Charging ahead on the e-lane
Gulf Business|January 2021
From the new Taycan launch to Porsche’s massive electrification programme, Dr Manfred Bräunl, CEO of Porsche Middle East and Africa, discusses the way ahead for the brand
The Taycan launched in the UAE in the midst of the pandemic. What has been the response so far?

We’ve seen very positive first feedback from customers and enthusiasts demonstrated by a strong order bank. With its innovative design, the Taycan is a real eye catcher but even more so it is a Porsche, a true sports car, featuring high-end quality and comfort.

People adapt if they are convinced that a product meets their needs and expectations. Hence, following the recent launch of our first fully electric car, the Taycan, we are focusing extensively on providing test-drive opportunities. It’s the best way to showcase high-powered electric performance, instant torque, and multiple accelerations at full power.

What are some of the near- to longterm goals for Porsche’s electrification programme?

Our E-Performance programme is a vital pillar of our company strategy, in line with our positioning as an emotive sports car with a focus on dynamic driving, design, quality and sustainability. Our product plan unites the brand’s tradition with the future, with a trio of drive systems comprising emotive, petrol-driven cars, dynamic plug-in hybrids and innovative, electrically powered sports cars.

We remain true to our pioneering role with product offensives such as the expansion of the Taycan range, our first fully electric product offer, and the growing hybrid range with our new Panamera. In addition, we are focusing on the expansion of the charging infrastructure. We also recently announced our participation in a pilot project in Chile that is expected to yield the world’s first integrated, commercial, industrial-scale plant for making synthetic climate-neutral fuels (efuels).

Based on our defined plan in line with the right investment plan to back this up, Porsche will continue to be a trendsetter with a clear direction – the future.

Porsche increased its ownership share in Rimac a few months ago. What does it hope to achieve by way of that partnership and will that give rise to an electric Macan?

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