Solar Market Adoption Study Navigant assisted Pacific Gas & Electric Company distribution system planning initiatives December 11, 2018 Challenge Pacific Gas & Electric Company (PG&E) needed to understand the expected penetration of solar distributed generation (DG) at the substation level to support its distribution system planning initiatives. Solution Navigant employed an enhanced version of the classic Bass diffusion model using system dynamics to simulate market adoption of solar PV. This approach takes into account third-party ownership where there is no upfront cost to customer. Navigant’s approach to modeling solar market adoption consisted of the following steps: Quantifying technical and market potential of DG in the utility service territory by sector Evaluating customer economi

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