Prosche specifically is facing huge losses, and with this strategy is doomed to die. There are already rumors of potential bancrupcy.
EVs grew 20% globally in 2025, with developing markets surging 40%+.
When EVs under $100,000 can hit sub-2.5-second 0–60 mph (0–100 km/h), all this fake "benefit" talk about exhaust notes and luxury engine refinement sounds exactly like people cheering for Vertu golden buttons at the dawn of the iPhone era.
EVs are growing incredibly fast—despite the West's biggest EV supplier deciding to commit marketing harakiri by alienating half its customer base.
New battery tech has made EVs affordable, and that's why adoption will keep accelerating in China, the EU, and the rest of the world. There'll be some irrelevant fluctuations in the US, but those will eventually even out regardless—because the rest of the world and technological progress will move on with or without them.
we are on the edge of go-to-market of billions of dollars of investments into battery development. It will deliver both much cheaper where needed and more capable batteries on the market. Guess what it will do with legacy cars.
EVs as a whole are growing. Porsche however is struggling because of their "sports car" identity. Taycan sales dropped 22% year-over-year [0], and their 2025 EV sales only rose because the Macan EV is new and they discontinued the gas one in the EU. (Even then: Half of all Macan buyers worldwide went for the 11-year-old gas design over the EV.)
The market for EV sports cars is soft. The Rimac Nevera R broke 24 performance world records and yet nobody wants to buy it [1]. Even the CEO of Rimac has said people want an engine sound. Meanwhile Ferrari can launch an even more expensive gas car and it sells out before its officially announced [2].
I'm pro-EV and my partner owns one. They are practical appliances that are perfect for the 90% of people who just want to get from A to B. But the stats show that it's not just my personal preferences. The average sports car buyer wants an engine and exhaust.
My theory is that people buy mass-market Porsche cars because the 718/911 guys tell everyone how cool these cars are, but not everyone wants or needs a kidney-busting two-seater, so they compromise with a Panamera or Macan.
If there's no electric 718/911 version to hype them up, there’s not going to be any demand. There's also the issue that they're known for their small sporty cars, yet they're trying to sell 5m-long sedans and 'soccer mom' SUVs and failing at it.
The "soccer mom" SUVs are their best sellers and literally saved the company. I beg you to test-drive a Cayenne Turbo GT if you think they can't deliver a sports-car-like experience in a large SUV. Or a Macan GTS (which is only 7" longer than a 911 btw.)
The Taycan is pretty close to being an electric 911. There's a 718 EV coming out soon but Porsche realized there was not enough demand so now they're retrofitting a gas engine into the design.
The lack of demand for the 718 EV boils down to EVs being heavy, and therefore less chuckable than the gas one, and the lack of soul & engagement in cars without an engine. Solid state batteries will eventually solve the first problem. I'm not sure how we can solve the second one. Perhaps kids of today will grow up caring less about mechanical sounds.
Prosche specifically is facing huge losses, and with this strategy is doomed to die. There are already rumors of potential bancrupcy.
EVs grew 20% globally in 2025, with developing markets surging 40%+. When EVs under $100,000 can hit sub-2.5-second 0–60 mph (0–100 km/h), all this fake "benefit" talk about exhaust notes and luxury engine refinement sounds exactly like people cheering for Vertu golden buttons at the dawn of the iPhone era.
EVs are growing incredibly fast—despite the West's biggest EV supplier deciding to commit marketing harakiri by alienating half its customer base.
New battery tech has made EVs affordable, and that's why adoption will keep accelerating in China, the EU, and the rest of the world. There'll be some irrelevant fluctuations in the US, but those will eventually even out regardless—because the rest of the world and technological progress will move on with or without them.
we are on the edge of go-to-market of billions of dollars of investments into battery development. It will deliver both much cheaper where needed and more capable batteries on the market. Guess what it will do with legacy cars.