The new Group boss has arrived, with sharper goals in mind.
It’s crunch time for German performance manufacturer Porsche, who intend to diversify their drivetrain portfolio to achieve the goal of having half their sales go to ‘new-mobility’ variants by 2025. Last month, the company put an ambitious-but-achievable goal of getting a quarter of its sales to go the way of the EV and PHEV in the same timeframe, but policy revisions from China means that the company sees more room for growth.
Statements made by sales boss Detlev von Platen echoed Porsche’s new targets, saying:
“The train for electric mobility has well and truly left the station. China is and will remain the biggest market for electric cars for the foreseeable future.” — Detlev von Platen, Head of Sales & Marketing, Porsche AG
The revision of its sales projections comes following the appointment of a new chief executive of the Volkswagen Group. Herbert Diess, formerly the head of the Volkswagen brand, has underlined multiple times that VWG must be more agile and receptive towards shifting industry and consumer trends.
For Porsche, they’re relying on a three-way strategy, offering internal-combustion, plug-in hybrid, and full-electric powertrains. Already, Porsche customers are responding, with buyers of the Panamera saloon in Europe buying more hybrids than anything else. It’s said that the next-generation 911 sports car, Porsche’s most iconic model, will receive an integrated battery to offer a Formula 1, KERS-style boost system in the net generation.
With the arrival of Diess as group CEO, Porsche is now being lumped in with the Group’s ultra-luxury marques Bugatti and Lamborghini, distancing the profit-juggernaut from the beleaguered Audi, which continues to deal with blowback from the Dieselgate emissions manipulation scandal.
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