Dor Marian, Wiren’s Founder & President of the Board: Reimagining a Sustainable Energy Future
During this interview, we widely discussed with Dor Marian, Wiren’s Founder & President of the Board, about adapting to change in the green energy transition era and the company’s future agenda.
As a leading renewable energy infrastructure company, Wiren’s mission is to reshape the energy landscape by making sustainable energy universally accessible. Dedicated to facilitating the transition towards cleaner energy, the company is actively promoting innovative technology and sustainable solutions.
Dor Marian is a visionary energy entrepreneur dedicated to making clean, affordable power accessible to everyone. Guided by the belief that “energy will belong to everyone,” he leads projects across the full energy lifecycle-from idea to operation.
Starting in solar, Dor has expanded into energy storage, demand response, and decentralized solutions. He designs and deploys scalable infrastructure that blends solar, storage, and smart systems to create a resilient and inclusive energy ecosystem.
With deep knowledge of the technical, financial, and regulatory dimensions of the energy sector, Dor builds models that work for consumers, businesses, and the grid alike. His work transforms renewable energy from a resource into a right-available to all, everywhere.
Dear Dor Marian, how and why did you come up with the idea of starting Wiren? And what is your business differentiator?
Dor Marian: The idea for Wiren came from something that became really clear to me over time: renewable energy is something we actually need, especially when you look at how inefficient our current energy habits are. I had this turning point while working on a project focused on reducing CO₂ emissions. I started looking into the numbers, studying how photovoltaic panels perform financially, and I was honestly blown away. Even though panels and batteries were expensive back then, the long-term benefits made so much sense. That’s when I got hooked on solar energy. It was there, free, full of potential, and barely used.
As the technology improved and became more accessible, I started thinking beyond the panels themselves. I saw energy as something that could connect people. That’s the moment I knew I had to do more, and that’s when Wiren started taking shape. I poured everything into it – time, energy, money – because I believed in the mission.
In the beginning, though, it wasn’t easy. One of the biggest challenges was building a team that shared this vision of energy independence. Not many people were convinced back in 2015, especially when I talked about combining energy storage with solar. It felt too early for most. But to me, it was the next step. I knew that without storage, we were only solving half the problem.
There were a lot of doubts around me, but I kept going. I’ve always believed that if something makes sense, if it feels right, you don’t wait around for others to agree. You just go ahead and make it happen.
What sets Wiren apart is our holistic approach. We’re a dynamic company, and that gives us the flexibility to go beyond standard solutions. From the start, we focus on understanding each client’s full energy profile, not just how much energy they use or produce, but when, how, and where those flows happen.
We take into account every aspect: how energy is generated, how it’s consumed throughout the day, how much is injected into the grid, whether storage is needed, and what the optimal storage capacity should be. For us, the concept and system sizing stage is very important, because that’s where long-term performance is shaped.
In the case of self-consumption, whether for prosumers or auto producers, we focus on aligning production and storage with the real consumption profile. When we work with energy investors, the approach is more complex: we combine solar and storage using tried-and-tested configurations, while also looking at long-term market behaviour. We analyse energy price forecasts for European markets, including Romania, over the next ten years, and based on that, we propose the production and storage capacities that together deliver the optimal balance of stability and efficiency.
What makes this possible is the way we work across the entire value chain: from analysis and design to construction, maintenance, and both physical and commercial operation. This gives us a full picture and allows us to deliver tailored, high-impact solutions that match each client’s needs.
More precisely, what does Wiren’s offer for the energy sector include? How are you adapting to change in the green energy transition era?
Dor Marian: I wouldn’t say we’re “adapting” to it. We invest constantly in research, we test new technologies, and we run real-world scenarios long before trends become mainstream. As early as 2015, we were already designing systems that combined solar generation with storage to replace fossil-fuel burners for electricity. At the time, storage wasn’t something most people in the industry were actively discussing, but for us it was a logical step toward building more efficient and independent energy systems. That’s not about reacting, nor adapting, it’s about anticipating what’s coming and being ready for it.
