William Pui Martinez is the Founder and CEO of Greenspace E-Mobility, building high-performance EV charging hubs and logistics corridors across Panama, Mexico, and the United States, with a center of excellence in Norway. With over a decade of experience in charging infrastructure deployment, he focuses on fleet and heavy-duty electrification at the intersection of energy, transport, and digital systems. We spoke to William to find out more about Greenspace and the future of the EV charging market.
Is one of Greenspace’s main missions to be the EV gateway for the United States?
“Greenspace Emobility is the CPO gateway to major markets, with charging hubs connecting countries. Our mission is to accelerate electrification across the main logistics corridors of the Americas. Laredo is the primary U.S. gateway for cross-border trucking, and the I-35 corridor from Laredo to Dallas is a critical spine for freight movement, so we’re building the charging backbone there first.
We are one of the first companies to actively develop a binational charging strategy that connects cross-border freight via Laredo to Dallas and beyond. That corridor alone represents massive diesel dependency today.
By focusing on real routes used daily by fleets, not theoretical maps. We allow operators to transition from diesel to electric without disrupting operations. The goal is simple: lower operating costs, access to sustainable energy, and zero-emission freight across borders.”
You’re building EV charging corridors across very different markets: Panama, Mexico, the USA and Norway. What are the non-obvious differences in regulation, grid readiness and customer behaviour that most global charging strategies still underestimate?
“The biggest misconception is that charging deployment is primarily a hardware problem. It’s not. It’s a systems problem.
Grid readiness varies everywhere, including developed markets. That’s why every Greenspace hub integrates solar generation, battery storage, and high-power charging. This allows us to build despite grid constraints rather than wait for perfect conditions. The second underestimated factor is behavioral. Fleet electrification requires operational culture change. Drivers, dispatchers, and managers must rethink planning rhythms. We invest significant time in training and operational alignment because infrastructure alone doesn’t create adoption.
On regulation, we work directly with government bodies across markets. Emerging markets move fast when presented with global learnings that are already proven. Our job is to translate experience into practical regulatory frameworks that accelerate, not delay, deployment.”
Greenspace is focused on fleets and logistics corridors rather than consumer charging. Why do you believe corridor-led electrification is the fastest way to unlock scale and commercial viability in emerging markets?
“Scale starts with fleets. Fleets operate fixed routes, predictable mileage, and centralized depots. That makes electrification bankable and measurable. Our product offering begins by electrifying warehouses and fleet hubs, then extending into corridor charging to ensure seamless long-haul operations.
We study each customer’s route in detail and build infrastructure around their existing logistics patterns. This removes friction from the transition and allows operators to immediately capture fuel savings, lower maintenance costs, and optimized dwell time.
Consumer charging plays an important role in mobility freedom, but corridor-led electrification unlocks utilization first; and utilization is what drives commercial viability in emerging markets.”
Norway, your home country, is often held up as the global gold standard for EV adoption. Which elements of the Nordic execution model genuinely translate to emerging markets, and which simply don’t survive contact with local realities?
“Norway offers a preview of the future. With over 90% EV adoption in new vehicle sales, we see where the industry is heading. The transferable element is execution discipline: uptime standards, safety culture, grid coordination, and long-term infrastructure thinking. That is what we refer to as the “Nordic execution model.”
What doesn’t translate directly is assuming perfect infrastructure. Emerging markets require hybrid solutions: solar, storage, modular builds, and flexibility in financing and deployment. Our Norway presence acts as a center of excellence. It allows us to test, observe, and refine before deploying at scale in Panama, Mexico, and the U.S.”
Electrifying fleets shifts the EV conversation from aspiration to operations. What are the biggest execution risks you see when logistics operators move from pilots to full fleet electrification, and how are you helping them avoid those pitfalls?
“The biggest risk is cultural resistance disguised as operational concern. Moving from pilot to full electrification requires disciplined planning: charging schedules, route optimization, energy management. Without clarity, fleets revert to diesel or just take longer to make the full commitment.
We mitigate this by embedding ourselves with our customers. We train teams, simplify systems, integrate telematics, and ensure that drivers and managers have real-time visibility. Once fleets understand the rhythm of electric operations, the benefits become clear: lower operating costs, predictable energy pricing, and improved driver experience. In many cases, early adopters become advocates for the transition within their industries.”
Charging corridors sit at the intersection of energy, transport and digital infrastructure. How do you think about sequencing: grid upgrades, charging deployment, software and commercial models, to ensure corridors scale sustainably rather than stall?
“Every hub is site-specific. No two projects are identical even if at first glance the elements look the same. We start with route analysis and demand modeling. Then we design around a hybrid structure: solar generation, battery storage, and the highest power charging available. This reduces dependency on grid upgrades and future-proofs the site.
On the software side, energy management and fleet behavior must be integrated. We combine charging systems with telematics and scheduling tools so chargers are available when trucks arrive, not the other way around.
Sequencing matters. If infrastructure, software, and commercial models are not aligned from day one, corridors stall.”
You work closely with global OEMs, CPOs and technology vendors. What capabilities separate partners who succeed in emerging markets from those who struggle, despite having world-class technology?
“Technology alone doesn’t guarantee success. The partners that succeed are those willing to adapt, co-develop, and understand operational realities. Over a decade of deployments, including learning the hard way, has taught us which technologies survive real-world stress.
Emerging markets punish rigidity. Success requires openness, modularity, and long-term commitment. One of Greenspace’s strengths is our ability to integrate global technology with local execution. We act as the bridge.”
Emerging markets often leapfrog legacy infrastructure. Where do you see opportunities to bypass traditional charging models entirely: whether in ownership, financing or operation, and what should investors be paying attention to right now?
“Emerging markets are not constrained by legacy charging networks, and that creates opportunity.
We see the ability to deploy integrated hubs from day one: combining solar, storage, and high-power charging instead of retrofitting outdated systems. There is also room for innovative ownership and financing models, including hub-as-a-service structures, fleet-anchored utilization contracts, and blended capital frameworks.
Investors should focus on utilization-driven projects anchored by logistics demand. Corridor-based infrastructure tied to fleet operations reduces risk and creates predictable revenue streams.”
Looking ahead five years, what will success look like for EV charging corridors in emerging markets, and what needs to change now if electrified logistics is to become the default rather than the exception?
“Success in five years means electrified logistics corridors are standard infrastructure, not pilot projects. It means heavy-duty EV charging across borders, fully electrified warehouses, integrated energy systems, and scalable public-private partnerships.
What needs to change now is mindset. The industry must move from fragmented demonstrations to corridor-scale deployment anchored by real freight demand.
Electrified logistics is no longer a question of technology. It is a question of execution, and execution requires experienced teams capable of integrating energy, transport, and digital infrastructure across markets. That is the space where Greenspace Emobility operates.”
