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Plus a note on batteries.

Rooftop solar is not like other types of consumer technology. Even though the end result is having a bunch of electrical equipment installed on the roof of your home, the process of getting solar is more like doing a bathroom renovation than buying a flat screen TV. To get the results you’re looking for, the most important decisions you’ll make are not the brand or model of the panels, but rather who you hire for the job, the size of your system, and how you finance it.
There’s a bunch more choices you’ll have to navigate along the way, and it’s easy to get overwhelmed. One expert I spoke with told me that sometimes the customers who are the most excited about getting solar end up bailing, the victims of decision fatigue.
We created this guide to save you from that fate. So take a deep breath, take my hand, and let’s walk down the metaphorical hardware store aisle and get you the rooftop solar solution you’re dreaming of.
Roger Horowitz is the director of Go Solar programs at Solar United Neighbors, a national nonprofit that serves as an unbiased resource for homeowners interested in solar. Horowitz manages and provides technical support to the company’s Solar Help Desk team.
Tony Vernetti is a senior trainer at Enphase Energy, a company that produces inverters, batteries, and EV chargers, where he trains solar sales and installation teams. Before joining Enphase in 2020, Vernetti spent 12 years working for rooftop solar companies in California.
Nate Bowie is the vice president of residential sales at ReVision Energy, an employee-owned solar company operating throughout northern New England. Bowie has been selling solar for ReVision for 15 years.
While the actual installation of the system should only take one to two days, the entire process from initial outreach to grid connection takes two to four months on average, according to Solar United Neighbors.
Example: The highest rated solar panels for 2024 according to EnergySage.com are SunPower's M-Series 440 watt model. If you install 20 of these, the system will be capable of generating 8,800 watts, or 8.8 kilowatts in direct sun.
When you start searching for information about solar on the internet, you might come across advertisements or commercials promoting free solar panels. There is no such thing. These ads are typically schemes to collect your personal data and sell it to solar companies looking for leads, and the federal government is starting to
crack down on them.
It is possible to install solar with zero up-front costs if you lease the system or take out a loan to finance it, but in both cases you will still owe monthly payments. It is also rare that anyone is able to offset 100% of their utility bill. You can get close, but you will likely still owe at least a connection fee to your utility company.
Most homeowners in the U.S. can benefit from installing solar as long as local energy policies are favorable. Placing the panels on a south-facing roof is optimal, but not necessary. If your panels face due west, you’ll only lose about 10% of potential generation, according to Vernetti. “They still produce a ton of energy. They’re still very effective. It's just a little bit less than if they're facing south,” he said. An east-facing roof is also viable in most cases.
You don’t have to worry about shoveling snow off the roof or anything like that. But like any other electronic devices, solar panels, inverters, and batteries can break or malfunction, and your system may require servicing at some point. Pay close attention to your warranties (more on that later). If you lease the system, you do not have to worry about this as much because the third-party owner will be responsible for maintenance.
In order to design a system that meets your needs and budget, solar companies will ask for a copy of your most recent electricity bill or, ideally, your annual energy consumption history. Make sure you have this information handy before you reach out for quotes.
Some utilities include your annual energy consumption, broken out by month, at the bottom of your electric bill. If you don’t see it, you should be able to log into your utility account online and download either your statements from the past year or a spreadsheet of your monthly electric meter readings.
In most of the U.S., you will find you have the option either to lease your solar panels or buy them outright. You don’t have to decide which way you want to go before you get started, but it’s helpful to think through the pros and cons of each.
Heatmap Recommends leasing if: You’re fairly certain you’ll keep your house for the next 15 to 20 years; you can’t afford the system outright, but you don’t want to take out a loan; your priority is to generate clean energy and reduce emissions, but you don’t want to spend too much time figuring out what you want or worrying about the system’s maintenance.
Heatmap Recommends buying if: You have the cash in hand; you might sell your house in the next 20 years; you know you want to have control over the details of your project.
The federal government offers a 30% tax credit for solar installations (and batteries) that covers parts and labor. It can significantly reduce the cost of getting solar, even if you don’t have a lot of tax liability in the year that you install the system. The credit will roll over to subsequent tax years.
