It’s Time to Retire the “Solarcoaster” — 3 Reasons Why “Solar Ladder” Fits Better For The Industry Moving Into 2026

The phrase solarcoaster has been with us for decades.

It was the emotional shorthand for every head-spinning policy reversal, tariff whiplash, and wave of layoffs the industry endured since the early days of resi solar.

But here’s the thing:

That metaphor doesn’t serve us anymore.

The reality is, solar isn’t unpredictable. Not anymore. The volatility we face in 2025 isn’t technological or financial—it’s narrative. And if we keep saying we’re on a rollercoaster, we’re just reinforcing the wrong story.

Here’s a better one: the solar ladder.

Let’s break down why it’s a stronger, more accurate metaphor for the decade ahead—and what it means for how we grow.

Reason #1: If your ladder is placed on solid footing, short-term policy swings won’t knock your business off balance.

Rollercoasters don’t care where they’re installed. You get strapped in, and you go wherever the track takes you.

But ladders? You have to position them. You have to check your footing. You have to control your environment—or risk falling.

That’s the real metaphor for solar in 2025.

Yes, we’re facing policy headwinds:

• The 30% federal tax credit will phase out for owned systems starting 2026
• New tariffs are driving up storage costs after years of declines
• Median loan rates hit 7.5%—the highest in 20 years

But none of that is new.

We’ve been here before. The companies that will thrive post-ITC are the ones that:

• Anchor their ops in financial discipline and process
• Diversify revenue streams beyond solar installs (O&M, storage, monitoring, electrification)
• Train crews faster and reduce dependency on unstable soft costs

It’s not the wind or the rain that makes you fall.

It’s building on unstable ground.

Reason #2: Every new installer trained, every customer referred, and every upsell completed is a rung added to the ladder of long-term growth.

On a coaster, your growth depends on luck and timing.

On a ladder, your growth depends on rungs.

And in solar, here’s what rungs look like:

• A new homeowner referral program
• A long-term service agreement
• An HVAC or battery add-on
• A better-trained field crew
• A re-engagement campaign for leads gone cold

Each one is small on its own. But over time, they compound.

And this matters, because we’re entering a market defined by:

• Razor-thin margins: 34% of contractors report profit margins under 10%
• Labor cost pressures: 84% raised rates last year, and soft cost cuts will be the only sustainable way forward
• Customer skepticism: Only 5% of installers report that tax credits are the primary reason homeowners buy solar

In that world, flashy spikes don’t build companies.

Rungs do.

Reason #3: If we keep calling solar a “coaster,” we reinforce the idea that our companies are unstable — even when the data shows 15+ years of growth.

This is the part that’s easiest to miss.

Words shape perception. And perception shapes:

• Investor confidence
• Media narratives
• Talent recruitment
• Customer behavior

When we say solarcoaster, here’s what people hear:

"This industry is unstable. This company might not be around in 3 years."

But that’s not what the numbers show:

• Panel efficiency keeps climbing
• Solar costs are at a record low of $2.48/W—even as interest rates rise
• Tesla Powerwalls and smart inverters are reshaping energy control at the edge (and Sunvoy is working on VPP technology to be part of this.)
• Despite policy fears, more homeowners are buying solar with cash than ever before.

This is not a carnival ride.

This is a mature industry with institutional growth, vertical specialization, and brand-conscious customer relationships.

And in that world, ladder is the better metaphor.

Because it acknowledges:

• Setbacks (slipping a step)
• Volatility (wind, rain, bad footing)
• But also control, progress, and structure

So what do we do with this?

Start using solar ladder in your board decks. Your town halls. Your event talks. Your LinkedIn posts.

And when someone says “solarcoaster,” ask:

"Is that the message you want your ops team - or your investors - to believe?"

We’re not passengers anymore.

We’re builders.

Let’s act like it.