Taycan is now Porsche’s best selling car

The Porsche Taycan is the brand’s model with the highest starting price at $103,800 but this hasn’t stopped the EV from outselling all other car models from the German brand in the US in Q3 of 2020. It already pulled of the same trick in Europe in August.

Photo credit: Auto Evolution

This sudden success has come while the model is still in its first year in the North American market, having been introduced in December 2019. In Q3 of 2020, Porsche dealers in the United States sold 1,858 units of the all-electric sports sedan while the Porsche 911 saw its sales fall by nearly 8%, selling just 1,567 units. That makes it the nameplate’s worst selling quarter since Q4 of 2011. The Panamera and 718 sold just under 1,100 units each in Q3. In the second quarter, the Taycan already outsold the 718 and it was just 53 sales behind the Panamera. Of course, the brand’s SUVs still outsold the Taycan, as the Cayenne and Macan are Porsche’s best sellers by a large margin at 4.509 and 5.466 sales respectively.

US sales 2020-Q1 2020-Q2 2020-Q3
Porsche 718 400 472 1,084
Porsche 911 2.590 2,245 1,567
Porsche Taycan 221 818 1,858
Porsche Panamera 1,184 ,871 1,064
Porsche Macan 3,777 3,964 5,466
Porsche Cayenne 3,822 3,822 4,509
Marijan Murat/picture alliance via Getty Images

According to one US dealer, the current Porsche client is looking for cool tech, luxury and performance, and with the Taycan they get that all combined in one vehicle, and a good looking one at that. This is resonating with buyers which has led Porsche to ramp up production. The company even had to borrow hundreds of Audi workers last June in order to satisfy the surging demand. The increased production has resulted in higher availability of inventory, with retail sales more than doubling from Q2 to Q3.

As a result of the increased production, the Taycan took the title of Porsche’s best selling car in Europe as well for the first time in August, with 1,194 deliveries ahead of 1,098 for the Porsche 911. It even came close to outselling the Cayenne which had 1,333 deliveries in August. Taycan deliveries in Europe have jumped above 1,000 units monthly since June, peaking at 1,511 units in July. Here too the results of the production increase are evident.

Europe sales Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20
Porsche 718 502 427 721 325 389 635 1,063 517
Porsche 911 1,132 928 1,364 719 1,179 1,727 2,384 1,098
Porsche Taycan 220 414 561 463 509 1,064 1,511 1,194
Porsche Panamera 361 283 263 229 255 504 562 278
Porsche Macan 1,199 1,220 1,464 497 952 1,593 2,019 650
Porsche Cayenne 2,082 1,409 1,475 621 1,053 1,830 2,269 1,333

How much further up can sales go for the Taycan, now that supply is no longer an issue? It will remain Porsche’s only electric car for at least one more year, and in the second half of 2021 it will be joined by a new version, the Taycan Cross Turismo. Porsche is not expected to start deliveries of EV versions of its 718 and Macan until 2022. Other brands are catching up quickly on Porsche’s advantage, with the Mercedes-Benz EQS all-electric limousine and an all-electric, all-new Jaguar XJ both just getting ready for launch, although those models are more luxury-focused than the sportier Taycan. The same can be said of the BMW i7, which is still at least a year from market launch. Maserati is working on EV sports cars, but those are not expected to hit the market until 2022.

Perhaps the biggest threat for the Taycan maybe the Lucid Air which is ready for its launch in the spring of next year. This sleek electric sedan beats the Taycan in almost every metric yet undercuts its price. Sure, it may not have the logo and the brand cachet of Porsche, but Tesla has proven that EV buyers are a different kind of breed. The tech savvy electric car buyer may feel more kinship with a ballsy startup than with the historic Porsche brand and its German fine engineering. The American EV brands just have a cool factor that’s hard to emulate for a legacy brand.

And then there’s the Audi e-Tron GT, which shares the Taycan’s underpinnings and specifications. The e-Tron GT and GT RS are expected to reach Audi dealerships early next year and should steal away some of the Taycan’s limelight, and perhaps some of its customers too.