FREYR Battery (FREY): Marketing Mix Analysis [Dec-2025 Updated]

You're looking at a company in a hard pivot, and honestly, it's a textbook case of chasing domestic incentives right now. FREYR Battery is ditching its 24M semi-solid cell tech to become a U.S. integrated solar and storage manufacturer, moving its corporate base to Austin, Texas, while ramping up 5 GW of solar module production in Dallas. This isn't just a rebranding to T1 Energy Inc.; it's a full-throttle bet on the Inflation Reduction Act, targeting AI and data centers with a clear financial roadmap: 2025 EBITDA guidance is set between $75 million and $125 million, with solar module pricing guided near $0.30-$0.32/W. Let's break down exactly how this new Product, Place, Promotion, and Price strategy is set to play out in the market.

FREYR Battery (FREY) - Marketing Mix: Product

You're looking at the product portfolio of the entity formerly known as FREYR Battery, which completed its strategic pivot and rebranding to T1 Energy in early 2025.

The current product focus is a shift toward an integrated U.S. solar and battery storage enterprise, leveraging domestic manufacturing incentives. This means the product offering is now centered on high-capacity solar modules and advanced battery storage solutions, both targeting the accelerating U.S. energy transition market. The company is positioning itself as a vertically integrated U.S. solar module and battery storage provider. The total consideration paid to acquire the solar module plant was $340 million.

The core product offerings as of late 2025 include:

• High-efficiency, domestically manufactured solar modules.
• Advanced lithium-ion battery modules and packs.
• Integrated solar-plus-battery storage systems.

The company's strategy is heavily focused on the B2B energy storage and electrification markets. This is evidenced by existing commercial traction in the Stationary Energy Storage (ESS) and E-Mobility sectors. The company's portfolio of offtake and long-term sales agreements already exceeds 130 GWh of production capacity through 2030 across both ESS and E-Mobility markets. For instance, a conditional offtake agreement is in place to supply Impact Clean Power Technology with 10 to 14 GWh of LFP cells between 2025 and 2030. The battery solutions are designed for stationary energy storage, electric buses, trucks, and marine vessels.

The solar module production ramp-up at the G1 Dallas facility is a critical component of the current product strategy. This facility, acquired from Trina Solar, has a nameplate capacity of 5 GW and occupies 1.35 million square feet in Wilmer, Texas. The facility began producing modules on November 1, 2024. Production in the first quarter of 2025 reached 443 MW of photovoltaic solar modules, which was 96% of the initial plan for that period. Due to near-term trade policy uncertainties and a decision to convert production lines, the full-year 2025 production forecast was adjusted to a range of 2.6 GW to 3.0 GW, down from an earlier expectation of 3.4 GW. To maintain competitiveness, the company is converting production lines from PERC to TOPCon technology. As of the first quarter of 2025, 1.7 GW of the 2025 module offtake was contracted. By October 2025, the facility was reportedly hitting an annualized run rate of 5.2 GW.

The future product roadmap includes backward integration into solar cell manufacturing with the G2 facility, named G2 Austin, located in Milam County, Texas. This planned facility is designed for 5 GW of solar cell production capacity with a total projected investment of up to $850 million on 100 acres of secured land. Construction is targeted to start in mid-2025, with anticipated first commercial solar cell production in the second half of 2026. This facility is expected to create up to 1,800 new direct U.S. advanced manufacturing jobs.

The original battery technology focus has been formally discontinued. The company terminated its key partnership with 24M Technologies in November 2024, which centered on the 24M SemiSolid™ battery cell technology. This decision coincided with the abandonment of the planned $2.6 billion Giga America battery manufacturing plant in Georgia. The Giga Arctic facility in Norway, which was also designed around this technology, has its capital expenditure halted, though the site is being maintained.

