Until now, it was difficult to see Porsche as anything other than the best student. With its cars renowned for their build quality, engine, chassis and braking, they have established the German brand as the most profitable company in the automotive sector. Like Ferrari, the German manufacturer charged a high price for options and specifications for its cars, which exponentially increased their margins.
Unfortunately for Porsche, the electric turn could not be negotiated in the same way as on a circuit. Its 100% electric bet on the Macan is becoming a serious problem and a new generation finding a combustion engine under the hood is no longer to be ruled out.
A source close to the case, mentioned by Autocar, explained that Porsche was considering the idea of launching a new Macan in 2026, to replace the current version with a petrol and hybrid engine, only sold in the United States. Stopped in Europe, its production should be cut definitively at the end of 2025. Without it, it will be difficult for Porsche to make up for the lack of sales. The 718 in Boxster and Cayman is also falling behind, it which must, before the 911, switch to electric.
Electric and combustion, 30% of Porsche sales
Known for its exceptional cars, like the 911, Porsche makes its money mainly through its SUVs, the Cayenne and Macan. The most compact of them, the Macan, became 100% electric, and Porsche saw itself and its Taycan succeeding in its transition with it. A reality in terms of product, but which was accompanied by a significant price increase on models whose very young engine does not reassure buyers and does not motivate them to spend large sums.
The resistance is clearly perceptible as the Tesla Model Y, cheaper but a competitor to the electric Macan, became the best-selling car in Europe and the United States in 2023, and the mix of hybrid and electric sales at Porsche was limited to 30% in 2024.
Electric would represent half of this 30% share in the overall sales mix of Porsche, the fault of a Taycan whose order book plunged by 49% during the year in particular. In total, of its 310,000 sales during the year overall, 102,000 represented Cayennes, and Macan sales continued to feature a thermal version, only sold in North America.
Excluded from Europe, this version nevertheless continues to represent a significant share in the global mix. For example, in the fourth quarter of 2024, sales of electric Macans represented 66% of the model's sales mix worldwide. During the year, the model represented 82,795 units, or 5% less than in 2023, when the Macan was not available in electric. At that time in France, its sales had plummeted due to a colossal ecological penalty, linked to its price.
Source: Autocar
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