Ella
Ella is an Austrian EV charging infrastructure operator that built and operated approximately 500 public AC and DC fast-charging stations across Lower Austria, Upper Austria, and Burgenland, serving EV drivers, municipalities, hospitality venues, and corporate fleets with 100% renewable energy, before being acquired by Wien Energie in February 2026.
- Company typePrivate
- Founded2014
- HeadquartersPfaffenschlag, Austria
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Ella does
Ella (legal entity: ELLA GmbH & Co KG) is an Austrian electric vehicle charging infrastructure operator headquartered in Pfaffenschlag, Lower Austria. Founded in 2014 as a subsidiary of wind-power company WEB Windenergie AG, Ella built and operated a network of approximately 500 publicly accessible AC (11-22 kW) and DC fast-charging (up to 150 kW) stations across Lower Austria, Upper Austria, and Burgenland, with all electricity sourced from 100% renewable (Ökostrom) generation. Its core product lines were the ella Kombo modular AC station, the ella Quick DC fast charger (with CHAdeMO/CCS/Type 2), and the ella Parkplatz-System for workplace and fleet charging, supported by a proprietary load management system ('Lastmanagement') and the be.energised billing and operations platform. Customers accessed the network via the RFID-based ella Ladekarte, QR code and bank-card payments, and roaming cards from partners including DKV Mobility (300+ integrated points), ÖAMTC, IONITY, Shell, Electra, da emobil, TIWAG, and EMC.
Ella's go-to-market combined a direct-to-consumer model (charging card, pay-as-you-go kWh pricing of EUR 0.48 for AC and EUR 0.58 for DC/HPC) with a channel-partner model co-locating stations at municipal sites, hotels, restaurants, retail locations, and corporate fleet facilities. Selected named deployments included Stadtgemeinde Mautern, Gemeinde Pulkau, Stift Geras, Pro Pet (21 charging points for employee fleet — the largest Ella project), HTL Karlstein, Landgasthaus zum Knell, and Autohaus Lirnberger. Operations were supported by klimaaktiv BMK certification and the Austrian Solar Prize, and station expansion in rural areas was underwritten in part by federal programs LADIN and the KEM climate-energy model region initiative.
In February 2026, Wien Energie — Austria's largest regional energy service provider and part of Wiener Stadtwerke — acquired 100% of Ella from WEB Windenergie AG, absorbing Ella's ~500 stations, 7-person team, and roaming partnerships into the Tanke Wien Energie network of over 3,000 publicly accessible charging stations. The transaction expanded Wien Energie's public charging footprint by approximately 20% and consolidated Ella as a wholly-owned subsidiary rather than an independent growth-stage company.
Ella firmographics
Firmographics- Name
- Ella
- Legal name
- ELLA GmbH & Co KG
- Website
- https://ella.at
- Company type
- Private
- Founded year
- 2014
- Operating status
- Acquired
- Headcount range
- 1–10 employees
- Short description
- Ella is an Austrian EV charging infrastructure operator that built and operated approximately 500 public AC and DC fast-charging stations across Lower Austria, Upper Austria, and Burgenland, serving EV drivers, municipalities, hospitality venues, and corporate fleets with 100% renewable energy, before being acquired by Wien Energie in February 2026.
- Ownership category
- akta.pro rank
Ella industry classification
Industry- Product category
- Electric Vehicle Charging Infrastructure
- NAICS
- Electric Power Distribution (221122), Electric Power Generation, Transmission and Distribution (2211)
- SIC
- Electronic & Other Electrical Equipment (No Computer Equip) (3600), Electric Services (4911)
- akta.pro primary industry
- EV Charging Network Management & Software Services (CPMS, Monitoring, Billing) (TLAKAMAG)
- akta.pro secondary industries
- EV Charging Equipment Installation & Commissioning (AC/DC, Depot/Fleet) (TLAKAMAE), EV Charger Operations, Maintenance & Field Service (O&M) (TLAKAMAF), EV Charging Operations & Parking-Lot Electrification Management (BPABAKAK), EV Fleet Management & Charging Solutions (THADAKAJ)
Where Ella is headquartered
LocationHeadquarters
- HQ city
- Pfaffenschlag
- HQ country
- Austria
- HQ region
- Europe
Offices1 record
Markets served
Ella business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Infrastructure, Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- EV Charging Fees: Revenue generated from public EV charging services based on kWh consumption and time-based fees. Tariffs vary by charging type: AC/slow charging (0.48 EUR/kWh), DC fast charging up to 75 kW (0.58 EUR/kWh), HPC over 75 kW (0.58 EUR/kWh), with additional time-based fees after extended charging sessions.
