If you do not think it is a lubrication issue, and I would not think so on a newer coach, proceed with the following.
The shade motor voltage is reversed for the direction you want the shade to move. The problem could be at the switches, depending on how they were wired but most likely the problem is going to be a the shade end. If you can access the two wires feeding the shade motor, reverse the wiring and try operating the shade. If the shade now will drop down without a problem and is problematic rolling up you will have a connection issue prior to the shade. Let us know what you find.
Mike, RVIA & RVSA Certified Master RV Technician
Amy, Dr. Assistant - Roxie & Mei Ling, four legs each
2000 Gulf Stream Scenic Cruiser 450 hp & 1330# torque
06 Saturn Vue, 06 Chevy Z71 4x4 & 2014 Corvette Z51 M7