The solar market has always been competitive, and it’s only becoming more so. In fact, 54% of solar salespeople reported that competition increased in their market over the past year — with 30% saying it got much more competitive. And this intense competition is reshaping what it actually takes to win.
The natural response to more competition is to compete on price. Cut your margins. Offer a better deal. Get to the number before the other company does. But the data from the 2026 Aurora Solar Snapshot tells a different story — and it’s worth paying attention to.