Yesterday, I wrote about Canoo’s bankruptcy, adding another name to the growing list of failed EV startups—Arrival, Fisker, Proterra, and others. But today, let’s flip the script with some good news.
Meet TOGG, Turkey’s rising EV star.
In just its second year of operations, TOGG sold over 30,000 electric vehicles in 2024, becoming Turkey’s top-selling EV brand. For context, Tesla sold 37,547 cars in Germany in the same year. That puts TOGG right between Mercedes (34,000 EVs) and Skoda (25,000 EVs) in the German market.
So, how did TOGG do it?
TOGG was founded in 2018, around the same time as many hyped EV startups. But instead of chasing the spotlight, they focused on building a solid foundation:
🔧 Designed in Germany – Leveraging top-tier engineering talent.
🔋 Powered by Farasis Energy – Reliable battery supply.
🏭 Built in Turkey – Smart localization strategy with a joint venture factory for battery packs.
TOGG's journey wasn’t accompanied by global media hype. Yet today, their vehicles are a common sight in Istanbul, sharing the streets with Teslas. The company is now planning to ramp up production to 100,000 cars per year and launch a new model.
💡 Key Takeaway: Sometimes, less hype means more bite.
I’m keen to dive deeper into what makes TOGG tick and what lessons other climate tech startups can learn from their approach. Stay tuned for more insights!
What do you think? Is TOGG a case of solid execution over flashy promises? Or is it just a case of being successful in a captive market? Let me know your thoughts.