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Tesla Solar Roof is becoming a stealthy killer, and no one is standing in its way
Tesla executives like CEO Elon Musk may emphasize that the company’s Energy business is just as important as its electric vehicle division, there is little doubt that stationary batteries and solar products are just not as sexy or exciting as, say, all-electric supercars, futuristic pickups, or Full Self-Driving software. Yet as Tesla Energy hits its stride, it is becoming evident that some of the company’s products like the Solar Roof could very well develop into stealthy disruptors on their own.
Tesla Energy’s flagship solar product is the Solar Roof, which was initially unveiled in 2016. Since then, the attractive solar shingles have not really seen a serious ramp, at least until now. Over the following years since its debut, Tesla focused on optimizing and improving the Solar Roof, and the result of these initiatives was the V3 tiles, which were rolled out last year. Tesla’s Solar Roof installations have been steadily ramping then, but just like the company’s energy division, its growth was mostly in the background.
Prior to the third-quarter earnings call, Tesla Energy made headlines after roofing company Weddle and Sons Roofing announced that it was able to complete a full Solar Roof installation in just four days. The project was no joke either, as the system was comprised of 15 kW of Solar Roof tiles that covered about 4,000 sq.ft. (about 372 sq.m). This was a milestone for the company, but as noted by Tesla in its Q3 2020 Update Letter, this installation was not even the fastest to date.
Tesla revealed in its third-quarter Update Letter that it has been able to complete a full Solar Roof installation in just 1.5 days. The company did not indicate the size of the system, though it did provide images depicting the installation’s progress. This update, together with the recent report from Weddle and Sons Roofing, shows that steadily, Tesla’s Solar Roof tiles are becoming faster and easier to install.
Tesla Energy’s growth in the third quarter was incredibly impressive, with the company deploying 57 MW of solar, a 111% growth from the second quarter. The company also announced that 759 MWh worth of battery storage was deployed, an 81% increase from Q2 2020. These milestones tend to be pushed aside by the company’s FSD and EV developments, but if Tesla Energy continues at this pace, it would only be a matter of time before the company’s solar and battery storage systems end up becoming a force that will be incredibly difficult to ignore.
Interestingly enough, the Tesla Solar Roof does not really have a lot of competition in the residential solar market in the United States. Granted, products like the SunTegra Solar Shingles could provide some competition, but the overall lineup of rivals for the electric car maker’s V3 tiles are relatively few. With this in mind, the potential path to dominance for the Tesla Solar Roof seems to be mostly clear. Tesla just has to produce them at volumes that meet demand.
Tesla’s reach into the residential market has actually been growing. EnergySage’s eleventh semiannual Solar Marketplace Intel Report, for one, concluded that the Tesla Powerwall 2 is pretty much dominating the US residential market for stationary storage. The competition, comprised of battery storage units from companies like LG Chem, lie far behind, with the Powerwall dominating about half of the quotes given in EnergySage’s Marketplace.
Elon Musk spoke about the Solar Roof’s potential in Tesla’s recently-held earnings call. Just like before, Musk was optimistic about the shingles, though this time around, the CEO seemed to be more certain about its upcoming disruption. Musk even remarked that the Solar Roof’s status as a “killer product” will become evident next year.
“When you look around the neighborhood in the future, decade from now, what do you want? What products are going to make your life better? What future do you want? And I think a future where we’ve got beautiful roofs generating energy that are tough and resilient and better in every way than a regular roof and alive with energy, that’s the future we want. Solar Roof is a killer product. This will become obvious next year,” he said.
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Tesla Giga Texas reportedly moves to 24/7 production
Tesla’s Austin Gigafactory is reportedly shifting to round-the-clock vehicle production through the end of 2026, according to longtime drone observer Joe Tegtmeyer.
In his November 2 update, Tegtmeyer, widely regarded as one of the most reliable independent sources on Giga Texas activity (we call him the Drone GOAT), stated that the plant has added a night shift, creating two 12-hour production shifts.
