What is Sales and Marketing Strategy of Vestas Wind Systems Company?

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What is Vestas Wind Systems' Sales and Marketing Strategy?

Vestas Wind Systems, a global leader in sustainable energy, has evolved significantly from its agricultural machinery roots. A key branding decision in 1989 to focus exclusively on wind turbines, following its first turbine in 1979, reshaped its trajectory. Founded in 1945 in Lem, Denmark, as Vestjysk Stålteknik A/S, the company initially produced household appliances and agricultural equipment.

Today, Vestas is the world's largest wind turbine manufacturer, with over 164 GW installed globally. In 2024, it held a substantial 30% market share in wind installations outside China, up from 28% in 2023. This deep B2B engagement contrasts with its diverse manufacturing past.

Vestas' sales and marketing are tied to its business goals, prioritizing strategic project wins and long-term partnerships. This value-over-volume approach drove EUR 17.3 billion in revenue for 2024, with a 4.3 percent EBIT margin. For 2025, revenue is projected between EUR 18 billion and EUR 20 billion, with an EBIT margin of 4-7 percent.

This analysis explores how Vestas delivers products, its B2B marketing tactics, brand positioning in a competitive, sustainability-driven market, and what makes its recent campaigns impactful in the global energy transition. Understanding its approach to marketing its advanced wind turbine technology, such as the V236-15.0 MW offshore turbine, is crucial.

Vestas primarily employs a direct sales model, focusing on building relationships with energy developers, utilities, and Independent Power Producers (IPPs). This B2B approach is essential for handling the complexity of large-scale wind energy projects and fostering long-term service agreements, a cornerstone of their renewable energy sales.

Direct Sales Model

Vestas engages directly with its core customer base, which includes energy developers, utilities, and IPPs. This B2B marketing strategy allows for tailored solutions for complex, large-scale wind energy projects.

Strategic Partnerships

The company also leverages strategic partnerships to expand its reach and capabilities. In 2024, Vestas, alongside GE Vernova, secured a significant share of the onshore wind turbine market in the US.

Service Agreements Focus

Service agreements are a vital component of Vestas' revenue, often negotiated alongside turbine sales. The company aims to double the EBIT margin for its service segment to 25% by 2026 through a dedicated recovery plan.

Digital Presence and E-commerce

While physical retail is not applicable, Vestas maintains a strong online presence. Their website serves as an informational hub, and Shop.Vestas.com facilitates the sale of spare parts, enhancing customer experience through efficient product data management.

Market Reach and Expansion

Vestas' sales and marketing strategy is geared towards high-value projects and sustained customer loyalty. The company has demonstrated a commitment to expanding its geographic footprint, particularly in emerging markets, and integrating specialized firms to bolster its technological offerings.

• As of Q1 2025, Vestas reported a substantial combined order backlog of EUR 69.8 billion, indicating strong demand for its wind energy solutions.
• This backlog is divided between EUR 32.9 billion in wind turbine orders and EUR 36.9 billion in service agreements, highlighting the importance of after-sales service in their business model.
• In 2023 and 2024, Vestas focused on integrating smaller firms with specialized wind turbine technology, enhancing its service offerings and competitive advantage.
• This strategic approach to customer acquisition and market entry strategy contributes to Vestas' overall corporate strategy in the renewable energy market.

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Vestas employs a sophisticated marketing strategy tailored for the business-to-business renewable energy sector, prioritizing digital engagement and thought leadership over traditional consumer-focused advertising. The company's approach is data-driven, aiming to precisely target key stakeholders within the industry.

Digital Content Hub

Vestas heavily invests in content marketing, utilizing its website as a central hub for detailed product information, white papers, and case studies. This strategy aims to educate and inform potential clients about its advanced wind energy solutions.

Targeted Online Presence

While specific platform details are not heavily publicized, Vestas likely employs SEO and targeted paid advertising on industry-specific and B2B channels. This ensures their message reaches the right audience in the renewable energy market.

Professional Networking

LinkedIn is a key platform for Vestas to engage with professionals, share industry insights, and establish thought leadership. This fosters relationships and builds brand credibility within the B2B renewable energy sales landscape.

E-commerce Optimization

Vestas utilizes an inriver Product Information Management (PIM) system, powered by Microsoft Azure, to manage its online product catalog. This enhances the customer purchasing experience on its spare parts e-commerce platform, Shop.Vestas.com.

Highlighting Innovation

The company's marketing mix prominently features technological advancements, such as its V236-15.0MW offshore wind turbine, which secured over 3 GW in firm orders by early 2024. This showcases their commitment to cutting-edge wind turbine sales.

Sustainability Messaging

Vestas reinforces its brand identity by marketing its sustainability initiatives, including the use of low-emission steel for turbine towers in 2024 and innovative blade recycling methods. This appeals to environmentally conscious stakeholders in the renewable energy market.

For regional expansion, particularly in the United States, Vestas and its partner Steelhead Americas implement multi-channel collateral to engage rural communities. This includes infographics, postcards, and fact sheets designed to address local concerns and highlight economic benefits such as job creation and increased tax revenue, a key aspect of their Vestas sales strategy.

Marketing Investment and Focus

Vestas allocated approximately €150 million to marketing expenditure in 2024, with a notable 15% increase in digital advertising spend. This investment underscores their commitment to digital marketing strategy for brand awareness and customer acquisition in the competitive renewable energy sector.

• Focus on B2B marketing for renewable energy solutions.
• Leveraging digital platforms for lead generation and brand building.
• Emphasis on technological innovation and sustainability in marketing messages.
• Targeted outreach for regional market penetration and community engagement.
• Utilizing data-driven approaches for effective stakeholder targeting.

