How do you build trust in a high-tech industry – and stay authentic while doing it?
In this episode of The Partner Marketing Podcast, host Matthias welcomes Stefan Weilandt, Head of Marketing and Communications at Qcells, one of the world’s leading providers of solar energy solutions. Stefan speaks openly about his transition from the automotive sector to renewable energy, his philosophy of honesty and transparency in communication, and his belief that the future of solar depends not only on technology but also on trust and education.
A Marketer’s Journey Toward Purpose
Matthias: “Hello and a very warm welcome to a new episode of the Tradedoubler Podcast. My guest today is Stefan Weiland, Head of Marketing and Communications at Qcells. Stefan, you bring a wealth of experience in marketing and communications, and you play a key role in how Qcells communicates its innovations and renewable energy solutions worldwide. It’s great to have you with us today. Tell us a bit about your journey - how did you come to Qcells?”
Stefan: “Thank you for the invitation, Matthias. I’m really happy to be here today. This is actually my very first podcast! I’ve taken part in fireside chats, given talks, and done plenty of interviews — but never a podcast before. So I’m especially pleased to be here. Thank you. Well, who am I? I’d say I’m a Berliner. I’ve been living in Berlin since 1986, and on my way to becoming Head of Marketing and Communications at Qcells, I’ve wandered quite a bit across different industries.”
Stefan reflects on his varied career path, which began in his hometown of Berlin. He spent over sixteen years in marketing and communications for a major German automotive manufacturer, managing brand visibility and large-scale urban campaigns. After many years on the corporate side, his curiosity led him to the agency world, where he gained valuable insight into the dynamics between clients and service providers, learning how collaboration, creativity, and expectation management truly work from both perspectives.
Over time, Stefan sought a more purpose-driven career aligned with the growing global focus on sustainability. Wanting to market something tangible and meaningful, he turned to renewable energy and discovered Qcells, a German solar pioneer founded in 1999. Drawn by the company’s mission and story, he joined as a communications expert and, after several restructures, advanced to Head of Marketing & Communications. Today, he leads a European team shaping Qcells’ brand and positioning the company as a global leader in innovative clean energy solutions.
The Birth of Solar Valley: The Innovation Story of Qcells
Founded in 1999 by four Berlin scientists, Qcells began with a bold idea: building one of Germany’s first large-scale solar factories. After struggling with bureaucracy in Berlin, the founders moved south to Bitterfeld-Wolfen, where they quickly received approval to build what became “Solar Valley.”
The company’s first solar cells rolled off the line in 2001, and within a few years, Qcells went public and became a symbol of German solar innovation. However, competition from low-cost Chinese producers led to insolvency in 2012. Shortly after, it was acquired by the Hanwha Group, a major South Korean conglomerate.
Under Hanwha, Qcells transformed into a global energy technology network, combining German engineering with Korean industrial scale. While large-scale module production in Germany ended, its research and development center in Bitterfeld-Wolfen remains a global hub, focusing on tandem solar cells and next-generation technology.
From Solar Cells to Smart Energy Systems
Today, Qcells is recognized for both technological excellence and integrated energy solutions - from photovoltaic modules and storage systems to energy trading.
Stefan explains that the company’s tandem cell technology, layering two energy-absorbing surfaces, could soon achieve efficiencies of nearly 30%, a major leap for the industry. Achieving these levels reliably and affordably is central to Qcells’ mission.
In Europe, Qcells serves both residential and industrial markets, but its strongest growth lies in commercial and industrial installations. From rooftop systems on warehouses to floating solar farms, the company aims to offer complete, long-term solutions.
Navigating Complexity: Regulation, Responsibility, and Trust
When asked how Qcells manages regulatory and geopolitical complexity, Stefan offers a candid view. The company, he says, relies on a strong product management team that works closely with local authorities and partners. Each market requires individual product certification and compliance with local laws, making international rollout time-consuming.
He also touches on the impact of supply chain legislation, particularly the European Supply Chain Due Diligence Act, which requires companies to verify the ethical sourcing of raw materials - including rare earth elements. This increases costs and administrative effort but aligns with Qcells’ commitment to responsible production.
While acknowledging that some global competitors may operate under looser regulations, Stefan insists that transparency and integrity are essential to earning long-term trust.
Honest Solar: Marketing with Integrity and Realism
Stefan then shifts to one of the core themes of the episode - communication strategy. Marketing solar energy, he says, is both technical and emotional. It involves politics, environmental responsibility, and personal values.
His philosophy is centered on honesty and trust. He believes that marketers must be transparent about what solar power can and cannot do. “Not every house is suitable for solar,” he admits, adding that each project must be individually assessed based on roof structure, angle, and energy consumption.
Stefan: “My communication approach is to say: we are reliable. You can trust us - we are honest and dependable. And above all, this topic of honesty - true honesty - is very difficult to uphold in the market. But honestly, Matthias, I don’t know your house. If you happen to live in one, solar isn’t worthwhile for everyone. Speaking specifically about private customers, I believe we need to be completely upfront with them. We’re talking about a very specific product that always needs to be planned individually - whether it’s a factory building or a private home.”
