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Tesla Looks to Regain Its Luster in Solar Energy by Slashing Prices



Tesla, who lost her status as the country's leading rooftop solar company last year, says she has figured out how to get back in the game by slashing prices.

The company plans to announce on Tuesday that it has started selling solar panels and related equipment for up to 38 percent less than the national average price by standardizing systems and requiring customers to order them online. Tesla executives said these changes should put the concerns that the company, better known for its luxury electric cars, has neglected its residential solar business.

But it is not clear whether the strategy will work or even feasible. Tesla and its executive executive, Elon Musk, have struggled to deliver products on time that they announced with great fanfare, including a $ 35,000 version of its Model 3 electric sedan. The company has also struggled with quality problems.

Last week, Tesla reported a loss of $ 702 million in the first quarter as shipments of cars and solar systems tumbled. The company's stock price is down by more than 27 percent this year, and many analysts believe that it will soon have to raise money by selling shares or bonds because its cash holdings dropped by about $ 1.5 billion in the first three months of the year.

The solar industry is known for intense competition and low profit margins. According to Wood Mackenzie, a research and consulting firm, Tesla fell to third place behind Sunrun and Vivint Solar in the first three months of the year.

Sanjay Shah, who runs Tesla's solar business and previously worked at Dell and Amazon, said solar companies, its included, have struggled to make money because they have made purchasing solar panels too complex. Most installers develop and sell solar systems that are customized for each home.

"We spent hours and hours and days and days on the process," Mr. Shah said. "It adds cost. It adds time. We had to have a very streamlined process. "

He said Tesla would now offer systems only in increments of 4 kilowatts, a measure of how much power panels can generate in ideal conditions, or 12 panels. The average system in the United States can generate about 7.6 kilowatts.

To further reduce costs and complexity, customers will be asked to do many of the tasks Tesla's employees used to do. Homeowners will photograph electric meters, circuit breakers and other equipment and send the images to the company, reducing the need for site visits.

As a result of these changes, Mr. Shah said Tesla customers could expect to pay $ 1.75 to $ 1.99 per watt, depending on where they live. The average residential solar customer pays $ 2.85 per watt, including $ 1 for permitting and inspections, according to the Solar Energy Industries Association.

"It's not sexy to talk about, but soft costs are the kind of biggest barrier to getting the next level of costs down, "said Bernadette Del Chiaro, executive director of the California Solar and Storage Association. "

Allison Mond, a senior analyst at Wood Mackenzie, said most solar companies were automating tasks like using online digital images to assess customers' roofs, but Tesla's new approach had the potential to reduce labor costs substantially more than what other companies had achieved.

Mr. Musk pushed Tesla into the solar business by acquiring SolarCity in November 2016, arguing that it would fit naturally into the company's mission of providing sustainable transport and energy. Some investors said Tesla was paying too much for SolarCity, which was founded by two of Mr. Musk's cousins.

Since the acquisition closed, Tesla has struggled to expand the solar business or even figure out its strategy. In February 2018, the company said it would sell panels at 800 Home Depot stores. But in June of that year, Tesla said it was ending that partnership because it wanted to sell solar systems online and in its own stores.

Mr. Musk also promised to replace the boxy solar panels with solar shingles that look like ordinary roofing materials but can generate electricity. More than two years since he made that announcement in late 2016, Tesla has largely taken reservations for that product.

Mr. Shah said the company was hoping to push sales of those shingles, which Tesla calls the "solar roof" in the second half of this year.

Tesla's struggles with the solar business mirror its larger financial problems. According to the company, it did not expect its profits to turn up until the third quarter of this year, after the weak car sales caused the company to lose money in the first quarter. In January, Mr. Musk said he was "optimistic" that the company would be profitable every quarter.

The company said its financial results would improve this year as it overcomes the logistical challenges of getting cars to Europe and China.

Tesla's solar business had a particularly bleak first quarter, during which revenue fell 21 percent compared with the same period a year earlier. The division's gross profit was just 2.4 percent of the revenue, down from 8.5 percent a year earlier. The company said the changes it was making to its solar business should help to revive sales and profits.

Tesla produces solar products at a factory in Buffalo. As part of a pact with New York State that includes substantial subsidies, Tesla has to comply with certain hiring and investment requirements. In a financial filing on Monday, Tesla said it expected to meet those targets on time, but added that failure to do so could oblate the company to pay "significant amounts" to the state.

Mr. Shah said he was optimistic about Tesla's chances, pointing out that just two million homes nationally, or about 3 percent of the total, have solar panels today. More people will adopt solar energy as they realize that panels over time pay for themselves in the form of lower electricity bill and electricity sales to local utilities.

"It's practically a money-printing machine on their roofs." Shah said.


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