PORSCHE’S first absolutely electrical automobile has had a powerful begin in Australia between the assorted east coast lockdowns, launching in early 2021 and discovering 481 clients by the tip of November to take a 19.3 per cent share of the big luxurious sedan and wagon section the place it occupies third place behind the Mercedes-Benz E-Class and BMW 5 Collection.
Inside its personal steady, the Taycan has outstripped gross sales of the 911 (383 models) and located greater than double the mixed patrons of 718 Cayman (139) and Boxster (96) whereas outselling the Panamera (47) by greater than an element of 10.
To place it one other method, multiple in each 10 Porsches offered in Australia yr to this point was a Taycan – and round half of patrons are new to the model.
Talking with GoAuto on the latest 911 GT3 launch in Sydney, Porsche Vehicles Australia head of public relations Chris Jordan mentioned the corporate has been happy by the acceptance of Taycan by each present Porsche house owners and newcomers to the model.
Mr Jordan advised GoAuto the power of Taycan gross sales have been partly because of the model’s positioning of the brand new EV as “a real Porsche sportscar”.
“We had a whole lot of perception as to who was excited about that automotive, a whole lot of them have been present Porsche house owners after which rather a lot have been new to the model that have been extra EV lovers. We have been fairly assured that the automotive was going to tick the correct bins for each of these teams,” he mentioned.
“We have been assured in Taycan, however that mentioned, we attempt to undersell and over-deliver … So we’re happy to see that so lots of them have gone by way of that journey, seen the automotive, come to the shopper occasions and doing the check drive and following by way of and proudly owning the automotive.”
As with all mannequin, Porsche retains a detailed eye on what number of patrons are returning Porsche patrons or a conquest, a buyer defecting from one other model.
“All through the expression of curiosity (EOI) course of, it was at all times a detailed 50:50, barely in favour of Porsche house owners,” mentioned Mr Jordan.
“That is coming true thus far. Lots of people who put within the EOI are nonetheless in that consideration part as a result of the entry-level, rear-wheel drive for Taycan and Taycan Cross Turismo is coming early subsequent yr. Quite a lot of these individuals we’re nonetheless speaking to them. In the event that they’re new to the model, clearly the entry-level of these fashions is for them – not for everybody – however for lots of them, that is what they’re after.”
Porsche house owners appear to have taken to the concept a Porsche may be electrical and that seems to have rather a lot to do with the best way the Taycan has been marketed.
“We tried to launch this automotive and talk round this automotive in very a lot a Porsche method; that is been a very good factor,” mentioned Mr Jordan.
“The efficiency and engineering of the automotive could be very a lot what you anticipate of a Porsche. What’s been encouraging for us is seeing Porsche house owners experiencing their Taycan in a Porsche method. We all know there’s apparent variations with EVs, however we have stayed true to what a Porsche sportscar is and what it is able to and communicated it in that method. So even individuals which can be new to the model, if that is their entry into the model, they know what Porsche is about.”
Mr Jordan added that having Taycan alongside Macans, Cayennes, Caymans and 911s was thought to be important to its showroom success.
“We did not create a sub-brand for electrical. They do not need to go to a particular seller. They’ll now be a Porsche fanatic, be a part of a Porsche automotive membership – they’re a Porsche proprietor by way of and thru,” he mentioned.
Porsche Australia continues to speak with clients concerning the Taycan possession expertise, gathering information about charging patterns and the proprietor’s use of the automotive.
“We’re nonetheless doing a whole lot of work on Taycan. It’s our first EV, we’re following up with these house owners and attempting to get info on the entire possession expertise. How are they discovering the automotive, what dwelling charging answer they’ve. We’re attempting to study as a lot as we will.”
Taycan house owners are utilizing a spread of charging choices, together with Porsche Vacation spot Charging, in addition to different charging networks reminiscent of Evie, on high of the subscription to the Chargefox community that’s included with the sale of the Taycan.
Extra electrical automobiles are on the best way in 2022, beginning with extra reasonably priced variants of the Taycan and Taycan Cross Turismo within the first quarter, adopted by a GTS model of the sedan within the second quarter.
“That may be a barely completely different purchaser and a purchaser we’re eager to carry into the model – that form of lively life-style proprietor. Taycan Cross Turismo’s launch was disrupted by lockdowns, it was September. At the moment half the inhabitants of Australia was locked down, so now we’re attempting to make up for misplaced time,” mentioned Mr Jordan.
“We’re truly more than happy that regardless of the actual fact the automotive did not get the eye it deserved as a result of everybody was caught at dwelling, it is nonetheless acquired a whole lot of curiosity … It is one thing comparatively new to us to have a crossover sort of automotive.”
Porsche Australia expects the close to 50:50 cut up of present Porsche house owners to conquest gross sales to proceed with the Cross Turismo however sadly, clients won’t have the choice of towning he Taycan GTS Sport Turismo.
“We provide the Taycan sedan and Taycan Cross Turismo fashions in Australia. We’re assured that these fashions cater for Australian house owners. When it comes to wagon configuration, the upper floor clearance and off-road capabilities of the Cross Turismo are ideally fitted to the lively life-style of many Australian Porsche house owners, and since deliveries commenced in September 2021 it’s already proving well-liked,” mentioned Mr Jordan.
“We would not have plans to introduce the Taycan Sport Turismo presently.”
