Porsche capped a record sales year - and the biggest IPO in Europe - by confirming that its ambitious electrification strategy will continue to pick up speed beyond the introduction of the all-electric Macan. As expected, the heavily previewed model will be available to customers next year, but the manufacturer took the opportunity during its annual press conference to confirm that an all-electric Cayenne will follow. Thanks to the model’s enduring popularity (it was the best-selling model in 2022) its launch is cited as a major step forward in Porsche delivering on its goal of making 80 per cent of its new vehicles EVs by 2030.
Accordingly - and on the basis that an updated Cayenne is due this year - the fourth-generation, all-electric model probably won’t be with us till 2026. In the meantime, Porsche has reiterated its intention to introduce the new, zero-emission 718 by ‘the middle of the decade’, and suggested that it would be only available as an all-electric model in the ‘medium term’. That potentially leaves the door open for later, combustion-engined derivatives to appear ahead of the 2030 cut-off, and it’s worth noting the manufacturer underlined its preference for more special edition models in the Road to 20 strategy.
“We are expanding our product portfolio with new sports car concepts. We will also continue to focus on limited editions and expand our Sonderwunsch programme in the future. We want to accommodate the desires and lifestyle of our customers even more than we do already, exceeding their expectations time and again,” said Oliver Blume, Chairman of the Executive Board. ‘Sonderwunsch’, of course, refers to the special request wing of Porsche Exclusive Manufacture and Porsche Classic, and is responsible for taking ‘personalisation to the highest level’. So expect to see more cars like the one-off 911 Classic Club Coupe in the very near future.
Road to 20 refers to Porsche’s long-term profit goals. “In the long run, we are aiming for a Group operating return on sales of more than 20 per cent,” noted Lutz Meschke, the firm’s deputy chairman. Doubtless, that is intended to make its new shareholders feel all warm and fuzzy, and with a range-topping, 'K1' seven-seat SUV waiting in the wings, it would be tough to argue with the direction Porsche is headed in having already delivered an 18 per cent return on full year sales of 309,884 units. Now we just need to see how the firm plans to properly celebrate 60 years of 911. Watch this space.
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