As the global demand for electric vehicles (EVs) begins to show signs of slowing, Porsche is reexamining its strategy for one of its top-performing models, the Macan SUV. Initially set to transition entirely to an electric platform, the Macan may now retain an internal combustion engine (ICE) option due to shifting consumer preferences and market challenges.
In 2024, Porsche experienced a modest 3% dip in global sales, delivering 310,718 vehicles. Among the hardest hit was the Taycan, the company’s flagship electric car, which saw a staggering 49% drop in sales, reaching just over 20,800 units. The Macan also felt the impact, with sales slipping 5% to 82,795 units.
Lutz Meschke, Deputy Chairman and CFO of Porsche, has noted a rising demand for traditional gasoline-powered vehicles within the luxury market. “We are carefully evaluating whether some models, originally designed as fully electric, could include hybrid or combustion engine options,” Meschke stated. This shift could alter Porsche’s ambitious goal of having 80% of its sales come from EVs by 2030.
Since its launch in 2014, the Macan has been a cornerstone of Porsche’s success, even hitting a record 88,362 units sold in 2021. However, as EV adoption slows—particularly in key markets like China, where Porsche saw a sharp 28% sales decline in 2024-the company is exploring ways to retain the Macan’s strong performance by keeping an ICE variant alongside its electric version.
This pivot mirrors moves by other automakers. Audi, a fellow Volkswagen Group brand, recently introduced its Q5 with multiple powertrain options, including gasoline, diesel, and plug-in hybrids, alongside the all-electric Q6 e-tron. Given the close relationship between the Q5 and Macan platforms, Porsche may follow a similar strategy to ensure broader consumer appeal.
Despite its substantial investment in EV technology, Porsche recognizes the importance of catering to diverse customer preferences. “The combustion engine still has a significant role to play in our lineup, and we intend to support it longer than originally planned,” Meschke explained.
By adapting its approach, Porsche demonstrates its ability to respond to changing market dynamics while maintaining its reputation for innovation and performance. This balanced strategy positions the company to meet current demand without losing sight of its long-term sustainability goals.
