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David Millstone and David Winter, co-CEOs of Standard Industries, are working on a top-secret design for a new solar roof that they expect to launch within the year – a new, direct competitor to Tesla’s flashy one, for which there is a multi-year waitlist. For more than a year, researchers at their solar company’s San Jose, California R&D center have been tinkering with the design. Their advantage: Their New York City-based company is the parent of the country’s largest roofing manufacturer, and has already sold well over 2,000 solar roofs with an earlier iteration called Decotech. “We have put more solar roofs out there than Elon Musk has,” Winter says, in a swipe at one of the world’s richest people. Over the next decade, they hope to install millions of these new roofs helped by a price point designed for the masses and an army of certified installers. “If you can crack rooftop solar that is functional, affordable and aes ....

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