For Qcells, this means setting realistic expectations: Germany is not a 365-day sunshine country, and complete energy autonomy is rarely achievable. The goal, he says, is not to oversell but to inform and guide customers toward viable solutions. This factual, transparent approach defines Qcells’ brand personality - secure, reliable, and authentic.
The Marketing Mix: From B2B Strength to B2C Growth
For many years, Qcells built its reputation primarily in the B2B sector - among installers, distributors, and scientific partners. However, the company now recognizes the need to reach end consumers directly.
Traditional trade shows like Intersolar Munich, once essential, are now complemented by digital-first strategies. Stefan emphasizes the importance of a robust ad tech stack, social media presence, and public relations. In an era where users increasingly search for information through AI-driven systems like ChatGPT, high-quality PR content can sometimes outperform digital ads because it is more discoverable and credible.
The company’s marketing efforts therefore combine brand education, lead generation, and conversion optimization, though balancing all three simultaneously is difficult. Stefan describes Qcells’ performance marketing goals as primarily lead generation - attracting high-quality inquiries that can be converted into sales.
However, because solar installations are a one-time purchase for most customers, precision targeting is vital. Qcells measures not just cost per lead but cost per hot lead — focusing on qualified prospects ready to take action.
Smarter Solar Futures: AI, Integration, and Everyday Independence
In looking ahead, Stefan envisions a dynamic transformation of the solar industry over the next decade. He challenges some common assumptions - for example, the idea of always coupling PV systems with heat pumps. In his view, these two technologies often peak at different times: heat pumps require energy in winter, while PV systems produce the most in summer. Instead, he suggests pairing solar with air conditioning systems, especially as Europe faces record heat waves.
Stefan also highlights the potential of Building-Integrated Photovoltaics (BIPV) - solar elements embedded into facades, fences, roofs, or even furniture surfaces. He recalls early examples from the automotive industry, like Audi’s solar-integrated sunroof, as early experiments in energy-generating design.
The next frontier, he believes, will be AI-driven energy ecosystems. Future energy management systems will integrate seamlessly with vehicles, calendars, and personal habits, learning when to store or distribute energy. For example, an AI system could automatically charge a car before a planned trip or sell surplus electricity back to the grid when demand peaks.
Trust, he emphasizes, will remain crucial - users must always retain control, with override options ensuring human oversight in an increasingly automated world.
Local Trust and Global Reach
Qcells continues to invest heavily in research, particularly in making tandem solar cells ready for mass production. The company’s pilot line in Solar Valley (Thalheim) not only develops cell technology but also designs production systems for global deployment.
In sales, Stefan acknowledges that Qcells must balance digital scalability with local authenticity. In many European regions, especially rural ones, trust still depends on local installers and community ties. This makes B2B2C partnerships essential - connecting global innovation with local relationships.
Qcells’ marketing, therefore, bridges the gap between online discovery and offline installation, turning digital leads into real-world customers.
Stefan: “But when an end customer shows interest, we have to engage with them locally and on-site. It’s an exciting mix of turning an online lead into an offline customer, and that’s exactly where our challenge lies - because our product can’t simply be ordered online, shipped, and used right away. We always have to send an installation team along.”
A Vision for the Future of Solar Energy
Looking to the future, Stefan hopes that solar energy will be treated as an equal among all energy sources, without excessive dependence on tax exemptions or subsidies. He believes that consumer demand for independence will drive adoption naturally - not government mandates.
He also advocates for simpler regulatory frameworks, allowing homeowners to sell excess electricity or feed power from electric vehicles back into the grid without complex bureaucracy. Removing red tape, he argues, would accelerate progress and make sustainability more accessible.
Finally, he observes with humor that “the German mentality” sometimes resists regulation - people tend to desire most what they are told they cannot have. Instead of enforcing solar adoption through mandates, he believes education and empowerment will lead to broader, more organic growth.
Conclusion – A Blueprint for Honest, Human-Centered Marketing
This episode offers a deeply insightful look into how technology, transparency, and purpose intersect in modern marketing. Through Stefan Weilandt’s perspective, listeners gain an appreciation for how Qcells bridges scientific innovation and emotional authenticity - merging high-efficiency solar research with honest, relatable communication.
Stefan’s story is ultimately about balance: between technology and humanity, global networks and local trust, ambition and humility. His insistence on honesty - even when it means telling customers that solar isn’t always the perfect fit - demonstrates integrity in marketing.
Listen to the entire episode on Spotify, Apple Podcast, our website, and all other podcast platforms.
About The Partner Marketing Podcast
The podcast brings together thought leaders and professionals from across the globe. In each episode, our host, Matthias, sits down with guests to discuss the evolving world of Partner Marketing and share personal stories.