In March 2022, Porsche said 80% of its total sales would be electrified by 2030. The company is now pulling back on the ambition as a Porsche representative told Reuters that it will prepare to meet that goal if and only if customer demand for EVs grows. Due to this, they will now “slow down” the EV production.
According to the Porsche representative, “The transition to electric cars is taking longer than we thought five years ago. Our product strategy is set up such that we could deliver over 80% of our vehicles as all electric in 2030 – dependent on customer demand and the development of electromobility.”
Earlier this year, Porsche took a bold step by replacing its best-selling petrol Macan with an EV in Europe and other markets. The Macan EV was just open for booking in Malaysia earlier this month.
According to InsideEVs, the sales of the 2019 Porsche Taycan are also on the slow side. The sales of the Taycan decreased by 51% in the first half of 2024 or 5.7% of the company’s total volume. This is also because of the trasitioning of the market due to the facelifted Taycan that has just been debuted earlier this year, which impact the sales of the older Taycan. Porsche is not alone in its effort to walk back on its EV ambition as Audi, its sister brand, is considering killing off the Audi Q8 e-tron due to low demand for luxury EVs. Not to forget the Mercedes reconsider their decision on their EV goals and to focus more on the internal combustion engine.
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Automakers are in a difficult position, having to juggle increasingly stricter emissions regulations for internal combustion engine cars while also developing a comprehensive EV lineup. Developing and producing electric vehicles is a costly endeavor. Consequently, many automakers are reevaluating their EV strategies due to lower-than-anticipated sales and continued consumer preference for internal combustion engine vehicles.
