Driving Mexico’s Solar Industry: Vision, Growth, Sustainability

Q: How have the company and the photovoltaic market in Mexico evolved over the past decade, and what changes have you observed in terms of gender representation and market maturity?

A: Of course, there have been changes within the company, in its structure, in the market, and in the environment both nationally and internationally. The changes we have seen have been very radical. I founded Nos Mueve el Sol as the first woman distributor in the photovoltaic industry. Now, seeing many more women in the industry has been wonderful. I am currently the national president of Mujer CPEF, a council of professionals in photovoltaic energy, which we created to highlight women’s contributions. So, we see a market with much greater female representation. At the market level, we see significant growth in brands, but also brands disappearing due to bankruptcies, warranties, or process issues. 

Something I want to share: if a brand came to Mexico 10 years ago, left, and now wants to return, it is usually not well received. The market has matured, although there is still much to do. In distribution, we have seen brands establish themselves. Regarding large projects, we focus on distributed generation, projects for homes, small businesses, and some industries. We do not target utility-scale projects, though we notice that when investments in these projects decrease, Mexico’s positioning in the industry drops. In contrast, Brazil invested heavily in large-scale solar and grew rapidly. We still lack maturity as an industry, but step by step, we are getting there.

Q: What trends do you foresee in electromobility and energy storage in Mexico, and what challenges does this growth present?

A: Electromobility, electric vehicles, and storage are what is coming. We are growing enormously in energy consumption in the country. Unfortunately, we do not have the infrastructure nor the electrical capacity to support this. The level of demand among the population in Mexico has grown significantly. There are more and more cars in Mexico, and a large part of the percentage of cars sold are electric. 

Demand in storage is coming and we need to train both end clients and installers so they know the risks, have all the skills, and have all the knowledge to carry out these types of installations and offers to the market. While storage is a great opportunity and a great tool, it also involves certain risks that we must manage in many ways. Above all, something I see a lot is perception: one thinks that because you can have batteries, energy is free, as if it were connected to the CFE grid. However, they are limited, like with any cellphone or computer battery. What will be the great challenge is managing customer expectations and knowing how to handle this type of technology. Just as the photovoltaic industry has matured, although much remains, we are starting this same path for storage and electromobility in our country.

Q: How does Nos Mueve el Sol approach engineering, quality, and sustainability in its projects, and how do you ensure clients understand the broader impact of these elements?

A: We have a department of Engineering, Innovation, Sustainability, and Quality.  It searches for the best products and advises clients, who are mainly installers, on how to develop a project. Regarding quality, we work hard to find tools to have a good strategy with clients, accompany them through the process, standardize our deliveries and our processes, and address quality issues. 

One thing that is often forgotten when talking about energy and savings is that one of the most important reasons this all exists is sustainability and climate change. We need our clients to understand that they are also benefiting the world. We create experiences. Everything we sell and the brands we choose are tested and reviewed so that they aligns with our values. We only offer what we would buy ourselves or what we have, and this allows us to experience firsthand the products and tools we offer our clients.

Q: How has financial strategy and fiscal planning evolved in Mexico’s photovoltaic market, and what lessons has Nos Mueve el Sol learned?

A: We have learned to understand the market. Unfortunately, in this immature market, there is no standard, and we cannot claim to fully understand variability. We know that some months are very important and directly tied to financial processes. We are talking about a product that is deductible from ISR in the first fiscal year. We have been preparing through experience and training to help our clients make a plan and know approximately how their market and timing is determined. We have done the same ourselves. 

One thing that used to happen a lot is that December became crazy because everyone wanted to move the financial part of their business. But in the last two years, this has not been the case. December now begins to decrease because planning has already been done. I think we are seeing a slightly more consolidated fiscal market that is better prepared, and this is noticeable in the industry because financial strategies are now considered ahead of time. 

Q: What operational and supply chain challenges are affecting solar installations in Mexico today?

A: The most important challenges are customs, changes, and government strategies, in addition to the volume of imports we are seeing in our country, sometimes without sufficient customs infrastructure. I have colleagues who have had containers held up for months at any port. Another challenge is the growing breadth of products offered, as not all new products are necessarily high quality. In this business, warranty is extremely important because the lifespan of a solar panel is determined to be 25–30 years, and finding a supplier who provides that support is challenging. 

The photovoltaic market is very sensitive when it comes to determining which brands will stay and which will leave immediately. Another major challenge is understanding what the market really needs. There is a large differentiation in prices; we sometimes see projects with similar characteristics that differ by MX$30,000–MX$40,000, and the client will always choose the cheapest one, because it is an investment, specifically for rooftop panels, where the client mainly wants savings on their bill but does not see the risks beyond that. 

Q: How does Nos Mueve el Sol integrate environmental sustainability into its operations and client projects?

A: We are very committed to the environment. We are certifying ourselves to leave the smallest carbon footprint. Currently, we are launching our electric truck for last-mile deliveries within the city. We are located in Guadalajara and Monterrey and distribute across the country. We are focusing on our main market, Jalisco, with our electric last-mile truck, delivering to clients who are going to make their installations with these electric vehicles. Our warehouse has solar panels, so our consumption is met almost completely with solar energy. In addition to the panels, we now have our own batteries for storage, and an electric vehicle charger in our Guadalajara warehouse, which is also part of the products we offer. 

We know there is still much to do, but from our side, we do it, and we want our team to understand and transmit it. One thing we are developing is a demo house to show that you can live with congruence, sustainability, and commitment to the planet without sacrificing comfort. The house has rainwater harvesting, a wastewater treatment plant, solar panels, batteries, and a water filtration system for proper recirculation. Nos Mueve el Sol is about congruence. It is very important, and it is something we are working on strongly so that our team can live it.

Q: What are the company’s core values, priorities, and long-term vision, especially regarding growth, innovation, and gender balance?

A: We want our clients to feel confident that we are seeking the best options. Maintaining congruence is basic and very important for us. Nos Mueve el Sol is growing steadily because we take small but safe and constant steps, hand in hand with a convinced team. New technologies are coming. Artificial intelligence is reaching all of us, and we are looking for products that work with AI to benefit our clients and the environment. 

We want to gradually open more branches in three to five years in a couple of locations that seem very important. We have very clear market division strategies and are very clear on the brands we want to work with. 

For me, one of the most important challenges is women. Making women visible is very important because, in an industry of men with great personalities and experiences, we must also include women, and there are many. At Nos Mueve el Sol, our team is mostly composed of women, which gives us great pride. We also work alongside great male colleagues, learning together and walking hand in hand.

Nos Mueve El Sol was founded in 2015 in Zapopan, Jalisco, to meet the growing demand from wholesalers with high-quality products and personalized service. The company specializes in supplying photovoltaic technology for businesses and installers.