The solar roofing category may be newly forming, but Forward Labs isn’t interested in taking a back seat to anyone. Founder, Zach Taylor, has opened their roof for preorders today making it the second time the company has taken the first step in making a product announcement ahead of Elon Musk’s SolarCity/Tesla joint venture.
The facts and figures behind Forward’s roof don’t fail to impress either. Thanks impart to a new frame and racking system, their solar roofing boasts an energy density that is higher than solar panels. And with a roof that works double duty in generating solar energy, the price point is cheaper than one would get from buying a roof and solar panels separately. For those ready for a new roof, the solar offering will be a seemingly obvious choice. And in what will most likely be regarded as the most unique feature is its beautiful, colorful design. Forward’s solar roof is nearly indistinguishable from standard roofing. Forward has taken the stately form factor of a metal roof and matched it with solar capabilities. Available in eight colors, the roof is shaping up to be the clean energy alternative that not only makes solar energy more attractive, but also increases the curb appeal of the home it’s installed on.
The announcement for preorders marks the second time the new company has been willing to step ahead of Musk and gang to make their own announcement first. It’s a move of confidence Tesla hasn’t had to contend with in the automotive space. “Having the opportunity to demonstrate our product ahead of Tesla in September afforded us a tremendous amount of credibility.” Taylor states with a knowing nod. Indeed, it seems to have been a move industry insiders found to be telling as well. Currently, top companies from within the solar industry are working with Forward in bringing their roof to market.
“The number of companies that have inquired to partner with us has been fantastic. It’s been a very encouraging process.” To date, Forward boasts five partnering companies from the Fortune 500 ranks. While the number and sheer caliber of companies Forward is working with is certainly noteworthy, whats perhaps even more impressive is, the array of technology thats has been developed in house by the firm. While Tesla and SolarCity brought in material science experts, 3M, Forward hasn’t partnered with any outside companies in helping them design the optical layer responsible for giving their roof its colorful distinction. Taylor explains: “Early on, we made a few phone calls to companies, but ultimately we decided to develop the optics in house.” The theme Forward plays out is one that goes against the grain of what has been common in an industry plagued by stagnation. While solar installation companies have made entire acquisitions for items as simple as the hardware racking and mounting responsible for installing solar panels, Forward has developed its own “Concealed Racking” system in house. The system is hidden below the panels and has marks superior to current mounting technologies in both its strength and aesthetic.
Its moves like these that have kept the nimble startup at least one step ahead of the competition. Asked further about their product and its design, Taylor’s demeanor lights up. “The great thing about our Solar Roof is that it can be used in both commercial and residential applications. The majority of the inquiries we get are for residential roofing installs. But we’re also positioned for commercial installations. If you think of a carport, it only has structural supports, no plywood. You can’t put a shingle form factor on that. But that’s how all commercial pre-engineered steel buildings are designed. Our solar roofing can integrate very well with that. That opens the market up quite a bit. The standing seam form factor is fantastic. Its excellent for both residential and commercial. Its modern and classic. And this is just one product. With the market opportunity alone, there’s a lot to be excited about.”
Exciting indeed. Reading the company’s values stated on the homepage of forwardroofs.com its unlikely that anyone will fault the new venture for lack of ambition. “In the short term, we’re wholly committed and dedicated to installing the reservations we already have and ramping up production. Our mark of excellence at this point will be executing on the reservations we’ve accepted. We’re very thankful for the number of people that have placed their trust in us.” Between the magnitude of US roofing industry, a $41 billion market, and the ever growing solar sector, it looks like Forward is in the right place at the right time. The implications for the new solar roofing industry are just now starting to show their potential.
