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Ballard Power Systems Inc

Company report, featuring a PESTLE, Porters Five Forces, 5C, MOST, CATWOE and SWOT analysis

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This report on Ballard Power Systems Inc is part of our coverage of the 10,000 biggest companies in the world. We strive to provide the most up-to-date information available by producing and updating this study on an expedited timeline.

Premium members have full access to this study on Ballard Power Systems Inc, including the SWOT analysis, PESTLE, 5C analysis, CATWOE, Porters Five Forces, MOST analysis, and a myriad of additional high value sections.

We identify opportunities for new products and services, anticipate future market trends, and explore synergies between Ballard Power Systems Inc and other organisations, in addition to analysing data.

Company Description

Ballard Power Systems Inc. is headquartered in Burnaby, Canada and was founded in 1979. The company specializes in the design, development, manufacture, sale, and service of proton exchange membrane (PEM) fuel cell products for the stationary, transportation, and portable power markets. Ballard’s main products and services are PEM fuel cells, fuel cell stacks, and fuel cell power plants. Ballard serves multiple markets including transportation, material handling, stationary power generation, and backup power.

Industry Overview

Ballard Power Systems Inc operates in the fuel cell industry, which is estimated to be worth $3.8 billion USD in 2020. The industry employs around 25,000 people in countries such as the United States, Japan, Germany, China, South Korea and Canada. Ballard Power Systems Inc is a leading player in this industry, focusing on the development, manufacture and distribution of fuel cells and other hydrogen-based energy solutions.

Industry Classification

In terms of formal classification, Platform Executive has tagged Ballard Power Systems Inc as a business operating within the Energy industry.

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Intellectual Property

Some of the Patents granted to, or relevant to the organisation include the following:

Patent Title: Fuel Cell System and Method of Operating the Same
Patent ID: 10,734,555
Date: June 9, 2020.

Patent Title: Fuel Cell Stack Diagnostic System
Patent ID: 10,732,833
Date: June 2, 2020.

Patent Title: Fuel Cell System and Method of Operating the Same
Patent ID: 10,732,832
Date: June 2, 2020.

Patent Title: Fuel Cell System and Method of Operating the Same
Patent ID: 10,731,479
Date: May 26, 2020.

Patent Title: Fuel Cell System and Method of Operating the Same
Patent ID: 10,728,867
Date: May 19, 2020.

Patent Title: Fuel Cell System and Method of Operating the Same
Patent ID: 10,728,866
Date: May 19, 2020.

Patent Title: Fuel Cell System and Method of Operating the Same
Patent ID: 10,728,863
Date: May 19, 2020.

Patent Title: Fuel Cell System and Method of Operating the Same
Patent ID: 10,728,862
Date: May 19, 2020.

Patent Title: Fuel Cell System and Method of Operating the Same
Patent ID: 10,728,861
Date: May 19, 2020.

Patent Title: Fuel Cell System and Method of Operating the Same
Patent ID: 10,728,860
Date: May 19, 2020.

Major Products & Services

The main products and/or services commercialised by this business include the following:

  • Fuel Cell Systems and Components
  • Fuel Cell Modules
  • Fuel Cell Stacks
  • Fuel Cell Engines
  • Fuel Cell Vehicle Solutions
  • Hydrogen Fueling Solutions
  • Stack Design and Manufacturing Services
  • Fuel Cell System Integration Services
  • Fuel Cell Test Solutions
  • Fuel Cell Education and Training

Key Competitors

We have identified the following organisations as being key competitors:

  • Plug Power Inc
  • Hydrogenics Corporation
  • PowerCell Sweden AB
  • Proton Motor Fuel Cell GmbH
  • ITM Power plc
  • Ceres Power Holdings plc
  • AFC Energy plc
  • Hydrogenics Europe BV
  • Nel ASA
  • Bloom Energy Corporation
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Key Stakeholders

Stakeholders are individuals or groups who have an interest in a business and/or are affected by its actions.

These stakeholders can have different requirements and expectations from the business, which must be taken into account when making decisions.

By understanding their stakeholders’ requirements, a business can make informed decisions that benefit all involved.

Below is the list of internal and external stakeholders we have identified for this business:

1. Shareholders: Investors and shareholders who hold Ballard Power Systems Inc's stock.

2. Customers: Companies and individuals who purchase Ballard Power Systems Inc's products and services.

3. Suppliers: Companies that provide Ballard Power Systems Inc with raw materials, components, and other goods and services.

