The Untold Story of South Africa's Electric Vehicle, JOULE.
Endorsements
Hope Arising is the inspiring true story of South Africa’s bold attempt to create a world-class electric vehicle – long before EVs became mainstream. At its heart is the JOULE, a sleek and visionary car born from the ambition of four engineers determined to reshape the future of mobility from the southern tip of Africa.
Written by co-founder and lead engineer Gerhard Swart, this book is both a behind-the-scenes chronicle and a personal reflection on the highs and lows of a ground-breaking venture. From the corridors of political power to investor boardrooms and engineering labs, Swart reveals the triumphs, missteps and systemic challenges that ultimately brought the JOULE project to a premature end in 2012.
But this is more than a cautionary tale. It is a blueprint for innovators, entrepreneurs and policymakers navigating the complex intersection of technology, government and global markets. Above all, it’s a message of hope – about the power of collaboration, the importance of locally owned innovation, and why the dream of African industrial excellence must not be abandoned.
Who is this book for?
Engineers
Entrepreneurs
Academia
EV enthusiasts
Investors
Government
Inspiration seekers
What will you get?
Discover the True Story & Its Lessons
Unfiltered inside perspective
See exactly what technical, political, and strategic decisions shaped the JOULE, warts and all, so you know what to copy and what to avoid.
Blueprint for resilient innovation
Follow a clear, battle-tested framework for managing complex system R&D challenges, stakeholder dynamics, and risk at every stage of your projects
Complete origin story for JOULE-enthusiasts
Go beyond images and blueprints. Relive the key moments and be inspired by the challenges and breakthroughs that defined the JOULE journey from concept to reality.
Inspiration & renewal of hope
Feel renewed by Gerhard’s story of perseverance and faith, showing that setbacks can fuel greater breakthroughs.
Pathway to kick-start a large-scale product development business
Learn concise product development tactics to move from concept into manufacturing and distribution for complex products. Discover leadership tactics to unite teams, navigate funding rounds, and develop a new organisation.
Extensive set of insider images
The book includes 32 pages of full-colour images of the car, its people, the design and build process, etc.
What topics are covered?
Have a sneak peek
- 01
Introduction
- 02
SA context and funding
- 03
Market needs technical requirements
Strategy, prototypes and people
The glamour
Business strategies
- 07
Technical details
- 09
Heartache and decline
- 10
Lessons learned and hope
Photos and graphics
A tribute to the heroes
Upcoming book launch events
RSVP now and join us at one of our book launch events held in Cape Town and Johannesburg.
Please note:
- RSVP is essential for all events.
- All events are free unless otherwise advertised.
Order Now
Standard edition
The complete book with standard shippingOrder from authorBook technical infoR420,00
Paperback first edition
Online access to JOULE book image collection
Free time-limited access to the JOULE insiders discussion forum
Standard shipping
Join the community
Connect directly with Gerhard and fellow readersR199/mo
Standard edition book
Full access to exclusive articles and technical materials
Monthly group readings and discussions
Quarterly live Q&A sessions with Gerhard
Collector's edition
The complete book with standard shippingR599,00
Book technical infoPaperback first edition signed by the Author
Exclusive JOULE poster
Online access to JOULE book image collection
Free time-limited access to the JOULE insiders discussion forum
Standard shipping
The author
Gerhard Swart
Gerhard Swart is an accomplished engineer who was intimately involved in the development of South Africa's groundbreaking JOULE electric vehicle. With decades of experience in engineering and product development, he brings a unique perspective on innovation in challenging environments.
Beyond his technical expertise, Gerhard is passionate about inspiring a new generation of African innovators and sharing the lessons learned from one of the continent's most ambitious engineering projects.
Further reading
Styled by renowned Jaguar designer Keith Helfet, the car was hailed as the "Crown Joule of the Paris Automotive Show"(1) and received good reviews after testing by CAR Magazine(2). Supply chain development, production planning, marketing and business development were also far advanced, but required further investment to achieve high volumes for a profitable business.
The country and supporters accross the world were shocked when in 2012, the development was halted and the company shut down. Many questions have never been answered:
Why? Was it too expensive? Did political or business pressure halt it? Was there any wrongdoing? Or, was it simply too ambitious?
This book reveals some answers for the first time, encouraging further contemplation on what would make similar projects sucessful.
