Meyer Burger Investor Presentation

BRAND BUILDING AND SALES ROADMAP MEYER BURGER WHILE MEYER BURGER RELIES HEAVILY ON STRONG BRAND BUILDING RIGHT FROM THE BEGINNING, THE FOUR-STAGED SALES CHANNEL ROADMAP SERVES AS FRAMEWORK SHORT TO LONG-TERM STRONG BRAND BUILDING FROM THE BEGINNING FOUR-STAGED SALES CHANNEL ROADMAP > STRONG BRAND > Brand recognition most important for residential and small commercial segment¹ Customers are less familiar with "Meyer Burger" name, but "Made in Europe" still of significance > MBT plans to leverage on dormant brand recall, but investment needed to overcome tainted reputation TRUSTED BEST-IN-CLASS PRODUCT > Advocate module > advantages to wholesalers and installers High-efficiency module > Well-suited especially for area-constrained rooftops > Lower LCOE to be conveyed to solar leasing companies › Long product warranties increase customer's confidence in a strong brand (verified by certificates) STRATEGY > Increasing sales efforts ESTABLISHED PARTNERSHIPS (SEE DEEP DIVE) With wholesalers/ distributors and large installers > Enables Meyer Burger to build loyalty while ensuring high quality towards end- customers › Efficiently widens Meyer Burger's footprint and generates brand awareness › Manpower intensive but required to establish brand in early phases Meyer Burger's strategy on the residential segment is to build a strong brand backed by an outstanding product, which is sold on the market through established partnerships 1 2 > 3 Investigating and pioneering further sales channels › Meyer Burger already investigates further sales channels with pioneering potential, e.g., establishment of direct B2C sales channels with residential end-customers on- and offline to increase tangibility of PV systems and leverage its brand as premium supplier Implement country-tailored strategies to directly sell to small/medium installers > Sales organizations for the residential and small commercial segment are market-specific due to individual regional characteristics, demanding tailored approaches to fully exploit potentials (e.g., bundling as extended offering, selling via utilities/solution providers) Reinforce and increase wholesaler and installer network with loyalty programs Establish distribution partnerships and loyalty programs for installers to focus on enhancement of the wholesale and installer base as well as electrical wholesale trade to complement Meyer Burger's distribution network Market to wholesalers, large installers and solar leasing providers > Hiring of staff with existing and established relationships with wholesalers, large installers and solar leasing providers form the basis of Meyer Burger's sales network and ensure a broad distribution with limited sales efforts Notes: 1) For wholesalers/distributors and installers Short-term Long-term O Meyer Burger

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