The solar PV industry has undergone significant changes in recent years, driven by technological advances, fluctuations in module prices, and regulatory challenges. In 2024, intense competition among manufacturers has resulted in a market focused on price and volume, impacting companies’ profitability and bringing to light issues such as fake power and the need for stricter oversight.
Given this scenario, 2025 promises to be a year of transformation for the sector, with price adjustments, improved product quality and a more structured market. In addition, energy storage has been gaining relevance as a fundamental solution for the expansion of solar energy in Brazil, requiring training for integrators and new strategies for companies in the sector.
To better understand these movements and the investments planned for 2025, we spoke with Wellington Araújo, regional director for Brazil at Sunova Solar. In the interview, he shares his vision on the main trends in the sector, Sunova's positioning in the face of market challenges and the manufacturer's strategies to consolidate its operations in Brazil and abroad.
How do you assess the current scenario of the photovoltaic market in Brazil and what are the challenges and main trends expected for 2025?
The year 2024 was marked by intense competition among photovoltaic module manufacturers, resulting in a market that was highly price and volume-oriented but with low profitability. This movement impacted even large vertically integrated companies, which have control over the entire production chain, from cell manufacturing to module production.
The Bloomberg report, released in the first quarter of 2025, highlights this scenario, pointing to billions of dollars in losses for the main players in the sector. This reinforces that the market faced a challenging period, where pressure for low prices compromised companies' profitability.
A significant change in the segment’s behavior is expected by 2025. We have already seen frequent updates in module prices, and global experts indicate that prices should exceed the US$0,12 per Wp mark.
This adjustment is likely to occur quickly, as companies seek financial restructuring to ensure sustainable and profitable operations. In addition, there are important changes in regulatory policies, both in Brazil and China, that directly influence the supply chain.
In China, for example, the government has imposed restrictions on the production capacity of large cell manufacturers. Companies that used to operate with 30 GW of capacity can now only use 10 to 15 GW, with the requirement that these operations be profitable.
This directly impacts the availability of inputs, making it more difficult to find lower-cost options. As a result, the available inputs are of higher quality and more expensive, which influences the final price of the s.
Given this scenario, the cost of photovoltaic kits is expected to increase. Furthermore, brand positioning will be more strategic, prioritizing quality and profitability instead of simply competing for low prices.
Another relevant factor is the end of the ex-tariff, which benefited the import of certain modules in 2024. In 2025, around 95% of these benefits were revoked, which adds another element of pressure on prices.
In of technologies, manufacturers are moving towards HJT. Sunova, for example, is already offering 700 Wp modules with HJT technology, which represents a natural evolution of the TopCon N-Type.
In addition to the issue of prices, a major challenge faced by the sector in 2024 was the quality of the s available on the market. The issue of fake power gained prominence, especially in an environment where the focus was only on price, without strict inspection of imported products.
Last year, there were offers of modules below production costs, raising doubts about the veracity of the power specifications of these products. The lack of efficient regulation made it difficult to guarantee that these s actually delivered the declared power.
In 2025, Inmetro's activities are expected to be strengthened, making inspections more rigorous and ensuring that modules sold in Brazil meet established technical standards. This will be essential to ensure that the price/quality ratio is balanced, providing the market with products with better quality cells and reliable performance.
The photovoltaic sector went through a challenging year in 2024, but the trend for 2025 points to a more structured sector, where quality and profitability will gain ground in the face of price wars. The increase in costs should be accompanied by an improvement in the products offered, with the introduction of advanced technologies and stricter control over module compliance.
Energy storage has been highlighted as a crucial solution for the expansion of solar energy. How has Sunova prepared for this market?
Energy storage is becoming an undeniable trend in the photovoltaic sector. In Brazil, we are already facing technical challenges, such as flow reversal, a topic that some utilities have raised and that can make project viability difficult for integrators.
In this scenario, solutions such as hybrid systems, off-grid systems and energy storage systems (BESS – Battery Energy Storage System) emerge as strategic alternatives to make solar projects viable. Thus, integrators will need to be trained to act as complete solution providers, going beyond the simple installation of photovoltaic systems and incorporating storage technologies.
