Porsche has announced a delay in some future EV models, which parent company VW says will cost it $6B in forward profits. It’s doing this amid a global boom in EV sales, instead committing to an inferior powertrain choice that will only make it more irrelevant as a company.
The world auto industry is currently electrifying rapidly. That electrification is largely being led, in this moment, by Chinese players, who are offering low-cost EVs with the latest battery and infotainment technology, not held back by a century of old-style combustion-engine thinking or by entities in government that are actively trying to kill their own country’s competitiveness.
The rapid rise in Chinese EVs has caught Western automakers by surprise, even though it has been clear for more than a decade that EVs are the way to go (as we’ve been saying here at Electrek for that entire time).
It’s resulting in huge disruptions in the global automotive market, with Western automakers being squeezed out of overseas markets, and even having trouble selling to their own domestic markets. Western countries have responded with emergency tariffs (a concept which never really helps), but Chinese brands continue to grow in Europe.
We’ve even seen some directly embarrassing moments, like a smartphone company, Xiaomi, deciding about three years ago to go from building smartphones to building cars, one of the most complex products known to man, and then beating Porsche on its home turf by setting the fastest-ever four-door lap record at Nürburgring with a stripped-down Su7 Ultra, beating the Porsche Taycan by over 20 seconds (Xiaomi later went back and beat the Taycan with a stock model by 2.5 seconds).
Remember: Xiaomi makes smartphones. Meanwhile, Porsche has been making cars for a century (and its founder even made a hybrid in 1902).
And so, in recognition of the fact that Chinese brands are eating their lunch, Porsche and VW have just announced that… they’re going to move even slower.
When competition moves too fast, keep up by… moving slower?
Porsche CEO Oliver Blume (who is also CEO of parent company VW) cited the “massive changes within the automotive environment,” on a call on Friday, some of which are detailed above in this article. His response to these massive changes, though, is to go in the opposite direction.
Porsche said it would slow down its EV rollout, delaying the launch of some EVs, and instead offering a planned ultra-luxury SUV positioned above the Cayenne as a combustion or hybrid model, rather than an electric one. An electric version may still come later, though.
Availability of current combustion engine models, including the Panamera, will be extended into the 2030s.
Porsche said as a result of these changes, its forward margin outlook would drop, and VW said that this would result in a reduction of around $6 billion in profits for 2025.
The move also reportedly has thrown the VW/Rivian software partnership for a loop, as VW’s new commitment to polluting combustion models means it will have to find another source for software, since Rivian’s software is meant for EVs, not combustion vehicles.
According to Manager Magazin, there is even a possibility that VW’s doomed internal software project, Cariad, will have to be tapped to build software for these combustion models.
Cariad was the darling of former VW CEO Herbert Diess, who was one of the industry’s most ardent EV advocates. But difficulties with Cariad resulted in Diess being ousted and replaced by Blume, who reorganized the division, adding significant irony to the situation that Cariad may now be thrust into increased relevance due to Blume’s delay in EV models.
Porsche is in opposite world on EV demand
Porsche says that “weak demand” for EVs is forcing it to make this move, even though EV demand continues to rise globally and specifically in Europe and Germany where Porsche calls home. EV sales are up 30% year-to-date in Europe and up 43% in Germany, along with being up 27% globally.
And for Porsche specifically, we have one very clear measurement of whether consumers want electric or gas cars: the Macan. Porsche sells both gas and electric versions of the Macan, and it turns out, the Macan version does way better: nearly 60% of the Macans Porsche sells are electric.
Porsche has seen sales declines itself this year, but those sales declines occurred in territories where EV sales are booming the most (Germany, China), and were driven by declines in sales of Porsche’s combustion models, not its EV models. In fact, electrified Porsche sales are up, while combustion-only sales are down.
CEO Oliver Blume said that he’s counting on “more flexibility” from the EU to soften its emissions standards and allow Porsche to keep putting these polluting vehicles on the road – vehicles which will continue to poison you well into the 2050s.
Blume says this despite the EU’s commitment last week to maintain the emissions targets Blume wants changed, and despite Blume’s cohort, Gernot Döllner who is CEO of Audi (also a VW subsidiary), correctly stating that bickering over emissions standards is “counterproductive” and that “the electric car is simply the better technology.” The EU did say it will review its 2035 zero-emission target early, but seemed open to only minor flexibility.
Meanwhile, climate change continues apace
Meanwhile, the background of all of this is that climate change (which transportation is the largest contributor to in rich countries) continues apace, and that polluting vehicles continue to poison humans globally in costly and destructive ways.
The world needs a solution to climate change, and the faster that solution comes the better. No matter how expensive it seems it might be to solve the problem that we collectively have spent the last century and a half causing (and have supercharged in the last 30 years), that cost will only get higher as time goes on and as more damage is done.
Many studies have pointed out that the faster we solve this problem, the cheaper it will be to fix, so every moment lost as a result of companies misjudging trends and committing to more-polluting models while hoping government will change to let them continue to pollute only represents more cost, death, and disruption for humanity and for all species on Earth.
In total, fossil fuels kill 8 million people per year and receive $7 trillion in subsidies from the ignored costs of this pollution. Porsche is committing to be a greater part of those deaths and health costs into the future with its move, and harming European industry in doing so, by giving up the future of the industry to faster-moving international competitors.
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