Porsche CEO Says Taycan Launched Too Early, But Stays Committed to Electrification

Porsche CEO Michael Lietz stated during a roundtable discussion involving several major German automakers that, in hindsight, the launch of the Taycan at the end of 2019 may have been premature, as consumers at the time had not yet fully grasped the potential of electric vehicles. Nevertheless, the model positioned Porsche as an early mover in electric mobility. Lietz acknowledged that the company’s pace of electrification investment was “too fast,” but emphasized that Porsche will continue investing in fully electric models. Under current plans, all-electric versions of the Boxster and Cayman are under development. A three-row SUV positioned above the Cayenne will debut first with internal combustion engine (ICE) and plug-in hybrid variants, while a fully electric version remains part of the product roadmap. Additionally, production of the first-generation Macan will cease in summer 2024; its successor, built on the Audi Q5 platform, is expected to launch in 2028 and will be offered with both ICE and plug-in hybrid powertrains. The Panamera and Cayenne will also continue to be available with conventional powertrains into the 2030s. The gasoline-powered 718 coupe and roadster, discontinued late last year, are set to return in the future. As for the 911, Porsche has introduced hybrid technology but has explicitly ruled out a fully electric version, planning instead to meet increasingly stringent emissions regulations through cleaner fuels and hybrid technologies.