Earlier quoted context omitted.
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…
Yeah and I think that's fine - and as I mentioned below my own reasons for installing solar panels were not just financially motivated. But the economics are also hugely important. Most people don't buy $5,000 tables, and most people don't buy Tesla Solar Roofs - the article says they sold 3,000 total in the last decade. And I don't think Tesla wants to be in the bespoke roof business - they want to be selling to the…
>It also doesn't help that they seemingly had issues scaling up
I think these two things were highly related. Same with the cost. They couldn’t figure out how to scale up, which kept prices high and volume low. Because of this, it really was a bespoke business. And while, it looks nice, that type of margin just is not going to provide the returns they promised investors.