"Porsche Reflects On Its First Electric Car: 'Timing Wasn't Ideal'" - article

[daveo4EV]

How about folks with range anxiety? Is that a government thing?

those haven't helped - but the prices were being raised before the idiot in charge decided not to help…

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[F1Ruaraidh]

Porsche Reflects On Its First Electric Car: 'Timing Wasn't Ideal'
The man in charge in Zuffenhausen believes the Taycan arrived too early for people to really appreciate it.
. . .

Yep the specs were at least 4 years out if date on launch. Lovely car, crap EV.

Add to that rushed development, poor reliability and ridiculous pricing then the resulting savage residuals are nobodies fault but Zuffenhausens.

It simply wasn't good enough and they lost their cash cow market as a result hugely hitting their bottom line.

Now instead of fixing that, they're going back to Mam ICE. Lost.

 

[cometguy]

I still think that the Taycan is the best BEV you can buy today -- especially the new-gen version with much-better range. But, as everybody here has noted, the MSRP is just insanely high (which is manifested in how rapidly the car depreciates after bought new). The battery/electric-system problems has also hurt the Taycan and its reputation for potential buyers, even though most Taycan owners haven't had too many problems along those lines. And the software has been glitchy and problematic, again well-known.

The other thing that I think hurts the Taycan is the Tesla-fication of the cockpit (which Porsche has wisely reversed to a large extent in the Macan and Cayenne BEVs) -- the lack of physical switches/dials for audio and climate, plus the lack of manual air vents (and the electronically receding door handles don't help, either, but that was again rectified in the Macan and Cayenne by retaining normal door handles).

I think that Porsche would be wise to change their factory warranty to 6 yr, 100k miles, and their battery/electric-drivetrain warranty to 12 yr, 200k miles. And just eat whatever money they lose as a result. I'd keep my Taycan much longer if I had a good warranty like that, but I really don't want to own a first-gen Taycan outside of warranty. Maybe the second-gen Taycans will be more reliable. Porsche certainly is getting experience in building and revising EV drivetrains and software, so you'd hope that they'll keep improving their vehicles as each year passes.

 

[F1Ruaraidh]

I still think that the Taycan is the best BEV you can buy today -- especially the new-gen version with much-better range. But, as everybody here has noted, the MSRP is just insanely high (which is manifested in how rapidly the car depreciates after bought new). The battery/electric-system problems has also hurt the Taycan and its reputation for potential buyers, even though most Taycan owners haven't had too many problems along those lines. And the software has been glitchy and problematic, again well-known.

The other thing that I think hurts the Taycan is the Tesla-fication of the cockpit (which Porsche has wisely reversed to a large extent in the Macan and Cayenne BEVs) -- the lack of physical switches/dials for audio and climate, plus the lack of manual air vents (and the electronically receding door handles don't help, either, but that was again rectified in the Macan and Cayenne by retaining normal door handles).

I think that Porsche would be wise to change their factory warranty to 6 yr, 100k miles, and their battery/electric-drivetrain warranty to 12 yr, 200k miles. And just eat whatever money they lose as a result. I'd keep my Taycan much longer if I had a good warranty like that, but I really don't want to own a first-gen Taycan outside of warranty. Maybe the second-gen Taycans will be more reliable. Porsche certainly is getting experience in building and revising EV drivetrains and software, so you'd hope that they'll keep improving their vehicles as each year passes.

New gen is what they should have launched in the first place. J1.2 a big improvement.

Hopefully they will improve, all good reason to double down not run back to ICE as they announced recently.

 

[Emm]

I have a 2023 GTS ST (with a MAPEV tune :–). Not only is it my first ever EV, it's actually hands down the best car I've ever had (it replaced my previous 2021 Cayman GTS 4.0 PDK with an APR tune, and I also still have my old 2014 RS6 Avant, also with an APR tune, and I've had >30 cars, mostly BMWs, Audis and a few Porsches); the only car I would consider replacing it with would be a similar spec J1.2 Taycan GTS ST :–).