Example: If you spend $25,000 installing solar in 2024, you’ll be eligible to take $7,500 off your federal income tax bill. If you only owe $3,000 in federal taxes in 2024, you’ll get $3,000 back and will be eligible to claim the remaining $4,500 for the 2025 tax year. If in 2025 you only owe $3,000 again, you can claim the remaining $1,500 in 2026.
Additional tax credits and rebates may also be offered by your state energy office, city, or utility. Contractors should be able to help you figure out what you’re eligible for, and you can wait to talk to them to learn more. However, incentives change frequently, and contractors don’t always keep up, so you might want to review the options in your area independently.
It will also be helpful to understand your state’s net metering policy, as that will determine how quickly your investment in solar will pay off and may also dictate how big your system can be. Some states, like New Jersey, also allow homeowners to generate additional income through the sale of solar renewable energy credits, or SRECS.
Where to look for more information:
One of the worst things that could happen is you install rooftop solar panels, and then later find out you have a leak or some other problem with your roof. “Removal and replacement of an array for a reroof is expensive and could significantly impact the owner’s return on investment,” Bowie told me. While metal roofs last a very long time and are unlikely to need a replacement, asphalt shingle roofs generally have a useful life of 25 to 30 years, Bowie said. You should be fine if your roof is less than 10 years old, but if not, you may need some roofing work done before your solar panels are installed.
If you don’t know how old your roof is, Vernetti recommended having a roofing contractor inspect it. He added that there’s varying opinions on this, with some solar experts recommending replacement if the roof is only 5 years old. “In my opinion, scrapping a 5 year old roof is wasteful and goes against the goal of sustainability,” he said.
“A good solar contractor will help evaluate the roof conditions and should recommend replacement when necessary, even if it is just to replace the roof on the roof plane where the solar panels will go,” said Bowie.
Solar contractors range from local mom and pop shops, to regional providers like ReVision Energy, which operates in multiple states in the Northeast, to national companies that install across the country like Sunrun and Sunnova.
“The advantage of going with a large company is that they have the ability to offer financing the smaller companies might not be able to. With a regional company, you can actually walk to their office and knock on the door and talk to somebody if you want to,” said Vernetti.
Heatmap Recommends: Contact at least one local company and one national company to get a good sense of your options. Always get at least three quotes!
If you are calling installers directly, here are some tips for what you should ask for or look for in a quote. (If you are using an online resource like EnergySage that finds quotes for you, use the following to help you ask follow-up questions or refine the proposals.)
A few questions you should ask:
One of the first questions an installer might ask you is how big you want the system to be. You may want to see quotes for multiple options in order to compare them. Options include:
Heatmap Recommends: Oversize your system if you can afford it.
Why?
Exceptions:
Most installers will include a financing option in their quote. Horowitz noted that some installers advertise very low interest rates that are below market rate. They are typically able to do this by paying a “dealer fee” to the bank, which they incorporate into the price of your installation — in other words, if your interest rate seems too good to be true, the total cost of your installation will likely be higher than it otherwise would be. To get a better sense of the true cost, ask for quotes both with and without financing options.
Adding energy storage, a.k.a. a battery, to your solar array can add another 10 grand or more to the project cost. But there are a few reasons it might be worth it:
In conclusion, if you just want back-up power, any battery that’s large enough to power your essential systems should do. If you want to pay off the investment, look into time-of-use rates. If you want your investment to go further for decarbonization, ask your contractor if there are local grid services programs available, and if any of their products are compatible.
After you get a few quotes, you’re going to want to spend some time comparing them, asking questions, and potentially soliciting additional quotes with variations on the system. If you’re feeling overwhelmed or you don’t have the time or patience to sort through the details on your own, you can also call the Solar United Neighbors Help Desk, which offers a free quote review service.
The most important number on the quote is the price per watt, not the total system cost. That is the number you should be comparing between different installers, as the quotes may be for differently sized systems.
You should also compare the annual bill savings. If two different companies quote you significantly different savings for systems that are roughly the same size, one of them has likely done a more detailed analysis of your roof than the other.