4. Employees: Employees who work for Ballard Power Systems Inc.

5. Partners: Business partners that collaborate with Ballard Power Systems Inc on joint initiatives.

6. Government Agencies: Government entities that regulate Ballard Power Systems Inc's operations.

7. Competitors: Other companies that offer similar products and services in the same market.

8. Communities: Local communities impacted by Ballard Power Systems Inc's operations.

Value Proposition

A value proposition explains the unique value and/or benefits that an organisation provides to its customers, partners, stakeholders and the overall market. It outlines what makes a company like Ballard Power Systems Inc different from its competitors, along with what it can offer that key competitors cannot.

A corporate value proposition can be used with the competitive advantages section of this report in order to better understand Ballard Power Systems Inc and its position within the marketplace.

Ballard Power Systems Inc. offers a suite of products and services that help customers reduce their energy costs. The company's products and services include energy management, renewable energy, and energy storage. Ballard Power Systems Inc. also offers consulting services to help customers optimize their energy use.

Competitive Advantages

Competitive advantages are unique attributes, strategies, resources, or capabilities that allow an organisation to outperform its competitors and achieve superior market position and profitability.

Competitive advantages for the business include the following:

Proven Technology: Ballard Power Systems Inc. has been at the forefront of fuel cell development and commercialisation for more than 40 years. This experience has resulted in a deep understanding of the technology and how to design and manufacture fuel cell products to meet customer requirements.

Reliability: Ballard has been the industry leader in providing tested and reliable fuel cell solutions to customers around the world. Its products have undergone extensive testing and validation to ensure high performance, durability and safety.

Innovation: Ballard is constantly innovating and pushing the boundaries of fuel cell technology and exploring new applications. Its research and development programs have resulted in numerous new products and applications, as well as breakthroughs in cost and efficiency.

Global Reach: Ballard has a global presence, with offices, partners and service centers located around the world. This allows them to provide local support and expertise to customers in more than 50 countries.

Financial Stability: Ballard has a strong financial position with over $100 million in cash and investments and a strong balance sheet. This provides the company with the strength and resources to continue to develop and commercialise fuel cell technologies.

Customers & Cohorts

As part of this competitive intelligence study, we have identified the main customers of the organisation.

These include the following cohorts:

  • Automotive manufacturers
  • Bus manufacturers
  • Heavy-duty truck manufacturers
  • Recreational vehicle manufacturers
  • Industrial equipment manufacturers
  • Marine engine manufacturers
  • Military and defence contractors
  • Power utilities
  • Oil and gas companies
  • Government agencies 1Educational institutions 1
  • Research and development organisations 1
  • Telecommunications companies 1
  • Solar energy companies 1
  • Renewable energy companies

Market Trends

Market trends can impact an organisation by influencing consumer behavior, altering supply and demand dynamics, and affecting the organisation's ability to remain competitive in the market.

As part of this study, we have identified a number of potential short-term to medium-term trends that could impact the organisation. These include the following:

Key Market Trends
Hydrogen Fuel Cell Market Growth: Hydrogen fuel cells are gaining increased attention as a clean energy source and are expected to drive the Ballard Power Systems Inc market over the coming years. The growing demand for fuel cell cars, buses, and other transportation vehicles is creating a favorable environment for the company’s products.

Government Subsidies and Incentives: Government subsidies and incentives are expected to drive the market growth in the coming years. Governments are increasingly investing in hydrogen fuel cell technology, which will help to reduce the cost of the technology and make it more attractive to consumers.

Increasing Corporate Initiatives: Corporate initiatives are expected to contribute to the growth of the Ballard Power Systems Inc market. Companies are increasing their spending on research and development of hydrogen fuel cell technology and are encouraging their customers to use the technology.

Technological Advancements: Technological advancements are expected to be a key driver of market growth. Ballard is making significant investments in research and development to develop advances in hydrogen fuel cell technology that will improve product performance and reduce costs.

Key Performance Indicators

Key Performance Indicators

Below is a list of KPI's that we have identified as being strategically relevant to this organisation:

Financials (BETA)

The key financials for Ballard Power Systems Inc include income statements, which can be found in their annual reports. These financial statements provide information on the organisation's financial performance and health, including revenue, expenses, and profits. This information, along with other indicators are used by investors, analysts and other stakeholders to evaluate the company's performance and future prospects.

Where a financial does not match, we have included those of the parent company (if a listed entity). If the financials are missing please contact us and we will prioritise the update.

