In little to no time, the solar industry in Germany shifted from massive demand to overproduction. Steffen Binzel, Executive Director of Densys pv5, says that this has led to falling prices, tougher competition, and a rough shakeout phase as companies had to react and adapt quickly to the new status quo.
Installers who thrived during the boom now face different conditions: tighter margins, more competitors and changing customer expectations. Steffen highlights how experience and especially flexibility are now vital to staying competitive.
With many products looking and performing similarly, standing out is harder. Offering lesser-known, distinctive components and focusing on service quality are emerging as ways to avoid a pure reliance to the bottom on price.
Nowadays, battery storage is known as a core part of solar installations, not just a premium add-on. Customers expect integrated systems, and installers need to adjust their offerings accordingly.
Thanks to platforms like YouTube and online reviews, many homeowners already have detailed knowledge before meeting an installer. This raises the bar for installer expertise and clarity.
Small residential installs are relatively straightforward, but anything above 100kW comes with significant regulatory and certification hurdles. These are time-consuming and costly, especially for companies new to the process.
There's often a mismatch between how quickly customers expect offers and how long it takes many installers to respond. Streamlining the quoting and planning process has become a competitive necessity.
“We switched from infinite demand in 2022–2023 to overproduction and price collapse almost overnight. Many installers still struggle to adapt to this sudden change.”
“Everyone comes with a gray suit – you have to be the one with the purple one. If you only compete on price, you lose. It’s about standing out with innovative products and solutions.”
“A couple of years ago, people still asked if a battery system made sense. Today, PV plus battery is one package – no discussion.”
“We’re developing a platform so installers can create an offer within 60 seconds. Speed and simplicity are key if you want to win customers in today’s market.”
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