In what could be a breakthrough in the solar-energy industry, Tesla will begin selling and installing solar roof tiles for U.S. customers this summer, CEO Elon Musk said Wednesday.
Two major players in the local solar market pointed out some of the pros and cons of Tesla's new product.
"The first thing, it drives innovation," said Jeff Bisonette, executive director of Oregon Solar Energy Industries Association. "The second thing, it drives interest and that's good for the entire industry. This is overall a very exciting time for the industry."
Bisonette said the downside is the expense of the product.
"If someone wants to look at the Tesla product, what they're going to find up front [is] it's going to be expensive," he said.
A local competitor, LightSource Energy owner Robert Sandberg, praised Tesla.
"The Tesla roof is supposed to last longer than regular roofs and is supposed to be less expensive than having solar and a new roof, so for all those reasons it's a great idea," Sandberg said. "If people like the aesthetics of having a good roof and not being able to know they're solar panels, all the more power to them."
Sandberg warned that Tesla roofs won't be as efficient as the traditional solar product.
"On the Tesla roof, you're going to have the problem of a lot of heat so it's not going to be as efficient as having a regular system," he said.
As for the future of the solar industry in Oregon, Bisonette said they want solar to account for 10 percent of electricity production in Oregon.
"Over the course of the next 10 years, we think we can install 4,000 megawatts of solar," he said. "That would power about 500,000 Oregon homes and make solar about 10 percent of Oregon's electricity mix."
Tesla, a company best known for its electric cars, said it was set to begin accepting orders for glass roof tiles with embedded solar collectors that Musk pledged would be more durable than a typical roof, a third lighter and cheaper when electricity savings and tax credits are included. The tiles are being offered through SolarCity, the solar company that became a Tesla unit last year.
Musk told reporters the business would "start off initially very slowly but then gather speed and grow exponentially." He declined to offer sales estimates. Solar roofs have been talked about and attempted for years, but have never been priced right or worked well enough to become popular.
The tiles will convert sunlight into electricity and be offered in several styles, but it's yet to be seen if the photovoltaic shingles are as efficient or cost effective as current rooftop panel installations. The "black glass smooth" and "textured" tiles will be available first, and the company will begin selling the "Tuscan" and "French slate" tiles in six months, he said.
"When you have this installed on your house you will have the best-looking roof in the neighborhood," Musk said. "I think the aesthetics are that good."
Taking a shot at asphalt shingles, he didn't mince words. "Most roofs look terrible," he said.
Unlike typical roofs that must be replaced about once every 20 years, the warranty on Tesla shingles lasts "as long as the house lasts," Musk said.
In a flourish typical of Musk's style as a disruptive innovator, he said that he had wanted to extend the warranty into "infinity." But "infinity apparently is challenging with accounting," he said.
Price will vary significantly depending on the house and the percentage of roof tiles that contain active solar cells. Musk said Tesla recommends up to 70 percent of roof tiles to have solar generating capacity and the others to be dormant. They'll all look the same, he said.
The company said Wednesday in a Securities and Exchange Commission filing that "pilot manufacturing" would begin at its Fremont, Calif., factory, where it makes its electric cars, in the second quarter.
Soon after that, the company will move production to a plant in Buffalo, N.Y., where it is collaborating with Panasonic on manufacturing, according to the filing.
Tesla stock closed up $3.96, or just over 1%, to $325.22.
The product could also pave the way for increased interest in Tesla's home-energy storage product, a wall-mounted battery pack that provides backup power. Solar energy could fuel electricity into the battery pack to provide power when the sun goes down.
KGW News reporter Keely Chalmers contributed to this article. Follow USA TODAY reporter Nathan Bomey on Twitter @NathanBomey.