Understanding the Revenue Streams & Business Model of Vestas Wind Systems provides context for how their sales and marketing plan supports their overall corporate strategy. Vestas's approach to selling wind power solutions globally is multifaceted, encompassing direct sales, partnerships, and a strong emphasis on after-sales service, which are crucial elements of their sales channels and competitive advantage in the wind energy sector.

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Vestas positions itself as the energy industry's global partner for sustainable energy solutions, emphasizing innovation and reliability. The brand's core message highlights its crucial role in the global transition to renewable energy and the fight against climate change. This commitment is underscored by achieving carbon neutrality in its own operations by 2020, and its turbines shipped in 2024 are projected to prevent 455 million tonnes of greenhouse gas emissions over their lifespan.

Global Partner in Sustainable Energy

Vestas is recognized as the energy industry's global partner for sustainable energy solutions. Its brand is built on innovation, reliability, and a comprehensive service offering.

Commitment to Climate Action

The company's core message centers on its pivotal role in the global shift to renewables and combating climate change. This is evidenced by its carbon neutrality in operations by 2020.

Leadership in Green Technology

Vestas' visual identity and communication style consistently reflect its leadership in green technology. This includes a focus on advanced engineering and environmental stewardship.

Unique Selling Proposition

The company appeals to utilities, energy developers, and Independent Power Producers by offering cutting-edge, high-efficiency wind turbines and long-term service agreements.

Vestas' strategic emphasis on 'value over volume' in its order intake and project selection reinforces its dedication to delivering superior financial performance and customer value. This approach solidifies its commitment to quality rather than just maximizing installation numbers. This brand positioning is externally validated; in January 2025, Vestas was again ranked the most sustainable energy solutions company globally and third overall by the Corporate Knights Global 100 ranking. Brand consistency is maintained across all communication channels, ensuring a unified message of reliability and sustainability. The company's proactive stance on market shifts and competitive challenges is evident in its continuous investment in research and development, such as the V236-15.0MW offshore turbine, and its transparent sustainability reporting in line with the EU's Corporate Sustainability Reporting Directive (CSRD) from 2024. Understanding the Competitors Landscape of Vestas Wind Systems is key to appreciating its market strategy.

Value Over Volume Strategy

Vestas prioritizes delivering superior financial performance and customer value by focusing on 'value over volume' in its project selection.

External Recognition

The company's strong brand positioning is recognized globally, with rankings highlighting its leadership in sustainable energy solutions.

Brand Consistency

Vestas ensures a unified message of reliability and sustainability across all touchpoints, from investor relations to technical documentation.

Investment in R&D

Continuous investment in R&D, exemplified by the V236-15.0MW offshore turbine, demonstrates the company's proactive response to market dynamics.

Transparent Sustainability Reporting

Vestas adheres to transparent sustainability reporting standards, such as the EU's CSRD, showcasing its commitment to environmental stewardship.

Target Audience Appeal

The company effectively appeals to its target audience by offering advanced, high-efficiency wind turbines and comprehensive long-term service agreements.

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Vestas' sales and marketing strategy is deeply rooted in B2B engagement, focusing on targeted campaigns that highlight factual benefits and technological advancements. This approach aims to build trust and demonstrate value within the renewable energy sector.

'Act on Facts' Initiative

Launched around 2011, this global campaign aimed to counter misinformation about wind energy. It provided fact-based information through a dedicated web portal to foster public support for wind energy policies.

Targeted Executive Outreach (2011)

This personalized campaign used LinkedIn to connect with 600 top global executives, promoting direct investment in wind energy. It directed them to customized microsites detailing financial and brand-building advantages.

Service Recovery Plan & Financial Improvement

An internal initiative with external marketing implications, this plan targets a 25% EBIT margin for the Service business by 2026. Its success contributed to a net profit of €5 million in Q1 2025.

Advanced Turbine Technology Promotion

The promotion of new turbine models, like the V236-15.0MW offshore wind turbine, acts as a continuous B2B campaign. This model secured over 3 GW in orders by early 2024, including its first in the Asia-Pacific region.

Vestas' marketing strategy also emphasizes its commitment to sustainability through product innovation. The introduction of low-emission steel towers in 2024 serves as a key marketing message, underscoring its dedication to decarbonizing its supply chain and aligning with the broader Vestas wind energy strategy.

'Act on Facts' Web Portal

Provided a platform for factual information dissemination to counter wind energy myths and encourage active support for favorable policies.

Corporate Renewable Energy Index (CREX)

Launched in partnership with Bloomberg, CREX showcased Vestas' thought leadership in promoting corporate renewable energy adoption and highlighting the benefits of investment.

Service Business EBIT Margin Goal

The ongoing 'Service recovery plan' aims to double the EBIT margin to 25% by 2026, demonstrating a focus on operational efficiency and profitability within its after-sales service.

V236-15.0MW Turbine Orders

Securing over 3 GW in firm orders by early 2024 highlights the market's reception to advanced offshore wind turbine technology and Vestas' sales tactics for large projects.

Low-Emission Steel Towers

This 2024 product offering reinforces Vestas' sustainability marketing and its commitment to decarbonization within the supply chain, a key element of its sales and marketing plan.

B2B Marketing for Renewable Energy Adoption

Vestas' approach to B2B sales in the wind energy sector involves showcasing technological leadership and financial benefits, aligning with its overall Marketing Strategy of Vestas Wind Systems.

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