- B2B Charging Solutions: Partner charging solutions for businesses, municipalities, and hotels including station installation, operation, and maintenance services.
- Roaming & Network Partnerships: Integration fees and roaming agreements with partners like DKV Mobility, ÖAMTC, da emobil, allowing cross-network charging access.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | AC/Slow Charging - Standard and Ad-hoc Tariff |
| Usage-based | Pay-as-you-go | DC Fast Charging (up to 75 kW) - Standard Tariff |
| Usage-based | Pay-as-you-go | HPC Fast Charging (over 75 kW) - Standard Tariff |
| Usage-based | Pay-as-you-go | Partner Tariff - Standard Partners |
| Usage-based | Pay-as-you-go | Partner Tariff - Premium Partners (IONITY, Shell, Electra) |
| Subscription | Pay-as-you-go | ella Charging Card |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Ella product offering
Product offeringCore offering
Ella builds and operates electric vehicle charging infrastructure across Austria, providing AC charging stations (ella Kombo), DC fast chargers (ella Quick), and a workplace charging system (ella Parkplatz-System). Ella also issues the ella Ladekarte charging card that gives EV drivers access to its charging network and partner sites. The company serves both individual drivers and partner operators such as municipalities, hotels, and corporate fleet operators.
Product overview
Ella operates as an electric vehicle charging infrastructure operator offering a portfolio of charging solutions. The core products include ella Kombo (modular AC charging stations up to 22 kW), ella Quick (DC fast charging up to 50 kW with CHAdeMO/CCS/Type 2), and the ella Parkplatz-System for workplace charging. Access to the network is via the ella Ladekarte (RFID charging card), smartphone apps, QR code payments, and roaming partner cards. The company manages approximately 500 publicly accessible charging stations across Lower Austria, Upper Austria, and Burgenland, with power sourced from 100% renewable energy. Since February 2026, Ella has been part of Wien Energie and its network is being integrated into the Tanke Wien Energie brand.
Differentiator
Problem solved
Functional benefit
Brands
- Tanke Wien Energie: The combined charging network brand following Wien Energie's acquisition of Ella, offering over 3,000 public charging stations powered by 100% renewable energy.
Products and services
- ella Kombo
Quantifiable outcome
- More than 5,000 charging cards issued to EV drivers in Austria
- +2 more outcomes
Companies that use Ella
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles4 records
Ella technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Feature3 records
Ella partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Wien EnergiecoreWien Energie, Austria's largest regional energy service provider, acquired 100% of Ella GmbH & Co KG shares from WEB Windenergie AG. The acquisition brought approximately 500 public charging stations in Lower Austria, Upper Austria, and Burgenland under Wien Energie's control, expanding its publicly accessible charging network by approximately 20%. The seven-person ella team was fully taken over and the combined network offers more than 3,000 public charging stations under the Tanke Wien Energie brand.
- DKV MobilitycorePartnership integrating over 300 strategically located ella charging points into the DKV Mobility European charging network, which offers access to over 340,000 charging points across Europe. Ella and DKV Mobility subsidiary GreenFlux signed the cooperation agreement, making ella points accessible via DKV Mobility App and DKV Card +Charge.
- Volkswagen AGminorVolkswagen partnership in which VW customers received the 'Think blue. Card' allowing one year of free charging at ella and other participating charging operators.
- IonityminorPremium roaming partner for fast charging at Ionity stations throughout Europe. Ella customers can charge at Ionity locations with applicable premium tariffs.
- ÖAMTCminorPartnership with Austrian automobile association ÖAMTC allowing members to charge at ella stations using the ÖAMTC app with partner tariff rates.
