Beyond Charging: Atlante's "Smile Strategy" and Energy Trading in S. Europe

Clio CECCOTTI｜Atlante Head of Business Intelligence and Strategic Planning

Electric mobility is no longer a future scenario. It represents a structural shift that is reshaping how people move, how cities evolve and how energy systems interact. In this context, Atlante has chosen a clear and consistent path, expanding fast and ultra-fast charging infrastructure while keeping the customer firmly at the centre of every strategic decision.

With the aim of being a leading fast and ultra-fast charging network in Southern Europe powered by one hundred percent renewable energy, Atlante operates across Italy, France, Spain and Portugal, with Switzerland soon to follow. This growth is driven by the long-term mission to enable people to move freely, in harmony with our planet.

For Atlante, scalability is not simply a question of footprint. It is the result of building a resilient ecosystem in which infrastructure, digital platforms, partnerships and customer engagement reinforce one another, creating durable value for both users and markets.
This ecosystem approach is also what makes Atlante a strategic enabler within TCC Group Holdings. Through Atlante, TCC has entered a completely new European mobility ecosystem, positioning itself at the centre of the fast-growing EV charging and energy flexibility market. It represents not only geographic expansion, but participation in the creation of a new infrastructure platform for the energy transition in Europe.

A Data-Driven Deployment Logic

Atlante's market deployment strategy is grounded in timing, data and usage intensity. Rather than pursuing uniform coverage, the company focuses on locations where fast and ultra-fast charging delivers immediate value to drivers and actively supports the adoption of electric vehicles.

Priority is given to premium retail destinations where charging integrates naturally into everyday routines, key European traffic corridors that enable seamless long-distance travel; and urban charging hubs and airports that serve dense and time sensitive demand.

This selective and high impact approach has enabled Atlante to expand efficiently while maintaining high service quality and strong infrastructure utilization, thanks to long-term partnerships with leading commercial and infrastructure players. Atlante collaborates with premium retail groups and large-scale operators such as Aldi, Pingo Doce, CCV, Groupe Duval and Klepierre, as well as major infrastructure and motorway stakeholders across its core markets.

This high-impact approach has enabled Atlante to expand efficiently while maintaining strong service quality and infrastructure utilization. Today, Atlante operates more than 1,100 charging stations across Southern Europe, establishing a solid foundation for continued development.

Customer Centricity Beyond the Plug

At the heart of Atlante's strategy lies a simple principle. Charging should be intuitive, reliable and rewarding.

Atlante's model combines physical delivery with native digital integration. The charging station is the physical infrastructure layer; the app and digital services form the interaction layer. Together, they create a seamless experience where infrastructure and customer relationship evolve simultaneously.

myAtlante app plays a central role in this approach, allowing users to locate charging stations, plan routes, manage payments and access business features through a single digital interface. Beyond its functionality, the app creates a direct and ongoing relationship between Atlante and electric vehicle drivers, supporting engagement, communication and service innovation.

This relationship is further strengthened through Green Gems, Atlante's proprietary digital rewards system, a first in Europe. By recognising and rewarding sustainable charging behaviour, Green Gems transform charging from a purely transactional activity into a longer-term experience based on value and engagement.

In parallel, Atlante is a founding member of ChargeLeague, an alliance of four leading European charging operators — Atlante, Electra, Fastned and IONITY — representing more than 13,000 charging points across 25 countries. This initiative enhances network interoperability and reliability at European scale, reinforcing customer confidence in cross-border electric mobility.

The strong momentum achieved during 2025, myAtlante's first full year of operation and the year in which Green Gems were introduced, represents an important milestone. It also marks the beginning of a broader development phase, with further initiatives planned across all markets in the coming months.

The "Smile" Strategy: Designing for Loyalty and Scale

Atlante's ecosystem is often represented internally by the Smile, a visual and strategic expression of how its core pillars interact. 

At the foundation stands a premium asset base of fast and ultra-fast charging stations. On one side, a loyal and growing customer base, connected through digital platforms and services. On the other, an expanding layer of energy storage and smart energy management, designed to enhance efficiency, flexibility and long-term resilience. 

This model ensures that growth is not linear but mutually reinforcing. As charging stations increase, customer touchpoints multiply. As the customer base expands, utilisation improves. As storage capacity grows through the installation of EnergyArks, flexibility services and energy optimisation opportunities increase.

The Smile strategy reflects Atlante's idea that sustainable growth is driven as much by customer trust and satisfaction as by physical expansion. By aligning infrastructure development with user loyalty, the company creates a virtuous cycle of adoption, retention and scale.

Preparing the Network for the Energy Transition

Atlante’s ecosystem extends beyond charging alone. By integrating energy storage solutions alongside charging infrastructure, the company is preparing its network for a future in which mobility, electricity grids and renewable energy systems are increasingly interconnected.

Through this integration, Atlante includes emerging services such as grid flexibility, dynamic pricing and energy trading, positioning itself at the intersection of mobility and energy markets. Atlante is collaborating closely with TCC to deploy 1,250 EnergyArks in just 3 years. This evolution further strengthens TCC's role within the broader European energy transition landscape, making TCC one of the largest players in distributed storage and flexibility markets.

This integration enhances Atlante's operational resilience, supports competitive pricing and enables the development of future energy services, while preserving a simple and seamless experience for customers.

Looking Ahead

As electric vehicle adoption accelerates across Southern Europe, Atlante continues to evolve its ecosystem with a clear focus on people, partnerships and the planet. By combining premium infrastructure, digital innovation and a customer centric membership model, the company is shaping a charging network designed not only for today’s drivers, but for the future of sustainable mobility.

Atlante's journey began in the physical world, with the development of more than 1,100+ fast and ultra-fast charging stations across Southern Europe. Each station represents not only infrastructure, but a connection point – to customers, to partners and to the power grid.

On top of this physical network, Atlante has built a native digital interaction layer, creating direct relationships with drivers through the myAtlante platform and Green Gems. Those 1,100+ stations represent also more than one thousand connections to the grid, forming the basis for future flexibility and energy services. This model is intended to support the long-term electrification of mobility across Italy, France, Spain, Portugal and Switzerland.

The next step is to close the circle: to bring together infrastructure, customers and energy systems into a fully integrated ecosystem. By connecting physical assets, digital engagement and grid integration, Atlante is shaping a scalable platform where mobility and energy converge – delivering value for customers, markets and the planet alike.

AUTHOR

Stefano TERRANOVA｜CEO, Atlante

As CEO of Atlante, I am working - and have the honor of - shaping a new mobility ecosystem where charging is accessible, reliable, and powered by clean energy, leveraging TCC Group Holdings’ world-class industrial expertise, strong commitment to innovation, and clear leadership in the energy transition.