As the European market for solar energy and storage evolves, stakeholders adapt to a gradual transformation: although the residential segment will maintain its significance on the European market, a pivot point of decentralized adoption driven by homeowner to a higher focus on large-scale trials (C & i) and indenting (C & i). Based on the market data of EUPD Research’s Global Energy Transition Get-Matrix©This strategic balance is powered by various interlocking forces:
- Target: National climate goals lead to an increase in the scale of solar projects. For example, Germany strives for annual PV installations of 22 GW from next year, with a balanced split of 11 GW for the ground mounted and 11 GW for systems on the roof. In the meantime, France has set an objective of 54 GW cumulative PV capacity by 2030, compared to the current 25.3 GW, with a significant part devoted to medium-sized and large-scale installations. Italy experiences similar trends, after he installed more than 6.7 GW last year, with more than 70% of this capacity from the C&I (20 – 5,000 kW) and Utility (> 5,000 kW) segments. Other leading European PV markets, including Spain and Poland, follow the example.
- Shortage of workforce and the economies of scale: According to EUPD Research Eupd Research’s 2023/2024 PV & Ees Installermonitor© About 33% of the installers investigated in Germany reported a shortage of specialized staff, which caused problems in complying with the growing demand for PV installations. For comparison: 21% of installers in Italy and 26% in France faced the same problem. Although the seriousness of this challenge varies between markets and improvements on an annual basis, the problem remains in certain markets. Against this background, the more labor-intensive residential segment could delay governments in achieving their sunshots, while large-scale project-relatively less labor-intensive and cost-effective are a more important role in achieving 2030 PV goals.
- Regular adjustments: Some markets that are traditionally dominated by the residential segment had to adjust the scope of their PV financing schedules. This shift, in combination with increased economic pressure on residential consumers, has led to a decrease in residential installations. For example, Sweden installed more than 1 GW PV in the residential segment in 2023, but only about half a GW in 2024. This decrease can mainly be attributed to the stabilization of electricity prices and uncertainty about the continuation of financing financing, such as the Swedish government proposal to reduce the tax deduction to 15%.
The result? A landscape where decisions are no longer only based on price and performance. Developers and investors must evaluate the resilience, innovation capacity and strategic coordination of a brand – not just quarters. The stakeholders must select partners for multi-year investments, where the wrong call can mean that project delays, income losses or even insolvency-related Fallout can mean.
To achieve this, a clear understanding of brand performance from the perspective of European installers, prosumers and C&I/EPC interests is essential. Which brands are most included in the installation board portfolios? What is the distribution width and depth of a brand? How are brands observed by professionals on site? Which brands are recommended – and which are avoided? Answering these questions requires both robust primary and secondary data, which is crucial for measuring the trust of stakeholders in a brand.
To meet this need for multidimensional evaluation, EUPD Research developed brand leadership and sustainability assessment Europe, which assesses solar PV, inverter and storage companies in four weighted criteria:
- PV & Ees Installermonitor ©PV C & I/EPCmonitor © & Solarprosummonitor ©
Based on surveys and in-depth analyzes with several thousand European stakeholders per year, this pillar reflects on the distribution width and depth of brands, brand recommendation (net promoting score) on 13 European markets that form +80% of the annual market with regard to installation volumes. The top markets in the surveys were Germany, Italy, France, Spain, the Netherlands, the United Kingdom and the rest of the most important European markets. - ESG & Innovation
Contains the analysis of sustainability reports based on published information and also follows patent applications and R&D investment intensity and resources dedicated to innovation. - Price ratio
Data aggregated from purchasing databases, peer -benchmarking and installation studies to quantify value creation per segment. - Financial resilient
Assesses the financial stability of the listed companies that use financial health analysis for the year 2024.
Why now? Because in the current market a misstep in supplier selection can lead to a step-by-step loss of cost overruns and underperformance to bankruptcy-induced warranty-leegte. In addition, EUPD research launched the rating after a clear mandate of stakeholders in the industry and its extensive network of large C&I end customers.
