Press release
756KB
february 05, 2021 - Porsche
Blume: “The pandemic reveals who’s done their homework“
In an interview, #Porsche CEO #oliverblume talks about the company’s moves towards electrification, Porsche's role in the Volkswagen Group and the impact of the coronavirus crisis.
n the Volkswagen Group and the impact of the coronavirus crisis.
It has become noticeably quieter than usual in front of the #Porsche headquarters in Stuttgart, with strict work from home rules resulting in empty offices and deserted car parks. Despite this, #Porsche CEO #oliverblume is in the office for this interview – in a large meeting room on the first floor of the administrative building with plenty of fresh air, social distancing and masks.
Mr Blume, in the past year #Porsche started with electrification with the Taycan. What’s next?
Oliver Blume: We have a marathon called transformation ahead of us. We have taken our first big step with the Taycan, and more will follow in the years to come. The all-electric Macan will be the next big milestone. In 2025, around 50 per cent of the cars we deliver will be electrically powered. The majority of these will be fully electric sports cars, with the remainder being sporty plug-in hybrids.
What is your share of electrification so far?
Blume: It’s looking really good. In Europe, one third of our cars were delivered as electric vehicles last year, half of them fully electric and half hybrids. Compared to the previous year, this is an increase of 60 per cent – our electric strategy is working. We have succeeded in transporting the sportiness that #Porsche is known for to the new electric models. We wanted to sell 20,000 Taycans in 2020 and achieved this goal despite the coronavirus. The feedback from customers and experts is very positive. It is important to experience the vehicle.
What is being planned for the longer term, until 2025?
Blume: For us, the exclusivity of our sports cars is key. Unit numbers are not a relevant factor. But it is no secret that we will eventually sell more than 300,000 cars per year. Without coronavirus, we could probably have done that as early as 2020. But we have also set ourselves a market ceiling: #Porsche always had a global market share of around 0.3 per cent. We intend to base our figures on that in the future, too.
The sales of the electric model Taycan have taken off, as you say. Do you have the required capacity in Stuttgart?
Blume: At the moment, we can flexibly produce more than 30,000 cars. In the end, the customers will decide with their orders how many cars it will eventually be.
You don’t want to compare yourself with Tesla?
Blume: I think Tesla’s development is impressive. Elon Musk is a cool guy and a great entrepreneur. Tesla is pursuing a different strategy and wants to achieve high unit numbers. That’s why new factories are being built all over the world. #Porsche will maintain its exclusivity and smaller numbers. We fulfil the individual dreams of our customers.
But they are competitors. Have you gained Tesla customers with the Taycan?
Blume: We succeeded in that. However, when we developed our Taycan, Tesla was not the benchmark. We have always focused on our own products. For us, our guiding principle was that an electric #Porsche must drive like a 911. This is something our customers can look forward to.
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