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.
>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.
I have a Tesla solar roof. I bought it knowing there were cheaper options for equivalent solar power because I liked the aesthetics.
What drove you to get solar panels ultimately and why did you go Tesla? Genuinely curious. I have a feeling you’ll say something i hadn’t considered.
1. I wanted solar & batteries as a buffer for grid outages
2. I wanted to be able to offset some of my energy usage with solar
3. I wanted my roof to look nice, and personally I think solar panels strapped onto a roof don't look very appealing.
4. At the time, Tesla was one of the few names in town for an integrated solar roof.
Saving money wasn't really part of the calculus, which worked out because as the article and parallel comments note, getting a Tesla solar roof is a pretty bad decision if one of your primary factors is cost or saving money on your electric bill.