Hyundai, Kia, Audi, Skoda, Peugeot, Fiat, Cupra, Ford), configure minimum contract duration (3–36 months) and a monthly free-kilometer package, and receive the vehicle with comprehensive insurance, registration, road tax, vignette, tires (with seasonal swap and storage), maintenance, and damage management bundled into one fixed monthly price. The only additional cost to the customer is electricity for charging. Vehicles are delivered to the customer's doorstep and can be exchanged every six months after the minimum term.

Product overview

e-JOY AG operates as a pure-play electric vehicle subscription platform in Switzerland, offering the e-JOY E-Auto-Abo as its core product. The service provides an all-inclusive monthly subscription model for 17+ electric vehicle models including Tesla (Model 3, Model Y), Volkswagen (ID.3, ID.4, e-up!), Cupra (Born), Renault (Zoe, Twingo Electric), Fiat (500e), Hyundai (Kona Electric), Kia (e-Niro), Audi (e-Tron), Skoda (Enyaq, E-Citigo), Peugeot (e-208 GT, 2008 e GT), and Ford (Mustang Mach-E). Subscriptions include comprehensive insurance, registration, road taxes, vignettes, tire changes and storage, maintenance, and home delivery. Optional add-ons include the Juice Booster mobile charging solution. Customers choose from various term lengths (3-36 months) and kilometer packages (800-2400 km/month) with pricing varying by vehicle model and canton of registration.

Differentiator

Problem solved

Functional benefit

Products and services

• e-JOY E-Auto-Abo (Electric Vehicle Subscription) An all-inclusive monthly subscription service for fully electric vehicles in Switzerland. Subscribers choose a vehicle from the e-JOY fleet (spanning entry-level city cars through to premium Tesla/Audi models), select a contract term (3–36 months) and monthly free-kilometer package, and receive the vehicle delivered to their doorstep with comprehensive insurance, registration, road tax, autobahn vignette, seasonal tires, maintenance, and damage management bundled into one fixed monthly price. Only electricity for charging is excluded. Vehicles can be exchanged every six months after the minimum term. Targeted at Swiss natural persons aged 18+ with a valid driver's license and sufficient creditworthiness.

Quantifiable outcome

• No acquisition costs for insurance, registration, vignettes, tires, or service — all included in the single monthly subscription price
• +2 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• catch-ecoreGTM or Marketing Partner · 14 October 2021catch-e is a multi-day EV test drive platform based in Switzerland. e-JOY partnered with catch-e to provide Tesla Model Y vehicles for test drive events across Swiss cantons, including the Electric Avenue series in St. Gallen and a 13-week test drive program in the canton of Thurgau. e-JOY gains visibility and leads among e-mobility-interested consumers; catch-e expands its EV fleet with a premium option. Didi Klement, founder of catch-e, also provides advisory input on e-JOY's vehicle selection.
• Zurich Versicherung (Zurich Insurance)coreStrategic or Co-development PartnerZurich Versicherung is e-JOY's insurance partner, providing the comprehensive bundled insurance coverage included in the subscription price. The policy covers motor vehicle liability, fully comprehensive collision insurance, gross negligence protection, and mobility insurance. Zurich also operates a 24-hour emergency helpline for e-JOY subscribers in case of breakdown or accident, organizing towing, repairs, and handling all insurance-related formalities on behalf of e-JOY customers.
• IntrumminorOthersIntrum is e-JOY's debt collection partner, engaged in the event of overdue customer payments. If a customer fails to pay after two written reminders, e-JOY transfers the case to Intrum for debt collection. The costs of this process are borne by the customer.
• Regional Energy Providers (Swiss energy utilities)minorStrategic or Co-development Partnere-JOY works with regional Swiss energy providers to enable optional electricity flat-rate packages for subscribers and to support home charging box installation. The company assists customers with charging infrastructure questions and can facilitate the connection to energy providers for home charging solutions.
• popup communications gmbhminorOtherspopup communications gmbh, based in Bludenz, Austria, is responsible for the conception, design, and programming of e-JOY's website and digital presence. This is a vendor relationship for web development and digital marketing services.

Scale indicators3 records

Recent moves2 records

Expansion highlights4 records

Direct peers

• Carvolution: Swiss car subscription platform offering flexible monthly subscriptions across multiple brands. Most direct domestic competitor to e-JOY, though Carvolution is multi-brand rather than EV-only, making e-JOY's pure-play positioning its key differentiator.
• Cluno: German flexible car subscription service with monthly all-inclusive pricing similar to e-JOY. Provides a useful European benchmark for subscription mechanics and unit economics, though multi-fuel rather than EV-only.
• Onto: UK-based all-inclusive EV subscription service covering insurance, maintenance, and roadside assistance in a single monthly fee. Closest international analogue to e-JOY's pure-play EV all-inclusive subscription model.
• Pickup (by AMAG): Swiss car subscription service from AMAG, one of Switzerland's largest automotive retailers. Competes head-on with e-JOY in the flexible subscription category, with the advantage of AMAG's scale and dealer network.
• Lynk & Co: Geely-backed EV brand offering a membership/subscription model that lets users share cars with the community. Directly comparable business model to e-JOY (subscription + flexibility + app-driven), though Lynk & Co also enables peer-to-peer car sharing rather than only fixed-fleet subscriptions.
• Finn.auto: German car subscription platform (now operating across multiple European markets) offering flexible all-inclusive monthly subscriptions. Comparable subscription mechanics and bundled-pricing model, though Finn.auto is multi-fuel rather than EV-only.

Broad incumbents

• Porsche Drive: OEM-led subscription programme from Porsche covering multiple models under a single subscription, including the Taycan (EV). Comparable all-inclusive subscription mechanics, but operates with OEM balance-sheet advantages over independent players like e-JOY.
• Care by Volvo: OEM-led car subscription programme from Volvo Cars offering fixed-monthly all-inclusive subscriptions (now expanding to EVs). Represents the strategic threat of OEM-captive subscription models encroaching on independent operators like e-JOY.

Others

• AutoScout24.ch: Switzerland's largest online vehicle marketplace. Not a direct competitor, but a key channel where Swiss consumers compare vehicle options, including subscription alternatives. Relevant as competitive context and potential lead-generation partner.
• catch-e: Swiss multi-day EV test-drive platform and e-JOY's existing marketing partner (announced October 2021). Compares as an ecosystem enabler: catch-e funnels test-drive interest to e-JOY subscriptions, but also runs its own car-subscription pilots and competes for the same Swiss EV-curious customer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/eJOY.elektroautoabo
• LinkedInlinkedin.com/company/e-joy

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about e-JOY AG