MIDLAND — Dow Chemical Co. (NYSE: DOW) announced Tuesday it would “reinvent the roof” for the 21st century, by bringing its Dow Powerhouse solar shingle to United States markets this month, starting in Colorado and rolling into targeted states through 2012.
The Powerhouse Solar Shingle is a revolutionary new roofing product that combines the performance and protection of a conventional asphalt roof with an integrated photovoltaic system that powers the home. It is designed to install, look and function in a way that has never been done before.
According to Dow Chairman and CEO Andrew N. Liveris, the market introduction of the Powerhouse Solar Shingle is integral to Dow’s transformation, and a key part of its strategy to invent and innovate new technologies that are defined by the intersection of megatrends such as energy and Dow’s new and invigorated research pipeline.
“The introduction of a differentiated solar product like our Powerhouse Solar Shingle, is a significant development for the advancement of alternative energy, homeowners, U.S. based manufacturers, as well as the world’s energy challenges,” said Liveris. “It is also clear that the continued success of the global solar industry will require the kind of technical excellence, market insight, ease of adoption and manufacturing know-how that is embedded in the Dow Powerhouse product and at the core of Dow’s strengths.”
The Dow Powerhouse Solar Shingle protects the home like a standard roofing shingle while providing energy that saves the homeowner money. Behind a strong brand reputation and warranty, Dow is transforming the residential market by making a solar installation as easy as installing an asphalt rooftop — all while maintaining the home’s attractiveness.
Dow can now serve the need of homeowners who want to go solar, but aren’t willing to accept the complexity and sub-optimal aesthetics currently offered by bulky, rack-mounted systems.
Just as the advent of indoor plumbing in the early 20th century fundamentally changed the expectations people had of their residences, Dow believes its new solar roofing technology unlocks the same potential to revolutionize the way people think about their roof. No longer is it a passive depreciating asset, but an active source of value.
The Powerhouse Solar Shingles are engineered to address the historical un-met needs of the residential homeowners by functioning differently from any other product available to homeowners with asphalt rooftops — which represent approximately 85 percent of U.S. homes. It operates as both a roof and solar product, and is installed directly onto the roof deck along with standard asphalt roofing shingles. Powerhouse Solar Shingles are both the roof and the solar energy generator, and look like they actually belong on a home.
According to Dow Solar vice president Jane Palmieri, providing a solution that has solved the “aesthetics issue” is a critical success factor for bringing solar technology to new populations and communities.
“There is a lot of amazing technology in the Powerhouse product,” Palmieri said. “But what we learned from the consumer is that they value the look of their homes because it is an expression of who they are. Homeowners want, expect and deserve a solar product that they can be proud to display. And Powerhouse makes that possible.”
D.R. Horton has been ranked as America’s No. 1 homebuilder for nine consecutive years by Builder Magazine, and its Colorado division, currently ranked #1 by the Denver Business Journal, has entered into an agreement with Dow to be the first national homebuilder to offer the Powerhouse Solar Shingles on their new homes. Details about this and other market-specific launches will be part of a release later this month.
Dow’s Powerhouse Solar Shingle will be marketed as a complete solar system with a custom designed array that fits the homeowner’s goals and complements the home’s style; an inverter that converts the Direct Current into Alternating Current to power the home; and a monitoring system delivering real-time readouts showing how much energy your system is creating and how much the home is using. Powerhouse has the safety backing of Underwriters Laboratories (UL) and is certified to withstand rain, hail and wind.
Dow says the cost of the systems will depend on the size and configuration of the home and desired power generation. Palmieri said the product would be cost-competitive both as roofing and as a solar power generation system.
More at www.dowsolar.com.