Since I have been contacted again and again by manufacturers of solar modules regarding marketing, I have started to investigate the market more closely in the last few weeks.
I started by interviewing various project developers of solar fields.
The results were partly surprising:
Also some European suppliers of solar modules do not deliver the quality that was previously promised
At first, the core statement often came that there are still big differences in quality. And now the surprise: Even European-based companies that attach importance to quality, at least on paper, are not necessarily exemplary in terms of the quality of their modules!
So there have been hundreds of warranty cases in the past, which are always annoying for the project developers. Because even if the corresponding module is replaced as a warranty service, the costs for installation etc. are often not covered with it. And these costs are often higher than the module itself.
But what exactly do customers want from manufacturers of solar modules?
Customers generally have high expectations of solar module manufacturers, as solar modules are a significant investment in a renewable energy source that is expected to last for several decades. Some common expectations that customers have of solar module manufacturers include:
- Quality and reliability: Customers expect solar modules to be manufactured to high standards of quality, using materials that are tested and certified to meet industry standards.
- High efficiency and performance: Customers expect solar modules to have high conversion rates and to perform reliably over time, even in challenging weather conditions.
- Durability and longevity: Solar modules are expected to last for 25 to 30 years or more, so customers expect them to be durable and resistant to damage from weather, UV radiation, and other environmental factors.
- Cost-effectiveness: While solar modules are a significant investment, customers expect them to provide a good return on investment over time, with a reasonable payback period.
In summary, they want high quality at a reasonable price! And quality still comes before performance.
The situation in Germany, at least, still appears to be the same everywhere:
There is a strong demand due to legal requirements. However, this demand cannot be met by suppliers who can actually deliver the required quality. And those who can deliver currently (still) set a very high price.
These high prices annoy project developers and customers.
The solar industry argues again and again with increased costs, although some suppliers have already outsourced their production to Pakistan, for example.
So it seems that the current situation in the market is rather tense and the “European” suppliers of solar modules do not see any reason to lower their costs – much to the annoyance of their customers.
The use of AI in solar production would be the solution to achieve a good result for both sides here.
This solution approach has, after some discussions, also been recognized and understood by the project developers:
Because the use of AI in solar production has the following advantages for the manufacturers of solar modules:
Consistent high-end quality
AI algorithms can analyze images and data from production lines to identify defects or anomalies in solar modules. This can help manufacturers identify quality issues early in the production process and reduce the amount of waste generated. AI can also be used to predict potential quality problems so manufacturers can take preventative measures.
And AI-monitored quality controls are always far superior to controls performed by a human!
Improved performance
One of the most significant benefits of using AI in solar production is improved power generation. AI can analyze data from solar modules to identify inefficiencies and adjust the angle and orientation of the modules to optimize energy production. This allows solar modules to produce more energy than without AI, which can significantly increase the return on investment for solar projects.
Predictive maintenance
Another benefit of using AI in solar manufacturing is predictive maintenance. AI can analyze data from solar modules to identify potential problems before they become major issues. This allows for proactive maintenance and repair, reducing downtime and increasing the lifespan of solar modules. Predictive maintenance can also save maintenance costs, as repairs can be made before they become more expensive.
Reduced labor costs
The use of AI in solar production can also reduce labor costs. AI can automate many tasks that would normally require manual labor, such as monitoring and adjusting solar panels. This can reduce on-site labor requirements, lower labor costs, and increase safety by reducing the risk of accidents.
Real-time monitoring
AI can continuously monitor device performance and identify anomalies that may indicate a problem. By detecting these issues in real time, AI can help prevent equipment failures and minimize downtime.
Summary
In summary, the use of AI in solar manufacturing offers numerous benefits, including improved energy production, consistently strong quality, predictive maintenance, reduced labor costs, and increased scalability. Overall, costs per module are greatly reduced.
And some of these cost savings could be passed on to customers!
And I started my market analysis
Then I asked whether the project developers would also be willing to include suppliers from abroad in their portfolio. And this question was answered with a clear YES…if these providers deliver strong quality at a reasonable price.
As a result, we developed a questionnaire that would allow us to immediately identify the real quality that solar system manufacturers really deliver and intensify our cooperation with project developers.
As an expert in guerrilla marketing, I first did what is actually the main task of a manufacturer of solar modules: to analyze their own target customers in order to deliver exactly what the customers want. And I experience in these conversations that most manufacturers, have not done this task at all.
And this for one single reason – because they haven’t had to do it at all so far!
But that is exactly what will change in the coming months! I have now made it my business to talk to all project developers in Germany first. Some have even commissioned us to find real alternatives to their current suppliers. Because even manufacturers in Europe often promise the blue from the sky, but can not even begin to deliver the quality they have promised in advance at expensive prices!
So recently had a well-known Swiss company, which in Germany! produces, painfully experienced to be removed from the portfolio of some project developers!
What a big surprise…
I could not believe that we have such a degenerate seller’s market here! But unfortunately I had to make this experience myself. For 2 project developers we were looking for manufacturers of solar modules ourselves. In order to find out what quality is actually delivered by these manufacturers (and not only on paper), we developed a short questionnaire, the answers to which immediately reveal whether the respective supplier actually delivers quality.
And the result was sobering: only one of many answered the questions at least in part! The other suppliers didn’t even want to answer the questions and again pointed out their excellent quality…which unfortunately they couldn’t prove by answering the questions. Instead of it these manufacturers wanted however most immediately the contact contacts of these project developers around these immediately with their marketing to bombard.
Now I can understand the anger of many project developers who end up having to deal with warranty cases and their customers.
And here comes my message to all manufacturers worldwide:
Germany (and Europe) need real alternatives to most of the suppliers on this market!
Together with the project developers, we will develop standards that will enable every project developer to recognize whether the basis for high quality of a supplier of solar modules is given at all.
In the near future this market will change. In the near future, only those suppliers will be selected (at least among the project developers with whom we have spoken) who have high quality standards. Mainly, in a few months at the latest, preference will be given to manufacturers that use AI in solar production. Because the production with AI always produces, better final results in quality and performance than a production without AI. In the future, appropriate reporting could replace marketing in this industry for the time being, until all others also use AI in production.
We will introduce some sort of seal of approval that will give our customers quick access to project developers in the future.
Admittedly, educating project developers about the existing technical possibilities with AI in the solar industry still takes a few months. But assume – the more there are who know about it, the faster the displacement process will run. Because so far, many of the existing providers are protected only by hiding the technical possibilities. We will soon change that.
So, ladies and gentlemen from solar production:
If you fail to win another contract in the future – you might remember what I said – because someone from the competition with an appropriate seal of approval will have snatched it from under your nose. And you can’t then say “You wouldn’t have known that! Because you are reading this article right now! Now it’s up to you to contact us and find out how you can produce your quality in the best possible way and save a lot of money in the process.
We are just getting started – but believe me, I have years of experience in guerrilla marketing and in everything we do, we are always challenging the status quo!
I believe in thinking differently than others! I break rules and never walk on the already trodden paths. I will change the solar market in Europe! You don’t know if I can do it?
I know it!
My goal will be to clear the market of suppliers who are good at marketing, but not good at what they do. This will be a great opportunity for all solar module suppliers (domestic and foreign) who really want to deliver the best possible quality to their customers. Because we will then quickly place those in the market – the demand is huge!
With this blog post, I invite project developers and solar module suppliers to work with us on this. I look forward to constructive conversations! Leave a short message here:
And I will get back to you!