Why are solar systems more expensive in Europe than in other countries? Very simple. Because a higher price has been established for the main product, i.e. the solar module. This is due to import duties and a minimum import price for solar modules and cells from China which is by far the largest producing country. These trade barriers were raised by the EU Commission in 2013 with the aim of protecting European manufacturers of these products.

But the protective shield also caused some damage: the solar energy business of many solar and energy companies in Europe declined significantly. Consumers were obliged to pay excessive prices compared to the world market. And still the European solar module manufacturers were no better off.

When an examination of the regulations began to emerge, around 50 German companies in the solar and energy sector joined forces to fight for their abolition. This network was called the Solar Alliance for Europe (SAFE).

Our task was to develop and implement a campaign aligned to politics and the media in Germany and EU institutions. The time frame was set by the standardised EU trade procedure: from December 2015 to March 2017. That meant 15 months of intensive project work for us.

The challenge was to generate awareness of the alliance and its arguments in institutions and the media is such a way that they generated a sufficient degree of clout. This was accompanied by a complex judicial process which is even hard for professional politicians and representatives of the media to digest and therefore required the appropriate preparation.

Our campaign was based on several parallel processes from the very start:

  • Strategic consulting and conceptual design
  • Co-ordination and steering of the procedure with the EU Commission
  • Political lobbying in Germany
  • Researching and collating professional and technically sound data, e.g. in the form of a comprehensive study on module production costs
  • Media activity in the specialist and daily press with the aim of generating awareness and establishing a counterbalance to supporters of customs duties

SAFE has quickly established itself as a weighty and valued player and contact in the trade process. The arguments presented have had an impact far beyond Germany: In February 2017, for the first time in the history of European Trade Defence investigations, a majority of countries rejected a Commission recommendation. In the end, both sides agreed on an 18-month extension and a gradual adjustment of the tariff level and minimum price from autumn this year. The Commission also made it clear that after these 18 months solar tariffs would definitely be a thing of the past. So the end is in sight and Europe's sun will soon be free again!