22nd E&M Direct Marketing Survey: Established Top Three in Direct Marketing
Many new wind and solar farms are giving fresh impetus to the direct marketing of green electricity. This is shown by the 22nd E&M direct marketing survey for the first half of 2025.
At the middle of this year, 50 companies participated in E&M's 22nd survey on direct marketing of electricity from renewables — more than ever before at this point in time. This is certainly an indication that direct marketers want to publicize their successes. Thanks to a number of legislative proposals by the coalition government, the expansion of wind and solar energy in particular has gained momentum, causing the portfolios of almost all market participants to grow again.
Increasing competition has left the top three in the rankings unchanged for a year now: Quadra Energy, an independently operating subsidiary of Total Energies, continues to lead the way with a reported portfolio of 11,000 MW, ahead of Energie Baden-Württemberg AG (EnBW) with 10,125 MW and Next Kraftwerke, an independently operating subsidiary of Shell, with 8,180 MW.
In Dusseldorf, headquarters of Quadra Energy, Managing Director Thomas Krings is satisfied with the first half of the year: “Compared to the beginning of the year, our portfolio has grown again, by 600 megawatts.” Almost in the same breath, Krings mentions “that portfolio growth is not an end in itself for us. Our motto is: customer satisfaction comes before volume growth.” However, the goal is to maintain a market share of around 15 percent in the direct marketing of new wind turbines.
For years, the portfolio of Next Kraftwerke, based in Cologne and ranked third, had only one direction: upward. Now, for the second time in a row, the portfolio has seen a decline. “We are happy to accept that we have lost a few hundred megawatts over the past twelve months,” Managing Director Mark Lindenberg told E&M.
Inter-municipal newcomer Lokalwerke Westmünsterland
Lokalwerke Westmünsterland is represented in the E&M overview for the very first time. This association was formed in fall 2023 when Stadtwerke Ahaus and SVS-Versorgungsbetriebe GmbH merged to serve the municipalities of Stadtlohn, Vreden, and Südlohn (formerly SVS). Even before the merger, the two municipal utilities offered direct marketing services, says Clemens Lösing, who heads the Market Development and Innovation department at Lokalwerke.
Lokalwerke currently markets a large number of kilowatt hours in the areas of wind power, biomass, solar, and combined heat and power, says Lösing. “We want to signal to operators of renewable power plants that we also know the business in this sector of the energy market and are available as a regional partner.”
The next direct marketing survey by E&M may reveal whether this is successful. The questionnaires for the reference dates of December 31, 2025, and January 1, 2026, are expected to be sent out in November 2025. In view of the first, not entirely convincing months in office of the new Federal Minister for Economic Affairs, Katherina Reiche (CDU), direct marketing will remain an exciting field.
All results, interviews, and assessments from the 22nd E&M direct marketing survey can be found in the September issue of Energie & Management at our booth 1B02 in Hall 1.
Feel free to stop by—your free copy is waiting for you.
We look forward to seeing you there!
Photo: ©Fotolia / vencav
