EVs are no longer niche models for Porsche, but does high risk equal high reward?
Porsche has peeled back the camo and revealed the 2024 Macan EV to the world, and while it may be glossed over as “just another EV launch,” it’s far more significant than that. The Macan EV is Porsche’s most dramatic product shift since it launched the original Cayenne 21 years ago, and as such, it’s the biggest risk the German automaker has taken since then.
Electric vehicles and Porsche are not a new concept. The Taycan was launched in 2019 and has seen year-on-year sales growth, positioning itself as one of the go-to high-end EVs for discerning customers. Porsche has been open about its electrification plans, too – an 80:20 split between electric and combustion by 2030 – and has played open cards about the next 718 Cayman and Boxster going electric, as well as the next Cayenne.
So why is an electric Macan such a big deal?
Niche vs. Mainstream
Running with the Taycan for a moment, the electric sedan never replaced any model in Porsche’s lineup, it added to it. By adding a new model in a new segment, there was a relatively low risk for Porsche. If it flopped, sure, the development budget would’ve been flushed down the drain, but the rest of the company’s sales would’ve been unaffected.
But the Macan is different because the Macan is now arguably Porsche’s bread-and-butter model, especially in North America. In 2023, the Macan and Cayenne sold in almost identical numbers globally (87,355 units vs. 87,553 units, respectively), with the Cayenne taking a knock due to the launch of a new model stunting availability and demand for the old one. But in the US, the Macan was a dominant seller for the Zuffenhausen clan, with 26,947 Macans sold to just 20,475 Cayennes.
Porsche’s total American sales for the year were a record-setting 75,415 (in the brand’s 75th year, a wonderful bit of serendipity there), of which the Macan accounted for nearly 36%. The Taycan sold a mere 7,570 – roughly 10%. Only the 718 and Panamera sold fewer.
The Pushback Against EVs
For years, there’s been growing support for EVs. Still, the industry has witnessed massive pushback over the last 12 months, with demand dwindling compared to manufacturer forecasts, forcing OEMs to reevaluate their production numbers and pare back on EV production. That’s for a mainstream audience, and Porsche is fortunate that its clientele aren’t from one-car households.
Typically, a Porsche is a second or third car, seen as a toy, but the Macan is now officially a mainstream model, meaning it’s often seen as the sensible vehicle in the garage while the 718 Cayman or 911 exist for weekend duties. As a mainstream model, the Macan EV may inherit some mainstream pushback against EVs, harming sales of Porsche’s most popular model in America.
Lest we forget, the pushback isn’t founded on genuine evidence applicable to personal scenarios but is fuelled by inflammatory statements and cherry-picked figures of reduced range and slow charging times that would not impact 80% of American commuters.
Priced Too High For Its Own Good?
And then there’s the price.
The current, combustion-only Macan lineup comprises four models, priced from the $60,900 base Macan to the $86,800 Macan GTS. The Macan EV has halved the lineup, reduced to only the Macan 4 and the Macan Turbo, with the entry-level EV priced at $78,800 before options. That makes it more expensive than the current Macan S ($72,300), Porsche’s second most expensive Macan variant. Yes, it has more power (402 horsepower), but it’s not quicker (0-60 mph in 4.9 seconds vs. 4.6 seconds for Macan S), and its top speed is limited to just 136 mph (160 mph for Macan S).
The Macan EV Turbo is officially a six-figure car, priced at $105,300 before you look at Porsche’s pricey options. That’s nearly $20,000 more than the current range-topping GTS ($86,800), but we’ll give credit where it’s due; it trumps the GTS in all power and performance metrics. Heck, a 3.1-second 0-60 mph sprint is still a figure that I associate with supercars, not family SUVs. It even matches the GTS’s towing capacity of 4,409 lbs exactly.
That’s a lot of money for a bread-and-butter model from Porsche, and while I’m sure other trims will join to add variety, for the time being, price is another element that could further alienate Macan clientele.
An American Combustion Reprieve
In the US, there is some reprieve for those unwilling to make the electric shift yet. The Macan EV may arrive in dealerships later this year, but the combustion Macan will remain on sale for the foreseeable future in the US. But this stay of execution isn’t permanent, far from it.
The death knell has already sounded for the Macan in Europe, with cybersecurity legislation ending the Macan’s reign. That’s the downside of the Macan being a decade old, which is prehistoric in tech years. Launched in 2014, the Macan has had three significant updates, announced in 2016, 2019, and 2021. At best, we can hope for one more, especially since the combustion crossover is expected to remain with us until 2026.
US dealers previously reported that Porsche would review the ICE Macan’s future, saying, “They will see how sales go in the next two years.” If 2023’s sales are anything to go by, the Macan is safe for a little longer. But come 2026, it’ll be 12 years old, and Porsche knows better than to flog a dead horse.
Is The Gamble Going To Pay Off?
When the Cayenne debuted 21 years ago, it was a Hail Mary for Porsche, putting almost all its chips on a single number on the roulette table in a desperate bid to remain profitable. It worked, and the success of the Cayenne and the Macan has enabled the brand to continue building 911 GT3s and 718 Cayman GT4 RSs.
But this time, Porsche isn’t gambling at a new table while its other operations continue as normal. It’s putting its best seller on the table and betting the house on the Macan EV succeeding.
But here’s the thing: I think Porsche’s going to pull it off.
Porsche is one of the few brands that seem to have a clear understanding of their own identity and target audience. While BMW and Mercedes are flip-flopping every couple of years, Porsche has a plan that doesn’t seem to waiver.
The Macan EV Signifies A Shift In Porsche’s Identity
Contrary to my belief that Porsche is a sports car manufacturer first and foremost, the Macan EV signifies a massive shift for the brand. By taking its best-selling nameplate electric, Porsche is no longer a sports car maker that dabbles in EVs, it’s now an EV manufacturer that also builds sports cars.
75 years into its existence, this shift is bigger than when it started selling SUVs, bigger than when it introduced a cheaper sports car in the form of the Boxster, and bigger than when VW took Porsche public with an IPO.
And yet I don’t feel like Porsche’s making a mistake. I don’t feel the sense of doom and gloom I thought I might. And there’s a very good reason for this, which I’ll get to in a moment.
Its commitment to electrification is strong, but its desire to keep the combustion 911 alive is arguably even stronger. Synthetic fuels, half a dozen combustion patents, and the German government lobbying for loopholes in European legislation to keep combustion alive through eFuels prove that Porsche won’t back down from the combustion game.
Porsche is, first and foremost, a luxury sports car brand, and it refuses to forget that. But it isn’t oblivious to the demands of modern society, and it wants to meet those needs and wants, too. My faith in the likes of BMW, Mercedes, Audi, and others has waned in the last few years; they simply don’t seem to have a clear identity. But Porsche? Porsche seems like it has a real shot at catering to both the enthusiasts and the mainstream without compromising its identity.
