AUTONEWS

Porsche surprises the market by announcing a campaign in which it offers 4500 dollars to anyone who wants to buy a Taycan

Porsche surprised the market by announcing a campaign in which it offers 4500 dollars, the equivalent of €4185, to anyone who wants to purchase a Taycan and leases a model from another brand. At the moment, the campaign is only valid for the North American market, but nothing prevents it from going international.

For the local press, it became obvious that the “other brand” referred to by the German manufacturer, in this campaign called Conquest Lease Program, is Tesla. And this is not a conclusion that requires a particularly complex exercise of deduction, since the Model S is not only the sales leader among this class of electric sports saloons, but Tesla is the only brand where Porsche can try.” steal” a greater number of potential customers. It remains to be seen whether Tesla customers will exchange the $4,500 offered by Porsche for greater power, more generous range and a lower price for the Model S.

It is curious that Porsche deployed this commercial aggressiveness immediately after starting the sales period for the renewed Taycan — which now features a battery with greater capacity, among other improvements —, as this type of strategy is more justifiable when the models are at the end of their cycle.

According to the North American Cars Direct, Porsche offers to pay the monthly leasing payments, depending on the period that the potential customer still has on the current contract. So, if there are 31 to 60 days left, the German brand pays $1500. If the contract is still valid for another 61 to 90 days, anyone changing leases for a Taycan can receive assistance of $3,000, while the $4,500 applies to contracts that are still valid for another 91 to 180 days.

It is possible that this Conquest Lease Program is not just driven by the commercial aggressiveness of the German brand, especially at a time when the demand for new electric vehicles is slowing down, but rather by a certain desperation due to the bad moment that Porsche shares are going through. In the last month alone, the value of the brand's securities fell by 12.38%, as you can see in the gallery, in what can be considered a considerable drop, especially as it happens at a time when the manufacturer has just renewed the Taycan and the 911, also launching the new Cayenne and electric Macan.

If we analyze the behavior of Porsche shares over a longer period of time, then the situation is even more worrying. In the last 12 months, the brand's shares listed on the Frankfurt stock exchange fell from €117.45 to just €73.60, losing 37.34% of their value. More than that, Porsche shares are now below the €82.5 they were launched at during the 2022 IPO.

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