Bundling the Energy Transition Go-to-Market Strategy and Value Chain Configuration for Integrated BESS Solutions in Sweden

Abstract

The accelerating electrification of transport in Sweden, combined with growing grid capacity constraints, has created a clear need for integrated battery energy storage system (BESS) and charging infrastructure solutions. This thesis focuses on how such integrated offerings can be commercialized in the Swedish market and aims to identify the optimal partner configuration along the value chain. The study was conducted in collaboration with Volvo Energy, and treated the matter as a predefined offering, consisting of BESS, charging, service, and financing, as the starting point. A qualitative and exploratory approach was applied, combining a structured literature review on go-to-market strategies, value chain configuration, and innovation adoption with semi-structured interviews across relevant customer and partner segments in the Swedish ecosystem. The empirical material was analyzed thematically to identify patterns in customer value drivers, business model preferences, and ecosystem roles. The empirical results suggest that customers primarily value risk reduction and complexity absorption rather than sustainability alone, with commercial fleet operators and municipal energy companies appearing as the most promising early-adopter segments. A focused and gradual market entry, supported by a flexible mix of ownership- and service-based models, is recommended. For the value chain, the findings propose a hybrid configuration consisting of vertical integration of service and financing, strategic alliances for charger OEMs and EMS/software, and market contracts for installation.