Here is a summary of the key product-related capacities and financial figures as of late 2025:

The company is actively pursuing integration, as shown by the planned G2 Austin facility, which will sit on 100 acres and is expected to create up to 1,800 direct jobs. The current product mix is heavily weighted toward solar modules, which generated the majority of near-term revenue, supported by 1.7 GW of contracted module offtake for 2025.

FREYR Battery (FREY) - Marketing Mix: Place

The distribution strategy for FREYR Battery (FREY) centers on establishing a strong, vertically integrated manufacturing footprint within the United States, directly supported by strategic corporate relocation and asset optimization.

Global corporate headquarters is now situated in Austin, Texas, at 1211 E 4th St., Austin, TX 78746. This move supports the U.S. operations and strategy, with the company intending to bring more than 1,000 new American jobs to the Texas economy across Austin and Wilmer. The decision to base the headquarters in Texas aligns with the proximity to the primary manufacturing site.

Primary manufacturing is concentrated at the G1 solar module facility in Wilmer, Texas, which was acquired from Trina Solar for $340 million. This facility is a 1.35 million square foot plant. The facility began producing modules on November 1, 2024, and was targeted to ramp up to full production by the second half of 2025 (H2 2025). The facility already employed more than 1,000 people across the Wilmer and Dallas communities as of early 2025.

The distribution of assets reflects a clear pivot away from prior European and non-core U.S. battery cell plans toward solar module manufacturing in Texas. This is evidenced by the following asset disposition and focus areas:

This strategic realignment is heavily influenced by the U.S. Inflation Reduction Act (IRA), which incentivizes domestic production. The IRA has catalyzed significant investment in the U.S. cleantech sector, with batteries receiving over 68% of the combined domestic and foreign cleantech investment from Q4 2022 to Q2 2025. The IRA's Section 45X production credits offer manufacturers up to $45 per kWh for producing battery modules that meet domestic content standards. The focus on solar modules made in the U.S. is a direct response to these incentives, aiming to establish a U.S.-centric supply chain.

The distribution strategy involves several key operational shifts:

• The new global headquarters is in Austin, Texas.
• The primary manufacturing hub is the G1 facility in Wilmer, Texas.
• The G1 facility is ramping to full capacity by H2 2025.
• The Georgia site sale is expected to close around February 15, 2024, yielding net proceeds of $22.5 million.
• The company is exploring value optimization for its European assets, including the Giga Arctic project.

The company is targeting the start of construction for a separate 5 GW solar cell manufacturing facility in Q2 2025, further solidifying its U.S. manufacturing base.

FREYR Battery (FREY) - Marketing Mix: Promotion

You're looking at the promotion strategy for a company that has made a significant strategic shift, moving from its original battery focus to a new identity as T1 Energy Inc. This change is central to how they communicate with the market now.

Strategic pivot and rebranding to T1 Energy Inc.

The company officially rebranded from FREYR Battery (NYSE: FREY) to T1 Energy Inc. effective on February 19, 2025. This move accompanied a change in focus to becoming a vertically integrated U.S. solar + battery storage leader, operating from its new corporate headquarters in Austin, Texas. The ticker symbol change on the New York Stock Exchange to "TE" was expected to be effective as of the open of business on March 3, 2025. This rebranding was a direct result of scrapping earlier plans for a $2.6 billion battery energy storage system factory in Georgia.

Direct sales model for integrated B2B solutions

The promotional efforts now center on selling integrated U.S. solar supply chain components, primarily solar modules from the G1 Dallas facility, which employs more than 1,000 people. The sales approach is clearly B2B, targeting large-scale energy buyers. T1 Energy Inc. is positioning itself as a leading U.S. silicon-based solar module manufacturer, representing more than 50% of American-made silicon-based solar module manufacturing capacity as of Q3 2025. The company is executing a strategy to achieve 70%+ U.S. Bill of Materials by year-end 2026.

