Interview

Poweroad Discusses European BESS Market Growth and C&I Project Strategy

Julia Pohl, Director Research Operations at EUPD Group, speaks with Joelle Li, Head of Marketing at Poweroad, live from The smarter E Europe. They explore the expansion of the European battery energy storage market and Poweroad's strategic focus on C&I projects and future R&D initiatives.

EventThe smarter E Europe 2025Market
Europe
Segment
Technology
BESS, Storage
Format
Interview
Interviewer · EUPD Group
Julia Pohl
Director Research Operations · EUPD Group
Guest · Poweroad
Joelle Li
Head of Marketing · Poweroad
Filmed ·Munich·Runtime 03:46Interview ·
Interview
The smarter E Europe 2025 · Munich
03:46
Filmed on site · No editorial direction beyond question set · Captions auto-generated, reviewed by EUPD Group

Key takeaways

4 points · 03:46 video
  1. Growing European BESS Market
    Joelle Li observes continued growth in the European BESS market, extending beyond mature regions like Germany to include developing markets such as Italy, UK, and Spain.
  2. Strong C&I Project Delivery
    Poweroad has successfully delivered over 500 C&I projects across Europe, leveraging its experience to support partners in market expansion.
  3. Investment in R&D and EMS
    Poweroad prioritizes continuous R&D investment, particularly in areas like Energy Management Systems (EMS) and cloud platforms, with five R&D centers in China.
  4. Comprehensive Service Offerings
    The company provides extensive services, including pre-sale consultation, technical training, and after-sales support, exemplified by upcoming technical training road trips.

Expanding European BESS Market Dynamics

Joelle Li, Head of Marketing at Poweroad, indicates that the overall European battery energy storage (BESS) market continues to grow. She highlights established markets like Germany, while also pointing to significant development in countries such as Italy, the UK, and Spain [00:42]. This market expansion presents diverse opportunities for stakeholders, as observed by Li. Poweroad aims to leverage these dynamics by supporting the energy transition across various European geographies.

"I see the overall markets growing. Still growing, uh, apart from the, uh, mature market like, uh, like, like Germany... I also see some other countries, uh, development, for example, Italy, UK and, uh, Spain as well." Li · 00:42

Poweroad's C&I Market Position

Poweroad has established a strong presence in the European C&I battery energy storage sector, successfully delivering over 500 projects to date. According to Li, the company provides not only products but also comprehensive services [01:25]. This extensive experience in the C&I market positions Poweroad to assist partners in expanding their market reach. Joelle Li emphasizes utilizing this expertise to foster growth for other industry players [02:29].

"we have successfully delivered over 500 CNI project across in Europe, so... we are not only, uh, provide the products, but also the service as well." Li · 01:25

Future Strategy: R&D and Partner Support

Poweroad's future strategy centers on three key areas, with continuous investment in R&D being paramount. Joelle Li notes their five R&D centers in China, focusing on developing EMS, cloud platforms, and other BESS-related technologies [02:04]. Complementing R&D, Poweroad is expanding its service offerings to empower partners. This includes pre-sale consultation, technical training, and after-sales support, with planned technical training road trips in regions like Belgium for the upcoming year [02:52].

"So first of all is our D cap per capability. So we have now, uh, five r ing in China, and, uh, we gonna continuously invent in RD including E-M-S-E-M-S, our cloud platform and so on." Li · 02:04

Chapters

Chapters · click to jump
00:00
Introduction and Market Context
Julia Pohl introduces the interview with Joelle Li from Poweroad, focusing on the European BESS market and Poweroad's position.
00:34
European BESS Market Growth Trends
Joelle Li shares Poweroad's observations on the growing European BESS market, highlighting developing regions like Italy, UK, and Spain alongside Germany.
01:54
Poweroad's C&I European Presence
Li details Poweroad's strategic positioning, including over 500 successful C&I projects across Europe and their provision of both products and services.
02:27
Future Strategy: R&D and Services
Poweroad's future plans include continuous R&D investment in EMS and cloud platforms, leveraging C&I experience, and expanding technical training and support services.
03:44
Concluding Remarks
Julia Pohl thanks Joelle Li for her insights from The smarter E Europe.

