Randall MacEwen
Management
Sure. Aaron, thanks for the question and most of your comments are applicable. What we've seen is a change in the competitive landscape over the last number of years, right? And so if you go back 5 years ago, there only would have been a handful of companies, a very small handful, competing for these type of opportunities like Tata, as an illustrative example. And what's happened, of course, over the last number of years is that we have much larger companies that have seen our strategy of looking at the medium and heavy-duty motive markets of bus, truck, rail and marine, where the value proposition for fuel cells are strongest. And so it's a more competitive landscape, but what's critically important to understand, whether it's Tata, Solaris, Van Hool, Wrightbus, New Flyer, et cetera. Their logos are on the front of these buses, and they care about safety. They care about reliability. They care about durability. We're now approaching 100 million kilometers of in revenue service, which is a massive differentiator for Ballard compared to any other company in the fuel cell industry that focus on these heavy duty motive markets. So one of the things that's critically important, too, is we're really focused on -- as our tagline "Here for life" implies the lifecycle for our customers and making sure that we're thinking about long-term durability and the cost for our customer, not just upfront capital cost, but over the lifecycle of that deployment. So there are a number of factors that go into winning a customer like Tata. Certainly, the technology, the product offering, the fit of that product for their -- in terms of power output, temperature, ease of integration, there are a number of variables there. But reliability, durability and proven technology is a major calling card for Ballard, and we play that as you would expect. That being said, your point on pricing is important. We are seeing other companies who are earlier to the game, who aren't on an 8th generation of product, trying to win early deployment opportunities and pricing aggressively. And that's a factor we have to take into account, and that's why we have our 3x3 program to cost reduce Ballard stacks and modules over that 3-year time horizon by 70%. So we don't want to just rest on our technology advantages, but we're looking at cost reduction as a major advantage going forward. And then one last point I'd just highlight Aaron is, this business model we have where we sell into multiple end markets, we think is very attractive. A lot of leverage with the same core competencies, same technology and a substantive part of the same bill of materials for modules across bus, truck, rail and marine and increasingly off-road in stationary power applications. What that means is that beyond the technology advantages we have as we sell across a number of verticals, we expect to have a volume, and therefore, a cost advantage as well.