Powerhouse solar shingles return to the market with new partner

Powerhouse-brand solar shingles, which install like traditional asphalt roofing products, have returned to the marketplace with Novi, Mich.-based Revere Plastics Systems LLC again molding and assembling components.

The roofing shingle that functions as a solar panel was developed by Midland, Mich.-based Dow Inc. more than a decade ago to serve as both a building product that can be used to replace asphalt roofs and a source of electricity.

Installed flush to the roof, the product looks better than mounted panels tilted toward the sun and can be installed for a lot less money, the company says.

Made with polypropylene for the composite base structure, Powerhouse 3.0 hit the marketplace in January 2019 after Dow licensed Denver-based Real Goods Solar Inc. — which did business as RGS Energy — as the distributor.

The initial interest was so strong, two injection molders were lined up. In addition to Revere, Creative Liquid Coatings Inc. in Kendallville, Ind., was to be part of the supply chain producing the in-roof solar shingles.

Ningbo, China-based Risen Energy Co. Ltd. continues to supply the solar components and wire harness connectors.

Powerhouse shingles only made it onto about 1,000 roofs, however. As RGS tried to commercialize the product, it ran out of financing and went bankrupt.

"They were able to get many roofs installed, but then everything just stopped," said Doug Drummond, vice president of sales and marketing at Revere. "Despite all the interest, they couldn't get it going. It's not that the product failed. They weren't able to get it to market appropriately."

RGS Energy officials had tried to raise $20 million. After falling very short of the goal, they filed for bankruptcy on Jan. 31, 2020, and laid off all employees.

Revere officials kept the inventory and tools it had through the court proceedings and watched to see what would happen to the Powerhouse brand.

"Revere will not be the roofer or the home builder. We are the plastic injection molder and assembler that will produce these products for the market," Drummond said.

Company officials talked to other businesses in the space to stir up interest, with Minnesota-based Plan A Solar deciding to partner with Revere. Revere will manufacture the shingles while Plan A Solar will own the brand and handle distribution and installation.

All the mechanical plastic pieces and how they connect are still the same as 2019, Drummond said, but the product offers better performance in terms of solar capacity.

"There's backward compatibility with what was made in the past," Drummond said.

As the company ramps up production at its manufacturing plant in Clyde, Ohio, Revere just needs to add staff.

"We had already done everything to be ready from an equipment and assembly standpoint," Drummond said. "Everything had been established. Our plant had to be certified and that was completed. Everything was ready to go."

If orders reach a certain critical mass, Revere will plan to expand capacity.

"I do truly believe as this product gets to the market and as people see how to looks and performs in real life it will have a real snowball effect and take off," Drummond said.

To help homeowners and builders afford solar panels, the U.S. government raised the residential solar energy credit last year from 26 percent in 2020 and 2021 to 30 percent in 2022-32.

"It's a great option to pursue," Drummond said. "A federal incentive can cover a big chunk of the cost to put Powerhouse 3.0 on your roof."

A typical 6 kilowatt hour solar installation helps homeowners substantially reduce annual utility costs and the tax incentive can save customers about $7,500 on their investment, according to energy.gov.

The incentives will help in-roof solar shingles compete against traditional roof products that generally cost less.

"Powerhouse shingles cost more [than traditional roofing] but now you're generating electricity," Drummond said, adding the product makes the most sense for people having a new house built or replacing a roof. "Then you'll get a 30 percent incentive and that incremental cost of a solar roof becomes much more affordable."

With the word out that Powerhouse 3.0 is returning to the market, Drummond said he has many meetings scheduled.

"Numerous people have contacted me saying we were interested before and we're still interested," Drummond said. "A lot of home builders and roofing companies see this as the future for them, too."

Powerhouse shingles have been on and off the market a few times. Dow began selling the product in 2011 then pulled the plug on it in 2016 to develop the second generation, which used crystalline silicon solar cells instead of copper indium gallium selenide (CIGS) thin-film technology.

In 2019, Revere officials and staff were excited to begin Powerhouse 3.0 production, but their run was cut short by RGS's bankruptcy.

"Then the pandemic hit and it took a while to get things going again," Drummond said. "There's a lot of interest out there and we're looking forward to turn the corner here."

Powerhouse solar shingles can protect a home or business as well as traditional asphalt materials. The product includes warranties on power production, weatherization and parts and it has 15 certifications for performance and safety, including a Class A fire rating, a 1.5-inch hail rating and a wind rating up to 200 mph.

A typical installation may consist of Powerhouse shingles exclusively or be a combination of asphalt and solar shingles. Depending on the number of solar shingles, Powerhouse 3.0 can generate enough electricity to power an entire household.

Powerhouse has a lot to offer in terms of price, aesthetics and performance, according to Revere CEO Glen Fish.

"As the need for renewable energy expands and the government supports installation with generous tax rebates, we want to fill that need with solar products that not only perform well, but are also visually appealing to homeowners," Fish said in a news release. "Both roofers and homeowners are sure to appreciate the financial benefits — both in installation and use — of these energy-producing shingles."

Revere officials plan to install an array at their Clyde facility to supply a limited amount of power as a trial run.

The Clyde plant is where Powerhouse is produced so Drummond said it's a good starting point. The company has eight other plants with about 1,100 employees and 360 presses.

With an estimated $255 million in annual sales, Revere Plastics is the 40th largest injection molder in North America, according to Plastics News' latest ranking.

"If this works well, we have a few other facility roofs targeted," Drummond said. "We use a lot of electricity and would like to lower our own costs and become more carbon friendly."