At 7:00 pm on October 28th, US time, "Iron Man" Elon Musk specially selected the shooting base of the TV series "Desperate Housewives" in Universal Studios in Los Angeles, and launched a new product launch. This time, he did not unveil the new electric car, but also avoided the rocket launch. Instead, he introduced the roof that could be powered by solar energy to the guests who were seated in the sunset.
Once the new products were exposed, the PV manufacturers in China were instantly awake, and some people were excited to post photos of the scene in the circle of friends. “Muske is a particularly interesting person, the solar roof, plus the power wall and electric car that were introduced in the past. The combination of the three is like seeing our new life in the future. But this new thing has to bloom everywhere. It seems to be difficult." Li Hui, general manager of Yatan Energy Technology (Shanghai) Co., Ltd. told the First Financial Reporter.
Novel and unique three-layer structure tiles
A few days ago, Tesla’s earnings phone conversation, the company’s management had talked about the roof. “They are very beautiful and will make your house more beautiful. Before that, no other company like Sla has launched a similar product like this. In order to achieve a differentiated product strategy, such a chic solar roof is also essential."
Is Tesla not selling cars? Is it a solar energy accident? Not long ago, the new energy company announced that it would invest 2.6 billion US dollars to acquire another company founded by Musk, distributed power service provider SolarCity, vote of shareholders. The day is in mid-November. Therefore, it is not surprising that Tesla’s financial report suddenly revealed the topic of solar roofs.
At the press conference today, Musk said, "The target customers of these roofs are new or replacement houses, so they don't coincide with SolarCity's existing business."
His “solar roof†is different. The first financial reporter found from the live broadcast of Tesla’s press conference that the new roof is composed of pieces of redesigned solar tiles, which are wrapped in three layers of materials. : The bottom is a solar cell, the colored tiles are sandwiched in the middle, and the third layer is tempered glass.
Maske and his team abandoned the practice of inlaying several pieces or cut half-piece solar panels in the past, but completely improved the tiles themselves. The new product also has four styles to choose from: Tuscan, Slate, Textured, and Smooth.
Compared with most of the solar roof power stations before, Musk's gameplay is indeed different: the previous "solar roof" power station is mainly composed of three types of products, such as solar modules, house roofs and inverters. Now the former two are combined by Musk. Two is one."
He also stressed that under normal circumstances, these new energy tiles can recover 98% of the electricity generated by the sun and are more durable than the house itself. The reason why they developed them, Musk explained that because of some owners' proposals, "They think it is a bit of a hassle to install batteries on the roof. I hope we can do something different." American families have a large number of villas, so the roof is replaced. The frequency is also higher than that of residents in other regions, and such roof products are more suitable for users.
After the conference, Musk communicated with the US media, adding that SolarCity's solar roofs and other products will have a huge market. The company's business model and technology are also different from other solar distributed installation manufacturers. In the next few years, SolarCity's roof products are expected to account for 5% of the US roof.
In Musk's eyes, the nation's high-tech family life will be built by Tesla and SolarCity: during the day, solar tiles collect intense sunlight, and Powerwall stores the sunlight. When the night comes, family members who have worked hard for a day can use solar energy to cook, bathe, read, watch TV, and the Tesla electric car in the garage can be recharged at any time.
Once the new product is rolled out, SolarCity is not only a solution provider for financing, construction and systems engineering for US home and commercial photovoltaic power plants, but a rooftop production and sales company that has entered the US construction market. However, Musk's goal is obviously not real estate developers, but to take the entire new energy industry chain through products and services, and build a new energy city for the future.
Really easy to use?
Just as Musk was talking to the US media with a tile, the Chinese PV operators who were watching the live broadcast of the Tesla conference were both excited and worried.
Li Hui told the First Financial Reporter that the solar roof is not new. After some domestic manufacturers were doing it, the market has not been able to get up.
“The tiles are really new, but the price is too expensive, and there are very few buyers and users. Due to the technical problems of the solar roof, it is difficult to achieve fully automated production, so the cost is high. Musk also said The cost of solar roofs in the United States can be as high as $30,000. Although China's housing prices are not low, it is a real estate selling price. Designers and contractors are still carefully calculating whether the roof construction cost is affordable. Ordinary villa roofs, the cost is definitely much lower than this new product."
Li Hui said that in addition to price factors, it is also a big difficulty to convince villa designers to use solar tiles. "They must match the original buildings. Most domestic real estate developers are hard to be told. They still like to use tradition. Tiles. Of course, there is also a possibility that the owners will remove the original ceiling and replace it with solar tiles. The old houses of decades or hundreds of years may be able to operate, and the renovation of other villas and roofs will not It’s more common. Even if someone removes the zenith of the house, it’s very troublesome to re-nail the stick.â€
Ding Wenlei, executive director of Aerospace Solar, said that the solar roof launched by Musk also had to solve the problem of not tight packaging. In the past, the power station company added battery components on the roof, which did not affect the appearance or the original structure of the roof. The top is still windproof, waterproof and moisture-proof. Now Musk combines tempered glass, tiles and batteries in one plane. As a single roof of the house, the difficulty of safety and waterproofing has increased. Of course, he still believes in the technical level of American R&D personnel. "Maybe they have solved these problems, we will look at the use of the roof."
In the United States, some people are engaged in similar solar roof business, but after several years of exploration, they still failed. In 2013, Dow Chemical acquired NuvoSun, a small-scale photovoltaic innovation company that uses copper indium gallium selenide technology (CIGS, a thin-film battery) to convert solar energy into electricity. This type of tile is suitable for residential and commercial residential markets. The film was also seen as the best alternative to distributed power plants. The company claims that the new tiles are very cheap, the batteries are light and durable, and can be used with traditional asphalt tiles for light and easy installation. But unfortunately, on July 29 this year, the production line called Powerhouse Solar System 2.0 was shut down by The Dow Chemical Company. The most deadly drawback is the extremely poor power generation efficiency.
Ding Wenlei said that because the direct current generated by the solar roof can just charge the Tesla car, it does not need the conversion of the intermediate link, and the car does not use much electricity. Therefore, even if the power generation efficiency of the roof is poor, it will hardly affect the car. "From another perspective, such solar roofs, as the main supplier of household energy, are still inferior to traditional distributed power plants in terms of cost, revenue, and direct communication conversion."
However, Li Hui said that many of the Tesla owners in his group still had great interest in Musk's new products. "If Tesla can work together with domestic villa developers, and then do in-depth promotion, It can open up a small number of markets in China's residential market, but in the short term, Tesla's roof will not be too high in the field of distributed power plants. However, if Chinese companies find the tricks and paths, and solve the price High, difficult manufacturing processes, and low power generation efficiency, maybe a similar new roof will soon be accepted."
It should be noted that Musk has come up with new products at this time, and perhaps there are other considerations: La-Lat Serra shares, and strive for some new financing. Although Tesla announced the acquisition of the brother company SolarCity, this transaction did not make Tesla's stock significantly improved. After the company's stock hit $269.34 on April 8, 2016, Tesla did not perform very well. Before the launch of the solar roof, Tesla's closing price was $199.97, down 1.98%, down a lot compared to the high point.
And the birth of the new roof, together with the merger transaction, will allow investors to pay attention to the stock of Tesla again? With this special product, Tesla, which completed the acquisition of SolarCity in the fourth quarter of this year, may also have There are enough reasons to continue to throw out new financing plans for new product development and manufacturing.
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