Take, for example, the recent fire safety regulations introduced this May, which significantly restrict rooftop solar installations on industrial buildings. While this could have stalled many projects, we were already working on alternative solutions – like carport structures – to recover the installable capacity and stay aligned with the rules.
That’s how we operate. We follow regulations closely, we explore what’s next in the industry, and we work to make sure nothing catches us off guard. In a fast-moving energy landscape, that kind of forward thinking makes all the difference.
As you use to say, “energy will belong to everyone”, may be interpreted in different ways. Could you please elaborate on this?
Dor Marian: “Energy will belong to everyone” is something I say a lot, and it’s a direction. It’s the reason I started Wiren. For me, it’s a vision of the future. One where people do more than consume energy; they understand it, produce it, share it, and have control over it. A future where energy is no longer centralized or controlled by a few, but something open, accessible, and built around communities. That’s where we’re headed. Or at least, that’s where I want us to go.
It’s also why our tagline is “Energy belongs to everyone.” It’s the same belief, but in the present tense, a constant reminder of the mission we’re working on right now. It’s the motivation behind every solution we build, every project we take on. I don’t think energy should be complicated, exclusive, or out of reach. I believe it should be simple, fair, and available to anyone who wants to take part.
In the end, it’s about people and about creating the kind of energy future where no one is, as we like to say, “left out in the dark”. Where sustainability is something real that helps people live better, more independent lives. That’s what I mean when I say energy will – and does – belong to everyone.
Speaking of energy storage, an essential pillar for the green transition, in July, the National Energy Regulatory Authority (ANRE) has approved the Order on the Implementing Rules for the exemption from payment of regulated tariffs for electricity stored and subsequently fed back into the grid, the main purpose being the elimination of double taxation on stored energy. What is the importance of this step for the industry?
Dor Marian: This is an important step forward for Romania and for the way we think about energy. Up until July, the rules around storage created real limitations. Once energy was stored and injected back into the grid, it was treated as new and charged all over again. That made it very hard for storage projects to move forward, especially at scale.
With this new order, ANRE removes a major barrier and creates a more realistic framework, one that finally acknowledges the role storage plays in building a modern energy system.
Wiren has always seen storage as a key pillar in the transition. It’s essential for flexibility, for grid stability, and for making the most of renewable production. This update allows for better integration of storage into PV projects, the development of Battery-as-a-Service models, and more active participation in balancing markets – areas that were difficult to pursue under the previous setup.
There’s still work to be done, but this is a strong signal that Romania is moving in the right direction. It brings clarity for investors, unlocks new opportunities, and lays the foundation for a smarter, more resilient energy network.
What other key measures, which are essential for balancing the energy system and integrating production from renewable sources, do you see?
Dor Marian: One of the most important measures we should focus on is activating consumption in times of excess generation, especially at the level of small consumers. When the grid is underloaded and there’s too much energy in the system, distribution operators need ways to shift that energy into use, fast. Creating flexible consumption patterns, even at low voltage, can help balance the network more efficiently and reduce curtailment.
At a broader level, the key lies in aligning production with consumption as much as possible. Renewable energy can’t be scheduled in the traditional sense – we don’t control when the sun shines or the wind blows. So instead of trying to control production, we need smarter ways to manage consumption. That includes storage, of course, whether in the form of energy shifting or energy transformation, converting electricity into another usable form.
But beyond storage, I think one of the biggest gaps right now is in long-term planning. We need to anticipate future consumption trends – how, when, and where energy will be needed – and design our energy mix accordingly. Not just for the next year, but with a medium and long-term view.
Weather-dependent sources like solar, wind, or even hydro are essential, but we also need to look at sources where production can be more easily managed, like biogas or biomass. In the end, a balanced system depends on designing an energy mix that offers the right balance between flexibility and control, so we can keep everything running reliably, no matter the conditions.
