NPD Solarbuzz Senior Analyst Michael Barker has published an analysis of the global solar photovoltaic (PV) market which looks at the variation in PV module prices, with variations by technology, origin, brand and other factors.
Barker notes that while true technology differentiation has been minimal in the crystalline silicon PV module space over the past few years, some manufacturers have been successful in commanding premium pricing during 2012 based on perceptions of brand quality. He notes that such differentiation is stronger in the thin film space.
"Most firms are focused on promoting their brand name in an attempt to create a quality distinction and thereby secure higher average selling prices (ASPs)," argues Barker.
"However, this strategy did not have a dramatic effect in 2012. Even Tier 1 Chinese firms were offering product with a 5-10% discount compared to weighted average c-Si module pricing (excluding high efficiency premium products)."
Barker notes that price differentiation in the thin film space has been converging over the last year, and that differentiation in the space is mostly by type of technology, with copper indium gallium diselenide (CIGS) PV modules commanding a premium over cadmium telluride.