Since I'm quite picky with the specs, I have decided to wait for the coming J2 Taycan, rather than upgrading to a J1.2 now, as it's simply not worth the cost in terms of depreciation; I bought my current J1.1 used (one previous owner, 18 months old, 22K km) for appr. USD 130K, while in this loaded spec it cost the initial buyer appr. USD 205K(!), so the depreciation on a brand new Taycan is just insane.

Hence I think many J1.1 owners interested in upgrading rather than buying a new J1.2 will instead wait for the J2 to arrive (assuming one can afford one, given the continuous price increases from Porsche; if they continue along this path, then I will probably try to get a used J1.2 as close to my ideal specs as possible instead).

 

[bereader]

I think Porsche built the best-driving EV sedan on the market. The problem was never the product—it was the pricing.

The Taycan launched at a price point that led to brutal depreciation, and that scared away a lot of buyers. Once people started seeing six-figure cars lose value quickly, many stopped looking at them altogether.

I also think EV adoption has been slower because people naturally resist change. Many buyers are still more comfortable with an ICE vehicle despite the complexity of modern engines and transmissions, the maintenance requirements, and the dependence on fuel prices. EVs are mechanically much simpler, more energy efficient, and for many owners are easier to live with day-to-day than people realize.

Another challenge, at least in the U.S., is that consumers have overwhelmingly shifted toward SUVs and trucks. Sedans of all types have been fighting an uphill battle for years.

If Porsche wants to move more Taycans, I think the answer is straightforward: lower transaction prices, educate buyers, and focus more on ownership experience. A surprising number of people don't know what incentives, utility rebates, or charging programs are available in their area. Where I live, the power company reimbursed the entire installation cost of my Level 2 charger. Once I learned that, home charging became a no-brainer.

The Taycan isn't the problem. It's still an incredible car. The challenge is convincing buyers that EV ownership is easier, more practical, and less intimidating than they think. There just aren't many people willing to try it out for $200k.

 

[Zcd1]

Porsche obviously isn't alone in having mis-read the emerging EV market.

The US manufacturers somehow decided that pickup trucks and huge SUVs were the best vehicles with which to enter the EV market.

I'd have argued that pickups should have been among the LAST EVs brought to market, given their towing/hauling use cases and incredibly un-aerodynamic profiles. I simply don't understand the product-planning thinking that must have taken place back then.

And then the only smaller/affordable EV introduced by a US manufactuer other than Tesla was a dorky-looking hatchback (Chevy Bolt) with laughably poor DCFC speed, even for the time it hit the market, making it virtually un-usable for road-tripping.

It's almost as if the mfrs. intended to fail....

 

[Emm]

I think Porsche built the best-driving EV sedan on the market. The problem was never the product—it was the pricing.

The Taycan launched at a price point that led to brutal depreciation, and that scared away a lot of buyers. Once people started seeing six-figure cars lose value quickly, many stopped looking at them altogether.

I also think EV adoption has been slower because people naturally resist change. Many buyers are still more comfortable with an ICE vehicle despite the complexity of modern engines and transmissions, the maintenance requirements, and the dependence on fuel prices. EVs are mechanically much simpler, more energy efficient, and for many owners are easier to live with day-to-day than people realize.

Another challenge, at least in the U.S., is that consumers have overwhelmingly shifted toward SUVs and trucks. Sedans of all types have been fighting an uphill battle for years.

If Porsche wants to move more Taycans, I think the answer is straightforward: lower transaction prices, educate buyers, and focus more on ownership experience. A surprising number of people don't know what incentives, utility rebates, or charging programs are available in their area. Where I live, the power company reimbursed the entire installation cost of my Level 2 charger. Once I learned that, home charging became a no-brainer.

The Taycan isn't the problem. It's still an incredible car. The challenge is convincing buyers that EV ownership is easier, more practical, and less intimidating than they think. There just aren't many people willing to try it out for $200k.

All great points; I would only add the benefit of the driving experience—with the low center of gravity, explosive acceleration, positive steering feedback and breaking, the Taycan also perform quite well on the track (even for track experienced ICE drivers :–).

The single greatest disadvantage of the Taycan is its high pricing (along with its high depreciation)—if Porsche would tackle that issue, I'm sure Taycan sales will pick up again!

