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Al Masaood Power and All About Brands launch electric charging network

Al Masaood Power Division, part of the Al Masaood Group, one of Abu Dhabi’s leading business conglomerates, is set to mark a new chapter in its sustainability journey with the upcoming launch of SHAMS+ (SHAMSPLUS), its full-fledged charging solution for electric vehicles (EVs) and hybrid marine vessels. It is the first such innovative solution to be fully manufactured in the UAE.



The name Shams+ comes from the Arabic word for ‘sun’ to reflect the solar powered aspect of the product, which is a key differentiator to other, conventional EV charging stations. The plus symbol signifies the brand’s extensive offering in the EV charging arena and the opportunity it brings.

The simple, striking logo design presents Shams+ as a modern, cutting-edge technology-driven energy provider. The icon is based on the radiating rays of the sun and this surrounds the plus typographic mark. The typography is hand drawn and totally unique to Shams+ and the characters are sleek and streamlined, giving a contemporary feel. Overall, the identity is a distinctive and memorable piece of design that successfully communicates the company’s key function.

The colour palette reflects the colours of the sun, and the yellows build through oranges into red to drive home the feeling of accumulating energy and recharging.

“We are thrilled to have been a part of this important project and support the UAE’s continuing move towards the use of EVs, working alongside Al Masaood to develop this distinctive and impactful brand in the clean energy space,”

The station and charging unit were designed to offer a modern, slick and inviting set up. A hassle-free, state-of-the-art, relaxing place to come and wait while your car is charging. The colourways are instantly recognisable and offer a distinctive look and feel in a road-side situation.

Al Masaood Power collaborated with creative communications agency, All About Brands.

“We are thrilled to have been a part of this important project and support the UAE’s continuing move towards the use of EVs, working alongside Al Masaood to develop this distinctive and impactful brand in the clean energy space,” said Kate Faber, director of All About Brands.

The solution with multiple-user capability, will provide sustainable battery charging through solar energy at the highest charging speed starting from 25 minutes. The ultra-fast charging solution will serve as a solar power system, with an extensive network of charging stations that can cater to all battery charging needs of the automotive and maritime sectors.

Additionally, the smart internet-based and mobile ventures, which are seen to help accelerate the decarbonisation of the global transportation and maritime communities, are distinct with their automatic matching voltage fluctuation for stable charging.

Offering customers the highest convenience and efficiency, it also operates cordlessly for better flexibility and easier installation in various urban and rural locations, including agricultural areas, as well as in marine ports and hubs.

Al Masaood Power will also set up a majlis and rest areas within the charging stations for a comfortable on-the-go experience. The solution will be unveiled at the Electric Vehicle Innovation Summit, which is taking place in Abu Dhabi on May 23-25, 2022, and is expected to launch by the third quarter of 2022.

Rasso Bartenschlager, General Manager of Al Masaood Power, said: “With this unique, first-of-its-kind project, we aim to deliver better access to connectivity-enabled and seamless plug-and-charge experience. This is yet another high point in Al Masaood Power’s non-stop efforts to contribute to electrification and green mobility as the future of transportation. It will precipitate wider adoption of EVs and marine vessels in the country and the rest of the Gulf region, thereby reducing carbon emissions and helping fast-track the goals of the UAE Net Zero 2050 strategic initiative.”

“As a pioneer, we also want to highlight that such a value-added solution is an addition to our growing large-scale energy solution projects that are completely made in the country. It also reflects our commitment to innovation, best-in-class technology and infrastructure that will help build a sustainable future in the Emirates and the region,” he added.

Al Masaood Power, which is the first to introduce the UAE-made, hydrogen-powered flying boats, is the country’s oldest specialty business in power solutions. Established in 1970, it was the first to bring a world-class electric generator to Abu Dhabi. It is also a pioneer in energy generation, offering leading power brands such as MTU, Leroy-Somer and Volvo Penta generators and after-sales services to the UAE and Bahrain.