How SuperPanther Plans to Win Over Europe’s Truck Fleets

Same truck, different terrain. What works on China’s booming roads doesn’t automatically translate to Europe’s more cautious commercial corridors.

This week, we zoom in on SuperPanther – a bold new electric truck brand from China – and its attempt to bridge not just continents, but expectations. In an in-depth conversation with Michael Ruf, President of the European market, it becomes clear: range, torque, and tech are only part of the equation. Trust, service, and regional nuances matter just as much.

From high-voltage AI-driven drive systems to quietly abandoning battery-swapping for European customers, SuperPanther’s approach reveals how different the logistics playbook looks on either side of the Great Wall.

The road ahead isn’t just electric – it’s adaptive.

Let’s hit the road.

Sebastian

At first glance, SuperPanther might appear to be yet another Chinese newcomer entering the European mobility space. But the company isn’t launching another EV for commuters – it’s targeting the commercial transport sector. And its ambitions go well beyond just selling trucks. “We want to bring a full system to Europe – not just a truck, but technology, services, and a reliable ecosystem,” explains Dr. Michael Ruf, President of SuperPanther’s European market.

Founded in China just three years ago, SuperPanther brought its first electric truck to serial production within two years. The truck has since been on Chinese roads in a 6x4 configuration – three axles, two of them powered. But as Ruf emphasizes, “That setup doesn’t fit Europe. Here, most operators expect 4x2. That’s why we’re developing a dedicated version for the European market.”

This kind of adaptation is being done at pace – and entirely in-house. The powertrain has been reconfigured with two asynchronous motors and a modular control unit, optimized for European driving conditions. “Our approach is software-defined. By intelligently controlling the motors, we can offer different torque levels depending on load and route – up to 45,000 Nm,” Ruf notes.

Beyond hardware, SuperPanther sees the biggest European opportunity in efficiency. “In logistics, total cost of ownership is everything. That’s why our system is designed around energy savings – from silicon carbide inverters to a custom-designed low-temp heat pump that operates down to minus 30 degrees,” says Ruf. That thermal system alone improves energy use by up to 60 percent, translating into a 15 percent increase in range.

Unlike in China, battery swapping won’t be part of the strategy in Europe. While the company built a swap station capable of exchanging 600 kWh packs in five minutes, interest has waned. “Battery tech is evolving so fast that fixed swap infrastructures already feel outdated,” Ruf admits.

Instead, SuperPanther relies on rapid charging and an 800+ volt architecture. Megawatt charging will be supported – but demand is modest. “Our customers told us it’s not the game changer everyone talks about. Most long-haul routes still allow for breaks, and most drivers prefer high power charging at 350 kW,” he says.

Yet launching a new brand in Europe means much more than building a capable truck. “Trust is key. We know that entering the European market requires more than just technology – it requires a reliable service promise,” Ruf acknowledges. To that end, the company is working with Steyr Automotive in Austria for assembly and quality assurance, while also building its own parts and support infrastructure.

One key to lowering operating costs is deep integration of data. Because SuperPanther develops all major systems itself – from drivetrain to energy management – the company can optimize routes, driving behavior and maintenance. In customer trials, energy consumption dropped from 1.3 to 1.05 kWh/km through AI-driven improvements. “That’s significant for a truck,” says Ruf.

The launch in Europe is scheduled for mid-2026, with an initial focus on the DACH region. “But we’re flexible – if a Swedish customer wants a truck, we’ll make it happen,” Ruf says. Sales will begin via direct channels, with highly tailored support. Instead of chasing a low-cost reputation, Ruf stresses value: “We won’t compete on price alone. We offer a full solution, including options for integrated energy generation and charging.”

Despite the delay of six months from the originally planned SOP, SuperPanther is holding to its goal of having 16,000 electric trucks with its technology on European roads by 2030 – some under its own brand, others possibly in partnership with other OEMs. “Interest has been strong. And what we showed at IAA was just the beginning. The model we’ll launch in Europe will already include improvements – from the cab design to a more powerful E-axle.”

So while the brand may be new in Europe, it’s entering the market with clear intent and technological confidence. And SuperPanther doesn’t want to be just another name. “If we do this right,” Ruf concludes, “customers won’t just tolerate us – they’ll prefer us.”

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