With the rapid expansion of solar energy and the arrival of new storage technologies, Brazil is consolidating itself as one of the world's most promising markets for solutions that combine energy generation and autonomy. With this scenario in mind, Atmoce, a global solar technology and storage company, is beginning its operations in the country.
Leading this new phase is Lucas Troia, Head of Atmoce's Brazilian operation, whose mission is to structure the brand's presence, train the local team, and boost the portfolio of solutions focused on the safety and flexibility of photovoltaic systems.
In an interview with Canal Solar, Troia talks about the company's plans in Brazil, the potential of the national market, and the strategic role of batteries in the energy transition.
What motivated the decision to represent this brand in Brazil, and why focus on energy storage as a strategic axis of this partnership?
The fact that it was a young company, with ambition and a desire to grow, and that it was not yet present in the Brazilian market, was a great motivator.
Having the opportunity to structure the operation from scratch — assembling the team, defining product and expansion strategies — represents an exciting challenge and an excellent opportunity for professional development.
Furthermore, one of Atmoce's core principles is a focus on safety, developing products based on MLPE (Module-Level Power Electronics) solutions.
Our microinverters operate at extremely low voltage levels, and the battery is the first on the market classified as Extra Low Voltage, operating below 30V.
I believe this topology represents the state of the art for photovoltaic systems, combining modularity, flexibility, and intelligent energy management—factors that really caught my attention.
In my view, the next frontier for expansion of our market will be driven by storage systems, both in new projects and in retrofits of already installed systems.
And there's nothing better than building this new phase with a technology that offers added flexibility and security for installers and end consumers.
How do you assess the potential of the Brazilian market for storage solutions, and what role can Atmoce play in this scenario?
Brazil has the potential to become one of the global leaders in the adoption of energy storage systems, just as it did with solar photovoltaic energy.
Beyond large-scale BESS projects, we see enormous potential in distributed generation (DG) — which, despite currently being viewed by some as the villain, could be part of the solution to the curtailment caused by the advancement of renewable and non-dispatchable sources in our electricity matrix.
Today, there are already around 4 million consumer units generating their own solar energy. Imagine if each of them installed a system with batteries: part of the energy could be used for backup, another part to maximize self-consumption and improve the return on investment, and the surplus could be injected into the grid during times of greater need for the national electrical system.
In our view, batteries should be seen as a multifunctional asset, capable of generating diverse revenue streams — from price arbitrage and backup to ancillary services.
In other countries, this movement has been driven by VPPs (Virtual Power Plants), load aggregators, and the DSO (Distribution System Operator) model, which promote the widespread use and integration of batteries, increasing the flexibility and resilience of electrical systems.
Our goal is to become a relevant player in this new cycle, offering reliable, durable, and safe solutions that help strengthen the Brazilian electrical system.
How does the brand intend to position itself in relation to the competition already present in the country?
Our competitive advantage lies in offering cutting-edge technology with enhanced security, combined with application flexibility and close technical support, both before and after the sale. Furthermore, our extended warranties reinforce our long-term commitment to product quality and reliability.
We believe that the value perceived by the customer goes far beyond price, and our positioning reflects exactly that.
What are the main challenges expected in introducing the brand and how do you plan to overcome them?
The Brazilian market is one of the most competitive in the world: with over 60 GW installed, 43 GW of which is distributed generation. The combination of aggressively priced equipment and expensive energy means that the payback period for solar systems here is one of the shortest globally.
Therefore, the focus often ends up being solely on price, to the detriment of value, quality, and long-term vision, which are essential factors for a solid and sustainable investment.
Our plan is to work strongly on valuing our chain of partners, distributors, and integrators, building solid and lasting relationships. We will also invest consistently in technical training and communication with the end user, so that they understand the differences between the technologies and make the best decision based on safety, reliability, and real return on investment.
Looking ahead, what are the expectations for expansion and the impact that energy storage will have on Brazil's energy transition?
Brazil's electricity grid is one of the most renewable in the world, with approximately 40% of its generation coming from wind and solar sources, both of which are intermittent. This presents significant management and operational challenges.
With falling costs and advances in battery technologies, chemical energy storage should assume a central role in the energy transition, contributing to a more reliable, flexible, and resilient system in the face of climate change.
We believe that this evolution will be fundamental for Brazil to continue expanding its electricity sector sustainably, guaranteeing energy at competitive prices and fostering both economic development and social well-being.
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An answer
Knowing that Lucas Tróia will be leading Atmoce will shorten the path for the brand to quickly gain reach and the trust of good integrators. The challenge is significant and will require building a strong team in sales, technical support, and sales assistance – but Tróia knows how to do that well!
We desperately need flexible storage solutions that promote not only competitiveness among brands, but also the strengthening of our segment, which has been so bombarded by interests contrary to the growth of distributed generation.