Although cost is still a relevant factor, the expectation is that, over time, these solutions will become more accessible and viable. Energy storage is already a reality and should be increasingly integrated into existing solutions on the market.
Sunova has been eyeing the storage market for about two years, developing products aimed at this area. The company has already made deals possible in Europe and South Africa, where it has started projects involving energy storage systems.
We are now studying the possibility of expanding this portfolio to the Brazilian market, offering solutions that meet local needs. These systems require advanced engineering and a highly qualified technical team, and are a different approach from the traditional manufacturing of photovoltaic modules.
The manufacturer has expanded its presence in the market and, in addition to manufacturing photovoltaic modules, has also established itself as a manufacturer of solar cells. In recent years, the company has expanded its portfolio, bringing microinverters and string inverters, presented during Intersolar last year.
These products are currently in the maturation phase and are expected to be available on the Brazilian market later this year. The incorporation of energy storage into Sunova’s portfolio reinforces its position as a company that integrates complete photovoltaic solutions.
Storage is on Sunova's strategic roap, aligned with the company's commitment to offering innovative and efficient technological solutions for the solar sector. The expansion of the portfolio not only strengthens the company's presence in the market, but also contributes to the advancement of photovoltaic energy in Brazil, providing more robust solutions prepared for the technical and regulatory challenges of the sector.
What new developments will the company bring to the sector this year?
Among the new features are modules with power above 700 W with HJT technology; composite frames as an ecologically and financially more viable alternative to the aluminum frame; microinverters; and string inverters.
Does Sunova Solar have any strategy to further strengthen its presence in Brazil?
Sunova is a well-established brand in the solar energy sector, especially among DG market integrators. For three consecutive years, the company has been among the top 3 most recognized brands by integrators in the sector.
This recognition is the result of a close and trusting relationship with its strategic partners. The loyalty of distributors, many of whom have worked with Sunova for around four years, has been fundamental in strengthening the brand's presence in Brazil.
To further expand this presence, Sunova dedicates a significant portion of its investments to cooperative actions with its strategic distributors. The company financially s events held by these distributors, ensuring a direct connection with integrators and reinforcing the brand's presence at the sector's main meetings.
In 2025, Sunova will continue to invest heavily in face-to-face participation and events in partnership with its main distributors in Brazil. This strategy is seen as the most effective way to communicate directly with the integrator base, further strengthening the relationship with partners and driving the brand’s growth in the country.
Sunova's commitment to its sales and distribution channel remains a priority, and the company will continue to invest in actions that ensure the strengthening of this strategic partnership throughout the year.
What investments are being planned for 2025?
Sunova has a consolidated presence in Brazil, but also operates globally under another name, which belongs to the Yuncheng Solar group. In 2025, the main investment focus will be the consolidation of this brand in the United States, a promising and strategic market for the group's growth.
This process involves a robust operation, including:
- Industrial infrastructure for local production of modules;
- Expansion of team and organizational structure;
- Strengthening the brand and strategic partnerships in the North American market.
The Sunova group is betting heavily on the potential of the photovoltaic sector in the USA, directing a large part of its investments to ensure the success of this operation.
Although the United States receives a significant volume of investment, Brazil remains one of the most strategic markets for Sunova. The company will continue to invest heavily in the country, maintaining actions focused on:
- Cooperative events with distributors, strengthening the relationship with integrators and promoting the brand among professionals in the sector;
- Participation in Intersolar 2025, bringing news in modules, microinverters, string inverters and energy storage solutions;
Sponsorship of strategic industry events, reinforcing the brand's presence and its proximity to the main market players.
In addition to marketing and commercial expansion efforts, Sunova will continue to invest in R&D to strengthen its portfolio. Priorities for 2025 include:
- Improvement in the manufacturing of solar modules and cells;
- Integration of microinverters and string inverters into the portfolio, leveraging the company's strong distribution network;
- Investments in energy storage solutions, understanding that this technology will be a natural transition for the solar market in the coming years.
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