Maurits Seidl, Director DACH at Pluq: “Within a year, I aim for my team to become the most profitable part of Pluq. I want more than 10 people working in Germany and establish a new hub there.”
At 40, Maurits Seidl is brimming with plans and ideas.
Germany’s infrastructure for electric vehicles, including charging facilities, is rapidly evolving. The country is making significant strides toward transitioning to electric transportation—a challenging feat, given its deep-rooted history in the oil-driven automotive industry.
Germany boasts approximately 70,000 charging stations, ranging from standard units to fast-charging stations along the Autobahnen.
However, Pluq’s focus isn’t on these highways.
In Germany, Pluq primarily targets the leisure sector, focusing on hotels, zoos, restaurants, and wellness spas, with a particular emphasis on hotels.
“Because that’s where the synergy is strongest,” says Maurits. “For hotels, offering charging infrastructure is no longer a luxury—it’s a necessity. On Booking.com, ‘charging station’ has become a criterion for guests searching for accommodations, like room service or Wi-Fi. Guests need a charger to hit the road after breakfast.”
Luxury hotels present an attractive niche that aligns with Pluq’s commitment to quality. This alignment led to a partnership with the ‘101 Beste Hotels’ organization. Several top-tier hotels now feature Pluq chargers, including Traube Tonbach in the Black Forest. Recently, the management of Estrel Tower in Berlin also chose Pluq, a point of pride for Maurits. “It’s one of the leading hotels, incredibly large with 1,000 rooms and two parking garages accommodating 800 vehicles. It’s the tallest tower in Berlin, second only to the iconic Fernsehturm.”
Maurits has observed that large professional entities are keen to collaborate with Pluq, appreciating the necessity of a decade-long commitment that demands mutual loyalty. Smaller businesses sometimes hesitate at long-term agreements, wary of installing charging stations on their property. “But our contracts are fair, flexible, and more than reasonable. Our proposition is solid—no hidden clauses. Site owners incur no costs, receive comprehensive support, and share in the revenue for a period of ten years. The future is uncertain for everyone; who knows where we’ll be in five years? Will I still be in the Netherlands? Will my children join Pluq? Predicting the future is impossible.”
Legal teams from major organizations appreciate the contract’s duration and have no issues. If circumstances change, adjustments can be made. “Pluq has solutions for every situation, under reasonable terms. We invest tens of thousands of euros in purchasing, installing, maintaining, and managing charging stations. If a client wishes to terminate the contract early, some compensation is only fair.”
Pluq believes it offers hotels an excellent deal, allowing them to benefit fully without any investment. Some entrepreneurs purchase and install their charging stations, anticipating significant profits. “We wish them the best.”
Consider this calculation
- In Germany, a charging point (socket) delivers an average of 5 kilowatt-hours.
- The maximum surcharge on the electricity price is 26 cents; higher rates risk pricing out of the market.
31 days x 5 kWh x €0.26 = €44.
Maurits questions, “How do you recoup an initial €10,000 investment while ensuring the charging stations function flawlessly and managing the billing and tax processes for a modest annual profit?”
A driven individual, Maurits immerses himself fully in his endeavors. Raised in southeastern Germany, his father managed a guesthouse, instilling in him a passion for hospitality. With a Dutch mother and a desire to explore, he studied at the Hotel School in The Hague, followed by political science and humanities at the University of Amsterdam. “I believe in finishing what I start—that’s the German in me.
His career began at Hoteliers.com, where he assisted German hotels with marketing and website development. As an account manager, he visited numerous locations and built a vast network. “We were truly building something.” At Pluq, he and his team advise businesses in Germany, Austria, and Switzerland on charging infrastructure, aiming to establish Pluq as a major player in the DACH region.
Although the future is unpredictable, Maurits observes significant progress. “We’re now engaging with the real estate sector and in discussions with theme parks like Holiday Park. Amusement parks and zoos are also highly interesting for us. Pluq aims to be present where people enjoy spending time. We’ve recently signed a contract with a healthcare organization with 100 locations, noting increased visitors driving electric vehicles.”
Sustainability is a crucial theme for Maurits. “Growing up in nature and having two young children with my wife, I reflect on our responsibility to maintain a livable planet. I’d urge everyone to be more mindful and clean up after themselves. As an avid sailor, I have witnessed the changes in the climate. You can’t deny it.
You can’t stop it on your own—but together, with the right people around you, you can make a difference. It’s a responsibility we all share.
For now, it’s full speed ahead.
The focus is clear: expanding charging locations across the DACH region and supporting Germany’s transition away from fossil fuels. Maurits’s ambition knows no limits, and he’s convinced that Pluq’s future lies in Germany—possibly even his future.
He currently lives in Amsterdam, but there are concrete plans for a new Pluq hub in North Rhine-Westphalia, somewhere in the triangle between Cologne, Düsseldorf, and Dortmund.
And starting a hotel of his own someday?
“Maybe one day,” he laughs. “My wife is an amazing cook; like me, she studied at hotel school. Yes, we’ve discussed doing something together. Nothing too big—just for fun. But I also know how much work running a hotel is.”
One thing’s for sure: there would be Pluq chargers on site.
Not just for ten years—forever. That’s how much I believe in Pluq. We’ve built a fantastic team, comprising experts and energy. The vibe is relaxed, even though we accomplish a huge amount.
I’m excited for the future. Germany is going to hear a lot more from us.
