Porsche Still in the Electric Blur

By finally confirming the arrival of the electric 718, Porsche reassures… while not really dispelling the impression of a strategy that changes course with the circumstances.

While Ferrari takes a leap into the unknown with the Luce, its first 100% electric car, Porsche continues to give the impression of navigating without a clear direction. Indeed, new CEO Michael Leiters has finally confirmed that the electric 718 will indeed be produced. This is good news for fans of the brand. However, this announcement resembles more of a backtrack than a statement of a clear vision.

It must be said that, for over three years since the presentation of the Mission X, Stuttgart has been blowing hot and cold. Launch delays, rumors of cancellation of the 718, a slowdown in investments in electric vehicles, a recurring plea in favor of e-fuels… it’s hard to follow a consistent path. Meanwhile, the competition is accelerating.

In an interview with the Frankfurter Allgemeine Zeitung, Michael Leiters presents a comprehensive plan titled “Sportwagenschmiede 2035,” aimed at revitalizing Porsche over a decade. The next two years will be dedicated to cost reduction before a product offensive that aims to restore historical profitability levels.

More Economic than Technological?

The confirmation of the electric 718 is indeed indicative of this new approach. Leiters does not present it as a symbol of energy transition or as a technological showcase, but as “the best solution from an economic point of view,” adding that it will be “a fantastic car.” The same logic applies to the Taycan, which is not being abandoned but whose range will be simplified to reduce industrial complexity.

At the same time, Porsche continues to call for more regulatory flexibility in Europe. Michael Leiters deems the CO₂ targets too ambitious, advocates for the integration of synthetic fuels in emissions calculations, and believes that the European industry has adhered more to regulation than to customer expectations. This discourse extends the narrative the brand has been presenting in recent years.

In Maranello, the tone is quite different. The Ferrari Luce does not have unanimous support; its design is divisive, and its commercial success remains to be proven. But Ferrari fully stands by this choice. John Elkann claims a decisive break, while Benedetto Vigna explains that it would make no sense to design an electric Ferrari that resembles a thermal Ferrari.

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The Luce may fail. Or it could become a reference. No one knows yet. But one thing is certain: Ferrari has chosen its course and accepts the accompanying risks. Porsche, whose technical qualities are obviously not in doubt, still seems to be searching for its own. By constantly adjusting its trajectory according to economic, political, or regulatory contexts, the German manufacturer gives the impression of enduring the transition rather than leading it. And in an industry undergoing profound transformation, hesitation may sometimes cost as much as a poor decision.