When Elon Musk unveiled the Tesla Solar Roof in 2016, it was the first that many people had heard of solar shingles. But the idea of a roofing product that can both generate energy and blend in with regular asphalt shingles has been around for decades.

Companies from Dow Chemical Company to the now defunct BP Solar have given the solar shingle a shot, but many of these products are no longer on the market. Solar shingles have been expensive to manufacture and install, and are not yet as efficient as regular solar panels. That’s kept them from breaking into the mainstream.

Now GAF Energy, the sister company to one of the largest roofing companies in the world and a division of privately held Standard Industries, is launching a new solar shingle effort. It just released a product called Timberline Solar, which the company says will be cheaper and more reliable than Tesla’s Solar Roof. It just won the Best of Innovation Award for Smart Cities at CES.