REI Mar-Apr 2012 - Renewable Energy Installer

Vorsprung durch Technik
orsprung durch Technik’ may
‘V
be the famous strap line of
renowned car manufacturers
Audi, but it is a motto that could
just as easily be applied to fellow German
company Azur Solar and its managing
director, Robert Markus Feldmann.
Translating to ‘progress through
technology’, the tagline seems appropriate
for a man who plans to attract PV installers
to become partners through the quality of
its newly expanded module, inverter, kit and
component product range – in particular for
the 2P coated premium modules – plus a
well-established reputation for technological
excellence from his native Deutschland.
“We have about 300 installers signed
up as members on our webshop and on our
database and we aim to grow that base to
1,000 this year,“ he says with confidence. “For
2012 we plan to at least double our revenues.
We think a turnover of £20m is achievable.”
Feldmann is inviting installers to sign up
to the ‘Azur 2P Quality Dealer Programme’
in order to have access to the company’s
flagship product – the Azur 2P coated PV
module – and the expanded range of other
components including mounting systems.
According to Feldmann, the 2P module is a
leap forward in PV technology as its patentpending
coating limits degradation to two per
cent over 25 years and deliver up to 12 per
cent more power over its lifetime.
He adds: “In a nutshell, installers work
with us because they love this product. They
clearly understand that if they go out and
have to pitch alongside ten other products
that they have a good chance with the unique
2P coated module.
“One thing which is unique is the
patented coating on top of the module. Azur
Solar has perfected this technology that
coats solar PV modules. Coating modules is
a relatively low cost way to obtain superior
performance from quality standard modules.
Currently, the coating is exclusively applied
to Azur Solar modules and cannot be had
with any other module on the market. The
proprietory Azur Solar 2P coating has a range
of beneficial properties, the prime one being
an ‘anti-aging’ effect, allowing the company
to warrant the modules at 98 per cent after
25 years versus the industry standard 80 per
cent.
“The Azur Solar 2P module was first
launched in October 2010 in the UK and
since then has seen a very strong pick-up
in demand, forcing an early expansion of
production lines in Germany. The premium
product approach is supported by the ‘2P
Quality Dealer Programme’ where dealers
have to commit to accepting our high
standards and quality.
“Having a German pedigree also equals
trust as the customer has a perception of what
German engineering is - like cars.”
Interested installers are invited to attend
scheduled training events and seminars
at the company’s Slough premises where
live demonstrations outline the benefits
of using Azur’s products and becoming a
partner. Feldmann says that some of the key
attractions to installers who already use Azur
as a supplier include this training provision
plus a the new online ordering possibility via
the Azur Solar Webshop and the company’s
flexible delivery policy.
News: Analysis
With a strong German manufacturing pedigree and ambitious plans for growth,
Robert Markus Feldmann, Azur Solar, discusses why his company is perfectly
placed to serve installers throughout 2012 and beyond. Paul Stephen explains why
Aiming high: Azur Solar md, Robert Markus Feldmann, intends to double the Slough-based company’s
annual revenues to £20m
He adds: “What makes us so valuable
to installers is that since the early days we
have been giving hands-on advice. We had
the know-how from operating in Europe’s
largest solar market (Germany) so we didn’t
just supply the product but also engineering
support and advice.
“Our online shop opened before last
Christmas. Our installer partners like it as
it’s easy to use and has the full product
range, providing a complete overview of
our catalogue at a glimpse plus allowing to
process payment online right away. All users
need to be MCS registered and receive a
personal log in. Once logged in, users will
automatically be quoted their respective price
and discount levels, which are not reflected in
the publicly available version.
“A particular feature are the Azur Solar
Power Kits, which come in over 40 variations
currently. True to our ‘just in time’ concept, we
shall also deliver to designated addresses so
the installer doesn’t have to hold any stock.
“I would say that we are willing to go the
extra mile for the installer to accommodate his
specific needs. Other suppliers might say ‘yes
we will deliver to the site but a minimum of
ten kits’ whereas we have a relatively flexible
policy.”
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