After a strong performance in 2023, Porsche is considering reducing Taycan production. The German automaker is in negotiations with unions to move from two shifts to just one.
The Porsche Taycan is losing momentum. The Stuttgart-based company is looking to decrease production of its electric model at the Zuffenhausen plant. The German manufacturer is coming to terms with market realities and is experiencing a decrease in demand for its large electric sedan. After selling 40,000 units of the Taycan in 2023, sales have declined in the first six months of 2024.
Is the Porsche Taycan too expensive?
The increasing competition in China is certainly one of the major causes for this slowdown. Many Chinese brands are also entering the premium segment with models that are less expensive yet just as performant.
In China, the Porsche Taycan starts at 888,000 yuan (approximately 112,000 euros). This is more expensive than the Tesla Model S (684,900 yuan or 87,000 euros), the Nio ET7 (448,000 yuan or 56,000 euros), the Xiaomi SU7 Max (299,900 yuan or 38,000 euros), or even the Luxeed S7 from Huawei (249,800 yuan, or 32,000 euros).
If the Taycan is losing momentum, the new all-electric Porsche Macan could reignite the momentum. Priced lower than the electric sedan, the SUV is expected to attract more customers, both in China and Europe. Production has already begun in Leipzig. In France, initial deliveries of the electric Macan are expected in the summer.