Tegtmeyer said in his video:
“Now, I do have some interesting news about that when it comes to the production schedule here at Giga Texas, and things are actually looking pretty good, especially when you think about what the demand is and the delivery numbers that they’re looking for and what they’re expecting. So, normally they have shifts Monday through Friday. It’s a day shift and it’s about 10 hours long or so, give or take. But now they’re on day and night shifts and they’re going to 12-hour days. So they’re going to be adding or they have another shift. They have 12 hours for both of them. In addition to that, the typical downtime that we’re going to be seeing around the holidays, specifically Thanksgiving and Christmas to the New Year time frame is actually changed. And we’re not going to see those big several day events where there is no production. At least that’s what the plan is right now. So, it’s really a great sign, I think, when we consider what they’ve done in the past and what production and the deliveries have been so far. So, maybe it’s shaping up to be a really strong quarter.”
Previously, General Assembly typically operated on a single roughly 10-hour day shift, Monday through Thursday or Friday. The new arrangement keeps General Assembly on its Monday-to-Thursday schedule while adding overnight capacity, and most other areas of the factory continue working the full week with some weekend activity.
Notably, the plant is also forgoing the multi-day shutdowns around Thanksgiving and the Christmas–New Year period that have occurred in prior years
Giga Texas currently builds the Model Y, the larger Model Y L, the Cybertruck, and the Cybercab robotaxi. Tesla has not confirmed the shift change or specified which lines will receive the extra output. Recent comments suggest Cybercab production has been constrained by the pace at which the Robotaxi fleet can absorb new vehicles, making the Model Y and Model Y L the more likely beneficiaries as the company works through order backlogs.
Tegtmeyer’s November 2 footage and commentary also highlighted broader site progress. Cortex 2 continues to expand, with additional compute coming online, a roughly 25 percent lengthening of the structure on the north end, and work on a third cooling plant.
The Boring Company tunnel site showed increased activity in the large launch pit, while the Advanced Technology Chip Fab (a SpaceX–Tesla joint R&D facility) continued steel superstructure and heavy truss installation, along with concrete pours.
The reported capacity increase arrives as Tesla aims for a strong fourth quarter following solid third-quarter results. While unconfirmed by the company, the information aligns with Tegtmeyer’s consistent track record of accurate on-site observations.
If Tesla makes the decision to sustain the all-day production plans, the dual 12-hour shifts would meaningfully raise weekly output potential at one of Tesla’s most important manufacturing hubs.
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Tesla opens new “Cybaer” Engineering Center in Berlin
Tesla opened its Berlin Engineering Center, uniting four sites and 30 labs near Giga Berlin.
Tesla has opened a new engineering hub in Berlin, putting the teams that design and test its European parts about 30 minutes from the factory that builds them.
The Berlin Tesla Engineering Center, or BTEC, opened Wednesday in the Köpenick district. Tesla Europe said on X that the project went from permit to operational in under a year and consolidates four engineering sites and 30 labs onto a single campus. It is the company’s third hub of this kind, after Fremont and Shanghai.
“We’re combining materials, powertrain, vehicle engineering & validation under one roof, enabling a short feedback loop between development & ramp,” Tesla Europe wrote.
Berlin Tesla Engineering Center opens today From permit to operational in under a year, it brings 4 engineering sites onto 1 campus w/ 30 different labs in Köpenick, 30 minutes from Giga Berlin With our 3rd hub of this kind after Fremont & Shanghai, we’re combining materials, powertrain, vehicle engineering & validation under one roof – enabling a short feedback loop between development & ramp — Tesla Europe, Middle East & Africa (@teslaeurope) November 4, 2026
Tesla converted the former production halls of a cable factory for the site. About 250 engineers and technicians are starting there, most of them relocated from existing Tesla facilities such as Tilburg in the Netherlands. Tesla has already applied for approval of a second phase that would take the headcount to roughly 500, and it put the total investment at €100 million.