“It doesn't matter what module you have, from which manufacturer, or what inverter you have. There really is no difference in what your system can produce if it's the same size,” said Bowie.
Lastly, if the quote is for a solar lease, or includes a financing option, look at the monthly payments.
Every installer has certain brands and types of equipment they work with. Our expert panel agreed that it’s important to look at the brand names the installer is offering for the solar panels, inverters, and batteries, and to make sure they are from reputable companies that have been around for at least five years — even if it means paying more. A quick internet search of the top 10 residential solar panel brands should give you a taste of what those companies are.
“It is definitely worth paying a little bit extra to have really good equipment,” Vernetti said.
You may also see installers advertise that they offer “Tier 1” solar panels. That means the manufacturer has been designated “bankable” by Bloomberg New Energy Finance. The designation is more related to finance than product quality, but many solar companies use it as a rough proxy for reliability.
That being said, don’t get too bogged down in comparing solar brands.
“There's not a huge difference, typically, between one solar panel and the next of the Tier 1 manufacturers,” said Bowie. “A lot of solar companies will maybe offer one or two different manufacturers, and then maybe beyond that one or two different sizes.”
When it comes to inverters, you do want to pay attention to whether your quote includes string inverters, microinverters, or power optimizers. In a system with a string inverter, your panels will all be wired to one central inverter. This is generally the cheapest option, but it is less durable and may need to be replaced, said Vernetti, whose employer, Enphase, is the leading producer of microinverters. String inverters can also limit the output of your system if part of the roof gets more shade.
The other two options are more expensive but get around the issue with shade. A system with power optimizers is similar to one with a string inverter, but each panel will also have a small device attached to it that regulates the output and maximizes your system’s performance. By contrast, microinverters are small inverters attached to each individual panel. Both of these options also allow you to monitor each panel’s performance.
Bowie said the two were comparable in terms of performance and price. A key consideration, he said, is that your choice of inverter can begin to lock you into using the same brand of equipment on other home upgrades you might do down the line. “If you're an EnPhase customer, you're likely going to be going down the track of an EnPhase battery storage system,” he said. “Whether the customers know it or not, they're kind of being pushed down a path towards this manufacturer for more things in their home, like batteries, whole home controls, electric vehicle charging."
Your quote should provide information about warranties offered by the manufacturers of the panels, inverters, and batteries, as well as by the installation company. 25-year warranties are standard, but the details vary by installation company and by manufacturer. For example, your inverters may have a 25-year warranty, meaning you can get replacement inverters for free if any of them fails within that time period — but if you don’t have a warranty on labor, it could cost you several hundred dollars to get them installed.
“It's really important for customers to read the fine print and to talk with their local solar company who is quoting the system for them to uncover what the warranties mean,” said Bowie.
This is especially important if you are installing batteries. Ask your installer about both the equipment warranty and their policy is for servicing the equipment.
Most solar installers offer financing options. Your quote should include the name of the lender the installer works with, the down payment, monthly payment, financing term, and interest rate. However, you may find a better deal elsewhere. Horowitz noted that installers like using their own financing companies because it speeds up the sales process — they can approve you for a loan just by putting in your social security number, and sell it to you at the same time as the contract. But you may find a better deal elsewhere.
“Talk to your bank, talk to your credit union, look at home equity lines of credit, see what other options you have out there, and if those have lower interest rates or better payment terms,” said Horowitz. “You are not required to use their finance.”
After you’ve found an installer, settled on a system design, and secured financing, all that’s left to do is sign your contract. Then, you wait. Your installer will have to obtain permits from your city, county, or state, as well as an interconnection agreement with your utility.
One way to try to minimize the wait time is by working with an installer with lots of local experience. They’ll be better equipped to navigate the permitting process. For example, if you want Tesla solar panels but Tesla hasn’t done many installations in your community, it may take longer for the company to get through this stage.
After these two steps are complete, the solar company will reach out to you to schedule the installation, which should only take a few days.
After the system is installed, you may have to wait for a final inspection from your utility or a verified third party for permission to operate the system.