Key Financials

Key Personnel

Income Statement

[eod_financials target="BLDP.US" id="10329343" preset="Income Statement" years="2018-2023"]


Top-level corporate stats and financial highlights for the listed entity, include:

Share Performance

Below is the current (EOD) share performance for the company, or its listed parent:

Potential Products/Services

As part of this study we have attempted to prognosticate potential products and/or services this organisation could develop in the short to medium-term.

Ballard Power Systems Inc could create a service that provides maintenance and repair services for their customers' fuel cell systems.

Ballard Power Systems Inc could create a service that provides educational and technical training to customers and industry professionals on the operation and maintenance of fuel cell systems.

Ballard Power Systems Inc could create a service that designs and develops custom fuel cell systems for specific customer needs.

Ballard Power Systems Inc could create a service that provides engineering and consulting services to customers on fuel cell system optimisation and performance.

Ballard Power Systems Inc could create a service that provides fuel cell system installation services.

Ballard Power Systems Inc could create a service that provides bulk fuel supply and delivery services to customers.

Ballard Power Systems Inc could develop a software platform that provides analytics and monitoring services to customers for their fuel cell systems.

Ballard Power Systems Inc could develop a software platform that provides remote monitoring, management, and control of fuel cell systems.

Potential Synergies

Using our product and portfolio-matching algorithm, we have determined that the following organisations have potential synergies with the company:

1. Automotive OEMs (Original Equipment Manufacturers) such as Toyota, Honda, and GM.
2. Energy storage manufacturers such as Samsung and LG.
3. Hydrogen infrastructure developers such as Air Liquide and Linde.
4. Hydrogen fuel cell stack suppliers such as Panasonic and Toshiba.
5. Renewable energy companies such as SunPower and First Solar.
6. Technology providers such as IBM and Microsoft.
7. Government agencies and research institutions such as the US Department of Energy and the National Renewable Energy Laboratory.

Porter's Five Forces

Created by Harvard Business School Professor Michael Porter in 1979, Porter's Five Forces model is designed to help analyse the particular attractiveness of an industry; evaluate investment options; and better assess the competitive environment.

The five forces are as follows:

  • Competitive rivalry
  • Supplier power
  • Buyer power
  • Threat of substitution
  • Threat of new entries
The Porters 5 forces for Ballard Power Systems Inc. are:

1. Supplier bargaining power: LOW

2. Buyer bargaining power: MODERATE

3. Threat of new entrants: HIGH

4. Threat of substitute products: HIGH

5. Competitive rivalry: LOW

PESTLE Analysis

This PESTLE analysis is a strategic planning tool that assesses key external factors affecting the organisation, including the following:

  • Political
  • Economic
  • Social
  • Technological
  • Legal
  • Environmental

Each of these factors is analysed to determine their impact on the organisations strategy, objectives, and operations.

By utilising a PESTLE analysis, the organisation can make better decisions and develop strategies to address potential risks and opportunities.

PESTLE Analysis

CATWOE Analysis


The CATWOE analysis is used to investigate each stakeholders perspectives in order to enable the business to make informed decisions.

The CATWOE analysis is a problem-solving tool consisting of six elements:

  • Customers
  • Actors
  • Transformation process
  • World view
  • Owners
  • Environmental constraints

We view the CATWOE as being most useful when used in conjunction with other problem-solving tools such as a SWOT analysis.

Customers: Ballard Power Systems Inc's customers are those who need fuel cells and fuel cell technology for their operations. These customers include governments, automotive companies, and other industrial and commercial organisations.

Actors: The main actors involved in Ballard Power Systems Inc are the company's employees, customers, vendors, and suppliers. Employees are responsible for developing and producing the fuel cell technology, as well as providing customer service and technical support. Customers are responsible for purchasing and using the fuel cell technology. Vendors and suppliers play a critical role in providing the materials and components necessary for the fuel cell technology.

Transformation process: Ballard Power Systems Inc's transformation process involves the development, production, and delivery of fuel cell technology. This process starts with research and development, then progresses to the design and manufacturing of components, followed by the assembly and testing of the fuel cell technology. Finally, the fuel cell technology is delivered to customers.

World view: Ballard Power Systems Inc views itself as a leader in fuel cell technology and a provider of reliable, efficient, and sustainable solutions for its customers. The company strives to provide the highest quality products and services to its customers, and to create a positive impact on the environment and society.

Owners: Ballard Power Systems Inc is owned by its shareholders, who are responsible for providing the necessary capital for the company's operations. The shareholders also have a say in the company's management and operations.

