“Our ambition is to create a new paradigm within EV charging, whereby consumers are shown not only the price of charging, but also the environmental benefits of their action. At Stella we want to create a taximeter that shows you both the price of your fare, as well as the renewable energy impact from your ride. This is now possible thanks to Reel”, says Mads Vieth, CEO of Stella.

‍About Stella

Stella (formerly known as Viggo) is an electric ride-hailing and EV charging provider, with the ambition to accelerate the uptake of renewables. They provides ultra-fast, urban charging for EV drivers in Denmark’s cities and business hubs.

The challenge

Stella wants to make the switch to EVs easier for both citizens and businesses by eliminating slow charging and increasing the number of EVs on the road. Simultaneously, their customers are demanding transparency into whether the electricity powering their EVs comes from renewable sources.

Stella consequently needed to reassure their customers that driving an EV is the preferred environmental choice. When searching for an electricity provider that could help on this front, Stella encountered high delivery costs, opaque terms and conditions, and a litany of hidden fees. Finding an electricity provider that could deliver fair prices and full transparency into emissions quickly became a major challenge.  

The solution

Based on the latest climate science, Reel delivers electricity that minimises the most CO₂ for businesses. Every electricity contract signed by Reel – also known as a Power Purchase Agreement (PPA) - increases the proportion of renewable electricity on the Danish electricity grid, a concept known as ‘additionality’.

By entering a PPA with Reel, Stella gets both competitively priced electricity purchased directly from renewable sources, and a detailed overview of CO₂ emissions on Reel’s platform. This enables Stella to present an honest and transparent accounting of their CO₂ emissions to their customers.

“We are driven by a deeply held belief that our business should be built on fairness and sustainability. Our collaboration with Reel and the stable price of renewable electricity we get is an opportunity for us to honour this belief. We deliver sustainable charging to both businesses and private EV owners, while contributing to more renewables in the electric grid in Denmark” says Mads Vieth.  

The impact

Stella's PPA with Reel means that in 2025, they will purchase electricity from a newly constructed solar farm. Not only does Stella's PPA guarantee that a new solar farm is built in Denmark, but it also offers fixed electricity prices for 5 years. The latter provides Stella with improved price competitiveness and stability in the face of volatile electricity prices.

Meanwhile, Reel’s platform and emissions tracking allow Stella to accurately trace the energy sources charging their EVs. These insights give Stella a competitive edge, while allowing them to meet their customers’ demand for greater transparency.

“Our partnership with Reel gives us the most impactful electricity agreement and strengthens our brand in the market. After only a month with Reel’s platform, we can account for where the electricity in our chargers comes from. Reel has also been very helpful with advice on how we communicate about the climate impact of our electricity usage – with or without PPAs. Now, when we engage with B2B customers, we can now authoritatively speak to our role in the energy transition.”

— Mads Vieth, CEO, Stella

By working with Reel, Stella has achieved:

• Transparency on the sources of energy and CO₂ emissions of their electricity through Reel’s platform.

• An estimated 35% savings on electricity provider costs.

• An estimated 50% reduction of costs in a fixed price agreement through a PPA, when compared to a traditional market fixed price agreement.