FIMER had acquired ABB’s solar inverter business and global capability, but remained relatively unknown in a market dominated by established brands and increasingly commoditised technology. The challenge wasn’t simply building awareness. It was giving installers a compelling reason to choose FIMER.
Our research revealed an audience under pressure to meet increasingly complex customer demands, looking for experienced partners that could be agile, responsive and easy to work with. So rather than competing on another set of product claims, we positioned FIMER around the installer’s ambition: a New Era in Solar, where the right partnership could help them take on any challenge.
The repositioning helped FIMER stand apart in a crowded market and contributed to 41% global revenue growth to €750m.
“Inspiring, impactful and innovative”
Christiane Schumacher
CMO, FIMER
