Residential BESS OEMs can also offer value-added services such as energy trading, analytics on battery energy usage and charging, and energy optimization. These services can offer homeowners increased freedom of PV and BESS utilization as well as energy tariff avoidance during peak demand periods.
In recent years, the European residential BESS manufacturing industry experienced exponential demand growth, fueled partly by consumer desire for energy independence because of surging electricity prices. 1 Enabling renewable energy with battery energy storage systems,” McKinsey, August 2, 2023.
In early 2024, the price of residential BESS offered to end consumers in Europe ranged widely, from €400 to more than €1,200 per kilowatt-hour (kWh) (Exhibit 2). Historically, European OEMs built trust-based brands by highlighting their “made in Europe” status and rode the first-mover wave over the past ten years.
In a McKinsey survey of customers, the majority of residential BESS customers stated that sales professionals are their primary source of information for BESS systems, and 85 percent of customers believe it is important to have a local sales professional.
At the same time, Asian BESS manufacturers, mostly from China, have entered the European market, increasing supply and price competition. Companies in the value chain—including system integrators, manufacturers of battery cells and solar panels, and utilities—will need to stay abreast of shifting supply and demand dynamics to stay competitive.
Historically, European OEMs built trust-based brands by highlighting their “made in Europe” status and rode the first-mover wave over the past ten years. As a result, many companies were able to place a relatively high price premium on residential BESS.
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