The Taycan isn’t just a new vehicle for Porsche. It’s a brand-new powertrain platform and a fairly radical foray into electrification for a brand that’s cherished for its heritage.
And yet executives are adamant that the Taycan, the brand’s first full-electric vehicle and the vanguard of a broader push into EVs, will be as much a Porsche as everything that came before it.
As the Taycan nears its U.S. launch this year, the task for Porsche’s marketing team is to get customers to agree.
In an email exchange, Porsche Cars North America marketing chief Pedro Mota, 52, addressed questions from Staff Reporter Urvaksh Karkaria about early customer interest in the Taycan and how the automaker plans to get loyalists accustomed to the guttural growls of a turbocharged flat-six to accept a nearly silent Porsche. Here are edited excerpts:
Q: How do you get the quintessential Porsche owner, the loyalist, to accept that an electric Porsche is still a Porsche?
A: Customers come to Porsche for an…
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