Ranjana Kaushal
Troubles began for the wind major when Europe plunged into economic recession, its business in Denmark started waning and cost of manufacturing spiralled. As a result, the work force of the company was cut by 3,000.
Chief executive officer Ditlev Engel termed it a “European problem” and remarked it was cheaper for Vestas to produce a wind turbine in Spain and ship it to Sweden than to send it out of Denmark.
According to Peter Wenzel Kruse, senior vice president of communications for Vestas, “We did announce lay offs to the tune of 3,000 people and out of this 2,300 were in Denmark. At present we have 6,000 employees in Denmark. I can’t say what will happen five years down the line but there will not be any more lay offs this fiscal [year].”Last year, Vestas caused upset in the UK when it closed its blade-making factory in the Isle of Wight, with the loss of 600 jobs. While the company shut its factory in UK its close competitors General Electric, Siemens and Spain’s Gamesa have planned investments of more than £300m ($475m) in the UK in the next three to four years, creating an estimated 3,600 jobs.
The growth in new wind energy installations in Europe is forecast to shrink from 14 per cent in 2010 to 1 per cent this year, according to Citigroup analysts.
Vestas’s share price has declined nearly 44 per cent over the past 12 months amid concern over the European outlook and intensifying competition from Chinese manufacturers such as Sinovel and Goldwind. The company has gained in the US, but high costs of transmission act as a limiting factor.Amidst all these problems Vestas is trying hard to bounce back much stronger.
Future play
The company has been diversifying in different geographical territories since 2005 and top of its agenda have been the Asian and US markets.Says Mr Wenzel: “We wanted to hedge the currency risks and we are expanding in China and the rest of Asia. In the next few years we see the Latin American, African and Eastern European markets developing fast. Now we are manufacturing and exporting from China and India because of the cost factor.”
While the strategy of diversifying in different markets has worked out in favour of most large corporations, the same can hold true for Vestas as clean energy is a focus area for developing countries.
Another factor that will play in its favour is a resurgence in oil prices. Analysts fear oil prices in the near future could cross the $100 per barrel mark.
“Going forward the IEA has said that oil prices will go up and our prices are going down,” says Mr Wenzel.
Wind power fulfils 20 per cent of the energy needs of Denmark, and Vestas is hopeful that 10 per cent of global energy needs by 2020 will be met by the same. The company is also working on new technologies for the production and transmission of wind power. The company has increased its research and development workforce to 300.