With electricity prices too low, EDF is setting out to conquer new customers to ensure its investments

The equation seems impossible to solve. On the one hand, France wants to have more carbon-free electricity production capacity, which involves massive investments; on the other, it wants this same electricity to be inexpensive to preserve the purchasing power of households and the competitiveness of businesses, while advocating efficiency and energy sobriety. And this while the rules for setting prices are evolving. EDF has implemented a new commercial strategy to try to provide a response to this problem.

Today, the price of electricity in France oscillates in the region of 63 euros per megawatt hour (MWh) well below 70.22 euros per MWh, the average price targeted by the State and EDF last year, as part of the agreement concluded to prepare for the post-Arenh era. For the record, regulated access to historic nuclear electricity, this system which allows the allocation of 100 TWh at a price of 42 euros per MW, is ending…