Painéis flexíveis fotovoltaicos: atratividade e aderência ao transporte rodoviário brasileiro

Abstract

This study analyzes the viability of a commercialization model for flexible photovoltaic solar panels in Brazil's road freight transport sector, highlighting the economic and environmental benefits that support their market acceptance. Given the growing need for sustainable practices and the pursuit of operational cost reductions, the study explores how these panels contribute to energy efficiency and the competitive positioning of transport companies. The primary objective is to structure a commercialization strategy based on the 8Ps of marketing (Product, Price, Place, Promotion, People, Processes, Positioning, and Performance) to encourage panel adoption as a viable, economically attractive solution. The methodology encompasses a mixed approach of qualitative and quantitative research, including interviews and analyses of fuel consumption and pollutant emissions in vehicles utilizing this technology. Results indicate significant fuel savings and increased battery longevity, enabling a value proposition that emphasizes ESG (Environmental, Social, and Governance) impact and competitive differentiation. It concludes that adopting a well-structured 8Ps marketing strategy enhances the perceived value of flexible photovoltaic panels, strengthening their market acceptance and supporting incentive policies to drive sustainability in the transport sector.