The Untold Story of South Africa's Electric Vehicle, JOULE.

By Gerhard Swart
Published by Quickfox Publishers
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Hope Arising is more than the story of a car - it's a story of belief in a better future, of the engineers and entrepreneurs who dared to build it, and of the powerful lessons left in its wake.
Now shipping • Paperback First Edition
Hope arising official cover 3D model

For every engineer, entrepreneur, or dreamer who once believed in the JOULE – and for those who still believe in South African innovation – this book stands as a testament.

For those who were part of the JOULE’s journey, this book offers a candid look at the triumphs, heartaches, and innovations behind South Africa’s first home-grown electric vehicle. 

Told through the eyes of a co-founder and lead engineer, it reveals the political tides, business pressures, and personal sacrifices that shaped – and ultimately halted – the project in 2012. Yet beyond the technical blueprints and strategic decisions lies something more: a quiet reflection on perseverance, failure, and the faith that carried the author through it all.

 The wheels may have stopped turning, but the road to the future remains wide open.

Read further about the JOULE's history

Endorsements

Early readers share their thoughts on Hope Arising
"In this deeply personal account, Gerhard takes us behind the scenes of the Joule project. It’s a compelling and honest read that reveals the highs and lows of one of South Africa’s most daring engineering ventures. More than that, it’s a powerful reminder of what South African-trained engineers are capable of when given the chance."

Prof. Wikus van Niekerk, Dean of Engineering

Stellenbosch University
"An engineer's story of what it looks like to take the shot at industrial innovation. The systems, processes, resilience and faith needed for doing something remarkable - and how this can unwind in the blink of an eye."

Mike Mulcahy, CEO

GreenCape
"Gerhard Swart’s story will stay with you long after you’ve turned the last page, leaving you inspired, reflective, and perhaps a little more hopeful about the power of dreams.This is a must-read for anyone who believes in the transformative power of innovation—and the resilience of the human heart."

Radhika Mia, PHD

Author | Social Innovation & Impact Strategist | Researcher | Educator | Visual Storyteller
"Once I started reading the book, it was riveting and I could not put it down. I read from start to finish the same day."

Gideon Potgieter, CEO

Resolution Circle
"Themes are explored around Leadership qualities, around trust and friendship, and having solid value-systems and spiritual practice to sustain one through difficult decisions and many challenges. I recommend that schools should have this book in their libraries."

Wim de Vos, Business Development Manager

FoxCo

Who is this book for?

Hope Arising speaks to many different readers, each finding unique value in this remarkable story.

Engineers

Entrepreneurs

Academia

EV enthusiasts

Hope arising books stacked on top of each other

Investors

Government

Inspiration seekers

What will you get? 

Discover the True Story & Its Lessons

Hope Arising goes beyond headlines to reveal the untold journey of the JOULE project, and equips you with insights to drive your own innovations forward.
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
Joule gsc front
  • 04
    Strategy, prototypes and people
  • 05
    The glamour
  • 06
    Business strategies
  • Joule interior
    • 07
      Technical details
    • 09
      Heartache and decline
    • 10
      Lessons learned and hope
    Joule gsc front
  • 11
    Photos and graphics
  • 12
    A tribute to the heroes
  • Joule interior

    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.

    Book launch v&a waterfront
    Thu, 9 October 2025
    06:00 PM - 08:00 PM
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    Book launch rosebank
    Mon, 13 October 2025
    06:00 PM - 08:00 PM
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    Order Now

    Be among the first to receive "The JOULE" and gain access to exclusive content.
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    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.

    Learn more About gerhard
    Connect on LinkedIn
    Gerhard Swart Engineer

    Further reading

    The JOULE EV was developed by a Cape Town start-up company, Optimal Energy, starting in 2005. They achieved rapid technical success, using local technologies in collaboration with global automotive companies and suppliers, to have four road-going prototypes by 2010.

    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.
    Car magazine article

    Title: Hope arising: The story of South Africa’s JOULE electric vehicle, and why it still matters
    Author: Gerhard Swart
    Publisher: Quickfox Publishing
    Publication date: September 2025
    Price: R420
    ISBN (Paperback): 978-1-0370-8623-6
    Binding: Paperback
    Extent: 256 pages
    Trim Size: US Trade 6 x 9
    Colour: B&W with 32-page colour photo gallery
    Subject: Biography Science & Technology / Biography Business
    BISAC Code: BIO015000, BIO003000
    Distributed by: Blue Weaver Book Sales & Distribution

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