Autobauer: Nach dem Taycan-Flop sieht Porsche die Zukunft im Autotuning
Porsche hatte große Ambitionen fürs E-Zeitalter. Der neue CEO beerdigt den Taycan und setzt wieder auf ein Nischengeschäft. Ist das eine Chance – oder der Niedergang?
On a warm and sunny late summer's day on September 4, 2019, Porsche presented the Taycan, its first electric sports car. CEO Oliver Blume proclaimed it as the brand's connection to the future and a mark of a new era. With a development cost of nearly a billion euros and another billion for the battery subsidiary Cellforce, the Taycan was displayed as Porsche's response to the electrified future.
However, the car failed to meet expectations, selling only 16,000 units worldwide in 2025, just a few months shy of 41,000 in 2023. Porsche's strategy of pushing traditional combustion engines and offering bespoke, high-value 911s may prove more successful in the long run.
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