Autarco, The World's First Single Solution Brand
In an industry founded on multiple components, one company offers a smart solution. Solar UK spoke to the CEO of Autarco Roel Van Den Berg and asked how they intended to change the current industry practices
The company was founded in 2011 in Shanghai, China, by the now CEO Roel Van Den Berg who was originally involved in the purchasing of PV components for several distribution companies worldwide, Roel saw an opening for a brand combining all relevant components into a single solution.
Determined to turn his vision into reality, Van Den Berg quickly brought on board other like-minded professionals, such as COO Dan Horan and Sales Director Lloyd Lawson; each with differing areas of expertise but with one common denominator, a passion for renewable energy.
Q What is driving the success of Autarco?
A We always knew we had taken a difficult path. Establishing not just a new "˜concept ´but also a new ´brand´ was always going to be a challenge, but we believed in our business model and knew that with the correct quality, service and hard work we could create a niche for ourselves.
Are we visionaries?? I will leave that for others to decide, but we are most definitely ahead of the curve!!
Q What makes Autarco different?
A Our whole company is based on innovation and progress. The want to make things better. We looked at every aspect of the solar process and set-out to make it simpler and more efficient. From the decision making process by the end-user to the actual design efforts and ordering process undertaken by our own B2B installers.
Why should a customer have to make an investment in several different companies with very differing guarantees to create what is in essence, a single product. If you went to buy a car or even a PC, would you buy all the parts and ask someone to put it together for you? Of course not. You go to your dealership of choice and buy the latest model; you want simplicity and peace of mind and that is what we bring to the marketplace.
Q What other major benefits do you bring to the marketplace?
A In a market where all other brands offer highly commoditised components it's hard for retailers to stand out. With Autarco, our customers find that they can tell a story. Instead of pushing brand A, B and C like everybody else, they offer a single-brand with a money back performance guarantee, and this helps our retail partners grow their respective market share.
As our systems are integrally designed and tested, this not only increases performance, but provides a whole range of added benefits. For example, from inception we offered a 10-year manufacturer warranty across all components including inverter and our panels carry a Powerguard insured 25-year linear performance guarantee
With our unique kWh Guarantee, we believe we have revolutionized the industry. That's a big statement; but no other manufacturer can actually ´guarantee´ what their individual components will generate on a yearly basis; as we supply the complete system and include Wi-Fi monitoring as standard, we know how they will perform in any given geographical location.
We calculate your projected kWh using the most up to date and advanced technology along with real-life output data collected from existing Autarco systems in locations near you. Any period that falls short, we make it up in hard cash!! This greatly reduces the risk to the end-user.
To check an obscure DC output warranty it must be laboratory tested. To check our AC power output warranty, simply log on to your Autarco account.
Q Who are your target customers?
A We are primarily a B2B supplier. Our relationship with our customers is paramount and we strive to develop the company with them in mind. It is important that we grow together and that we listen to the challenges they face on a daily basis. We want to work with like-minded high quality retailers, distributors and installers who share our vision for the future. Once the benefits of Autarco are enjoyed, we find very few companies go back to the multi-brand offering. From the very first meeting, we look at each of our customers individually and design a supply chain which suits them, whether it be on a single system basis from our UK stock operation or a direct supply chain based on larger volumes from our central warehouse in Holland.
Q What do you see as the main challenges to making this operation successful?
A I would say changing the mind-set of a relatively established industry. When companies are doing well, it can be difficult to convince them to alter a business model which has proved effective and allowed them success.
However, as an industry matures, people start looking for value propositions that really address their needs. We've seen it before in many other sectors. We realized that a brand that takes real responsibility earlier in the PV chain could add real value to retailers and end-users alike.
We achieve this by integrating and simplifying component warranties into a clear, concise and measurable kWh guarantee.".
Q What are you looking to achieve within the next 18 months?
A We have grown exponentially in the UK over the last 2 years and this has allowed us to streamline our stock and logistics operation. Our focus is to continue this success, preserve the reputation we have built and increase our network of approved installers. We are now also starting to gain traction in the commercial and specification sectors. Our engineering team regularly work with architects and specifiers to ensure best possible specification is achieved at all times. Again the level of support we can offer on new build and utility scale projects is unique to the Autarco business model.
Please see at Ecobuild Stand S4185
