SOLAR ELECTRICITY GENERATION IN LATIN AMERICA: A PROFITABLE AND SUSTAINABLE APPROACH BY: JAVIER GERARDO VIVAS PRIETO Abstract The climate change and the environmental damage all over the planet obligate to look for solutions to continue to live our life, causing the minor damage possible to our surroundings. Solar generation of electricity emerge as a clean, free and available source in order to avoid the degradation of the Earth. In Europe and North America this solution has been used with great results, but in Central and South America the process is just starting, facing lots of difficulties and setbacks despite the great solar potential in the region. The solar way to live is possible by using some governmental mechanisms and some cultural changes that would make the entrance of this technology once and for all. This environmental approach is not just an ideal for caring for the planet; it is also the born ad rise of new markets, customers and eco-friendly economies. Key Words: Electricity, Photovoltaic (PV), kilowatt-hour (Kwh), Co2 emissions, Solar, On- grid, Off-grid, irradiance, Market, Incentives