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Startups Airloom and Radia looked at the same set of problems and came up with very different solutions.
You’d be forgiven for assuming that wind energy is a technologically stagnant field. After all, the sleek, three-blade turbine has defined the industry for nearly half a century. But even with over 1,000 gigawatts of wind generating capacity installed worldwide, there’s a group of innovators who still see substantial room for improvement.
The problems are myriad. There are places in the world where the conditions are too windy and too volatile for conventional turbines to handle. Wind farms must be sited near existing transportation networks, accessible to the trucks delivering the massive components, leaving vast areas with fantastic wind resources underdeveloped. Today’s turbines have around 1,500 unique parts, and the infrastructure needed to assemble and stand up a turbine’s multi-hundred-foot tower and blades is expensive— giant cranes don’t come cheap.
“We’ve only really ever tried one type of technology,” Neil Rickner, the CEO of the wind power startup Airloom Energy, told me. Now, he’s one of a few entrepreneurs trying a new approach.
Airloom’s system uses much-shorter vertical blades attached to an oval track that resembles a flat rollercoaster — no climbs or drops, just a horizontal loop composed of 58 unique parts. Wind propels the blades around the track, turning a vertical shaft that’s connected to an electricity-producing generator. That differs from conventional turbines, which spin on a vertical plane around a horizontal shaft, like a ferris wheel.
The system is significantly lower to the ground than today’s turbines and has the ability to capture wind from any direction, unlike conventional turbines, allowing for deployment in areas with shifting wind patterns. It promises to be mass manufacturable, cheap, and simple to transport and install, opening up the potential to build systems in a wider variety of geographies — everywhere from airports to remote or even mountainous regions.
Airloom’s CTO, Andrew Street, brings a background in drone tech that Rickner said helped shape the architecture of Airloom’s blades. “It’s all known tech. And it’s not completely off the shelf, but Andrew’s done it on 17 other platforms,” he told me. Rickner himself spent years at GoogleX working on Makani, a now-defunct wind energy project that attempted to commercialize an airborne wind energy system. The concept involved attaching rotors to autonomous kites, which flew in high-altitude loops to capture wind energy.
That system ultimately proved too complicated, something Airloom’s founder Robert Lumley warned Rickner about a decade ago at an industry conference. As Rickner recalls, he essentially told him, “all of that flying stuff is too complicated. Put all that physics — which is great — put it on the ground, on a rail.” Rickner took the lesson to heart, and when Lumley recruited him to join Airloom’s team a few years ago, he said it felt like an ideal chance to apply all the knowledge he’d accumulated “around what it takes to bring a novel wind technology to a very stodgy market.”
Indeed, the industry has proven difficult to disrupt. While Airloom was founded in 2014, the startup is still in its early stages, though it’s attracted backing from some climate sector heavyweights. Lowercarbon Capital led its $7.5 million seed round in 2024, which also included participation from Breakthrough Energy Ventures. The company also secured $5 million in matching funds from the state of Wyoming, where it’s based, and a $1.25 million contract with the Department of Defense.
Things are moving now. In the coming months, Airloom is preparing to bring its pilot plant online in Wyoming, closely followed by a commercial demo. Rickner told me the plan is to begin construction on a commercial facility by July 4, the deadline for wind to receive federal tax credits.
“If you could just build wind without gigantic or heavy industrial infrastructure — cranes and the like —- you will open up huge parts of the world,” Rickner told me, citing both the Global South and vast stretches of rural America as places where the roads, bridges, cranes, and port infrastructure may be insufficient for transporting and assembling conventional turbines. While modern onshore installations can exceed 600 feet from the tower’s base to the blade’s tip, Airloom’s system is about a fifth that height. Its nimble assembly would also allow turbines to be sited farther from highways, potentially enabling a more “out of sight, out of mind” attitude among residents and passersby who might otherwise resist such developments.
The company expects some of its first installations to be co-located with — you guessed it — data centers, as tech giants are increasingly looking to circumvent lengthy grid interconnection queues by sourcing power directly from onsite renewables, an option Rickner said wasn’t seriously discussed until recently.