In May this year, the Ministry of Energy launched a new call for projects with a total budget of €310 million to support investments in renewable electricity generation for self-consumption. The programme is financed through the Modernisation Fund and aims to support the energy independence of Romanian industry and to reduce carbon emissions. From your viewpoint, what are the major benefits of self-consumption solutions?
Dor Marian: One benefit of self-consumption is reducing dependence on the grid. When you generate and use your own energy on-site, you avoid transporting it through the network. That not only helps decongest the grid, especially in areas where infrastructure is under pressure, but also increases overall system efficiency.
At the same time, the financial logic is straightforward: producing your own energy means reducing the amount you buy at retail prices. That’s where the real savings come from. It’s a direct benefit that becomes even more relevant as energy costs fluctuate.
What’s encouraging is that storage systems have become far more affordable in recent years. Batteries allow users to store surplus energy and use it when they actually need it, which increases the share of energy consumed locally and makes the entire system more predictable.
Self-consumption makes sense on its own, but it makes even more sense when paired with storage. A hybrid setup gives you more control, higher independence, and a smarter way to manage both production and consumption. And that’s a key direction for the future.
On 1 July 2025, Romania officially exited the regulated electricity market. This involved the removal of government-mandated price caps and the transition to a fully liberalized market. What would be, in your opinion, an efficient model in terms of options/alternatives, potential challenges and benefits?
Dor Marian: The removal of price caps and the transition to a fully liberalized electricity market mark a necessary shift, one that brings Romania closer to a modern and competitive energy landscape. While this step increases exposure to market volatility, it also opens the door to smarter, more efficient energy behaviour and more flexible contractual models.
From my perspective, the real value of this transition lies in the freedom it gives consumers – especially businesses – to take control of their energy decisions. We’re entering a context where understanding your own consumption profile becomes a strategic advantage. Companies that know how and when they use energy can now choose suppliers more wisely, negotiate contracts that fit their needs, and even build custom energy solutions based on real data.
We’re seeing dynamic pricing models, variable rates, and new structures like energy leasing, PPAs, or Energy-as-a-Service – options that can work well when backed by a clear strategy.
July also marked the launch of the National Program for Energy Independence of Hospitals, aimed at installing solar energy systems and advanced storage solutions to ensure a continuous energy supply in public hospitals. How do you see these initiatives improving Romania’s healthcare energy resilience, and how does Wiren’s expertise in renewable energy contribute to achieving these goals?
Dor Marian: This national program is one of the most important energy initiatives Romania has launched in recent years, because it connects two essential pillars: healthcare and energy resilience. The biggest benefit is simple but critical: continuous energy, without interruptions. By switching to renewable sources backed by storage, hospitals can ensure that, even in the event of a grid failure, they have an immediate and green backup – stored energy ready to take over.
And very important: this kind of transition does much more than reduce emissions; it protects lives.
From our side, we’re ready to contribute in a very hands-on way. We build customized solutions adapted to each hospital’s specific needs, because no two buildings or consumption profiles are the same.
We also bring technologies that haven’t yet been widely used in Romania, like photovoltaic façades or solar glass, which allow energy generation even when rooftop space is limited.
We see this as a long-term investment in the healthcare system’s stability and independence. And we support it, not only with engineering expertise, but with smart solutions, designed for long-term reliability, day-to-day efficiency, and the specific challenges these institutions face.
What are Wiren’s most important finalised or currently under development projects?
Dor Marian: Right now, we’re working on a very large and growing pipeline of projects in the agricultural sector, an area that’s often overlooked when it comes to energy transition, but with huge potential. Through the Agency for Financing Rural Investments (AFIR) programs, we’re helping farms – especially in livestock farming – move toward greener, more efficient energy use. These are highly practical projects that bring real savings and stability in a sector where energy costs can make a big difference.
Among the most important finalized projects in our portfolio is a large-scale development in the Iberian Peninsula, with an installed capacity of more than 200 MW, delivered a few years ago. Even though the project has been operational for some time, it’s now entering a new phase. We’re one of the partners involved in discussions to expand it with additional solar and wind generation, along with large-scale batteries that would bring storage to nearly half a gigawatt. It’s a multi-technology evolution that reflects how large-scale infrastructure needs to adapt over time.
