Mober's green engine: How a PH startup is turning sustainability into brand power across SEA

The story of Mober’s rise begins with a simple, real-world truth: electric vehicles matter because the cost of doing nothing is getting impossible to ignore. Delivery trucks remain one of the biggest contributors to urban pollution in Southeast Asia; fuel prices swing unpredictably; and brands are under pressure to cut emissions not for PR, but because regulators, customers, and global partners increasingly expect it.

That context made Mober’s unveiling of what is now the Philippines’ largest commercial EV charging hub more than a milestone - it was a signal that electrification can work at scale in a market often held back by cost and infrastructure gaps. The company’s initiatives are grounded in the same real-world need: fully electric mobile pharmacies reaching remote barangays where diesel trucks are impractical; World EV Day as a push for policy alignment; and an expansion into Thailand that reflects regional demand for cleaner delivery solutions.

Founded in 2015, Mober has since evolved into an integrated green logistics player by solving the biggest barrier to EV adoption: capital. Its turnkey, capex-free model lets brands switch to electric deliveries without buying vehicles, building charging hubs, or setting up fleet systems. “Mober is a tech company first, logistics second,” said Cherifer Santos (pictured), VP for brand marketing and communications. This distinction explains why both brands and government partners view the company not just as a logistics provider, but as a pathway to a more cost-efficient future.

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When logistics becomes brand-building

For consumer-facing companies, Mober’s electrification initiatives do more than optimise operations - they strengthen reputation and brand equity. As sustainability scrutiny deepens, consumers increasingly reward brands that “walk the talk”.

Santos connected the dots clearly: “Consumers reward brands that act responsibly, not just communicate responsibly.” Initiatives such as electric mobile pharmacies, renewable energy charging, and inclusive workforce programmes create what she described as “measurable action that enhances stakeholder trust”.

This is where logistics becomes an unexpectedly potent marketing lever. For brands such as Nestlé and IKEA, early adopters of Mober’s fleet, green delivery is not merely a supply-chain upgrade - it is brand leadership in motion.

Electrification is only as compelling as the metrics behind it. Mober works closely with each partner to align measurement with business goals - energy consumption, cost per drop, on-time delivery, monthly carbon reduction, or global sustainability reporting standards.

For IKEA, the impact is clear. After shifting routes to Mober, the retailer recorded a significant drop in carbon emissions and now uses Mober-generated data as part of its global sustainability commitments. Consistency in these results has enabled Mober to pass IKEA’s stringent IWAY compliance metrics “with flying colours” year after year.

This ability to integrate data into brand storytelling is intentional. Mober collaborates with marketing teams - such as the Uniquecorn agency - to weave aligned narratives that avoid greenwashing and communicate authentic impact.

Electrification as public service modernisation

While brands often focus on cost efficiency and sustainability reporting, government partners look for community impact. In Laguna, where Mober powers fully electric mobile pharmacies that deliver essential medicines to far-flung barangays, the value is measured not only in carbon reduction but in social outcomes.

Santos noted that for LGUs across Southeast Asia, electrification is increasingly positioned as a governance imperative rather than a climate checkbox. “It’s basically modernising their logistics backbone for faster delivery of social services,” she said. In Laguna’s case, that includes medicines and potential disaster-response mobility.

Government units also find alignment in the budget logic: “When you utilise EV for your public service delivery, it allows you to reduce overall noise and pollution… and it’s better budget utilisation since there’s no capex needed.” The wider resonance lies in accountability. Provinces such as Laguna are using green logistics to demonstrate innovation, public welfare, and fiscal responsibility simultaneously.

Humanising the green shift: The Green Warriors

This year, Mober officially launched its Green Warriors campaign, though the ethos has been present “in the company’s DNA” for years. The campaign spotlights the individuals behind the operations - drivers reframed as Green Delivery Specialists (GDS) and Green Delivery Associates (GDA) - reflecting a deliberate shift in how the company values labour.

“Our business is not really about trucks. Our business is about people,” Santos said, echoing CEO Dennis Ng. The creative direction focuses on humanising EV logistics, showcasing how green mobility affects livelihood, community perception, and day-to-day work.

A key pillar of the campaign is #MoveHer, a push for inclusivity in a sector traditionally dominated by men. Mober has seen growing interest from women - drivers and non-operational staff alike - after revising its communications to emphasise safety, career pathways, and representation.

The campaign shows that sustainability is strongest when people and partners are part of the narrative.

Tailored messages for different segments

While the core proposition remains constant, motivations differ by sector. FMCG brands prioritise cost per drop and sustainability reporting; healthcare focuses on reliability and compliance; retailers look at last-mile efficiency and customer experience; and government units emphasise service delivery and inclusivity.

Santos described the approach as a “blend of conscious and balanced messaging… anchored on customer centricity and operational efficiency.” Every pitch begins with understanding operational pain points, then mapping electrification to what each segment values most. 

Mober entered Thailand in May 2025, its second market after the Philippines. The pitch remained consistent: turnkey, capex-free fleet electrification backed by proven sustainability outcomes. As Santos put it, “Not all companies who are encouraged to shift to EVs have the luxury to purchase EVs at the whim.”

Localisation, however, was key. Thailand already has stronger EV infrastructure and government incentives, and a cultural preference for quiet, clean cities. With IKEA again as the anchor customer - a brand long committed to electrifying its regional supply chains - Mober could replicate its success with credibility.

You need a strong, successful story to convince a new market... The trust we built in the Philippines allowed us to establish ourselves in a new territory.

Shaping Southeast Asia’s green logistics backbone

Central Charge - the Philippines’ largest commercial EV charging hub - and the country’s first fully electric tractor head truck have captured attention. For Mober, these investments serve a deeper purpose: reinforcing long-term reliability and market readiness.

“These innovations build trust by demonstrating that Mober is not just a logistics experiment… Mober is here to stay.” With autonomous EV technologies also in exploration, the company positions itself as a pioneer shaping what green logistics could look like across Southeast Asia.

Santos said 2024 and 2025 “have been a feat of firsts”. Meanwhile, expansion into more Southeast Asian markets is already in the pipeline.

World EV Day has emerged as one of Mober’s most important platforms - not as a marketing activation, but as a policy and industry-shaping forum. The company has now participated in two cycles, using the event to push for clearer incentives, stronger infrastructure, and talent development across the EV ecosystem.

EV Day, she added, helps industry players - from government agencies to consumers - “learn from each other and elevate the narrative every year,” laying the foundation for a genuine Southeast Asian green logistics ecosystem.

Here, Mober is vocal. “We don’t like the concept of greenwashing,” Santos said. “When you are after impact, you are after real results.” The vision is ambitious: a region-wide backbone for low-carbon delivery. But Mober believes it is attainable. “A backbone is easier said than done,” Santos acknowledged. “But as one of the pioneers, we want to make sure it is solid.”

With rising regulatory pressure, growing consumer expectations, and brands looking for credible sustainability partners, Mober’s timing could not be more strategic. What started as a Philippine logistics startup is now shaping the narrative - and the infrastructure - of Southeast Asia’s electric future.

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