Even considering Trump’s cuts to federal incentives for wind, “I’d much rather be doing Airloom today than even a year ago,” Rickner told me. “Now, with behind-the-meter, you’ve got different financing options. You’ve got faster buildout timelines that actually meet a venture company, like Airloom. You can see it’s still a tough road, don’t get me wrong. But a year ago, if you said we’re just going to wait around seven years for the interconnection queue, no venture company is going to survive that.”
It’s certainly not the only company in the sector looking to benefit from the data center boom. But I was still surprised when Rickner pointed out that Airloom’s fundamental value proposition — enabling wind energy in more geographies — is similar to a company that at first glance appears to be in a different category altogether: Radia.
Valued at $1 billion, this startup plans to make a plane as long as a football field to carry blades roughly 30% to 40% longer than today’s largest onshore models. Because larger blades mean more power, Radia’s strategy could make wind energy feasible in low-wind regions or simply boost output where winds are strong. And while the company isn’t looking to become a wind developer itself, “if you look at their pitch, it is the Airloom pitch,” Rickner told me.
Will Athol, Radia’s director of business development, told me that by the time the company was founded in 2016, “it was becoming clear that ground-based infrastructure — bridges, tunnels, roads, that kind of thing — was increasingly limiting where you can deploy the best turbines,” echoing Airloom’s sentiments. So competitors in the wind industry teamed up, requesting logistics input from the aviation industry. Radia responded, and has since raised over $100 million as it works to achieve its first flight by 2030.
Hopefully by that point, the federal war on wind will be a thing of the past. “We see ourselves and wind energy as a longer term play,” Athol told me. Though he acknowledged that these have certainly been “eventful times for the wind industry” in the U.S., there’s also a global market eager for this tech. He sees potential in regions such as India and North Africa, where infrastructure challenges have made it tough to deploy large-scale turbines.
Neither Radia nor Airloom thinks its approach will render today’s turbines obsolete, or that other renewable resources will be completely displaced. “I think if you look at most utilities, they want a mix,” Rickner said. But he’s still pretty confident in Airloom’s potential to seriously alter an industry that’s long been considered mature and constrained to incremental gains.
“When Airloom is 100% successful,” he told me, “we will take a huge chunk of market share.”
On electrolyzers’ decline, Anthropic’s pledge, and Syria’s oil and gas
Current conditions: Warmer air from down south is pushing the cold front in Northeast back up to Canada • Tropical Cyclone Gezani has killed at least 31 in Madagascar • The U.S. Virgin Islands are poised for two days of intense thunderstorms that threaten its grid after a major outage just days ago.
Back in November, Democrats swept to victory in Georgia’s Public Service Commission races, ousting two Republican regulators in what one expert called a sign of a “seismic shift” in the body. Now Alabama is considering legislation that would end all future elections for that state’s utility regulator. A GOP-backed bill introduced in the Alabama House Transportation, Utilities, and Infrastructure Committee would end popular voting for the commissioners and instead authorize the governor, the Alabama House speaker, and the Alabama Senate president pro tempore to appoint members of the panel. The bill, according to AL.com, states that the current regulatory approach “was established over 100 years ago and is not the best model for ensuring that Alabamians are best-served and well-positioned for future challenges,” noting that “there are dozens of regulatory bodies and agencies in Alabama and none of them are elected.”
The Tennessee Valley Authority, meanwhile, announced plans to keep two coal-fired plants operating beyond their planned retirement dates. In a move that seems laser-targeted at the White House, the federally-owned utility’s board of directors — or at least those that are left after President Donald Trump fired most of them last year — voted Wednesday — voted Wednesday to keep the Kingston and Cumberland coal stations open for longer. “TVA is building America’s energy future while keeping the lights on today,” TVA CEO Don Moul said in a statement. “Taking steps to continue operations at Cumberland and Kingston and completing new generation under construction are essential to meet surging demand and power our region’s growing economy.”