 

[questionmillennium]

I’m interested in knowing the used/CPO Taycan sales. The depreciation hit is already gone and you get new owners into the Porsche family where they may be more inclined to buy another Taycan or Porsche EV in the future

 

[bereader]

I’m interested in knowing the used/CPO Taycan sales. The depreciation hit is already gone and you get new owners into the Porsche family where they may be more inclined to buy another Taycan or Porsche EV in the future

It's a really good point as I am one of those people. A CPO Taycan is like a gateway drug, and now the only cars I research are Porsche when I historically have been a BMW guy. The Taycan just has no comparison.

 

[questionmillennium]

It's a really good point as I am one of those people. A CPO Taycan is like a gateway drug, and now the only cars I research are Porsche when I historically have been a BMW guy. The Taycan just has no comparison.

I’m the same. Wife has a Cayenne and I had a Model Y. One test drive of the Taycan had me looking for a CPO which I was lucky enough to find last year. Now, outside of a Rivian, the only cars I’m interested in are Porsches, especially the Taycan

 

[pbmorrow]

It is a great car when you buy it properly. I bought a 2025 CT 4S for about 30% off sticker with fewer than 1,000 miles and CPO warranty. It was delivered to a dealership in December of 2024, “punched” by the dealer as a loaner in September 2025, and sold to me in February of 2026.

For $160K (the MSRP) they are losing their mind, for $110K it is a phenomenal car!

 

[PorscheTaycan]

I agree with everything posted in this thread - so much wisdom here.

I think buying Gen 1 of any product will be bound to bring its own beta testing issues - Tesla Model S when it first came up had similar issues, but after a couple of iterations, have ironed out the bugs.

Taycan will be the same - I'm basically waiting a couple of years for J1.2 depreciation to get to a point where I'm willing to upgrade. Very happy with my J1.1 so far - been reliable and stable, and under extended warranty.

 

[Murph7355]

Yep the specs were at least 4 years out if date on launch. Lovely car, crap EV.

Add to that rushed development, poor reliability and ridiculous pricing then the resulting savage residuals are nobodies fault but Zuffenhausens.

It simply wasn't good enough and they lost their cash cow market as a result hugely hitting their bottom line.

Now instead of fixing that, they're going back to Mam ICE. Lost.

I'm very critical of much that Porsche does/has done with the Taycan... But 7yrs ago, what material areas were the specs out of date on? Especially given their focus on driving.

Even in 2021 it was hands down the best driving EV...And at least as good as any ICE sports saloon.

They've let it wither in many respects, and could address much of that in software, but won't. However specs out of date on release?

 

[whitex]

Too early? Seriously? How about too late. Taycan was introduced towards the end of its opportunity window, which spanned about a decade between 2013 and 2023. Taycan landed in the latter part of the window of opportunity, however Porsche couldn't, or wouldn't (they like to artificially short the supply for the exclusivity play) make enough of them to fill the demand shortly after introduction. I wanted to buy one (i.e. put multiple deposits down with different dealers) in early 2021 (I waited for Cross Turismo, as the sedan trunk did not work for my usecase), but only got my Taycan in early 2023 after cold calling almost every dealer and eventually finding only a single available allocation in the entire country. If I patiently waited for a local dealer, I probably would have gotten mine toward the end of 2024 or early 2025 (later 2024 is when dealers I have spoken with previously started calling with availability). Of course price hikes really didn't help, though I must admit that Porsche hasn't even raised their prices sufficiently to even just offset the weaker dollar, not to mention inflation and tariffs. So perhaps it's not totally their fault for higher prices in the US market. I don't know how much they raised prices in Germany for example, so cannot comment on pricing in other countries.

Demand window for Taycan followed the Model S demand. Once cheaper EVs with similar performance came out, not many people cared to buy the expensive ones anymore. Notice that Model S, despite having much more superior software, still had its sales fizzle out (now discontinued). So no, Porsche didn't come to the party too early, they came too late, and they were not prepared to take advantage of the demand when it was there. Imagine if Taycan came out in 2013, the sales numbers would have looked so much different. I suspect Porsche prestige, driving dynamics, would have offset Model S software superiority enough that they'd split the market.

When you slowly follow other successes rather than lead, you are bound to miss most of the window of opportunity, plus end up landing your product together with a myriad of other followers, so much tougher competition.

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