The Taycan has been a strong seller for Porsche, with over 40,000 units sold in 2023. However, demand is now falling as early EV adopters have already made their purchases.
Stuttgarter Nachrichten reports that the Zuffenhausen plant, where the Taycan is manufactured, will soon shift to a single production shift due to lower-than-expected demand. Porsche is negotiating with the local works council, and no job losses are anticipated. A Porsche spokesman has not commented on the report.
2025 Porsche Taycan
In Germany, EV sales have dropped 16.4% in the first half of 2024. Additionally, the Chinese market for the Taycan is shrinking due to the availability of cheaper, locally-made EVs. The German publication notes that Chinese buyers still prefer luxury German models with combustion engines over electric ones.
The 2025 model year update for the Taycan may help mitigate some of the demand decline, as some buyers might have been waiting for the new model.
The upcoming launch of the Macan Electric should also support Porsche’s sales. It is more affordable than the Taycan and will be available in China, where it could find a strong market.
Source: Stuttgarter Nachrichten