Secretary of the Interior Doug Burgum said the Trump administration plans to appeal a series of court rulings that blocked federal efforts to halt construction on offshore wind farms. “Absolutely we are,” the agency chief said Wednesday on Bloomberg TV. “There will be further discussion on this.” The statement comes a week after Burgum suggested on Fox Business News that the Supreme Court would break offshore wind developers’ perfect winning streak and overturn federal judges’ decisions invalidating the Trump administration’s orders to stop work on turbines off the East Coast on hotly-contested national security, environmental, and public health grounds. It’s worth reviewing my colleague Jael Holzman’s explanation of how the administration lost its highest profile case against the Danish wind giant Orsted.
Thyssenkrupp Nucera’s sales of electrolyzers for green hydrogen projects halved in the first quarter of 2026 compared to the same period last year. It’s part of what Hydrogen Insight referred to as a “continued slowdown.” Several major projects to generate the zero-carbon fuel with renewable electricity went under last year in Europe, Australia, and the United States. The Trump administration emphasized the U.S. turn away from green hydrogen by canceling the two regional hubs on the West Coast that were supposed to establish nascent supply chains for producing and using green hydrogen — more on that from Heatmap’s Emily Pontecorvo. Another potential drag on the German manufacturer’s sales: China’s rise as the world’s preeminent manufacturer of electrolyzers.
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The artificial intelligence giant Anthropic said Wednesday it would work with utilities to figure out how much its data centers were driving up electricity prices and pay a rate high enough to avoid passing the costs onto ratepayers. The announcement came as part of a multi-pronged energy strategy to ease public concerns over its data centers at a moment when the server farms’ effect on power prices and local water supplies is driving a political backlash. As part of the plan, Anthropic would cover 100% of the costs of upgrading the grid to bring data centers online, and said it would “work to bring net-new power generation online to match our data centers’ electricity needs.” Where that isn’t possible, the company said it would “work with utilities and external experts to estimate and cover demand-driven price effects from our data centers.” The maker of ChatGPT rival Claude also said it would establish demand response programs to power down its data centers when demand on the grid is high, and deploy other “grid optimization” tools.
“Of course, company-level action isn’t enough. Keeping electricity affordable also requires systemic change,” the company said in a blog post. “We support federal policies — including permitting reform and efforts to speed up transmission development and grid interconnection — that make it faster and cheaper to bring new energy online for everyone.”

Syria’s oil reserves are opening to business, and Western oil giants are in line for exploration contracts. In an interview with the Financial Times, the head of the state-owned Syrian Petroleum Company listed France’s TotalEnergies, Italy’s Eni, and the American Chevron and ConocoPhillips as oil majors poised to receive exploration licenses. “Maybe more than a quarter, or less than a third, has been explored,” said Youssef Qablawi, chief executive of the Syrian Petroleum Company. “There is a lot of land in the country that has not been touched yet. There are trillions of cubic meters of gas.” Chevron and Qatar’s Power International Holding inked a deal just last week to explore an offshore block in the Mediterranean. Work is expected to begin “within two months.”
At the same time, Indonesia is showing the world just how important it’s become for a key metal. Nickel prices surged to $17,900 per ton this week after Indonesia ordered steep cuts to protection at the world’s biggest mine, highlighting the fast-growing Southeast Asian nation’s grip over the global supply of a metal needed for making batteries, chemicals, and stainless steel. The spike followed Jakarta’s order to cut production in the world’s biggest nickel mine, Weda Bay, to 12 million metric tons this year from 42 million metric tons in 2025. The government slashed the nationwide quota by 100 million metric tons to between 260 million and 270 million metric tons this year from 376 million metric tons in 2025. The effect on the global price average showed how dominant Indonesia has become in the nickel trade over the past decade. According to another Financial Times story, the country now accounts for two-thirds of global output.
The small-scale solar industry is singing a Peter Tosh tune: Legalize it. Twenty-four states — funny enough, the same number that now allow the legal purchase of marijuana — are currently considering legislation that would allow people to hook up small solar systems on balconies, porches, and backyards. Stringent permitting rules already drive up the cost of rooftop solar in the U.S. But systems small enough for an apartment to generate some power from a balcony have largely been barred in key markets. Utah became the first state to vote unanimously last year to pass a law allowing residents to plug small solar systems straight into wall sockets, providing enough electricity to power a laptop or small refrigerator, according to The New York Times.
