At last week’s general meeting of shareholders, Tesla’s CEOElonMusk was a “vision†and a “mission†to investors. It helped boost Tesla's market value. It crossed the $60 billion mark and surpassed BMW to become a BMW. The world’s market capitalization ranked fourth. But Tesla’s energy sector, which has less media attention, has recently shown surprising competitiveness. An obvious example is that the backlog of orders for Tesla solar roofs has led to production tasks that have been scheduled for 2018.
On May 11th, Tesla announced that the solar roof, which combines "beautiful and practical," began to accept reservations. Over the past month or more, solar rooftop orders have grown faster than expected – analysts at RBC Capital Markets met Tesla CFODeepak Ahuja at the end of May and disclosed a message in the RBC’s subsequent minutes to customers: Tesla 2018 The annual production capacity of solar roofs has been sold out.
In November last year, Tesla completed the acquisition of Solarcity with a quotation of approximately US$2.8 billion after the approval of the Tesla and Solarcity Board of Directors. The Solarcity brand was subsequently reorganized and merged into the TeslaEnergy division. At this point, the TeslaEnergy division's product line is divided into the home energy storage system Powerwall, the enterprise-class energy storage system Powerpack, and the solar roof.
While bookings were opened on May 11th, the Tesla official website introduced the solar roof products in detail. 36. Previous reports have reported that in order to allow people to give up the "proven traditional roof brand" and choose "a solar-powered roof made by a company that builds electric cars," Tesla made its product performance and reliability. A hundred percent effort has been made.
In terms of product reliability, the tiles themselves have a lifetime warranty, and the warranty period can be as long as the life of the house; the warranty period for power supply and weather conditions is 30 years. In addition, the product's anti-hail rating, wind rating, fire rating, reliability rating, and even aesthetic rating all meet the best standards in their respective fields.
At the subsequent communication meeting, Musk stated that he expects that the solar roof will be the next product that Tesla is in short supply. He told the media that the product can theoretically be sold in any country, so overseas users can also place orders, but delivery and installation will wait until next year. He expects that the product will have strong demand, and the revenue growth of this business will depend entirely on the speed of capacity increase.
In a subsequent earnings conference call, Tesla announced that the first solar roofs will begin "pilot production" at the California plant within two months, followed by mass production at the Gigafactory2 in Buffalo, New York.
Regarding Tesla's other preparatory work for the solar rooftop market, including pilot production, offline sales network construction, and adaptation of Tesla's APP, etc., 36æ°ª have previously conducted relevant reports. For example, Tesla recently cancelled Tesla Energy's inefficient "point-to-point" sales service and tested Tesla Energy's sales at Tesla Stores. Test results show that sales efficiency has increased by 50-100% relative to non-optimal retail locations. Tesla later said that it has decided to extend its test plan for Tesla Energy products sales to Tesla Store to more than 70 stores across the United States and Canada. In addition, Tesla updated the Tesla APP on April 20. The new version integrates the Powerwall2 energy wall and the Tesla Solar Roof Power System. Users can monitor and manage household power consumption through the Tesla APP.
In order to better support the promotion of the solar roofing business, on May 15, Solarcity released a number of job postings in the energy sector on its official website, including solar panel installation specialists, roof installation specialists, inspection and coordination personnel, electricians, and cement repairs. The Commissioner even has several positions such as photovoltaic designers.
From the market feedback alone, Tesla solar roof seems to be sought after like Tesla Motors. But integrating solar panels in tiles is not Tesla's initiative. Many companies, including Dow Chemical, have made similar attempts. Of course, the final sales are not ideal enough to stop production.
But inside Tesla, there is a mysterious high hope for the solar roofing, Musk, Solarcity co-founder and CTO, and now PeterRive, vice president of solar energy products in the TeslaEnergy department, said that no company except Tesla can make it.
"Ifyoujustcreatedasolarshingle,you"rekindof****ed.Idon"tthinkanybodybutthecombinationofSolarCityandTeslacanpullthisoff. (If a company happens to launch a solar roof product, then it's not a good day. I don't think any company can promote solar roofs. Come, in addition to Tesla and Solarcity.)"
Prior to this, Solarcity's products were no different from those on the market. In Musk's view, the main reason why solar panels are not widely accepted is "too ugly" (he holds the same view of electric cars and energy storage systems). Foreign media FastCanpany reported that PeterRive had presented Musk with Solarcity's latest product prototype at the beginning of the acquisition. Musk told the product team after reading that “Trash†was simply wasting his time, but the technical specifications of the product reached Musk’s. Claim. Shortly after that, he asked the Tesla design team and Solarcity's technical team to work closely together to develop a "better looking, glass-brick product." The Tesla solar roof was finally designed. "This is an essential part of our strategy for differentiated products," said Musk.
According to Tesla's first quarter 2017 earnings report, TeslaEnergy’s quarterly revenue has reached US$214 million, a surge of 841% from the US$22.7 million in the same period last year. According to market feedback from solar roofs, the growth of the business will continue, as Musk said, “The revenue growth of this business will depend entirely on the speed of capacity increase.â€
Tesla's competitors should all think about one issue. Regardless of ModelS&X or Model3, and solar roof, Tesla's popularity of each product is much higher than expected. What is the mystery of this?
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