Array Technologies, Inc. (ARRY): Marketing Mix Analysis [Dec-2025 Updated]

You're likely looking past the noise to see where the real value is in the solar tracking space as we head into late 2025, and honestly, the numbers for Array Technologies, Inc. tell a compelling story of domestic focus and margin expansion. With a massive $1.9 billion order book providing serious near-term visibility, their strategy hinges on capturing Inflation Reduction Act (IRA) benefits through 100% domestic content, which is clearly supporting that strong 28.1% Q3 Adjusted Gross Margin. We'll break down how their product evolution-where new systems now make up nearly 40% of orders-and their heavy U.S. manufacturing push are translating directly into their pricing power and revenue guidance between $1.25 billion and $1.28 billion for the fiscal year. Let's map out the four pillars of their market approach so you can see exactly what's driving this performance.

Array Technologies, Inc. (ARRY) - Marketing Mix: Product

You're looking at the physical offerings Array Technologies, Inc. (ARRY) brings to the utility-scale solar market as of late 2025. The core of the business remains its advanced, utility-scale solar trackers, which are engineered for high performance and durability. You know the established workhorses: the DuraTrack system and the dual-row ARRAY STI H250™ tracker, which, as of May 2025, has seen its software capabilities significantly enhanced.

The product line is actively expanding to capture more complex and demanding project sites. The newer, more advanced trackers, specifically OmniTrack and SkyLink, are resonating well with customers addressing engineering challenges on uneven and sloped terrain. These newer systems, along with the recently launched Hail XP tracker, are becoming a major part of the backlog. At the end of the second quarter of 2025, the order book totaled $1.8 billion, and the OmniTrack and SkyLink products alone represented 35% of that total.

A major strategic move to broaden the offering was the acquisition of APA Solar, which closed in the third quarter of 2025. This move adds domestically manufactured engineered foundations and fixed-tilt systems to the portfolio. Honestly, this integration is expected to expand Array Technologies, Inc.'s addressable market by nearly 40%. To give you a sense of APA Solar's scale before the deal, the company generated approximately $129 million in revenue and $25 million in EBITDA, excluding 45X credits, in 2024. The transaction enterprise value was set at approximately $179 million.

Here's a quick look at the key product and strategic additions:

The focus on high-performance, weather-resistant solutions is clear, especially with the introduction of the DuraTrack Hail XP tracker in May 2025. This system is specifically designed to minimize damage from severe weather events, featuring a 77-degree stow angle for optimal hail protection. Furthermore, the software platform, SmarTrack®, is central to maximizing energy yield and managing site-specific risks. As of May 2025, SmarTrack enhancements for the STI H250 tracker include backtracking and diffuse optimization capabilities. SmarTrack Backtracking uses algorithmic training and terrain analysis to reduce shading during morning and evening hours, while SmarTrack Diffuse maintains performance during overcast conditions. The system also includes SmarTrack Hail Alert Response, which uses third-party weather data to automatically reposition trackers defensively against incoming hailstorms. These software tools are expected to boost energy output, with the H250 enhancements alone potentially optimizing over 5 GW of solar capacity globally.

The product strategy is clearly moving toward integrated, intelligent, and resilient systems. You see this in the ability to offer 100% domestic content trackers, with a 200 MW project for ENGIE starting in the third quarter of 2025, aligning directly with Inflation Reduction Act requirements. The company's Q2 2025 revenue reached $362.2 million, and management subsequently raised the full-year 2025 revenue guidance to a range of $1.18 billion to $1.21 billion.

The product suite now emphasizes adaptability to difficult site conditions:

• DuraTrack Hail XP offers defensive positioning against hail.
• SmarTrack Backtracking handles uneven and sloped terrain.
• Integrated tracker and foundation systems address hard or frost heave soils.
• SmarTrack Diffuse maintains yield under variable weather/cloudy days.

Finance: draft the pro-forma impact of the APA Solar acquisition on Q3 2025 revenue by next Tuesday.

