Porsche 718 Electrification Strategy: Balancing Performance, Sustainability, and Brand Identity

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 Porsches move within the broader context of global policy frameworks, such as the European Unions climate goals and Chinas EV incentives, which shape product roadmaps and investment decisions. