> The economics never worked either. An average Tesla Solar Roof costs approximately $106,000 before incentives, compared to roughly $60,000 for a traditional roof replacement plus conventional solar panels — a $46,000 premium. The payback period stretches to 15-25 years, compared to 7-12 years for traditional panels. Yikes that’s a lot of money. For most people buying solar, I think payback period is probably the bi…
In my opinion, the Tesla Solar Roof really appealed to people who wanted good looks. They probably already have their “forever” homes and are not thinking of moving at all. It is more about the emotional attachment to this part of your home than its functional aspects. You can buy a $100 dining table from IKEA or you can buy a $1,000 dining table from Pottery Barn or you can buy a custom $5,000 dining table made from…
It also doesn't help that they seemingly had issues scaling up - and even people who were willing to spend $100K on a Solar Roof faced long delays if they were available at all in their market. Tesla's image has also shifted in the last decade, and having a Tesla parked in your driveway with a powerwall and solar roof doesn't carry quite the same image that it once did - which is important when you are relying on emotions to drive sales.