What happens when innovative companies, politics and science all work together? We can look to the ZUG ALLIANCE to find out. With pioneering projects for the energy and mobility transition, the canton of Zug is becoming a testing ground for the future – not to mention a model for other regions in Switzerland.
«More action, less PowerPoint» – that’s the motto of Andreas Bittig and Philipp Wetzel. The two co-managing directors of the ZUG ALLIANCE have set themselves ambitious targets. Together, with trusted partners from the Zug region (see box on page 48), the pair want to do nothing less than shape the future of mobility and the energy industry. And for good reason: Switzerland is aiming for no more greenhouse gas emissions to be emitted into the atmosphere from 2050 onwards (net-zero target).
There’s a lot of attention on the market for innovative mobility and energy projects.
«We aim to drive decarbonisation forward in the canton of Zug through entrepreneurial, proactive action – and to do so across as many sectors as possible», explains Philipp Wetzel, who works full-time as Managing Director of the AMAG Innovation & Venture Lab and took over his position in the ZUG ALLIANCE from his predecessor Bernhard Soltermann in autumn 2024. The motto: the energy and mobility sectors should be decarbonised together rather than separately.
All members are actively involved
The idea of the AMAG Group was supported by the Zug Chamber of Commerce, and the network was established. «The alliance brings together committed partners from business, science and politics who are working together to develop innovative solutions to the major challenges of our time», says founding member Andreas Bittig of Tech Cluster Zug AG, summarising the core idea behind the alliance. «We deliberately kept the group small at the start. At the moment, the only companies involved in the alliance are the ones serious about contributing resources». For example, the AMAG Group and its subsidiaries purposefully apply their expertise to various projects. Not only are experts involved from the Innovation & Venture Lab, but also from the energy solutions companies Helion Energy AG and Holo. The latter specialises in developing and operating autonomous mobility and logistics solutions (see also AMAG Sustainability Report 2023).
From vision to reality
The core initiatives of the ZUG ALLIANCE include three flagship projects . The projects are integral to the Canton of Zug’s energy and climate strategy and are great examples of how climate protection, mobility and economic development can go hand in hand. The «Grid-optimised charging» pilot project, for example, turns electric vehicles into mobile energy storage units. They thereby play an active role in the energy transition by helping to stabilise the power grid.
We want to be ready for when we reach the tipping point, such as in the area of autonomous driving.
It is no coincidence that the innovative alliance was founded in the canton of Zug and is also carrying out pilot projects there.
«Zug is the perfect region thanks to its lack of bureaucracy, business-friendly environment and incredible openness to new technology», explains Philipp Wetzel. Andreas Bittig also points out: «By initially limiting ourselves to one region, we were able to keep things simple. It’s easier to talk to one canton instead of 26 different governments».
Developing new business areas
However, it is also clear that AMAG and the other companies are not just involved for fun or out of goodwill for the ZUG ALLIANCE. A key motivation for the AMAG Group’s commitment lies in transforming the company from just a vehicle provider into a holistic mobility ecosystem. «Our goal for the future is to continue to develop profitable business areas», says Philipp Wetzel. «But to do that, we have to continue developing the company».
According to Philipp Wetzel and Andreas Bittig, the ZUG ALLIANCE has generated a lot of interest beyond the canton’s borders. The alliance has clearly struck a chord: «There’s a lot of attention on the market for innovative mobility and energy projects», says Andreas Bittig.
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Finally, the two co-managing directors of the ZUG ALLIANCE venture a look into the future. Both agree that sector coupling, i.e. connecting the energy and mobility sectors, will be standard in a few years’ time. «Autonomous vehicles will also be everywhere.» «And linking together different means of transport is a key part of mobility in Switzerland», says Andreas Bittig.
Philipp Wetzel echoes the same sentiment. For the managing director of the AMAG Innovation & Venture Lab, one thing is clear: «Once things get going, it’ll happen quickly. We want to be ready for when we reach the tipping point, such as in the area of autonomous driving».
Members of the ZUG ALLIANCE
• AMAG Group AG
• Cham Group AG
• Siemens Schweiz AG
• Stadt Zug
• Tech Cluster Zug AG
• WWZ AG
• Zug Estates AG
• Zugerland Verkehrsbetriebe AG (ZVB)
Close cooperation with the Canton of Zug and scientific support from the University of St. Gallen (HSG) complement the alliance’s network.
The ZUG ALLIANCE is driving forward three key projects in the canton of Zug to promote the energy and mobility transition.
