Sono Motors – European PR for the Sion solar car

With the Sion, Sono Motors set out to put the first affordable solar electric car on the road, backed by a community with tens of thousands of reservations. From May 2022 into 2024 we ran media relations for Sono Motors across Europe.

Sono communicated differently from the car industry: open, approachable, with a strong community and a founder at the top who was the message himself. We positioned CEO Laurin Hahn as the face of the brand, ran every event, including the presentation of the Sion production design and the Solar Bus Kit in 2022, and managed ongoing media relations across Europe. The result: around 6,000 online publications and 120 print articles.

When financing for the Sion fell through in early 2023, launch PR turned into crisis communications: the end of the passenger car programme, insolvency in self-administration, and a refocus on solar technology for buses and commercial vehicles. We supported Sono through this phase until the insolvency proceedings were concluded in early 2024. The Sion never made it to the road. The idea of powering vehicles with the sun lives on in Sono’s solar technology.

sonomotors.com