The wind power market is enormous – and fiercely contested. Since the potential for growth is now limited in core markets, Senvion is focusing on tapping into new markets.
Senvion is continuing to make up ground in Germany's onshore wind market compared to the main players Enercon and Vestas. Last year saw market share increase from 13.6 per cent to more than 19 per cent. "Germany is our strongest market," says André Leibrandt from Corporate Strategy & Business Development. "After all, our country plays a pioneering role in the development of renewable energies."
Senvion has already installed a total of almost 2,200 wind turbines with more than 4,500 megawatts of power in Germany. The company is also firmly established as a premium manufacturer in such countries as France (1,921 MW), Great Britain (1,522 MW), United States (1,264 MW), Canada (1,091 MW), Italy (812 MW), and Belgium (660 MW). Senvion delivered some 601 turbines with a total of 1,400 megawatts of power in 2015 alone.
However, while we are seeing investor confidence returning in some core markets like Australia, it is becoming evident that globally, the growth in established markets will slow down in the future. "We are seeing signs of saturation," said André Leibrandt. "What is more, wind energy has to contend with more resistance – from providers of conventional forms of energy and from members of society, who do not want to have a wind turbine on their doorstep." Policymakers in several countries are exploring ways to increase competition in the renewable energy sector, such as introducing auctions.
Arrived and here to stay
The situation in countries like India is quite different. The use of wind energy is relatively low in this country with 1.25 billion inhabitants – the potential is enormous. That's why the growth strategy currently focuses on India. Senvion already has a subsidiary on the ground and the local team is preparing production facilities within the country itself. The underlying conditions are promising. In addition to the huge demand, India also has a strong and supportive policy framework for new renewables. At most, the infrastructure could be better in places – the road network, for example. Having said that, problems are there to be solved.
This maxim also applies to other new markets. Senvion has already seen the first signs of success in Norway, where contracts for turbines with 111 megawatts have been signed. The market for new wind farms in Japan is looking very promising, with Senvion recently recently securing a turbine order of 6 megawatts. Senvion is also taking its first bold steps into the Chilean market, recently signing a contract for the supply and installation of 93 turbines for two wind farm projects totalling 300 megawatts. According to the national energy strategy, the share of unconventional energies in Chile should increase by a factor of five by 2025 – from just under four per cent of the power generation capacity installed at present to 20 per cent. With an office in Santiago, Senvion has been sending out a clear message: We have arrived, and we are here to stay. Pablo Necochea, Business Development Manager for New Markets, is delighted: "Our opportunities when tapping into such growing markets have got even better since Senvion became part of the Centerbridge Group."