Array Technologies, Inc. (ARRY) - Marketing Mix: Place

Place, or distribution, for Array Technologies, Inc. involves bringing their solar tracking technology to utility-scale and distributed generation customers globally through a focused, direct engagement model. You see this strategy prioritizing direct relationships over intermediary channels.

The company's distribution strategy is firmly rooted in a direct-to-customer approach. Array Technologies, Inc. sells its products, software, and services directly to the key stakeholders involved in building, owning, and maintaining solar energy projects. These primary customer segments include Engineering, Procurement, and Construction (EPCs), project developers, and independent power producers (IPPs). This direct line helps Array Technologies, Inc. educate all influencers on the merits of their products and their low lifetime cost of ownership.

While Array Technologies, Inc. maintains a global operational footprint, the current commercial focus heavily favors the domestic market. The company has established a presence across North America, Europe, Latin America, and Asia-Pacific, supporting its global supply chain. However, the order book as of late 2025 shows a significant concentration in the U.S. market. Specifically, over 95% of the $1.9 billion order book at the end of the third quarter of 2025 originated from domestic business. This is a shift from the 2024 revenue split, where 70% of revenue came from the U.S. and 30% from the rest of the world.

To support this domestic push and mitigate supply chain risks, Array Technologies, Inc. is actively expanding its U.S. manufacturing footprint. A key action here was starting construction on a solar tracker manufacturing facility in Albuquerque, New Mexico, in April 2024. The goal was to have this facility operational to help deliver 100% domestic content PV trackers in the first half of 2025. This move is crucial for helping developers qualify for maximum incentives, such as the 28.7% Assigned Cost Percentage (ACP) available for projects using trackers with only domestic content manufactured product components.

The company manages a diversified global supply chain but has taken proactive steps to address trade headwinds. Management reported success in negotiating tariff relief with suppliers, leveraging domestic sourcing, and utilizing USMCA derivative rules to minimize exposure. This effort has successfully brought the tariff exposure down to less than 14% as of the third quarter of 2025, a necessary step given the pressures from new tariffs on components from places like Mexico and India.

Here's a look at the structure of their distribution and geographic focus based on the latest available data points:

The execution of the distribution strategy is also tied to product adoption, which influences where the volume is directed. New products are seeing strong uptake through these direct channels:

• OmniTrack, Skylink, and Hail XP trackers account for nearly 40% of the current order book.
• These newer products represented 15% of Q1 2025 revenue.
• These products accounted for 30% of new bookings in Q1 2025.

The expansion into foundation solutions via the APA Solar acquisition further diversifies the integrated offering delivered through this direct sales force, aiming for a unified tracker and foundation solution availability in the second half of 2026.

Array Technologies, Inc. (ARRY) - Marketing Mix: Promotion

Promotion for Array Technologies, Inc. (ARRY) in late 2025 heavily featured product superiority and strategic alignment with U.S. policy incentives, communicated through targeted industry engagement.

Product Differentiation Messaging

Marketing emphasizes product differentiation, like the high-efficiency passive stow system. The company promoted its new tracker with a 77-degree stowing tilt capability, designed for hail and wind protection, unveiled at the RE+ solar industry conference in September 2024. This system leverages patented passive wind stow technology, which Array Technologies claims decreases average annual energy losses to just 0.05%, significantly better than the 2.8% average loss seen with conventional active stow strategies, and even better than the highest calculated loss of 4.3% in some studies. The 77-degree stow angle offers up to 5% energy gain compared to active stow trackers. This resilience messaging directly addresses the rising frequency of multi-million-dollar hail damage claims.

• - Passive stow: 0.05% average energy loss.
• - Active stow: 2.8% average energy loss.
• - 77-degree stow offers up to 5% energy gain.

IRA Domestic Content Strategy

Strategy is centered on securing Inflation Reduction Act (IRA) benefits via 100% domestic content offerings. Array Technologies announced its expectation that 100% of its trackers would qualify for domestic content benefits in the first half of 2025, supported by the commissioning of its manufacturing facility in Albuquerque, New Mexico, construction of which started in April 2024. This promotional focus is evidenced by the 200-MWAC Emerald Green Solar project in Indiana, which will use OmniTrack™ trackers built entirely with domestic components and is anticipated to meet 100% of the Domestic Content Assigned Cost Percentage (ACP) under the U.S. Treasury's latest guidance (Notice 2025-08).

