While most automakers are introducing their new all-electric models, the 911 Porsche it will continue to “roar” with an internal combustion engine for now. So far, the Stuttgart company has released only one fully electric model, clearly keeping aloof from the trends of the times. Despite this fact – or perhaps because of it – 75 years after the release of its first sports car, Porsche is more successful than ever. But when electrification happens, will the success continue?

Success principle

35 hp, weight less than 600 kg and a top speed of 135 km/h: what doesn’t sound like a sports car today, in 1948 was a small technological revolution. The round headlights and elegant shape are reminiscent of the Porsche 356 of its successors. On this day, June 8, 1948, the first Porsche sports car was born in Gmid, Austria.

Since then, the company has achieved a lot, with the creation of the 911 in 1963, which has known success in racing and rapid growth. Despite the decline of the 1990s and the missed opportunity to acquire Volkswagen, Porsche excelled in other areas as well, such as the SUV segment, where the Cayenne set sales records.

For decades, the distinctive horse logo has been in use since 1952. And while the company unveiled a redesigned version in early June, the Stuttgart references, gold background, and black and red lines have largely survived. without changes.

According to Hosiep research, Porsche drivers place far more emphasis on sportiness, attractiveness, looks and driving pleasure than the average driver. Instead, they care less about compliance, security, and functionality.

As automotive expert Ferdinand Dudenheffer says, Porsche is “a toy for people who make good money and want to show that they enjoy life.” In addition, Porsche customers are also people who disregard the traditional way of life and present themselves as entrepreneurs. This is one of the reasons why Finance Minister Christian Lindner (FDP) is so fascinated by Porsche.

Highly profitable “game”

The fact that with such a “game” the company can make a big profit is also evidenced by the current performance of Zuffenhausen. Profits are rising steadily, and most car manufacturers can only dream of a profit margin of 18.2%. What’s more, less than a year after the IPO, the market value of Porsche’s shares has long surpassed that of VW’s parent company.

But what will change when the engine is no longer roaring and running on battery power? For Osiep, it won’t be sporty and “life with a Porsche electric sports car won’t make sense.” For sports car drivers, feel, smell and noise are an integral part of sports driving.

However, Dudenhoeffer has a slightly different opinion: electric cars have better acceleration than a conventional car, which again corresponds to the power. “The era when speed was inextricably linked with noise is coming to an end. And in that regard, I think Porsche will survive.”

Steps towards electrification

By 2030, 80% of new Porsche vehicles must be fully electric. However, that target appears to be slipping away in 2022 as significantly fewer Taycan models have been sold and the share of electrified vehicles has dropped from 13.7% to 11%. In addition, the downward trend continued until early 2023.

At the same time, Porsche is investing in its own e-fuel production in Chile and relying on potentially climate-friendly fuel to decarbonize its large fleet.

However, the goal is likely to be continued sales of the classic 911. According to the company, there will be no fully electric version of this model, at least in its current form, and the availability of 911 models will continue as long as the regulatory framework allows. However, a hybrid sports version of the 911 is also being considered.

Source: DV