Porsche Cayenne could benefit from Macan’s EV switch

Porsche is preparing for a sales showdown with its all-new Macan EV, and it’s the larger Cayenne that could benefit.

The second-generation Macan that goes on sale next month without a petrol engine, switching the focus entirely to electricity and completely skipping any form of hybridisation.

Its local release comes just as EV sales growth is cooling, prompting manufacturers – including Porsche – to refocus their efforts on hybrid models.

Early demand for the battery-electric medium SUV is running hot and globally the brand is still saying the Macan EV will be a top seller.

“I think it will be a best seller,” Macan product line vice president Jörg Kerner told carsales.

“I think it’s the best car in the segment, it’s the sportiest car in the segment.”

But the company was cagey when pushed on local sales figures.

“We have very high demand until now and no one has seen or touched a car,” Porsche Australia CEO and managing director Daniel Schmollinger said.

“From January (2025) onwards, people will drive the car and then we will see where it brings us.”

Porsche says it is holding hundreds of orders for the crucial newcomer that, for the past decade, has accounted for about half of the brand’s local sales.

But while Porsche insists the second-gen Macan will continue to be its best-seller globally, Schmollinger was more guarded about local aspirations and expectations, adding that the focus in Australia was on ensuring the right customers end up in the right cars.

“We are not sticking to (sales) numbers, we are sticking to finding the right customer for the right technology,” he said.

The new Macan is bigger, faster and slicker to drive than its predecessor, but it’s also a lot more expensive.

Priced from $128,400 plus on-road costs, the Macan EV is closer than ever to the price of the Cayenne, which kicks off at $142,800.

Since the mid-2014 arrival of the Macan, Porsche has gradually been stepping up prices of the Cayenne while mostly holding station with the Macan – increases haven’t kept pace with inflation.

The Macan launched from $84,900 plus on-road costs in 2014 and is now priced from $95,100 plus on-roads, while the cheapest Cayenne increased from $94,800 to $142,800 over the same period.

For those wanting a sub-$100,000, Porsche the only option moving forward is the used-car market.

But Schmollinger believes buyers will be convinced with the EV technology and see the additional value added by making the leap to electric power.

“We definitely feel totally confident that once you are in the car there’s no doubt that you will see it’s better in every aspect,” he said.

That’s one reason Porsche is readying its biggest test drive fleet ever. Schmollinger said it’s all about getting bums in seats, something he sees more as an opportunity rather than a challenge.

“We don’t feel it will be difficult to convince people to drive a Porsche and see what a Porsche can do.”

While the growth in EV sales in Australia has dropped dramatically – sales for electric cars for the first 10 months are up 5.7 per cent over the same period in 2023 – they’re still strong in the luxury market.

And brands with strong EV offerings are performing well.

For luxury leader BMW, 29 per cent of all sales are now EVs while Volvo is even higher at 43 per cent.

That said, Schmollinger understands some buyers may not be ready or able to make the EV switch and pointed to the bigger Cayenne as an important back-up in dealerships.

“It’s not a secret, there is a question mark: is electric the right thing? You have the supporters and those who are not sure yet,” he said.

“If you are a not an electric driver that’s no problem, we still have a product for you.

“We still have the Cayenne. We still have petrol engine hybrid technology.”

Schmollinger admitted the Cayenne could outsell the Macan in Australia, something it has never done since the smaller model arrived last decade.

“Yes, there is a chance (Cayenne could outsell Macan), but for us it’s actually not so important,” he said.

“Both models are strong and both models have customers that fit into the purpose (of the vehicle).”

In any case, recent Australian sales records for Porsche could be under pressure if the new Macan doesn’t sell in similar numbers to its predecessor.

Porsche’s Australian sales boomed 55 per cent between 2017 and 2023, with year-on-year growth for five consecutive years, and the brand is on track to set a new sales record in 2024 – eclipsing the 6052 cars sold in 2023 – with 5877 cars sold in the first 10 months.

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