Had similar issues with ours. For reference our coach is a 2017 Bay Star 3516 - not even 4k miles into ownership our automation shade failed. We noticed the problem while stopping at a Camping World to stock up on impulse buys. No matter what direction I hit the button the shade would only go down. I didn't think much of it since we wanted it down.
When we got back in the rig, the problems began. With the ignition on or off, the switch would only lower the shade. I managed to get it to go all the way down and then begin to pull itself up in the opposite reel direction - but it stopped less than half way up the windshield. I called Newmar and their joke customer service just told me to take it in for service.
I decided to just take the whole thing down so I could drive. I don't mind boondocking, but only when I plan it. I had to remove the A-pillar coverings and then the shade itself. Once we got to camp I had a look at it and could not see anything obviously wrong with it. I did some googling and found that there is a programmer (at least for my model without the bush-button by the motor) but could not find any way to buy it. So I took the whole thing apart and wound the shade back up around the reel. The way it sits now, it works, but backwards. I have to push down for it to go up and vice versa. I will probably re-wire the switch to make the polarity match the new 'functionality' of this POS shade. Eventually I will either try to warranty it or just outright replace/upgrade the whole thing.
My best advice for you is to compare how it functions with the ignition on and off. If there is a difference then it probably just needs programming. For reference, Caping World cannot perform this. I did read one anecdotal story about someone else in this position that was supposedly able to get Newmar to sell and ship a programmer to them. I haven't tried because I just can't take another disappointing phone call with them.
There was a motor recall on some of the older shades: http://www.irv2.com/forums/f106/auto...ns-281404.html