Why REC Still Backs Australia’s Brutal Solar Market

REC solar panels on my roof.

Australia increasingly loves cheap solar panels. This has led to rumours swirling around the solar industry that premium solar panel maker REC is considering giving up on the Aussie solar market and leaving it to the budget brands.

I had a Zoom call with Jan Enno Bicker, the CEO of REC, to determine whether these rumours are true.

His answers made two things clear:

1. REC Australia isn’t going anywhere.
2. Premium solar still has a place in Australia – even in a cutthroat market.

Is There Still Room For Premium Solar?

Australia has a reputation for being the cheapest solar market in the developed world. That’s not a compliment. In this market, the lowest price often wins, and good gear gets undercut by junk.

So it’s no surprise that some people reckon there’s no room left for companies like REC, which has built its brand on premium panels.

Jan had no time for that story. His point was simple: a panel that lasts 30 years with minimal degradation will save more than the “special deal” that dies early or degrades faster.

“Looking at the Australian environment where electricity prices are rising, we strongly believe that getting the maximum lifetime yield … matters much more than just the cheapest upfront deal,” Jan said.

REC solar panels installed by RenewCo Solar Sydney Metro.

What’s Next From REC

For those wondering if REC is still innovating, the answer is yes. They’ve got the Alpha series here, and a 470 W version about to land. A 500 W panel in the same footprint is already prototyped.

They also have their sights on hybrid tech that mixes silicon with thin film. That’s not a press release gimmick – their lab prototypes are hitting numbers that impressed Jan. It’s still down the road, but they’re serious about being first to market.

And what about cheaper REC-branded panels for Australia? Nope. REC isn’t doing a “budget” range. If you want their stuff, it’ll be premium, just like always.

Support On The Ground

A premium product without support is just a sticker price. Jan was keen to stress that REC has real people on the ground in Australia.

“Rather than just having an offshore call centre, we literally have [people] who know the local environment and are easy to approach for clear communication, so if there is ever a problem with one of our products, there should never be a problem with responding to that,” Jan said.

Installers get training, and consumers get a direct line to REC if their installer disappears. In a rare move, REC offers a 25-year labour warranty for systems installed by its certified partners. That costs REC real money, and I was happy to hear it after shelling out for 14kW of REC Alpha panels for the roof of my family home.

Australia Still Matters

Jan reminded me that REC has been in Australia for more than 20 years. It’s one of their top three markets worldwide, and the brand is stronger here than almost anywhere else.

He was blunt:

“We’re not going away.”

Yes, Australia is a brutal place for solar panels. High UV, extreme temperatures, salty coastal air. Jan actually sees that as an advantage Australia is REC’s testing ground. If a panel survives here, it’ll survive anywhere.

My Take

Rumours are cheap. Panels don’t have to be.

REC is still here, still premium, still innovating. They’re not chasing the bargain bin end of the market, and good luck to them. It’s good to know REC backs itself with support, warranty, and long-term commitment.

So if, like me,  you’ve got REC panels on your roof, relax. They’re not about to vanish. And if you’re shopping for solar and care about what happens in year 20, premium solar is still worth consideration.

For more on solar panel costs, read our detailed explainer. To get our take on REC and read customer experiences, check out our review page.