When Porsche debuted the Taycan, it redefined electric vehicles (EVs), setting records and reshaping perceptions of what EVs could achieve. However, public sentiment surrounding EVs has cooled, and changing market dynamics have led Porsche to reconsider its ambitious plans for a predominantly electric fleet.
EV Plans on Hold Amid Falling Taycan Sales
In July 2024, Porsche openly acknowledged challenges in its EV strategy. Initially targeting an 80% EV lineup by 2030, the automaker scaled back those goals following disappointing Taycan sales. In the first nine months of 2024, Taycan sales plummeted by 50% year-over-year, with only 14,000 units sold by September.
Meanwhile, Porsche’s internal combustion engine (ICE) models like the 718 Cayman and Boxster are enjoying a resurgence. These mid-engine sports cars, set to transition to all-electric models after 2025, have seen a 10% increase in global sales in 2024, even as they were discontinued in several European markets due to cybersecurity regulations.