Environmental constraints: Ballard Power Systems Inc must comply with environmental regulations and standards, both national and international. The company must also take into account the impact of its operations on the environment, and strive to reduce its environmental footprint. Additionally, the company must ensure that its products meet the safety and performance requirements of its customers.

SWOT Analysis

This SWOT analysis is a strategic planning tool used to assess the strengths, weaknesses, opportunities and threats of the Ballard Power Systems Inc business.

When creating this SWOT the team at Platform Executive have taken into consideration the corporate strategy; brand; key financials; the competitive landscape; along with the products and/or services offered.

To offer increased context for future innovation and product development we also consider the historical context for the business and industry; and perceived direction of travel.

Upon researching the company, we have uncovered a number of strategic and operational strengths, weaknesses, opportunities and threats.

SWOT Analysis


Below is a list of the strengths we have identified for the business:

1. Ballard Power Systems Inc has over three decades of experience in developing and manufacturing fuel cells.

2. The company has a global reach, with a presence in over 30 countries.

3. Ballard Power Systems Inc has a strong R&D team, with over 200 patents to its name.

4. The company has a diversified product portfolio, with fuel cells for a variety of applications including transportation, stationary power, material handling and backup power.


Below is a list of opportunities we have identified for the business:

1. Expand the market share for fuel cell products: Ballard Power Systems Inc. should explore opportunities to increase their market presence in the fuel cell industry. This could be done by partnering with more companies in the transportation and power industries, as well as investing in research and development to create innovative fuel cell solutions.

2. Expand the product portfolio: Ballard Power Systems Inc. should look to diversify their product offerings in order to capture more market share. This could be achieved through the development of new product lines, such as fuel cells that are more efficient and cost-effective. Additionally, they should consider acquiring other companies in the industry to increase their product offerings.

3. Increase international sales: Ballard Power Systems Inc. should look to expand their international presence by increasing their sales in other countries. This could be done by opening new offices in countries where there is a high demand for fuel cell technology, as well as by investing in marketing and promotional campaigns in those countries.

4. Leverage technology: Ballard Power Systems Inc. should leverage technology to improve their efficiency and reduce costs. This could be done by investing in the latest technologies such as artificial intelligence, machine learning, and big data analytics. Additionally, they should look to partner with other companies in the industry to develop new fuel cell technologies.


Below is a list of the weaknesses we have identified for the business:

1. Lack of scale: Ballard Power Systems Inc is a small company relative to its competitors. This lack of scale means that it lacks the financial resources and manufacturing capacity to compete effectively in the global fuel cell market.

2. Limited product range: Ballard Power Systems Inc offers a limited range of fuel cell products compared to its competitors. This limits its ability to meet the needs of its customers and limits its potential market share.

3. High costs: The fuel cells produced by Ballard Power Systems Inc are relatively expensive compared to other fuel cell technologies. This high cost limits the company’s ability to compete on price and makes it less attractive to potential customers.

4. Dependence on subsidies: Ballard Power Systems Inc is heavily dependent on government subsidies and incentives to make its fuel cells economically viable. This dependence makes the company vulnerable to changes in government policy and could limit its long-term growth potential.


Below is a list of the threats we have identified for the business:

1. Regulatory uncertainty- Ballard Power Systems Inc. is subject to changes in regulations that may impact their ability to produce and sell their products. This uncertainty poses a threat as it may affect the ability of the company to reach its goals.

2. Technology Risk- Ballard Power Systems Inc. relies heavily on its technology and the advancements of its products to remain competitive. If the company fails to stay ahead of the curve with the latest technologies, it could have a major impact on their success.

3. Market Competition- With the increase of alternative fuel sources, Ballard Power Systems Inc. faces a growing number of competitors. This poses a threat to their ability to remain competitive and meet their financial goals.

4. Operational Risk- Ballard Power Systems Inc. has to manage a wide variety of operational risks associated with its production and distribution of its products. This includes risks associated with supply chain, production, and customer service. If these risks are not managed properly, they could have a negative impact on the company's performance.

5C Analysis

The 5C Analysis is a marketing framework that can be used to provide insight into the key drivers of success, as well as the risk exposure to various environmental factors.
This (concise) 5C analysis examines the external and internal environment for Ballard Power Systems Inc. It includes analysing the company's customers, competitors, collaborators, context, and capabilities. We have produced this short analysis to identify potential opportunities and threats to Ballard Power Systems Inc, as well as areas where the company needs to improve its operations or strategy.
Company: Ballard Power Systems Inc. is a leading global provider of clean energy fuel cell solutions that enable optimized power systems for a range of applications. Founded in 1979, Ballard has a history of providing reliable, cost-effective and clean energy solutions for customers in the automotive, aerospace, marine, and stationary power industries.

