Tesla paving the way in consumer energy storage
“Tesla is not just an automotive company, it’s an energy innovation company,” Elon Musk , Tesla’s CEO said at the recent launch of its $3,500 10kWh Powerwall home battery. The Energy Storage Association and GTM Research said earlier this month they expect the storage market to grow to 220 megawatts deployed this year, a 250% jump from 62 megawatts deployed in 2014.
With power from the sun and wind becoming more widespread, energy storage devices are crucial in order to efficiently use such energy. Could the Tesla battery mark a new era for energy storage for homes and beyond? Well, only time can tell.
Amid a party atmosphere at the company’s design studio near Los Angeles International Airport, Elon Musk delivered a 20-minute presentation electric presentation introducing the wall-mounted Tesla Powerwall battery pack. The campaign is garnering attention globally for its marketing savvy approach. With its Energy Batteries making $803 Million in one week, Tesla does seem to be on the right track.
Although the Tesla battery is being promoted as a superior alternative, it certainly is not the only one to hit the market recently. Now more than ever, more companies are looking into ways to make energy storage feasible and convenient.
Entering what is already a competitive market for energy storage, including much larger rivals such as Samsung, GE and Saft Groupe SA, Tesla will have to adopt marketing and communications strategy that will ensure it stands out. Samsung’s online Historical Gallery for instance traces evolution of Samsung devices in past 40 years! It does a great job in story telling – a journey from traditional to the modern day world and how the products have grown over these years.
Most people associate the technology with taking electric power off the grid at night and storing it in a battery, releasing it later on when the demand for power is highest and when the sun may be hiding. With the world adopting the storytelling through visuals and moving away from routine heavy technical content, Tesla can look at adopting interesting ways to depict energy storage on marketing and digital communications through pictography. This is a method that is efficient yet easy to understand for consumers.
As these energy storage products will service not just homes but also utilities, they are likely to bring much-needed attention to the accompanying technologies. This in turn, may attract new capital and help bring about economies of scale that would further reduce those prices.
More competition will mean more innovation… Musk’s long-term vision for Tesla Energy is bold—he expects global sales and to “fundamentally change the way the world uses energy.”
If Tesla holds true to its promise; better, cheaper batteries appear to be on the way—and more power to them!