Tesla Shifts Focus Away from Solar Installation Business
Tesla has recently announced a strategic pivot regarding its solar installation operations, marking a significant change in its approach to the solar energy market. Following its acquisition of SolarCity in 2016, Tesla began providing a range of solar solutions, including the Tesla Solar Roof, standard solar panels, and Powerwall systems, catering to both commercial and residential sectors.
However, over the years, the company has shown a diminishing interest in the installation aspect of its solar business. Although Tesla continues to manufacture Solar Roofs and increase Powerwall production, the pace of in-house installations has seen a notable decline.
Declining Installation Rates
Since the second quarter of 2020, Tesla has experienced a quarterly decrease of 10% or more in the number of installations of Solar Roofs, solar panels, and Powerwalls performed by its own teams. This trend reflects a shift in Tesla’s operational focus, prompting the company to explore alternative methods of providing its solar energy products.
Emphasis on Third-Party Installers
n response to these challenges, Tesla has initiated a program to certify third-party installers across North America and Europe for its Powerwall systems and solar panels, as well as for Solar Roof installations in the United States. The Certified Installer Program, launched in 2020, has successfully certified around 2,000 installers in over 14 countries, with these partners responsible for more than 1 million installations to date. James Bickford, Tesla's Director of Global Sales for Residential Energy Products, highlighted the program's growth and its significance on LinkedIn.
Support and Training for Installers
Tesla’s Certified Installer Program equips third-party contractors with various resources to facilitate the installation and commissioning of its energy products. This includes both virtual and on-site training, custom tools for installations, and access to the Tesla One Software Platform.
Moreover, Tesla provides marketing resources through its Partner Platform, along with dedicated support via personal Account Managers for these certified installers.
The Tesla One Dashboard
A key feature of this initiative is the Tesla One dashboard, designed to streamline the management of quotes, installations, and repairs through a user-friendly mobile application. This tool allows third-party installers to track their tasks and tailor installations to meet specific customer needs, enhancing efficiency and organization.
A Shift in Strategy
This transition indicates a broader strategic change for Tesla, moving from a hands-on installation model to a partnership with local electricians and contractors who can carry out installations on Tesla’s behalf. As Tesla navigates this new territory, it will be interesting to observe how this shift impacts its solar product offerings. Despite the recent decline in the visibility of Tesla Solar and Solar Roof products, the Powerwall segment continues to see growth, suggesting that Tesla's future strategy may hinge on this evolving landscape.
