Westinghouse Trots into Solar

The guys who brought you AC team with Akeena for photovoltaics.

Westinghouse Trots into Solar

One of the oldest names in electricity is going solar.

Westinghouse, the big conglomerate that made alternating current more than a fad, has licensed its brand name to Akeena Solar. As a result, Akeena's solar panels, including the all-in-one Andalay panels, will now be sold under the Westinghouse name.

Westinghouse Solar panels will then be marketed and installed by Akeena and its network of installers, as well as Lowe's, the home improvement chain. A few months ago, Lowe's and Akeena inked a solar installation alliance.

The deal, along with the earlier Lowe's deal, marks another step in the maturation of the solar industry. To date, solar installers have mostly operated locally and at best have had local brands. Solar panels, meanwhile, have achieved almost no brand equity with consumers. Marketing, to put it nicely, is not a strong point of solar companies, a problem that has in turn exacerbated the price competition and commodification of the industry.

Westinghouse and Lowe's, ideally, will bring a level of trust and comfort when it comes to buying solar. It's no panacea, but it's something.

Just as important, both companies bring a wealth of contacts, sales channels and logistical support to the table. Lowe's is concocting a variety of energy programs, according to sources. It has already teamed up with Recurve, the energy efficiency retrofitter/software developer, in the Bay Area. With its Akeena/Westinghouse deal, Lowe's now can provide a full complement of energy services. Expect to see more. (SolarCity, meanwhile, bought a energy retrofitter recently and so did GridPoint, so the era of the full-service energy efficiency service provider is here.)

Westinghouse has also shown it can adapt to the modern world. Back in 2004, when LCD TVs began to come down in price, Westinghouse launched a line of TVs and digital picture frames. So did Polaroid, Motorola and other dusty brands. While many succumbed to the inevitable, Westinghouse is one of the few still out there.

How much participation and cooperation that will occur between Akeena and Westinghouse remains to be seen, but the company doesn't loan out its name lightly. Here's the air quote:

"Since George Westinghouse founded the Westinghouse Electric Corporation in 1886, the world's electric grid has operated on AC power," said James F. Davis, vice president, Westinghouse Electric Corp. "For over 100 years, Westinghouse has literally set the standard for reliable electric power and home appliances. We approached Akeena when our research indicated that their integrated solar-panel technology could help make solar mainstream. Akeena's safe and reliable AC solar panels are a perfect complement with Westinghouse's heritage. We are pleased to introduce Westinghouse Solar as the newest member of the exclusive Westinghouse family."

"Formally, it is a licensing deal, but there is a lot involved to make sure it fits the Westinghouse guidelines," Akeena CEO Barry Cinnamon said in an interview. "They approached us. They said, 'We really want to be in solar.'"

15 Comments

  • Abhishek 05/21/10 2:47 PM

    Akeena’s under performance compared to the new installers like Suncity ,Sunrun ,RSOL has been huge.Despite their path breaking technology ,partnership with Suntech,Lowe and now Westinghouse their business has remained a huge under performer.
    http://greenworldinvestor.com/

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  • Bjwiii 05/21/10 4:54 PM

    Akeena has a superior product and at last they have the final puzzle piece in place to take sales to the next level.

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  • Greg Sieck 05/21/10 7:31 PM

    This really solves a lot of problems for consumers. It’s not as if there has been an issue witht the reliability of solar equipemnt. But ther has been a gap in terms of brand credibility—how do you trust that a product is going to work for 20 or more years if you’ve never heard of the company that makes it? With the Westinghouse brand in the mix, and easy access via a national retail chain, solar power for the home is going to take off!

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  • RyanPickering 05/21/10 8:39 PM

    Gary nailed it.  This is simply a great move for Akeena, more brand awareness, more consumer confidence and more business avenues.  Abhishek’s comments confuse me, Akeena is partnered with SunRun

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  • Anthony 05/21/10 9:29 PM

    Are you sure that Westinghouse did not easily lend it’s brand to some cheap Chinese made TVs a few years back?  The Polaroid comparison is even more troubling in the same realm.

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  • Rob Powell 05/21/10 10:27 PM

    If nobody else will say it, congratulations to Akeena.  I’ve been watching this company over the past 4 years go from a new competitor to a thought leader and major player.  That’s where the rubber meets the road.  We need more great organizations as much as we need great new technologies to achieve the goals we’ve set for ourselves.  Nice work.

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  • Bob McDonagh 05/22/10 12:09 AM

    Thirty-five years ago, I wrote President Ford - concerning the need - for our Nation to get into the devlopment of alternative energy(s). 

    (I don’t remember exactly what I wrote him. In moving, my copy of the leter was later lost - during Hurricane Charley.)

    President Ford didn’t reply.  But letters of reply - from two elected government officials I sent copies to - are on my website: http://www.navalairestates1.com. Their letters hint - at what my leter must have contained.

    Those gentlemen were U.S. Senator Philip Hart,and U.S. Congressman Dale Kildee - both of Michigan. That letter - and their replys - were written, over three decades ago.
    [My inserted comments on the letters are a reflection - on the sad state of what has happened to those bold initial attempts - to delve into alternative energys  

    And they show that I am not ‘A Johnny Come Lately’ entry - into the field of Alternative Energy(s). 

    Right now, I’m looking for a $2,000,000.00 grant to build a restaurant and a Children’s Aviation Center on an airport, in SW Florida. With that funding - a second separate ‘Center] may be build on a second Airport.

