Home Batteries By Recognizable Brands

Why Big Names in the Home Battery Game Might Leave You Hanging

Lately, there’s been a rush of big companies diving into the home battery market. It’s easy to understand why—people are looking for energy independence, especially with the rise of electric vehicles and the need for reliable backup power. But if you’ve been around long enough, you know this story already played out once before during the solar panel boom years.

Back then, some big brand names tried to jump on the solar bandwagon, and it didn’t end well for a lot of customers. Now, we’re seeing the same thing happen with home batteries, and I’ve got some serious concerns that history is about to repeat itself.

The Solar Boom Déjà Vu

In the past decade, companies like Panasonic, Sharp, and even ADT tried to cash in on the solar trend. Panasonic, which everyone knows for electronics, decided to manufacture solar panels. ADT, famous for its home security systems, bought a national solar company (with a terrible reputation) to quickly expand into the solar installation market. It all seemed great, but as soon as solar became less lucrative, these companies pulled out.

And guess who got left behind? Their customers.

I can’t tell you how many calls I get every week from people who had ADT solar systems installed, only to find that now, they have no one to service them. ADT and companies like them just abandoned the market when it didn’t work out, leaving homeowners to fend for themselves with warranties no one will honor and systems that need maintenance no one wants to handle. It’s a mess.

Now It’s Batteries: Same Story, New Players

Now, we’re seeing the same thing with home batteries. Big names are entering the game, thinking they can capitalize on this growing trend. And while some of them might make decent products, the truth is, their commitment to the battery market is about as solid as their commitment to solar was—and we know how that ended.

Take Generac, for example. They got into home batteries pretty early by buying the technology from a failing battery system manufacturer (Pika Energy) and putting their label on it. To their credit, they’ve made improvements, but let’s be real—Generac’s heart is still in generators, not solar with batteries. Their main business is gas-powered backup systems, and while they’re dabbling in batteries, it’s not their focus.

Briggs & Stratton, another leading generator manufacturer, purchased Simpliphi, an early leader in Lithium Iron Phosphate home batteries. That doesn’t seem to be working out so well, but I will say they have a solid product. Simpliphi has not gained market share. In fact, they seem to be losing share as new entrants take their cut. Only time will tell if their true commitment is to home batteries or if Briggs & Stratton will revert to the core business of gas-powered generators.

And then there’s General Motors. Yes, GM, the car company, has just announced they’re getting into the home battery market. They have a long history and make some great cars, but solar contractors like me are already bracing for impact. GM is likely headed down the same path as other big brands that dipped into solar, only to leave homeowners with no support. Solar contractors aren’t going to want to deal with these systems, and in a few years, owners will have a hard time finding anyone willing to service their GM battery.

The Tesla Confirmation – and Caveat

I know what you are saying – Tesla bought Solar City, a national solar company that was in dire straights, and made it a solar and battery powerhouse. That is true. But it proves my point – Tesla is out of the solar panel manufacturing business. They realized there is no money in that, and they shifted their focus to their Powerwall battery.

And that is the caveat. Tesla is an auto manufacturer first, but the core of their automotive manufacturing business is batteries. And their home battery is not only a stellar and solid product, but as an early entrant, they have a huge lead on the competition. They also have a big cost advantage, willing to sell product at razor thin margins, or perhaps even at a loss to maintain market share.

That does not bode well for new entrants, who will struggle to compete on price unless they have a product that is leaps and bounds better. That is unlikely to happen.

Certified Installer Network

Undoubtedly, GM will convince some solar contractors to get on board and become “certified installers.” This trend has become an epidemic in my mind. Yes, it is ideal to have installers trained on your product. But if there is so much nuance with your brand that you need to have a special training program and only certified installers can support your product, you are limiting the consumer’s ability to get support down the road.

And if your product fails, they are out of luck. These “certified installers” will quickly abandon the brand and no longer service the small number of systems out there.

This move toward installer certification has become pervasive, even among market leaders like Enphase Energy and Tesla. The difference with these brands is they were early entrants, and there is already a huge network of qualified service technicians out there. That is a safe bet for consumers. If these manufacturers fail at the battery game, which is unlikely now, there will be an army of contractors ready to make money serving the needs of system owners because the market would be vast and present a niche opportunity. That is not the case with smaller players.

Three Types Of Home Battery Company

The way I see it, there are three general types of home battery company.