Interview transcript

Auto-generated · reviewed · ~3 min read
Hi, And welcome everybody. My name is Julia Paul, and I'm the Director of research operations at the EOPD group. I'm very happy to be here live from the last and final day of the Smarter Europe in Munich. I'm joined today by Joel Lee, the head of marketing from Power Road. Welcome, Joelle. Hi. Thank you for having me. Of course. It's a great pleasure. So, Joel, today I wanna speak a little bit about the state of the European battery energy storage market, as well as power road's positioning in it. So in the first step, what do you think of the current developments in the European market? Uh, So for the, for the ES market, I, I, I see the overall markets growing. Mm-hmm. Still growing, uh, apart from the, uh, mature market like, uh, like, like Germany, like, uh, uh, nest, I still, I also see some other countries, uh, development, for example, Italy, UK and, uh, Spain as well. So these market are also developing very mm-hmm. Well, I mean, Yeah, there's definitely some interesting balancing happening in the market in terms of segments at the moment. So in terms of your positioning in the market, what would you say is your strategic position as Power Road, and how are you adding value to the European market? Okay, so until now, we have successfully delivered over 500 CNI project across in Europe, so mm-hmm. Uh, but we are not only, uh, provide the products, but also the service as well, and, uh, uh, which we are quite happy with stuff. Yeah, that's great. And we've talked now about the current developments. Mm-hmm. And we've also talked a bit about your portfolio. I would be interested in talking about the future, what's next for Power Road? What, what lies ahead? Huh? Because, uh, there are three key message, the key, uh, values. We are very, uh, they will be very valuable for us for, so first of all is our D cap per capability. Mm-hmm. So we have now, uh, five r ing in China, and, uh, we gonna continuously invent in RD mm-hmm. Including E-M-S-E-M-S, our cloud platform and so on. Uh, other related, uh, to, uh, the, uh, to the best. Mm-hmm. And, uh, second of all is, uh, we are very experienced in the CM market, so which go, uh, which we're gonna use this experience to help more, um, players or partners to grow to expand their market. And so third is the, uh, the service we are having. Uh, we are not, as I mentioned before. Mm-hmm. We are not only provide product and we, we also provide a service including the pre-sale con consultation and, uh, technical training after sales. And so, for example, we are having a technical training road trip in round in, in Belgium. Mm-hmm. For, for next year. So, so this switch means we are gonna have, uh, no, we are planning to have more, um, technical training to, to, for our partners to let them know better about battery, about best. Mm-hmm. Yes. That's very interesting to hear and I can't wait to hear what you've been up to next year. Thank you. Thank you so much for joining me and I'm wishing you and the team a successful rest of the last day at this. Marty. Thank you so much. Yeah.
Show full transcript

Frequently asked questions

Joelle Li, Head of Marketing at Poweroad, observes that the overall European BESS market continues to grow. She specifically points to developing markets like Italy, the UK, and Spain, alongside more mature markets such as Germany.

Poweroad primarily focuses on the C&I (Commercial & Industrial) segment in Europe. Joelle Li states that the company has successfully delivered over 500 C&I projects across the continent.

According to Li, Poweroad’s future strategy revolves around continuous R&D investment in areas like Energy Management Systems (EMS) and cloud platforms. They also aim to leverage their C&I market experience to help partners grow.

Poweroad offers extensive services including pre-sale consultation, technical training, and after-sales support. Joelle Li mentions plans for technical training road trips, such as one scheduled for Belgium next year.

Joelle Li highlights Italy, the UK, and Spain as countries showing significant BESS market development. She notes these are growing alongside established markets like Germany in the European landscape.