The year closed with an aggressive goal: to triple turnover in the following twelve months. In just a quarter, the target looked plausible. As a developer of self‑consumption plants for industry and large organizations, the company had already secured agreements to capture 80% of the 30 million units projected for installation at that time. When growth becomes a routine in a booming sector, the rush shifts: contracts that once would take a full year to execute now move through the pipeline as rapid sales for construction are finalized. Esther Morlanes, the director, notes this acceleration with a clear view: the whole process that previously spanned months now compresses into weeks.
Most companies have previously been drawn to self‑consumption to cut costs while supporting sustainability. That interest has intensified as electricity prices climb, prompting the question: could energy costs be reset almost overnight? The answer, echoed by many leaders, is that the current price environment makes this possibility tangible for several businesses.
The push toward renewable energy has been building since 2019, and the recent spike in energy prices has acted as a catalyst. Major players formed partnerships to expand photovoltaic self‑consumption offerings: a global telecom and an oil major joined forces to enter the self‑consumption market; another energy company partnered with a solar developer to strengthen its position; a telecommunications group created a dedicated renewables division. The momentum is evident in accelerating deals and a growing appetite from industrial and institutional clients alike. Svea Sun, for example, reported a doubling of its revenue in a single quarter, while customers—often facing price volatility—moved decisively toward cleaner options.
Three clear factors are driving the renewed market vigor: the tariff changes implemented earlier in the year, the continued rise in prices through the autumn, and the ongoing dependence on volatile energy sources. A leading energy‑consumption firm describes the current climate as approaching a turning point: the technology is moving from niche adoption into widespread use, with commercial buyers increasingly aligning with the shift.
Industry analysts at SolarProfit point out that market conditions are boosting demand and speeding up decision cycles. Companies that once hesitated or awaited subsidies have seen a clearer path forward, and even those more cautious notes from some executives emphasize the broader trend rather than dampening enthusiasm. Demand has been consistently high for months, making it hard to attribute growth to a single trigger. A regional energy institute reports that photovoltaic self‑consumption installations surged dramatically in recent years, with continuous double‑digit quarterly growth, underscoring a sustained expansion in the market. Yet leaders caution that self‑consumption is a partial remedy for rising electricity costs; for energy‑intense operations, it helps but doesn’t single‑handedly solve the problem.
Independent producers
The momentum is not limited to one type of company. Firms focused on planning, building, and maintaining large solar farms are entering a broader role as independent energy suppliers. They report a notable rise in interest from companies seeking direct power purchase agreements, along with greater engagement from institutional investors looking to partner on energy procurement deals.
Dependence on volatile gas supplies has accelerated the push for change. Early measures may involve separating gas prices from other energy costs or considering different generations of renewables, but the longer view is about speeding up capacity expansion and planning for a decade ahead. The chief executive of a major solar developer describes photovoltaics as the fastest and most economical way to create new electricity capacity, with geopolitics acting mainly as a catalyst for attention rather than a fundamental driver of the technology’s potential.
What the recent months have revealed is that the current model is not resilient to geopolitical shocks. Yet the trend suggests that green energy development will continue to support the transition, much like digitization accelerated during the pandemic. The industry appears poised to absorb shocks while sustaining growth, reinforcing the path toward cleaner, more affordable energy for a broad base of customers.
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