3.4.1 SOLAR HEATING SYSTEMS

Solar thermal can be successfully implemented at all latitudes. Some of the strongest markets (Germany, Austria) are not situated in particularly sunny regions, whereas for instance Southern Italy is clearly lagging behind. Factors like general awareness of the environment, public support (financial, regulative, campaigns) and the quality of the products/ services offered by the industry are at least as important as climatic conditions.

Even assuming long-term stable energy prices, in Europe there is a significant potential for installing solar thermal systems with payback times between 5 and 15 years, clearly shorter than the average lifetime of 20-25 years. Thus, in many situations, solar thermal is a rational long-term investment. The potential is even larger, if energy prices are assumed to be growing on the long term and if the social political and environmental costs of the use of fossil fuels are fully included.

3.4.1.1 Time of purchase

A key barrier to growth is the short window of opportunity when the best conditions exist for a solar system to be installed. For technical reasons, it is significantly more effective and cheaper to install solar thermal systems during construction of new buildings or when an existing heating system or building is undergoing a major renovation. As most potential users replace their heating systems only once in ten to twenty years, this is a serious restriction to a fast market growth: if the opportunity is missed, the door is closed for a long period.

3.4.1.2 Perceived desirability by the general public

Solar thermal can benefit from its positive image as it gives a chance to integrate clean and renewable energies into the daily energy supply. However, almost everywhere, solar thermal is not yet perceived as a standard option, but rather as an additional feature or a premium product. Most potential users still need to have a special motivation to consider investing in solar equipment. Promotion can be targeted at the general public, to create basic awareness and provide counter-arguments to misinformation, e.g. that solar thermal is feasible only in sunny Mediterranean countries. Other prejudices concern the investment payback time and the reliability. Particularly among architects, the aesthetic impact is often considered excessive.