Porsche is scaling back production of its Taycan model due to a slowdown in demand for luxury electric vehicles (EVs). The German carmaker’s Zuffenhausen plant, responsible for manufacturing the Taycan, will shift from a two-shift to a single-shift schedule, as reported by German newspaper Stuttgarter Nachrichten.
This reduction in production comes as a response to a notable decrease in demand for EVs, significantly impacting Porsche’s flagship electric vehicle. In 2021, the Taycan had its best sales year, with 41,296 units sold globally. However, sales dropped 16% to 34,801 units in 2022, which Porsche attributed to supply chain issues and limited component availability. The company recovered somewhat in 2023, selling 40,629 Taycans.
The Taycan has seen fluctuating sales in Australia as well. After launching in 2021 with 531 units sold, sales dipped to 430 in 2022 before peaking at 535 in 2023. However, from January to June 2024, only 163 Taycans have been sold in Australia, marking a 33.7% decrease compared to the same period last year.
This decline in Taycan sales mirrors a broader trend in the luxury EV market. In Australia, overall EV sales in June were down 13.2% compared to the previous year, although there was a 16.5% increase in the first six months of 2024. Specific models in the luxury segment, such as the Audi e-tron GT and the Mercedes-Benz EQE, have also experienced significant sales drops.
Despite the production cuts, Porsche has assured there will be no job losses at the Zuffenhausen plant for permanent employees. However, contracts for temporary employees have not been renewed recently.
The production adjustment coincides with the release of the Taycan’s facelifted version, expected to hit Australian showrooms soon. The updated model features more power, faster charging capabilities, and visual tweaks, alongside a price increase of $10,400 to $15,100 depending on the variant. Additionally, the Nürburgring record-holding Taycan Turbo GT, priced above $400,000, is set to arrive this year as the fastest EV available in Australia.
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