Standard Industries announced launch of GAF Energy in January.

At the time, it was announced that GAF Energy will drive scalable adoption of integrated and affordable rooftop solar solutions across GAF's established distribution network.

The company said that customers will benefit from a streamlined, turnkey approach to going solar when selecting GAF Energy, from planning and financing, to installation and permitting with utilities.

"As the largest global player in roofing and waterproofing, we will reshape the way clean solar energy becomes a reality for everyone," said David Millstone, co-CEO of Standard Industries. "We believe that roofing is real estate and we see a future with energy from every roof. GAF Energy's offerings will empower people to put their roofs to work with technology that is attractive, accessible and affordable."

According to GTM, Robert Lahey, GAF Energy’s vice president of sales, addressed some of what the company feels are advantages over customers like Tesla. The comments were reportedly made at Greentech Media’s Solar Summit.

“There are a lot of folks trying to make that killer product. I don’t think anyone has solved it yet,” Lahey told GTM. “But I believe we have...the best roofing-integrated product out there on the market today.”

He also provided insight into how GAF Energy is seeking to change the industry.

“Most people get solar today by proactively getting sold solar by a solar company,” said Lahey. “It’s flipped with our equation.”

“We’re essentially merging the product itself — both solar and roof — and we’re merging the customer experience,” Lahey said. “There’s a lot of optimization for all parties when you do that.”

Of note, New Orleans-based PosiGen said in April it has secured a $20 million "tax equity investment" from GAF Energy that it says will support installation of about 2,500 new and upgraded solar systems to homes owned by low-to-moderate income families in several states.

PosiGen is a provider of renewable energy and efficiency solutions for low-to-moderate income households.

Not to be outdone, however, Tesla is making changes, too.

The company recently announced plans to reduce solar panel prices by up to 16 percent, according to Reuters.  The report said the company aims to cut prices by standardizing systems and requiring customers to order items online.

In 2016, Tesla bought SolarCity for $2.6 billion, through which the company said it planned to offer solar panels and home battery storage systems to consumers.