Wind Energy Companies are increasingly facing competition from a host of new entrants into the industry.The dominants firms Vestas,Gamesa and Suzlon have seen their stock prices fall steeply due to declining revenues and margins.A number of Giant Industrial Firms have entered the Wind Energy Industry to diversify from the slow growth in their own sectors.Korean Shipbuilders have invested heavily in the Wind Turbine Manufacturing en masse to take advantage of the secular growth of Wind Energy.Chinese companies have risen from virtually nothing 5 years ago to become Top 5 Global Wind Energy Players.Companies like Sinovel,Goldwind,Mingyang Power are now trying to spread their wings outside of China.India’s Wind Energy Industry is comparatively small but it has also seen a number of wind power companies setting up facilities with technology licensed from the West.The slowdown in the Western Markets has led to huge problems for dominant Western firms like Gamesa and Vestas.It has led to painful restructuring for Vestas which has fired thousands of workers from its domestic manufacturing base in Denmark.Gamesa has also seen management and ownership turmoil as WTG Orders have evaporated and its competitive position has eroded.GE,Suzlon,Gamesa and Vestas are all investing in the Chinese market which has grown exponentially in recent times and which is expected to form 50% of the Wind Energy Demand till the next few years.

Renewable Energy Certificate (REC) Policy is starting in India tomorrow which will allow Green Energy Generators to earn additional tariff.Note the REC Mechanism is also present in different forms in Italy,USA and Australia and has proven a good incentive to promoter Renewable Energy in those countries.India’s Electricity Regulator (CERC) has been actively implementing different orders to boost Green Energy Generation.CERC had earlier mandated a 6% Renewable Energy Percentage from Alternative Energy which would go upto 15% by 2020.The REC Policy will help in achieving those targets by providing a pseud market linked mechanism to inentivize Green Power Producers.

Who will Benefit

Renewable Energy Companies and Green Utilities are set to benefit the most from this Policy.Suzlon has already welcomed the policy saying that Financing will ease for Renewable Energy Projects.Orient Green Power,the largest Green Focused Utility will also be a big beneficiary.Local Indian Wind Turbine Companies should also benefit from the Scheme.It also provides companies outside the JNNSM to get decent returns from solar generation as the REC band for Solar REC has been set between Rs 12-17/Kwh.India need to increase Renewable Energy Capacity by at least 50 GW in the next 10 year to meet the 15% CERC Target

Vestas employs over 8000 people in Denmark which is its home base out of the 22000 employees worldwide.The comppany now plans to fire 3000 workers mostly from Denmark even as it hires workers in places like India and UK.Vestas has to cut a lot of flab as Chinese companies destroy higher priced competition in the Wind Energy Industry.Like the Solar Industry,where European companies like Q-Cells and Solarworld are facing an existential crisis from low cost Chinese competition ,Wind Energy now faces similar dynamics.Like Q-Cells and REC which relocated their manufacturing to Asia,Vestas has to do a similar act.Despite a record order book of 6.5 GW in Q310,Vestas has to fire Danish workers who are more than 10x more expensive than similar Asian workers.In a globalized world,companies don’t have the luxury of employing expensive workers in developed countries if similar wokers can be employed elsewhere.Note competition is increasing in Wind Energy with big players like Hyundai,Samsung,Northrop and smaller players entering the industry.

Wind Energy in India is the biggest Green Industry currently with around 1 GW of Wind Power Capacity being installed in a year on average.The Growth in Wind Industry has been driven by states like Tamil Nadu who have heavily subsidized and promted Wind Energy.India at around 10 GW of Wind Capacity is the world’s 5th largest Wind Energy Producer.However India remains far behind China in terms of Wind Energy Growth .Last Year China installed nearly 13 GW of Wind Energy which is more than India’s total installed capacity of Wind Energy.With a target of around 230 GW by 2020,China is on track to install 20 GW of WInd Capacity a Year in the next 10 years which would make India a Pygmy.Also two of the largest Wind Turbine Producers Sinovel and Goldwind are from China.India despite producing a world class company Suzlon in the early states of Wind Industry Development is struggling.Suzlon has fallen on very hard times running big losses while other Wind Companies are of hardly any decent size.

Renewable Energy SMA Solar raises revenue guidance a second time: expects PV market to top 17GW in 2010 – PV-Tech Gigawatt scale: CEC approves Solar Millennium’s planned 1GW Blythe CSP power plant – PV-Tech Suzlon Energy looks towards Middle Kingdom as a Panacea to all its Ills but can China Resurrect the Company Despite US […]

20 GW of Capacity is expected to be built by 2010 end in China up from around 10 GW in 2009.Fierce Competition in the Wind Turbine Market has led to increasing distress for smaller players.Sinovel the biggest Wind Turbine maker which sold 3.5 GW in 2009 has been using price as a weapon to drive away competitors.These Companies are now trying to expand internationally.Korean Companies like Samsung,Hyundai are investing heavily in the Wind Sector and are on track to become formidable competitors in a few years.Suzlon’s Chinese Dreams looks difficult to implement in reality.