Who leads the segmental balance? Comparative insights
EUPD’s 2024/25 Rating rated hundreds of PV, inverter and storage brands that are active in Europe. The nominated group of these brands took place an extensive assessment process. These rated brands represent the top 2-3% of photovoltaic manufacturers worldwide, with somewhat varying percentage thresholds for inverter and storage segments – ABE analyzed for their performance in financial resilience, innovation, market confidence and credibility and ESG leadership. Below are some selected highlights:
Positive correlations were noticed for the financial performance of the PV brands that were more focused on the large-scale PV installation segment and better financial performance. It is clear that the target market for such brands are the European markets where the C&I segment is and will be strong: Italy, Italy, Germany, the Netherlands, Poland, the Czech Republic and Hungary, among others. Moreover, with the business in the field of usability, which brands that are active in Spain, the United Kingdom, Portugal, Poland and Germany will be the most lucrative. However, this does not mean that the brands that are active in the residential segment have to set up and give up their hands! The German-speaking markets of Switzerland, Austria and Germany, together with Belgium and smaller niche markets such as Estonia, where about 70% of all new PV installations were installed in the residential segment last year, are the markets where the residential segment still has a considerable share in the total annual installations.
In addition, EUPD research has conducted thousands of analyzes and interviews with C&I customers over the past three years. An important collection meal of these assignments is clear: every credible assessment must integrate different criteria to give a really extensive assessment. Almost all best brands showed robust brand confidence, ESG performance while retaining competitive prices and high product quality.
Against this background, established players on the European PV market as “AA+/very good” have been assessed, while some brands that were not active in Europe in the past have been living on strength and showing a strong upward potential.
How do stakeholders use the rating?
Project developers and EPCs can use the rating to reduce postal installation risks, such as underperformance or component failure outside the editing and maintenance window. Installers and distributors can include the assessment included in their purchasing shortlists and customer consultations, especially when participating in competing C&I contracts. Nuts companies and energy companies (ESCOs) can apply the rating in RFP scorem models, making it a balance between price and systemic risk.
Moreover, the leading manufacturers on the European market could benefit from presenting their strong performance in a more holistic and strategic way. As AGA Michalak, head of Marketing & ESG at Jinkosolar-a’s of the best rated brands under the meaning of the rating:
“We are honored to be recognized in the inaugural brand leadership and sustainability assessment of EUPD-Europe. In Jinkosolar we believe that leadership nowadays not only means that they deliver top products, but also former excellence, financial resilience and sustainability and sustainability, and value creation of Europe.”
Beyond Ratings: a market signal
The official results are planned for release by 2025. Once released, it acts as a predictor of permanent power, especially crucial in a market where various stakeholders from the inverter and module have been left or were taken over in the past 24 months. It helps stakeholders to identify brands that correspond to long -term energy strategies, not only in the short -term price competitions.
As the energy landscape of Europe develops further, the conversation shifts – from product choice to strategic coordination, from recognition to resilience. The EUPD brand leadership and sustainability assessment is not just about identifying today’s winners – it is about securing tomorrow’s partners.
The rating offers clarity in this complex market. And in a sector that is increasingly formed by making value in the long term, it is not just a benchmark-it is a route map. That’s the way!
Authors: Mark AW Hoehner and Ali Arfa
Markus AW Hoehner is the founder, president and chief Executive Officer van Hoeper Research & Consulting Group and EUPD Research. He has been active in research and advice at the highest level for more than three decades, aimed at Cleantech, renewable energy and sustainable management. He can be reached at m.hoehner@eupd-research.com.
Ali Arfa is a senior data manager at EUPD Research. He graduated from the University of Bonn and with a background in European and North American politics. His expertise includes market research, policy development and analysis of stakeholders. His specific focus is on solar energy, energy storage and strategic consultation. He can be reached at a.arfa@eupd-research.com.
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