Being part of that ongoing process is something we value deeply. For us, a project doesn’t end once it’s built. We stay connected because energy needs evolve, and the systems behind them should evolve too.
What does your future agenda include in what pertains to strategic investment plans, expansion projects, growth opportunities or tactical partnerships? What’s next?
Dor Marian: One of the steps we’re already taking is to integrate storage wherever possible, not just in new projects, but also in existing ones. We’ve reached a point where producing energy alone isn’t enough. What matters is being able to store it, manage it well, and use it when it actually makes the most sense.
We’re also preparing for the repowering phase. A lot of the renewable projects built during the first big wave, both in Romania and abroad, are now ready for upgrades. We’re looking at replacing panels, inverters, and improving overall system design so they can perform better and last longer.
On the investment side, we’re planning to get more directly involved in energy production and storage, not just as service providers, but as active investors. That’s a big step for us, but it’s a natural evolution.
And finally, we’re putting a lot of energy into strengthening the services that come after the construction phase. We’re building a solid maintenance division and expanding how we operate and optimize storage capacities. Good systems deserve good care, and that’s something we want to do really well.
So, what’s next is staying involved at every level, going deeper into what we already do well, and growing with a clear, long-term mindset that keeps pace with how the energy world is evolving.
How do you envision the role of new technologies in the renewable energy sector in the near future? What changes or trends do you foresee in the coming years?
Dor Marian: I think we’re entering a phase where technology will evolve less around “what’s new” and more around “what works better”. We’re seeing a shift from experimental to mature, especially when it comes to storage. In the next few years, I expect storage to diversify a lot. We’ll see multiple technologies coexisting; each adapted to different use cases.
On the solar side, we’re already seeing panels becoming more efficient and more intelligent in how they interact with the environment. There are early-stage developments – like panels built with pyramid-cell structures that can capture sunlight from more angles – but these technologies are still in the research or pilot phase. It’s promising, but not fully there yet.
What I do believe is that progress won’t come from flashy innovation alone, but from better integration: smarter ways to combine generation, storage, and management tools.
With automation and robotics advancing rapidly, how do you foresee these technologies transforming the renewable energy sector, particularly in maintenance and construction services? What challenges and opportunities do you think will arise as these innovations are integrated?
Dor Marian: We’re definitely moving toward a future where automation and robotics will become part of daily operations in the renewable sector, especially in construction and maintenance. There are already several projects aiming to automate large-scale photovoltaic construction, and in the next few years, I believe we’ll start seeing a more natural mix between autonomous machines and human teams on site.
With the rise of AI and machine learning, we’re gaining tools that offer more efficiency and also precision: drone-based thermographic inspections, self-cleaning systems that monitor panel performance, or robots that can scan and detect faults in real time. These technologies cut operational costs, reduce risks, and improve on-site safety, which are huge benefits.
Of course, there are still challenges. The technologies themselves are evolving quickly, but full integration takes time. We need to test, adapt, and make sure they truly work in field conditions, not just in controlled environments. There’s also a mindset shift involved, understanding where automation adds value and where human experience remains essential.
But like with any innovation, the key is to stay grounded: combine what’s possible with what’s practical and always stay close to the real needs on the ground.
And now, briefly, how do you reimagine a sustainable energy future?
Dor Marian: I don’t think a sustainable energy future needs to be imagined as something distant or abstract. For me, it’s built step by step, with systems that are smarter, more efficient, and better adapted to how people actually live and work.
It means producing energy closer to where it’s consumed, relying more on clean sources, and using storage to make it all flow more naturally. It means shifting from oversized, centralized infrastructure to flexible, well-balanced networks. And just as important – it means helping people and businesses understand their own energy use, so they can make better choices.
Technology will play a big role, but so will simplicity. In the end, a sustainable energy future is one that works in practice, not just on paper. And that’s the future we’re trying to build, project by project, decision by decision, alongside the people who choose to move in that direction with us.