Andrew Marsh
Analyst · Robeco
Thank you, Cathy. Good morning, everyone, and thank you for joining our call. Plug Power exited 2011 with a record setting year for product orders, shipments, improvement in gross margins and market growth. Though we've fallen short in some of our annual projections, I firmly believe 2011 will prove to be one of the most critical growth years in Plug Power's history.
Last year, we proved we were a commercial organization capable of shipping volume production. We proved can enhance our product performance and simultaneously significantly reduce cost. We proved we can smart -- target smart international market expansion without burdening our balance sheet. And with record demand for our systems last quarter, we proved the viability of a profitable business opportunity. I'd like to begin today's call with a discussion of our record orders.
Last year's new customers complemented Plug Power's growing customer list. New 2011 customers included Air Liquide, Newark Farm Market, Kroger, P&G and Associated Wholesale Grocers. We also saw significant repeat orders from Walmart, Sysco, BMW, Wegmans and Coca-Cola.
Overall, in total last year, Plug Power saw a significant increase in orders from $12.1 million in 2010 to $46.1 million in 2011, representing over 2,500 units sales. In the fourth quarter, Plug Power booked $18.1 million in orders with customers such as Walmart, Associated Wholesale Grocers and BMW.
Last quarter, we closed the deal with Walmart for a follow-on order for 254 systems, including service representing $5.2 million. This full fleet conversion followed a success deployment and operation of the initial 63 systems fleet for use in their Washington Court House facility in Ohio.
We also closed a deal with BMW for a follow-on order for 139 systems and service, representing $3.8 million. This order will expand the fleet operating at the Spartanburg, South Carolina facility to 225 systems, the largest manufacturing fleet of its kind. Both BMW and Walmart Washington Court House are repeat customers operating brownfield facilities.
Associated Wholesale Grocers, or AWG, joined our ranks of key corporate accounts. They will be converting 2 of their 11 distribution systems to GenDrive solutions, one a greenfield site and the other a brownfield site, for a total of 553 systems, representing $8.9 million.
We also executed a 5-year service only contract with Wegmans for $1.5 million. As the installed base of our product grow, we project that recurring revenue from service will represent 10% in the near future and long term approaching 20% as the installed base becomes more substantial.
Overall, in total last year, we saw an impressive increase in orders from 543 unit orders in 2010 to 2,503 unit orders in 2011, representing a 361% increase. Even with this marked increase, our sale still represents a small share of a $4 billion potential market in North America. Because of the growing business acceptance of the advantage of fuel cell-powered forklift trucks, we foresee continual year-over-year high growth rates for our offering as we're still only penetrating a small percentage of the overall market.
As we turn to our review of our shipment milestones, Plug Power shipped a total of 1,024 GenDrive systems in 2011 and have over 2,000 units in the installed base by year end, resulting in a product and service revenue for the full year of $23.2 million.
Though this figure represents a 48% increase from our revenue performance in 2010, we were still disappointed to meet our annual shipment in revenue targets. Three primary factors contribute to the shipment shortage. First, some customer delayed deployments in products, representing approximately $5 million. Second, our new low-power and high-power product platforms were introduced later in 2011 than originally expected. And third, we experienced delays with certain material shipments from China. We are incorporating these lessons learned, as we move forward.
For instance, we have observed that the order to shipment timeline is closer to 12 months versus the 6 months we have previously projected and used as guidance. As a result, Plug Power is setting our 2012 shipment expectations at 2,300 systems and we expect product and service revenue to be approximately $40 million. At the moment, we have $36 million in backlog, of which $27 million is expected to ship in 2012.
Long term, our shipping performance in the fourth quarter of 2011 is a good barometer to validate our business ability to ship over 10,000 systems per year out of our manufacturing facility. In the last 2 weeks of 2011 alone, we shipped 368 systems, which correspond to an annual projected production capacity of approximately 9,500 units.
Turning now to a discussion of gross margins. Plug Power's product and service gross margins last quarter improved 44 percentage points over Q4 2010, largely due to material cost down and better use of production capacity.
As we track towards positive gross margins, much of our improvement will be a tribute to the introduction of our new product platform that uses 30% fewer components and require 1/3 the labor time to assemble.
As discussed, there were some delays in this product launch last year. As a result, the fourth quarter shipments included approximately 80% of our old product platform. Even with a lower mix of our new product platform being shipped, we achieved gross margin improvements that demonstrate our ability to achieve positive gross margin as volumes and mix continue to improve.
So moving forward, we expect our gross margin metrics to continue and improve as our new product platforms dominate our shipment and backlog numbers.
In 2012, we expect product and service gross margins to be 10%, as compared to the 20% gross margins we have previously projected for the year. Approximately 40% of this gap is due to the impact of fewer shipment than we'd previously projected, which in turn, inversely impacted fixed overhead of capacity absorption. We estimate 10% of the gap is related to a higher mix of old product designs that will consume existing inventory by May of 2012 and approximately 50% of this gap is linked to our pricing. I'd like to focus a bit on the gap in gross margin improvements linked to our pricing.
We sell our products based on total cost of ownership. The cost of energy is a significant driver. In our case, that is the cost of hydrogen. Accordingly, we planned to engage in targeted hydrogen partnerships that leverage the geographical strengths of the very industrial gas companies that produce the optimum customer and sales opportunity.
Ultimately, mutually beneficial domestic partnerships with the hydrogen companies will produce a favorable economic condition for our customers and our solutions.
Plug Power's domestic hydrogen partnership strategy, in large part, builds on our relationship building in creation of the joint venture business with Air Liquide to engage at European material handling market.
Our business in Europe exceeds the business opportunities available in North America. In February 29 of this year, Plug Power completed the formation of HyPulsion, a joint venture with Axane, a wholly owned subsidiary of Air Liquide.
HyPulsion has been created to develop and sell hydrogen fuel cells for the European material handling market. Plug Power's contribution to the joint venture includes a license to certain intellectual property rights, and we've turned for Axane's capital contributions to fund the operation of HyPulsion.
Importantly, Plug Power will not need to inject capital to support the joint venture. Instead, Plug Power will be reimbursed for our product development services to prepare our systems for the European material handling market.
Though the projected European sales numbers had not been rolled into our projection, the creation of HyPulsion has already spurred European sales traction, mirroring the North American sales traction numbers we experienced in early 2010. We are building upon Air Liquide and Plug Power's customer relationships and have engaged over 2 dozen customers. We're anticipating our first sale of units by HyPulsion later this month.
As a European company, HyPulsion will also be eligible to participate and compete for European government funding opportunities. Hydrogen deployment is being targeted far more aggressively in Europe than in North America, in part due to Germany's goal to have 10,000 hydrogen cars on the road in 2016. Our joint ventures is in a prime position to leverage some of this funding to promote the European hydrogen economy.
I'd now like to turn the call over to Gerry Anderson for a discussion of our fourth quarter and year ending financials.