Porsche Taycan's Sales Slide and Production Cut Plans in the US
TapTechNews July 7th news, Porsche's first pure electric sports car, the Taycan, was once all the rage, but as time went by and competitors increased, the sales of the Taycan showed a downward trend in the past few years. Recently, it was reported that Porsche plans to reduce production of the Taycan to deal with the sluggish sales situation.
In 2019, Porsche launched its first pure electric vehicle, the Taycan. By 2021, the Taycan had become Porsche's best-selling model in the European market, even surpassing the fuel version 911 and Panamera.
In 2021, Porsche delivered 41,296 Taycans, more than twice the number delivered in 2020. However, this explosive sales growth did not continue. Porsche sold 34,801 Taycans in 2022 and 40,629 last year. In the first quarter of this year, the sales of the Taycan even decreased by 54% year-on-year.
It is worth noting that Porsche launched the upgraded 2025 Taycan in February this year, yet there was such a significant sales decline. The new Taycan has a longer range, faster charging speed and stronger performance, and was originally expected to boost sales.
However, according to the German media Stuggarter Zeitung, Porsche still plans to reduce production of the Taycan at its Zuffenhausen plant. The report said that Porsche is in negotiations with the trade union and plans to adjust the production of the Taycan to single-shift operation, but there is no plan for layoffs. Porsche hopes to achieve a structural change in the production volume of the Taycan in this way.
In order to maintain its luxury brand image, Porsche does not stimulate sales by reducing prices like other automakers such as Tesla. The report pointed out that although there is no layoff plan, this may only apply to permanent employees. A few weeks ago, Porsche had already chosen not to renew hundreds of temporary contracts.
Porsche's CEO Oliver Blume believes that the Porsche brand can reverse the trend. He said that Porsche is in a V-shaped sales cycle.
In 2024, it is the year when Porsche has the most new models launched in the brand's history, with as many as four new cars coming on the market. In addition to the upgraded Taycan, Porsche will also introduce the new 911 and Panamera, but perhaps the most anticipated is the pure electric Macan.
In May this year, Porsche started the production of the Macan EV at its upgraded Leipzig plant, and the first batch of Macan EVs is expected to be delivered to customers in the second half of this year.
Blume said that as early as March this year, the Macan EV received 10,000 orders, and these customers haven't even test-driven this car yet.
TapTechNews noticed that the sales decline of Porsche is mainly concentrated in one of its most important markets, China. In the first quarter of this year, Porsche's sales in China decreased by 24%. It is reported that German luxury carmakers are facing huge pressure due to the difficulty of establishing a firm foothold in the world's largest electric vehicle market in China.
Compared to this, the brand-new pure electric version of the Porsche Macan is more likely to be favored by Chinese consumers, so it is regarded as a beacon of hope. It is reported that this pure electric SUV of Porsche will use the battery of CATL, which will help reduce costs and make it more competitive.