LONDON--Electronics giant Panasonic has appointed CCgroup to drive sales of its solar modules in the UK, amid continued public confusion over the technology’s benefits.

Panasonic entered the UK solar market in April 2012, following its acquisition of SANYO Electric.

CCgroup launched its cleantech unit this month, under the leadership of Charlotte Webster, who joins after heading PR for more than five years at renewables player Solarcentury.

Panasonic Solar’s Jasmin Hanf said that solar technology in the UK remains bedevilled by a “high level of public confusion brought about by constantly shifting politics and a broadly negative media narrative.”

This, added Hanf, makes the UK a “challenging market”. “Our choice of PR partner is critical in helping us navigate this landscape.”

“Solar technology has experienced strong growth over the past couple of years and we expect this to continue as electricity prices rise and the UK looks to secure more domestic electricity production,” continued Hanf.

“In CCgroup, we’ve found a team that combines a deep understanding of the solar technology, politics and market and a proven ability to deliver campaigns that drive sales in B2B and B2C contexts.”

Panasonic’s premium solar modules target domestic and commercial property owners. 4,000 Panasonic solar panels are currently being installed across Blackfriars Bridge in London.

“Panasonic’s vision to become the number one green innovation company in the electronics industry is inspiring,” said CCgroup MD, Richard Fogg. “The HIT product stands apart for its performance and quality, but it is the future integration with complementary Panasonic innovations in energy efficiency, energy storage and the like that really excites us. The potential to maximize energy cost savings and self-sufficiency is enormous.”

The UK is the third European territory, after Germany and France, in which Panasonic Solar works with GlobalCom, the network of independent PR consultancies to which CCgroup belongs.