The operational metrics supporting this direct sales push include:

• G1_Dallas production plan for 2025: 2.6-3.0 GW.
• Cumulative production at G1_Dallas through Q2 2025: surpassed 1 GW.
• New daily production record set on October 24, 2025: 14.4 MW.
• Total modules produced through November 2, 2025: 2,128 MW.

Messaging emphasizes 'American energy' and domestic supply

The core promotional message, articulated by Chairman and CEO Daniel Barcelo, centers on 'American energy, jobs, and advanced manufacturing.' The narrative is built around restoring 'American industrial capacity and leadership in future advanced industries' by building domestic supply chains. A key element of this promotion is achieving compliance with Foreign Entity of Concern (FEOC) requirements before year-end 2025 to maintain eligibility for 45X tax credits. This is supported by strategic agreements, such as the one with Corning Incorporated to source U.S.-made solar wafers, which is described as a 'major step forward' in this effort.

Targeting high-growth sectors: AI, data centers, utilities

T1 Energy Inc.'s promotion explicitly targets sectors driving massive new electricity demand. The company plans to lead in solar and battery markets by enabling the growth required to support AI and data centers. The company highlights that solar plus storage is the 'fastest and most cost-effective solution to deploy to the grid' to meet this surging demand. Data center electricity use is projected to surpass traditional heavy industries by 2030, consuming over 11% of U.S. electricity. The company is actively engaging with these large-scale power consumers.

Secured a 473-megawatt merchant sales agreement

A concrete success point in the promotion strategy is the execution of large-scale B2B contracts. T1 Energy Inc. announced a significant 473 MW merchant sales agreement with a major U.S. utility, with deliveries scheduled to begin in Q3 2025. This agreement, along with others, resulted in T1 Energy Inc. being sold out of its 2025 inventory at G1_Dallas based on the low end of its production plan of 2.6 GW. Another agreement mentioned for 2025 involved 253 MW of module volumes with a utility scale developer for a Texas project.

The commercial momentum and financial context supporting the promotion are summarized below:

The company also announced a strategic framework agreement with Nextracker (NASDAQ: NXT) for the supply of advanced solar panel frames, valued at over $75 million, targeting multi-gigawatt module frame supply.

FREYR Battery (FREY) - Marketing Mix: Price

You're looking at the pricing component for FREYR Battery (FREY) as they execute this major pivot into solar module manufacturing. Honestly, the price strategy here is intrinsically linked to government incentives, which is a huge factor in the U.S. market right now. We need to look at the expected profitability and the unit price realization to gauge the attractiveness of their offering.

Here's the quick math on the financial targets they are setting for 2025, which directly informs how they price their product to meet these goals:

The unit economics for the solar modules coming out of the G1 Dallas facility are critical. The guidance for the solar module unit price is set at $0.30-$0.32/W for 2025. This pricing is being set against a backdrop where world prices hit $0.31/W in 2023, so they are pricing right in line with recent market averages, but their domestic content gives them an edge.

The core of the pricing attractiveness isn't just the sticker price; it's the net realization after factoring in federal support. The pricing strategy definitely leverages U.S. domestic content tax credits, which is a massive incentive for customers buying American-made solar components. For instance, meeting the domestic content requirement can increase the Investment Tax Credit by 10 percentage points or the Production Tax Credit by 10 percent, effectively lowering the customer's net cost of acquisition significantly. This is a key differentiator against imported modules.

To ensure revenue stability while ramping up the G1 Dallas facility, securing volume upfront is paramount. We see evidence of this commitment to contracted revenue:

• 30% of G1 Dallas capacity is secured by firm contracts.
• The facility is the 5-GW solar module factory acquired from Trina Solar.
• New offtake agreements, like the one dated November 14, 2025, are being executed to lock in pricing and volume.

If onboarding takes 14+ days longer than planned for these contracts, revenue recognition gets pushed, which definitely impacts the path to that $75 million to $125 million EBITDA target. Finance: draft 13-week cash view by Friday.