Industry Engagement and Visibility

Active engagement through training seminars and industry conference sponsorship serves to communicate these product and policy advantages. The unveiling of the 77-degree stow tracker at the RE+ conference in September 2024 is a prime example of this channel use. Furthermore, the company's financial performance is a key promotional tool for investors and partners; Array Technologies reported Q3 2025 revenue of $393.5 million, a 70% increase year-over-year, leading to a raised full-year 2025 revenue guidance of $1.25-$1.28 billion.

Integrated Product Sales Approach

A unified sales approach integrating APA Solar's fixed-tilt and foundation offerings is a major promotional theme following the acquisition completion in Q3 2025. The acquisition was valued at approximately $179 million, excluding 45X tax credits. This integration allows Array Technologies to market a single, domestically manufactured solution for challenging soil conditions. APA Solar generated approximately $129 million in revenue in 2024 (excluding 45X credits), and the combined entity projects APA to contribute approximately $50 million in revenue to Array Technologies' full-year 2025 results. The deal is anticipated to be high-single-digit percentage accretive to Adjusted EPS in year one before synergies.

Future-Focused Automation Messaging

Investment in Swap Robotics signals a future focus on Operations & Maintenance (O&M) automation. Array Technologies made an initial strategic investment of $3 million in Swap Robotics in November 2024, with two additional $1 million investments contingent on agreed milestones. This signals to the market that Array Technologies is promoting solutions that address the single biggest labor expense in the Engineering, Procurement, and Construction (EPC) phase: automated module installation.

Array Technologies, Inc. (ARRY) - Marketing Mix: Price

You're looking at Array Technologies, Inc.'s (ARRY) pricing structure as of late 2025, which is clearly anchored in the value proposition they deliver, especially given the current market dynamics.

The company has raised its full-year 2025 revenue guidance, signaling strong customer acceptance at their current pricing levels. You should note the updated range is between $1.25 billion and $1.28 billion. This confidence in the top line supports a pricing strategy that leans heavily on perceived product superiority and execution reliability.

That value-based approach is quantified by the profitability metrics. For the third quarter of 2025, Array Technologies, Inc. posted an Adjusted Gross Margin of 28.1%. This margin level, achieved while integrating the APA acquisition and managing tariff impacts, suggests pricing power that outpaces cost inflation for their core offerings.

The cost structure defintely benefits from specific government incentives. Array Technologies, Inc. is actively leveraging the Inflation Reduction Act Section 45X manufacturing tax credits, which directly improve the cost basis for components like torque tubes and structural fasteners, allowing for more competitive pricing or margin retention. This is a key lever in their overall pricing calculus.

To give you a clearer picture of the expected annual financial outcome supporting this pricing, here are the key projections for the full year 2025:

• FY 2025 Revenue Guidance Range: $1.25 billion to $1.28 billion
• Projected Full-Year Adjusted EBITDA: $185 million to $195 million
• Q3 2025 Adjusted Gross Margin: 28.1%

The near-term revenue visibility is exceptionally strong, which further solidifies their pricing stance. The order book stood at $1.9 billion as of the end of Q3 2025, excluding the backlog from the APA acquisition. This substantial backlog provides Array Technologies, Inc. with significant pricing power, as customers are committing capital well in advance for delivery.

Here's a quick look at the key financial data points that underpin the current pricing environment for Array Technologies, Inc. as of the Q3 2025 report:

The adoption rate of new products like OmniTrack, Skylink, and Hail XP, which already account for nearly 40% of that $1.9 billion order book, confirms that customers are willing to pay a premium for the latest technology, reinforcing the value-based pricing model.

Finance: draft 13-week cash view incorporating expected 45X collections timing by Friday.