At the GENERA 2025 trade fair, PVH presented a reinforced strategy focused on industrial adaptation and international expansion, amid intensifying pricing pressure across the global solar PV sector.
Eduardo Chillarón, the company"s Head of Engineering, explains how factory pre-assembly moved from being an optional service to a non-negotiable requirement for clients, and how PVH is advancing in fixed-tilt structures, new markets, and technical training for installers.
Eduardo, as we wrap up the year at GENERA 2025, how would you assess PVH"s performance, particularly given the difficult market conditions in several key regions?
This has been a very good year for PVH.
We are now serving practically all global markets.
Spain performed strongly despite the context.
The Middle East, Australia and the United States where we are gaining considerable momentum also delivered solid results.
Spain has been challenging for many players.
What allowed you to perform above the market?
We have managed to adapt to market needs, both in terms of cost and technical solutions.
The Spanish market has been extremely aggressive on pricing, but we entered projects by adjusting to execution timelines and earth-moving constraints.
What specific technical solutions did you introduce this year to support that adaptation?
We consolidated our Terrain Response solution, a solar tracker designed to adapt to irregular terrain and enable zero earth movement.
That has been a major advantage.
We also strengthened our pre-assembly offering, shipping all components from the factory fully assembled, which significantly reduces construction time on site.
Let"s focus on that pre-assembly system.
What differentiates it from traditional assembly methods still used across the industry?
All connection components arrive pre-assembled from the factory, with bolts already installed.
We do not send a single loose bolt.
The components are ready to be positioned: you simply open them, place them on the post, and insert the tube.
This avoids losses of small hardware on site and eliminates dirty, labour-intensive tasks.
Manufacturing the assembly at the factory is far more efficient and directly shortens installation time.
And in terms of real-world impact during construction, what concrete results are you seeing?
We reduce man-hours by up to 44% during installation.
This improves COD compliance, lowers costs and reduces the need for labour.
Today, clients tell us: "Don"t remove this system; we won"t take it without pre-assembly. They"ve seen the reduction in issues and delays.
What is the main differentiator behind these solutions?
The key difference is that we are manufacturers.
We operate our own factories, our own machinery, we buy raw materials and we produce.
Many competitors depend heavily on suppliers.
Having this industrial control allows us to implement pre-assembly efficiently.
Although it started as an optional feature, it has become inherent to the product.
Even if we wanted to, we could no longer ship components unassembled.
Where are your production plants located?
We have a factory in Spain, in Cheste; another in the Middle East for projects in Jeddah; and two factories in Houston to supply the US market.
We also work with suppliers in China, Türkiye and India depending on the component.
Installation quality still depends on on-site teams.
How are you supporting installers in adapting to this new system?
We train all installation crews through dedicated courses and certification programmes.
They visit our facilities, see the product, understand how it will arrive, and we train them on how to work with it.
The system is designed to be very easy to install, even with personnel who are not highly specialised an important factor given the shortage of skilled labour.
Many industry actors are once again discussing fixed-tilt structures, even in markets such as Europe.
Are you seeing this trend as well?
Yes, absolutely.
We launched an optimised fixed-tilt structure just a month ago.
We ran a dedicated wind-tunnel study to optimise all components and achieved a lighter, more cost-effective solution tailored to current market conditions.
Demand is especially strong from Northern Europe, where tracker performance is lower.
What drove your renewed investment in fixed-tilt structures?
Market demand.
In Northern Europe, trackers do not deliver the same performance gains, and that is where fixed-tilt structures offer greater value.
The strategy is designed to serve emerging markets expected to scale up solar PV deployment in the coming years.
In terms of markets, how is PVH"s business distributed today?
Most of our business is in Europe and the Middle East, with a strong presence also in Australia and the United States.
Our largest project in 2025 was Humaij in Saudi Arabia, at 2.5 GW a milestone for the company.
Looking ahead to 2026 and 2027, what are your expectations in this context of global expansion?
We expect another strong year in Spain in 2026, but mainly anticipate balanced growth across Europe, the Middle East and the United States.
For 2027, demand in Spain remains uncertain, but we have built a solid base to stabilise growth across all regions.
From the standpoint of product and innovation, what are your priorities for 2026?
Our technological priority is to consolidate the newly optimised fixed-tilt structure and continue supporting clients with solutions that deliver service and reduce costs at every stage: installation, earth movement and operations.
It"s about providing not just a competitively priced product, but one that offers comprehensive service and mitigates risks.
We must also address pricing.
In many regions, 2025 was marked by steep declines.
What are you observing?
It has been extraordinary.
Across all regions, we are seeing Europe approach the aggressive pricing levels typical of the Middle East.
Spain in particular has seen extremely aggressive pricing this year.
Prices have fallen sharply compared with 2024, but we believe the market is reaching its limit.
Future trends will depend heavily on how the European Union responds to the influx of foreign materials, particularly from China.
PVH"s position in Europe, the Middle East, Australia and its expanding presence in the United States underlines its strategy to industrialise solar PV construction through full factory pre-assembly, already reducing on-site installation time by up to 44%.
At GENERA 2025, the company also unveiled a newly optimised fixed-tilt structure designed to address aggressive pricing pressures and meet the needs of geographies where trackers deliver lower performance.
One of the most enquired-about launches was AxoneDuo Infinity , a versatile tracker designed to adapt to varied terrain and offer layout flexibility for project developers.
These advancements are supported by PVH"s technical training programme for installers and a growth strategy that points to continued momentum in 2026 and a more complex landscape in 2027.