Porsche 718 Electrification Strategy: Balancing Performance, Sustainability, and Brand Identity
Year: 2025
Type: article
Abstract: Amid tightening global carbon emission regulations and rising consumer acceptance of eco-friendly mobility, luxury automakers are accelerating their transition toward electrification. Porsche, renowned for high-performance engineering, is phasing out gasoline-powered 718 models and introducing the 718 EV as a central pillar of its long-term sustainability strategy. Using 718 as a case study, this paper investigates the strategic, technical, and branding dimensions of legacy automakers’ electric shift. Strategically, the analysis situates Porsche’s move within the broader context of global policy frameworks, such as the European Union’s climate goals and China’s EV incentives, which shape product roadmaps and investment decisions. Technically, it examines the adoption of Porsche’s Premium Platform Electric (PPE), designed to deliver efficiency, range, and dynamic performance while preserving the “driving emotion” central to the brand’s identity. At the branding level, the study explores how Porsche seeks to maintain its DNA while competing with rivals like Tesla Roadster and Alpine A110 EV. Findings indicate that the transition, though complex, offers Porsche the opportunity to redefine performance and sustainability in the electric era, providing broader insights into how luxury automakers pursue decarbonization without eroding brand essence.
Author: Bingcheng Zhao
Institution: University of Illinois Urbana-Champaign
Language: English
Subfield: Electrical and Electronic Engineering
Field: Engineering
Domain: Physical Sciences
SDG: Climate action
Open Access status: hybrid
OpenAlex ID: W4414477943