The goal of this program is to increase the efficiency of Array Technologies' commercial sales process while providing customers with access to the highest quality turnkey solar services with Array Technologies' tracking systems.

Benefits of ATI's Value Added Reseller Program

Edgar Pedrego and Matt Binder | Array Technologies, Inc. (ATI)


To more effectively and efficiently service the growing ground-mount commercial-scale (distributed generation) solar market in the United States, Array Technologies, Inc. (ATI) has developed and launched a Value Added Reseller program. The goal of this program is to increase the efficiency of Array Technologies’ commercial sales process while providing customers with access to the highest quality turnkey solar services with Array Technologies’ tracking systems.

Tell us a bit about Array Technologies.

Array Technologies, Inc. (ATI) is the world’s leading manufacturer of smart, cost-effective, reliable and robust solar tracking equipment. ATI is a privately held corporation that has been based in Albuquerque, New Mexico since its founding in 1992. We currently supply a variety of solar tracking products to residential, commercial and utility customers, and our signature single-axis tracker for commercial and utility applications, the DuraTrack™ HZ, has a global installed capacity of over 2.4 gigawatts. We are recognized for our performance-driven products and engineering expertise whatever a projects scale, location or requirements. Our product innovation team has been working tirelessly on a next generation tracking system so stay tuned for more information on the DuraTrack™ HZ v3 coming later in 2015.

 Commercial-scale solar installation in Rio Rancho, New Mexico, 600 kW
photo credit - Array Technologies, Inc.

You recently launched a Value Added Reseller program, what is the goal of the program and how does it work?

ATI has had tremendous success in the ground-mount utility-scale market, and we were looking for a solution that would give us similar success in the ground-mount commercial market, 1-5 MW. We realized we needed to shift our approach to replicate our achievements. Currently, the bulk of the commercial market is still using fixed tilt, our goal is to remedy that.

When a commercial-scale customer comes to us with 2 MW project let’s say, we are able to refer them to one of our VAR partners who can provide this buyer anything from pull-testing and foundation design to the tracking system itself, depending on the needs of that specific party.

How does ATI’s Value Added Reseller program re-shape the buying process for potential commercial customers of Array Technologies, Inc.?

The distinct advantage for our customers is now they can receive all the ancillary services (Pull-testing, Foundation Design & Procurement, and Mechanical Install) in one convenient place, rather than having to put together their tracker project piecemeal.

Give us a snapshot of what goes into selecting a VAR partner?

Our first VAR was Russell Pacific, which is run by ATI’s former VP of Sales, Eb Russell. We were very fortunate to have a first partner who already had an intimate knowledge of ATI and our product. Through Russell Pacific, we learned what attributes a VAR needs to be successful, and that has helped us tremendously in vetting other potential VARs.  As it turns out, the criteria is very rigorous. A VAR needs an intimate working knowledge of ATI’s tracker, engineering resources, fantastic customer service, and the ability to provide the ancillary services.

What are a customer’s options if they need a solar tracker, but not a turn-key solution?

Working with a VAR is just like ordering off a menu. You only pick the services you want or you can simply choose to procure the tracker without any additional services.


For more program information please visit -

Comments (0)

This post does not have any comments. Be the first to leave a comment below.

Post A Comment

You must be logged in before you can post a comment. Login now.

Featured Product

Joyce Dayton Corp - Solar Tracking Jacks Solutions

Joyce Dayton Corp - Solar Tracking Jacks Solutions

Joyce/Dayton, North America's premier manufacturer of screw jacks and actuators has been in continuous operation for over 140 years. Joyce has become the trusted name in solar tracking with more than 2 gigawatts of power generation equipment in service world-wide. Consider the benefits: • Reliably position 50 tons (or more) • Long life/Low maintenance design • Motorized to meet customer specifications • Customer specified load/speed/fit • Built to ISO9001:2008 standards • Superior surface protection • Integral Trunnion mount • Easy to install. Joyce delivers more than the finished product. Quality is built into the whole process from expert engineering support during design conception to top-notch customer support after shipment. Contact Joyce for the products and support you need.