Plug-in solar has the potential to change far more than how or where we install solar panels. I believe it could fundamentally change who gets to participate in the energy transition.
I recently sat down with Stephan Scherer, Co-Founder and CEO of CraftStrom, who's spent nearly a decade helping pioneer the plug-in solar market—first in Europe, and now here in the United States. Stephan didn't simply watch this category emerge. He helped move it from a niche idea to a product you can buy off-the-shelf in mainstream retail stores like Aldi and Lidl.
In this conversation, Stephan shares what his customers taught him as the market evolved, why the U.S. is now wrestling with many of the same questions Europe faced years ago, and what policymakers, utilities, retailers, installers, and manufacturers should be paying attention to as this category begins taking shape here at home.
We also explore one of the biggest surprises from CraftStrom's own customer base: the people buying these systems aren't always who the solar industry expected. That raises a much bigger question about who traditional rooftop solar has been leaving behind—and whether plug-in solar could become an entirely new on-ramp to energy independence.
Whether you're writing policy, designing energy products, selling residential solar, or simply curious about where customer-owned energy is headed next, this conversation offers a rare opportunity to learn from someone who's helped build this market from the very beginning—and why he believes plug-in solar is about to change everything.
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