Porsche on track for leadership position in global EV market

Community building around marque’s enthusiasts remains a priority
Porsche on track for leadership position in global EV market
Dr Manfred Braeunl, CEO of Porsche Middle East and Africa FZE

Porsche, one of the world’s most successful sports car manufacturers, heralded a new era with the successful initial public offering (IPO) on the Frankfurt Stock Exchange in late September 2022, in a €75 billion ($74 billion) listing.

The German car manufacturer wants to spend some of the proceeds developing electric cars (EVs), an area in which the business has pledged to become a global leader.

Economy Middle East discussed this and more with Dr. Manfred Bräunl, CEO of Porsche Middle East & Africa FZE.

1- How important is electromobility for Porsche and where does it extend beyond EV cars?


The ambition of Porsche AG is for more than 80 percent of vehicles delivered to customers globally in 2030 to be all-electric. Our first all-electric vehicle, the Taycan four-door sports car, is already a success. The Taycan shows that we can produce electric vehicles that are also true Porsche sportscars.

2- How important is the region for Porsche?


This is a very important region for Porsche. A passion for the Porsche brand and its cars already exists here. At the same time, there are tremendous opportunities for growth in parts of this region as well.

3- How does Porsche help with EV infrastructure in the region?


Staff in our Porsche Centres are trained to ensure they can assist and inform owners on charging options at their homes, as well as charging options at dealerships and as part of public networks. This is an area where we will continue to focus in the future.

4- What does the customer community mean to Porsche?


The Porsche community is very important to us. There is a strong and vibrant Porsche community in the Middle East. There are some amazing Porsche sports cars here, with many passionate owners and collectors. We are working to grow this passion for Porsche even further and to connect these like-minded Porsche fans and enthusiasts with events like our Icons of Porsche festival.

5- What is the purpose behind Icons of Porsche?


Porsche sportscars, even those considered classic or special edition, are regularly driven and enjoyed by their owners. The idea behind Icons of Porsche is to give these cars a stage. It allows fans and the general public to see these amazing cars. It is also an opportunity for enthusiasts to come together and share their passion for the brand they love.

Last year’s inaugural Icons of Porsche festival attracted over 7,000 people. The event caters to car enthusiasts as well as families, tourists art lovers, and luxury consumers. We have different areas offering art exhibitions, live performances, clothing, food and beverage options, and of course Porsche sports cars from the Porsche Museum in Germany and local cars from across the region.

This year’s festival will have a “safari” theme as we celebrate Porsche’s heritage and success in off-road and rallying. This links well with the adventurous nature of many car enthusiasts in the Middle East. We will also celebrate 20 Years of our Cayenne SUV and 70 Years of Porsche Clubs globally.