Buyers look beyond sticker price in car purchases
South African car buyers are increasingly considering the full cost of ownership rather than focusing solely on the showroom price or monthly instalment.
- Dealer News
- 12 September 2026
German company, Sono Motors, announced late in February that the group was abandoning the development of a solar-powered passenger vehicle.
The Sono Group was one of three companies aggressively pursuing the development of a solar-powered passenger vehicle, the other two being Southern California-based Aptera Motors, and Dutch company, Lightyear.
The company announced that was pivoting to a business that aimed to sell its solar vehicle technology to other companies and in the light of the decision, laid off 300 employees.
In a statement Sono Motors said: “The Company’s solar solutions, including hardware such as power electronics and software, are already in application today, with 23 B2B customers across Europe, Asia and the United States piloting Sono Motors’ integrated solar technology on a variety of vehicles, including third-party OEM cars, buses, refrigerated vehicles and recreational vehicles. Fleet operators can benefit from integrating Sono Motors’ technology to save fuel, costs and CO2, thereby contributing to the fight against climate change through a reduction of greenhouse gas emissions. Termination of the Sion programme reflects a decision to focus on a capital-light business model – an estimated 90% of the funding needs for 2023 were generated by the Sion programme – in light of depressed capital market conditions. Given the resource-intensive nature of the Sion programme, including personnel requirements, the Company is now implementing a significant cost reduction programme.
“This pivot marks a significant step in Sono Motors’ business development," said Laurin Hahn, co-founder and CEO of Sono Motors. “Even though we had to terminate our original passion project, the Sion programme, shifting our entire focus to business-to-business solar solutions provides us with an opportunity to continue to create innovative products in the solar space. It was a difficult decision, and despite more than 45,000 reservations and pre-orders for the Sion programme, we were compelled to react to the ongoing financial market instability and streamline our business.”
Sono Motors is currently working as a development-partner and supplier to companies across ten countries in Europe, Asia and the United States. Customers include Mitsubishi Europe, CHEREAU, and two Volkswagen subsidiaries – Scania and MAN Truck & Bus. Talks with potential investors will now exclusively focus on solar technology.
South African car buyers are increasingly considering the full cost of ownership rather than focusing solely on the showroom price or monthly instalment.
A striking collection of Alfa Romeo vehicles, spanning immaculate classics to the latest performance models, will gather at Modderfontein Bird & Sculpture Park on Sunday 20 September for the 2026 Concorso d’Eleganza.
Kia South Africa has launched an upgraded Sonet range, with more safety, technology, and comfort across the line-up, backed by a five-year warranty with no kilometre limit.
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Have you ever noticed that anybody driving slower than you is an idiot, and anyone going faster than you is a maniac?
George Carlin
A striking collection of Alfa Romeo vehicles, spanning immaculate classics to the latest performance models, will gather at Modderfontein Bird & Sculpture Park on Sunday 20 September for the 2026 Concorso d’Eleganza.
Suzuki Auto South Africa has moved into its new head office and distribution centre at Longlake Logistics Park in Gauteng, marking another important milestone in the continued growth of the business in South Africa, the manufacturer claims.
South Africa’s automotive market is undergoing a notable transformation, with growing sales and rising interest in newer brands. Among them, Foton has achieved a significant milestone, surpassing 7 000 vehicles sold locally within just two years of re‑entering the market.