Photovoltaic installations in Europe have been growing significantly; PV markets are booming. In addition, the ‘Green Deal’ raises CO2 emission reduction targets in EU countries, which in turn will lead to an additional, unexpected expansion of solar systems.
While a capacity of 21 GW new photovoltaic systems were installed in 2020, a significant growth of 21 percent is forecasted for the present year. Although all segments continue on this growth path, especially large-scale plants are expected to grow more rapidly.
Installers tie themselves less exclusively to a manufacturer
Especially in growing markets, solar installers are confronted with a large number of component and system suppliers. The latest „Global PV InstallerMonitor 2020/2021“ by EUPD Research shows that German installers are faced with about 60 module manufacturers and about half as many inverter suppliers. Study findings reveal that installers tie themselves less exclusively to a manufacturer but rather carry more and more several suppliers for individual components in their portfolio.
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Because of the loss of brand exclusivity in installers’ portfolio over the last five years, additional competition arises from winning over installers. However, installers are aware of their role as essential market intermediaries and are open for new suppliers. Thus, the differentiation from competitive component manufacturers has become more important than ever.
EUPD Research
Despite that, solar installers as well as end consumers look for guidance in a more and more complex energy world to differentiate competitive suppliers and products. A comparison of current European PV markets by EUPD Research shows that 70-98 percent of surveyed installers consider customer satisfaction seals as “very important” or “important”.
Successful brand management
In order to support manufacturers and installers alike, EUPD Research developed a complex analysis model to identify market players with a successful brand management. Regular installer surveys form the basis for the analyses. Besides brand awareness and -positioning in solar installers’ portfolios, recommendation levels, loyalty and customer satisfaction are being measured. Independent analyses and findings resulted in the award “Top Brand PV’ and the “Top Brand PV Europe” award. (hcn)
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