Porsche Cars North America (PCNA) is experiencing a period of success, with second-quarter sales up 13% compared to the previous year. This is significant for the brand, as it comes at a critical time when Porsche is pushing for electrification in a market that has been somewhat hesitant to adopt electric vehicles (EVs).
PCNA is about to launch its second EV, an all-electric version of the Macan SUV, which is the brand’s most affordable model. Following the Macan, Porsche plans to release an all-electric version of the 718, its most affordable sports car. These new electric offerings are part of what Timo Resch, CEO of PCNA, calls “the biggest product portfolio remap” that Porsche has ever done.
However, the electrification drive has lost some momentum recently. While Porsche had previously set a goal to be 80% electric by 2030, the company has now stated that this goal is “dependent on customer demand.” Resch acknowledges that the market and customers will ultimately dictate the direction Porsche takes with electrification.
To test customer demand, Porsche will release the electric and gasoline-powered versions of the Macan simultaneously, allowing customers to choose between the two. Interest in the electric Macan is trending along regional lines in the United States, with some states showing more enthusiasm for electrification due to good infrastructure and high demand.
The electric Macan has faced software development problems during its production, which caused delays. Porsche has been working on software integration, including partnerships with Google and Apple. While Porsche will continue to develop its own in-car interfaces, the brand is shifting towards deeper mobile integration. This means future Porsche models will feature native Android apps and an ever-deeper integration of Apple CarPlay, allowing iPhone users to control various aspects of the car’s interface.
Porsche’s alignment with Apple is driven by customer demand, as the brand has a high share of Apple users. However, Resch emphasizes that Porsche is not locked into any one partner and is open to providing choices to its customers.
When asked about the politically charged situation around EVs in the US marketplace, Resch stresses the importance of offering choice to customers. He believes that the key to success in the EV market is providing customers with different variations and options so they can find the best fit for their needs.
In conclusion, Porsche is navigating the electrification landscape by closely monitoring customer demand and offering choices to meet their preferences. The brand’s success in the market will depend on its ability to adapt to changing customer needs and provide a range of options, all while maintaining its commitment to quality and performance.