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The Lively Horse Michael Tashjian, Formula Motorsport
What began as a gag over two years ago has somehow, now, become reality. Our friendly Ger- man engineers have imagined, designed, and pro- duced an all-electric Porsche named Taycan (‘live- ly, young horse’). The project is akin to a Disney Imagineer building a ride at Future Land which serves no real world application but satisfies the demand of a millennial. Forgoing delving into the financial aspect of electric cars, it is safe to say it’s going to be a loser for a very long time. Don’t be- lieve it? Just ask Mr. Musk whose product is part of what the 4-door sedan platform is set to com- pete directly with. Why would this author never be a buyer at this point of the Taycan or any electric car for that matter? For one very simple reason: I can fill my gas tank in two minutes and drive 400 miles or even better, 280 miles while towing, to a Metro PCA Driver Ed event.
My personal beliefs are not running in parallel with the upcoming consumer in this segment, however. The 24-40 year old segment, and especially those Californians, have drank the cool aid on anything green. I will not begin to dive into the carbon foot- print an electric car has as opposed to its evil twin, the combustion driven automobile. It must be noted, however, that in the passenger automobile space, there has been no evidence on the impact (or lack thereof) on the environment from this new car segment.
Porsche marketing has almost always proven suc- cessful over the past decade when introducing a new model line, no matter how silly in our purist eyes it may be and the E Performance line is no different. This effort did not prove successful for the 70th anniversary for Porsche, though. No big budget marketing campaign with some new 911 models. Why you ask? In my opinion it is due to the fact that the Porsche purist is no longer the driving force when marketing to the consumer for this particular brand. Certainly I have read a few articles of late making a case contradicting that statement but I must go off the sales number and
future models exclusively. Far more lucrative of a venture would be to supply mainstream, middle class America. Gasp. Middle class you say; what middle class? Okay. That’s not what Porsche is in this for. Without going down that rabbit hole let’s say that most young professionals (or at least up- per middle class) interested in a Porsche will be able to lease one so as long as their credit is de- cent. Even the name Mission E, aka Taycan, aka Anti Christ, showed the true direction of the cam- paign and branding. Sort of Henry Ford’s Model T meets the Chrysler Plymouth motto of ‘make it more expensive and they will come’ mentality, for those of you who watched The Men That Shaped America on Discovery. Will Porsche prove to have been on the right side of this branding re- alignment? Only time will tell. One gauge would be the acceptance of E Performance into the 911 model line which if the performance figures add up, should be beneficial to the average track guy/ gal. But in the real world of boards, shareholders, and executives there is really only one measure: the bottom line.
It will not be only the Taycan on this new platform but the likes of a slew of other marks like Bentley, Audi, and more. According to Porsche AG, half of the Porsche lineup will be electric by 2025. Great. This essentially makes the Porsche as we know it, all but obsolete. The backbone of magic as we know is misdirection. Has Porsche been misdi- recting us purists for the past 10 years? What a tick! They have. Currently Porsche has over 40 models when counting the model and sub model alike. And they have all become more ‘efficient’; half of them are not sports cars, and all but one supercar offering is not hybrid. I won’t even delve into the 992.1 GT3 being turbocharged as that certainly seems to be the case.
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RIGHT - Cars line up on the trek to Chateau Ha- thorn, queing onto Storm King Highway

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