    The restaurant will have some unique profit sharing features.  And will also serve as a source of funding - to operate both Centers. Future such projects may be born out of these two Centers.

    Both Centers will also serve as alternative energy Laboratories - for: solar, geo -thermal - and a unique ‘Wind Farm’. (That is also explained on my website.)

    Governor Crist wrote a letter of encouragement - but, said the State of Florida does not have the money to finance the project. 

    (Anyone know where I can find such a private or public grant?) 

    Click on my other site: http://www.navalairestates.com. It details what the Centers will accomplish. Also read: ‘A Thousand Points of Light’ - and the two pages about the curriculum - and goals of ‘The Children’s Aviation Centers’.

    I hope someone(s) can share this with Govenor Crist and U.S. Congressman Kildee. (Governor Crist; I’ll be supporting you.)

    Dale, I can’t vote for you now.  But, I hope to build a third and fourth such complex, back in Mid - Michgigan. So, I hope you can find/suggest some ways to help this project.

    Two projects are planned for Michigan (as a start)  One at Detroit City Airport.  The second at Flint’s bishop Airport.  The one at Detroit City Airport will be named after two Tuskegee Airmen friends:  Alexander Jefferson, and Richard Macon. (Dick and Jeff were both shot down in WWII and were POW’s.)  “Jeff’ has a unique collection of paintings.  Ones he drew, while serving as a POW.  (I hope someone gets him to turn them into a collection - before he too is gone.) An unbelieveable window into our past. Don’t let that be lost. (I hope we can display that exhibit - at Detroit City Airport (Now named after another Tuskegee Airmen/ Past Mayor of Detroit: Coleman Young.)

    The one in Flnt, will be named after Janey Briggs Hart (Senator Hart’s wife) and Bea Steadman of Flint.  Both ladies were Mercury 13 finalist.

    (This concludes History/economics aviation/alternative energy(s) - minority studies, lesson 101.) 

    Thank you,
    Bob McDonagh

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  • randy 05/22/10 3:11 PM

    Akeena’s larger sized solar panels are manufactured in Tiajuana Mexico by Kyocera and only offer a 20 year warranty while practically every other manufacturer in the industry offers a 25 to 30 year warranty. I wonder why that is ? Maybe they don’t believe in the longevity of their onwn product. And what’s up with Westinghouse ? Akeena claims in a recent press release that “Akeena’s solar panels produce alternating current power, which it says produce up to 25% more energy than ordinary Direct Current panels.” Is Akeena into perpetual motion as well ? How do you get upto 25% more power from a DC source ? That violates the laws of physics. Sounds like Voodoo Magic to me !

    Sorry Akeena but this all reminds me too much of the gasoline from water scam of a few years ago. And if Westinghouse is involved, good uck to the consumer who buys solely on brand name instead of the facts behind a product’s real capabilities.

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      • Bjwiii 05/23/10 10:42 AM

        You are confused about the superiority is a/c over d/c? Do some research before you post. Water into gasoline scam??? I hope you didn’t invest in that one. This partnership can only mean increased revenues for Akeena with their superior product now coupled with a household name.

      • Solar Bear 05/24/10 4:51 PM

        The AC selling point simply means that their 180W panels have Enphase inverters built into them.  For all intensive purposes, Akeena’s Westinghouse panels produce safe AC power right behind the panel’s cells.

      • Solar Bear 05/24/10 4:57 PM

        Furthermore, panels equipped with microinverters like the Westinghouse panels do produce 10-25 percent more power.  This increased production comes from 1) shaded panels not disabling entire strings 2) individual sun tracking on each panel 3) virtually no DC loss since the inverters are mounted right on the back 4) microinverters increase daily panel operation time by an average of half an hour.

  • Scott Gordon 05/24/10 2:04 PM

    Does Westinghouse have any real consumer brand cache anymore? I’m not sure I’d buy a Westinghouse television over a Sony, Sharp, Panasonic, or Samsung. From what I can tell, the Westinghouse name is licensed, so it begs the question: Who will actually manufacture the panels and where will they be made? I’d have to guess SunTech is the partner of choice since they manufacture Akeena’s Andalay modules. In the end, I have to believe that Westinghouse has more notoriety and brand recognition than Andalay, so it’s probably a net benefit to Akeena’s marketing efforts. It’ll be interesting to see how it plays out.

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  • glenn2ns 05/26/10 10:25 PM

    Solar Bear, you missed another critical advantage to panel inverters: aggregate loss on the string - over time.  Panels will not age identically but within tolerance(s).  Variance breeds noise and noise means loss.  Algorithms have not been developed to sufficiently quiet the noise in the DC strings as perceived by conventional inverters, and that mean chaos and power loss.  One aspect is hermetic seal.  Over time internal moisture impacts the transparency of the primary optics.  Local inverters keeps virtually all that noise loss in check, not that loss from degraded optics disappears but exponential losses from the degraded optics causing disparity in each string is negated - just clean phase-matched AC.

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      • Solar Bear 05/27/10 1:12 PM

        I didnt realize that, thanks.

  • Green Finance Guy 05/27/10 12:30 PM

    Akeena has been losing market share to competitors for some time, losing business even as the solar market grows.  Their products are too expensive relative to what they offer.  The company is not profitable, and seems to be moving further from profitability.  On this message thread, there seems to be either Akeena employees or people trying to pump the stock.  Andalay is a cool innovation, but I think it is far from clear that the company is really well-run.

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