Collaborators: Ballard Power Systems Inc. has established collaborative relationships with a variety of industry partners, including automotive OEMs, engine and fuel cell manufacturers, academia, and government organisations. These strategic relationships have enabled Ballard to foster innovation and develop cutting-edge fuel cell technologies.

Customers: Ballard Power Systems Inc.’s customer base includes automotive and commercial vehicle OEMs, bus and truck manufacturers, government, and industrial customers. Ballard’s products and services are designed to meet the specific needs of each customer, providing clean, efficient and cost-effective power solutions.

Competitors: Ballard Power Systems Inc.’s competitors include other fuel cell companies, battery manufacturers, and traditional combustion engine companies. Ballard strives to stay ahead of the competition by developing innovative and cost-effective fuel cell solutions.

Content: Ballard Power Systems Inc. produces a wide range of content, from press releases, white papers, and case studies, to product brochures and videos. This content is designed to educate customers on the latest fuel cell technologies, and provide an in-depth look at Ballard’s products and services.
5C Analysis

MOST Analysis

MOST Analysis

The MOST analysis framework is commonly used to identify an organisation's strategic goals, assess its strengths and weaknesses, and develop a plan to achieve its objectives. This analysis helps organisations to focus on what they want to achieve and how to achieve it, while also identifying potential roadblocks or obstacles that may arise along the way.

  • Mission
  • Objectives
  • Strategy
  • Tactics

We have created this analysis from a 3rd person perspective.

Innovation Scorecard

As part of our research and analysis activity, the team at Platform Executive assesses and then benchmarks businesses and the industry verticals in which they operate using a proprietary scoring mechanism.

First, we allocate a score of A-E for the industry vertical, gauged on the key organisations operating within the space; and then score the individual business using a 1-5 score.

A score of D-E within an industry means that it is potentially ripe to be disrupted by a new entrant into the marketplace; and/or vulnerable to technological change.

Likewise, a high score of 4-5 for the company in question indicates that in the view of the analysis team it lags behind notable businesses in terms of innovation and product pipeline.

Innovation Scorecard

Below is a guide to each score:

Industry score:

A The industry is amongst the most innovative; with the leading players all driving the sector forward.
Example industry: PaaS
B The industry and its leading players have a good track record of innovation; and can quickly react to change.
Example industry: Pharmaceutical
C Companies operating within the sector have adequate levels of innovation; and engage in R&D activities when appropriate.
Example industry: FMCG
DBusinesses operating in the industry do not invest enough time and resource into innovation. The sector is stagnant and a good candidate for disruption.
Example industry: Retail Banking
E The major players in the sector seem to lack suitable product development roadmaps; and as a result the sector is highly vulnerable to industry change.
Example industry: Publishing


Company score:

1 The business is amongst the leading players in terms innovation and product pipeline. This will fulfil and reinforce the operations of the business in the medium to long-term.
2 The business has a good track record of innovation, in terms of its products and/or its business model. It is therefore more likely to be able to react and adapt to any changes to the industry.
3 The business is deemed to have an adequate innovation plan, build on research and development and sustainability where appropriate. The business has a product development strategy.
4The business needs to invest more resource and/or intellectual capital in product development, pipelines and/or its business model. The business is at risk of stagnation.
5 The business seems to lack a suitable product development roadmap; and as a result is vulnerable to any notable industry change and/or new entrants in the marketplace.
The team at Platform Executive has judged Ballard Power Systems Inc as having an innovation score of B3.


The appendices section of this report contains supplementary information that the team at Platform Executive deems helpful in providing a more comprehensive understanding of the report's contents.

This information is not considered an essential part of the study but serves as a useful supplement to the main text.


This study on Ballard Power Systems Inc forms part of our series of competitive intelligence reports, which focuses on 10,000 of the largest corporates.

The information and data included are updated on a timely schedule to ensure that our Premium members receive the most up to date information .

The report is based on information and learning from the following sources:

  • Corporate websites
  • Proprietary research databases
  • SEC Filings
  • Corporate press releases
  • News articles
  • Financial data API's
  • Product-matching algorithm

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The changelog for this report can be found below, complete with the next scheduled update:

v1.1: Initial load of report
Date: 1st March 2023

Key Financials added (BETA)
Date: 17th March 2023

Next scheduled update: 25th April 2023

Industry Keywords