1. Companies dedicated to solar and/or home batteries as a primary line of business with a deep focus on what drives the consumer.
2. Car manufacturers making EV batteries that see a side business opportunity.
3. Generator companies that understand home backup and see a threat to their dominance with fuel-burning generators.
4. Tesla

Wait – that’s FOUR types of company. Well, Tesla is a car manufacturer, but they have a unique history and evolution that, frankly, invented the modern home battery market. Tesla, a great option, but not necessarily the only great option, stands in a category by itself.

What Happens When Big Brands Pull Out?

If you’ve already experienced this with solar panels, you know the frustration. When these big companies leave, they don’t just take their profits with them—gone is the customer support, the warranty service, and the long-term commitment. Homeowners end up with a product no one will touch, and they’re left on their own to figure it out.

If you want an example of a big brand, consider the household name LG. They make batteries through their LG Chem brand. One of the biggest contenders in the solar inverter market, SolarEdge, used their batteries for a while. That was a mistake, and I have heard some warranty nightmares with LG batteries. Now, SolarEdge has moved to their own branded battery. This confused roadmap hasn’t served them well. The brand has fallen out of favor in Florida, and I’m left picking up the pieces with abandoned customers.

LG had to do a massive battery recall and there were many fires reported. Big brands run away from bad press, and this can’t be categoerized as anything but a nightmare for a big name trying to get a foothold in the home battery market.

The point is, LG was once a rising star in the home battery business. They are essentially nowhere to be found now in the market, at least in Southwest Florida. Another big brand and another fall from grace in the home battery industry.

It’s not a question of if—it’s when. These companies enter the market looking to turn a quick profit, but when things get tough or their attention shifts to the next big thing, they leave. And when they leave, their customers are left stranded.

What About The Off-Grid Market

There are certain battery and inverter manufacturers that are really well suited to the off-grid market. Some of these, like Sol-Ark, HomeGrid, EG4, and older brands like SMA, Schneider Electric, Fronius, and others, have a different appeal. These system architectures are focused more on separate inverters and batteries rather than what we consider a modern home battery, which is really an “Energy Storage System” encompassing a battery and inverter in one.

There is some appeal, and many circumstances, where equipment that is more geared toward off-grid system can be used in a grid-interactive residential setting. Some very large systems, systems where generator integration is key, and where unique situations exist might be better suited to these brands. The off-grid world is seeing some upheaval right now, with battery and inverter companies consolidating or disappearing. However, the large brands have largely stayed away from this market, with the exception of the conglomerate Schneider Electric, which purchased Xantrex back in 2008.

The off-grid world is a bit of a niche market, but we are seeing this coalesce with the grid-interactive market. In fact, Enphase Energy recently agreed to allow its systems to be used in completely off-grid scenarios. Oddly, Tesla has not followed this path, focusing on grid-interactive battery backup. This is likely due to the lack of generator support for auxiliary battery charging.

Stick with Companies Focused on Solar and Batteries

So, how do you avoid getting stuck in this situation of purchasing from a big brand and being hung out to dry? The answer is simple: Stick with companies that have a true commitment to solar energy and battery backup systems. Companies that have been in the solar industry for years aren’t just chasing the latest trend—they’re in it for the long haul.

When you work with a company whose focus is solar and batteries, you can feel confident that they’ll still be around when you need them. These are the companies that understand the technology, know how to service it, and are dedicated to making sure your investment is protected long-term.

Tesla may be the exception to this rule due to their early entry in the market, deep experience, and flat out great products. They’re not perfect, but I don’t see Tesla getting out of the home battery market any time soon. They did stop making their own solar panels, however. So who knows what direction they will go in. Still, their Powerwall brand is the Kleenex or Xerox of the home battery world.

My Advice: Choose Wisely

At the end of the day, your home energy system is a big investment, and it’s too important to trust to a company that might not stick around. The big household names may be tempting, but I’ve seen firsthand what happens when they decide the market isn’t profitable enough and move on to the next thing.

At this time, Enphase and Tesla are dominating the home battery market, especially in Florida. Some smaller brands are making inroads with good products and attractive pricing. But is it worth the risk? I think not. Will I service these other brands down the road? I will probably begrudgingly become certified to service a one-off client who is in trouble. I have done it before, because I’m just that kind of guy.

The best advice I can give is to go with a company that knows solar and batteries inside and out. A company that’s been around, has a solid reputation, and will be there to service your system years down the road. That’s how you protect your investment and ensure your energy independence.