In the medium and long term, the fundamental pillar of Porsche‘s product strategy is electric cars. The second model without a combustion engine, after the Taycan, will be the Macan, starting next year. The third model will be large, very large, although it will not be of great volume.
Porsche has concluded that a model positioned above the Cayenne can be very lucrative if it is both an SUV and 100% electric. At the engineering level, it is a way of putting many batteries in a car, although of course, it will not drop below 2 tons by chance. The Cayenne remains the most popular Porsche in the range.
“We plan to add a new all-electric luxury SUV model to our attractive product range, which will roll off the production line in Leipzig. […] We are targeting high-margin segments in particular, and in this way aim for more sales opportunities,” said Oliver Blume, CEO of Porsche.
Currently, the Volkswagen Group has several high-end and E-segment SUV models: Porsche Cayenne, Volkswagen Touareg, Bentley Bentayga, and Lamborghini Urus. Its length is less than 5 meters. The new model could be a response to the electric Range Rover that we will see in 2024 and the Rolls-Royce Cullinan, either with a new platform or by lengthening the wheelbase of the current one.
If they have not erred in their market studies, with a model like this several birds are killed with one stone. With fewer units, you can invoice much more -Porsche is the brand with the most margin-, they grow a segment upwards, and they go for customers who can spend great savagery on a car. At least they will continue to make their most special cars thanks to the whims of that clientele.
And what will that clientele be like? They will be people with a slightly lower average age, more heterogeneous, with a growing weight of the female sector. Currently, Porsche depends almost equally on North America, Europe, and China, and the growth policy is more focused on the United States and “emerging markets”. Porsche plans to go public in the fourth quarter of this year.