I'm sure i'm not the only one who feels like this is possibly the iphone moment of Solarcity/Tesla: an old-ish idea, made sexy and tasty to consumers, together with technology reaching a tipping point(and also Musk again finding a way to maximally exploit government subsidies for clean tech.) The tesla car itself could count as well, but felt less "design driven" imo. If this fails, everyone will call it obviously du…
However - I suggest this won't work out like the iPhone.
Why?
Because --> 'new roofs' are not built that often, by that I mean new homes and roofing replacements. And the construction industry has totally different dynamics.
Putting on a 'regular' new roof is expensive. Most people won't consider this tech unless their home is up for a new roof. The other market would be new homes.
So there's a growth/market limit.
Second is price. This kind of technology exists already in many forms. It hasn't been adopted because it's very expensive, and requires some other ugly equipment that has put a drag on PV installation like the conversion technology required to connect to the grid.
The choice to purchase an iPhone is mostly emotional.
The choice in roofing is not. It's definitely mostly a calculation. They are very expensive, and people will look into the long-term conversion value etc.
I'll wager that this new Tesla roof will not be price competitive for current solar/roofing situations, moreover, even if it were - it still might not make sense from a dollars perspective, as the current solar/roof installations basically don't work out economically. It's for wealthier types and/or those with 'green aspirations'.
Finally - these are not things you can buy from wallmart and install yourself. You can't even get your local roofer to do it. Typically, roofers have to be trained on the materials, installation etc.. There is the issue of warranty and distribution for 'new tech' in building - which is slow to adoption. Builders etc. are not 'magpies' like techies. They are averse to new gear, and typically wait for others to figure it out before buying in. Also - they simply tend not to be ver progressive.
Go and ask your local builder if he wants to send his crew to California for 'Training on Tesla's new roof' and his mental calculation will be 'how many of my current customers are asking for it'? And of course the answer will be none.
The fundamental issue with all of this solar tech is that it simply does not generate enough electricity to quite warrant the cost unless all the conditions are right.
+ If it's really sunny a lot + Major government subsidies + A new subdivision was created with 'all solar roofing' thereby keeping the costs down to economies of scale + High electricity prices in the region + The grid is fundamentally designed for renewables
etc. etc.
It takes a lot of the right ingredients.