The labs cover battery cells, motors, materials and complete vehicles, and a large hall is set aside for safety testing of components, including airbags. During the opening, staff demonstrated a pedestrian leg impact test on the front of a Tesla using a catapult rig, Tagesspiegel reported. The center’s logo is a cubist Berlin bear that employees call the “Cybaer.”
Tesla said its Berlin design and engineering teams already contributed to the Model Y, Semi and Roadster, and that the work continues at BTEC. The center will handle technical problem solving for Giga Berlin in Grünheide while also developing and validating parts for vehicles built in China and the United States.
“We came here to stay,” BTEC head Brückner told dpa. “We serve all of Europe via Gigafactory Berlin-Brandenburg.” He said a site close to the plant was a priority, and that the old industrial building allowed Tesla to move quickly.
That proximity matters more now that Giga Berlin is growing again. In June, Tesla said it would raise Model Y output at the plant to 7,500 vehicles per week and hire 1,000 more workers after a record first quarter of more than 61,000 units. The factory recently built 7,000 Model Ys in a single week for the first time. Tesla also more than doubled the planned 4680 cell capacity at the site to 18 GWh per year in May, and has talked about eventually taking Grünheide to one million vehicles annually.
Sales are giving Tesla reason to invest. KBA data released the same day showed Tesla’s German registrations nearly quadrupled year over year in October to 2,932 units, bringing the total for the first ten months of 2026 to 47,742.
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Ferrari Luce sold out for 2027 after design controversy
Ferrari’s first electric vehicle, the Luce, is fully sold out for 2027, according to CEO Benedetto Vigna.
Presenting third-quarter results, he stated: “Everything we plan to sell next year is already fully allocated. Client test drives, scheduled for next year, will help further boost demand. We have no critical issues, neither on manufacturing nor on the demand side. Obviously, the car is more complex because it has many new parts and many new technologies.”
First customer deliveries are expected before the end of 2026, with the model already commanding waitlists despite a turbulent debut.
The Luce is a five-seat, four-door liftback saloon—the longest Ferrari ever produced—powered by four electric motors producing approximately 1,035 horsepower.
It features an 800-volt architecture, a 122-kWh battery, a claimed WLTP range of around 329 miles, 0-62 mph acceleration in 2.5 seconds, and a starting price near €550,000 in Europe (roughly $560,800–$615,000 in the U.S. depending on configuration).
Developed in collaboration with Jony Ive and Marc Newson’s LoveFrom studio alongside Ferrari’s own Centro Stile, it represents a deliberate departure from the brand’s traditional mid-engine sports cars toward a more spacious, grand-touring format.
Its exterior has proven deeply polarizing. Unveiled in Rome in May 2026, the design features smooth, sweeping surfaces, a large glass roof, and restrained detailing that critics described as bland, generic, or more reminiscent of an Apple product or mass-market EV than a Ferrari.
Ferrari unveils its Luce EV, and its reception has been a disaster
Online reactions included memes comparing it to a Nissan Leaf or Polestar, while former Ferrari chairman Luca di Montezemolo publicly warned of “the destruction of a myth” and suggested the prancing horse logo be removed. Italian politicians and longtime owners joined the chorus of disappointment, and Ferrari’s shares dropped roughly 8% in a single day, erasing billions in market value.
Design experts noted the absence of the brand’s signature tension, aggression, and emotional drama.
Yet the controversy has not translated into weak demand among the ultra-wealthy clientele who actually buy Ferraris. Production volumes remain tightly limited, as reports suggest fewer than 500 units in the current year and a longer-term pace of roughly 600 annually through 2030, preserving exclusivity.
One early chassis sold for $40 million at auction. Vigna has indicated that seeing the car in person, along with upcoming client test drives, is expected to strengthen rather than weaken interest. Ferrari aims for fully electric models to comprise 20 percent of its lineup by 2030, with a second EV now delayed to 2028.
For a brand defined by scarcity and desirability, the Luce’s sell-out status suggests that among those who can afford it, the polarizing design has not proven to be a commercial liability.