The Porsche Taycan EV has 30,000 customer deposits and is on its way to outsell the 911. These numbers confirm that there is definitely the demand to support the company’s plans to produce 40,000 units in the first year. The name Taycan translates as “lively young horse” in reference to the center of the Porsche crest.
Bloomberg magazine and Porsche HR head Andreas Haffner in Handelsblatt magazine reported, “Porsche has secured 30,000 deposits for the Taycan more than a month before the German automaker will unveil the all-electric sports car.” The original plan was to produce 20,000 units of the Taycan EV, but interest nearly doubled the number. Interested customers must have a deposit of $2,875. Selling this number of vehicles would pass those of the 718 Boxster and the 911. The Porsche 911 sold 35,573 units and the 718 sold 24,750 units globally in 2018.
The Taycan will still embrace the crossover vehicle size, like the Cayenne and Macan models. The Taycan would also create some pressure on the Tesla Model S, who has been king of the luxury electric sedan category. Between the Model S and X, Tesla sold 99,394 units in 2018. Hopefully, without any major redesigns for Tesla projected over the next few years, the Taycan will be an appealing purchase for customers in that speciality market. Unlike the Tesla vehicles, the Taycan will be able to maintain continuous higher power output for long periods of time. Oliver Blume, CEO of Porsche AG explained, “Our new electric sports car is athletic and performance-oriented; a car that is capable of longer distances, and represents freedom.”
With the Taycan, Porsche can’t promote being the first electric vehicle, but the company will be using other marketing campaigns to promote sales. This includes incentives like three years of free charging at hundreds of Electrify America public stations across the United States. The Electrify America movement was set up by Volkswagen as part of its settlement with U.S. regulators over its diesel emissions cheating scandal. Porsche will also be making an additional $70 million investment to add DC fast chargers to Porsche dealerships.