- LADIN (Förderprogramm)minorAustrian government funding program supporting high-quality charging infrastructure in previously underserved regions. Ella projects in Pulkau and Geras were funded through LADIN.
- KEM (Klima-Energie-Modellregion)minorPartnerships with Climate-Energy Model Regions (KEM) including Retzer Land, Traunstein, and Thayaland, supporting charging infrastructure projects in cooperation with local municipalities.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Ella competitors and assessment
Company assessmentOthers
- Pfalzwerke: German regional utility operating its own EV charging network and an Ella roaming partner. Comparable as a regional utility charging operator with overlapping AC/HPC product and similar municipal/government customer base.
Broad incumbents
- Shell Recharge: Global energy major operating an EV charging network at Shell forecourts and dedicated hubs across Europe. Comparable premium-tariff charging, roaming partner of Ella, and a competitor for highway-adjacent fast-charging sites.
- ChargePoint: Global EV charging network and software provider with a comparable business model spanning charging hardware, network operations, and SaaS-style management software — analogous to Ella's be.energised platform.
- Verbund AG: Austria's largest utility, operating its own EV charging network integrated with hydro power generation. Comparable as a vertically integrated utility offering EV charging alongside electricity supply in the same Austrian market.
- EnBW mobility+: Parent of Smatrics and one of Germany's largest EV charging operators with hundreds of thousands of charging points across DACH. Directly comparable in product offering (AC + HPC + software) and B2B/B2C go-to-market.
Direct peers
- Smatrics: Was Ella's primary direct Austrian competitor in public EV charging, operating an HPC and AC network across Austria. Now owned by EnBW, making it a near-perfect Austrian peer with overlapping product portfolio and customer segments.
- Allego: European public EV charging network operator offering AC and HPC sites with roaming, software, and managed services — closely comparable to Ella's mix of hardware, network operations, and B2B partnerships.
- Tesla Supercharger: Largest dedicated EV fast-charging network in Europe and a direct competitor for highway and urban fast-charging sessions; increasingly opening to non-Tesla EVs in markets including Austria.
- EVBox: European EV charging hardware and software vendor offering AC/DC stations, load balancing, and charging management software — directly comparable to Ella's Kombo system, load management, and be.energised billing software stack.
- Ionity: Pan-European HPC charging network in which Ella is a roaming partner. Comparable high-power charging infrastructure (350 kW) targeting long-distance EV drivers with similar tariff structure and roaming business model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Ella social profiles
Digital presenceElla compliance and trust
Trust signalCompliance2 records
Ella financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ella leadership team
Management profileNumber of profiles
Profiles2 records
Ella funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ella 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 Ella
What does Ella do?
Ella builds and operates electric vehicle charging infrastructure across Austria, providing AC charging stations (ella Kombo), DC fast chargers (ella Quick), and a workplace charging system (ella Parkplatz-System). Ella also issues the ella Ladekarte charging card that gives EV drivers access to its charging network and partner sites. The company serves both individual drivers and partner operators such as municipalities, hotels, and corporate fleet operators.
Is Ella a public or private company?
Ella is a private company. It is classified as corporate owned and is currently acquired.
When was Ella founded?
Ella was founded in 2014. It employs 1 to 10 people.
Where is Ella based?
Ella is headquartered in Pfaffenschlag, Austria, in the Europe region.
How does Ella make money?
Three revenue lines are on record. EV Charging Fees are the primary driver. The others are B2B Charging Solutions and roaming & Network Partnerships.
Who are Ella's main competitors?
Pfalzwerke is listed as an others. Broad incumbents are Shell Recharge, ChargePoint, Verbund AG and EnBW mobility+. Direct peers are Smatrics, Allego, Tesla Supercharger, EVBox and Ionity.
Does Ella have an API?
No public API is recorded for Ella.
What industry is Ella in?
Ella's product category is Electric Vehicle Charging Infrastructure. Its primary akta.pro industry code is TLAKAMAG, EV Charging Network Management & Software Services (CPMS, Monitoring, Billing), with a secondary code of TLAKAMAE, EV Charging Equipment Installation & Commissioning (AC/DC, Depot/Fleet). Its NAICS code is 221122 and its SIC code is 3600.