The maker of the Prius is finally embracing batteries — just as the rest of the industry retreats.
Selling an electric version of a widely known car model is no guarantee of success. Just look at the Ford F-150 Lightning, a great electric truck that, thanks to its high sticker price, soon will be no more. But the Toyota Highlander EV, announced Tuesday as a new vehicle for the 2027 model year, certainly has a chance to succeed given America’s love for cavernous SUVs.
Highlander is Toyota’s flagship titan, a three-row SUV with loads of room for seven people. It doesn’t sell in quite the staggering numbers of the two-row RAV4, which became the third-best-selling vehicle of any kind in America last year. Still, the Highlander is so popular as a big family ride that Toyota recently introduced an even bigger version, the Grand Highlander. Now, at last, comes the battery-powered version. (It’s just called Highlander and not “Highlander EV,” by the way. The Highlander nameplate will be electric-only, while gas and hybrid SUVs will fly the Grand Highlander flag.)
The American-made electric Highlander comes with a max range of 287 miles in its less expensive form and 320 in its more expensive form. The SUV comes with the NACS port to charge at Tesla Superchargers and vehicle-to-load capability that lets the driver use their battery power for applications like backing up the home’s power supply. Six seats come standard, but the upgraded Highlander comes with the option to go to seven. The interior is appropriately high-tech.
Toyota will begin to build this EV later this year at a factory in Kentucky and start sales late in the year. We don’t know the price yet, but industry experts expect Highlander to start around $55,000 — in the same ballpark as big three-row SUVs like the Kia EV9 and Hyundai Ioniq 9 — and go up from there.
The most important point of the electric Highlander’s arrival, however, is that it signals a sea change for the world’s largest automaker. Toyota was decidedly not all in on the first wave (or two) of modern electric cars. The Japanese giant was content to make money hand over first while the rest of the industry struggled, losing billions trying to catch up to Tesla and deal with an unpredictable market for electrics.
A change was long overdue. This year, Toyota was slated to introduce better EVs to replace the lackluster bZ4x, which had been its sole battery-only model. That included an electrified version of the C-HR small crossover. Now comes the electrified Highlander, marking a much bigger step into the EV market at a time when other automakers are reining in their battery-powered ambitions. (Fellow Japanese brand Subaru, which sold a version of bZ4x rebadged as the Solterra, seems likely to do the same with the electric Highlander and sell a Subaru-labeled version of essentially the same vehicle.)
The Highlander EV matters to a lot of people simply because it’s a Toyota, and they buy Toyotas. This pattern was clear with the success of the Honda Prelude. Under the skin that car was built on General Motors’ electric vehicle platform, but plenty of people bought it because they were simply waiting for their brand, Honda, to put out an EV. Toyota sells more cars than anyone in the world. Its act of putting out a big family EV might signal to some of its customers that, yeah, it’s time to go electric.
Highlander’s hefty size matters, too. The five-seater, two-row crossover took over as America’s default family car in the past few decades. There are good EVs in this space, most notably the Tesla Model Y that has led the world in sales for a long time. By contrast, the lineup of true three-row SUVs that can seat six, seven, or even eight adults has been comparatively lacking. Tesla will cram two seats in the back of the Model Y to make room for seven people, but this is not a true third row. The excellent Rivian R1S is big, but expensive. Otherwise, the Ioniq 9 and EV9 are left to populate the category.
And if nothing else, the electrified Highlander is a symbolic victory. After releasing an era-defining auto with the Prius hybrid, Toyota arguably had been the biggest heel-dragger about EVs among the major automakers. It waited while others acted; its leadership issued skeptical statements about battery power. Highlander’s arrival is a statement that those days are done. Weirdly, the game plan feels like an announcement from the go-go electrification days of the Biden administration — a huge automaker going out of its way to build an important EV in America.
If it succeeds, this could be the start of something big. Why not fully electrify the RAV4, whose gas-powered version sells in the hundreds of thousands in America every year?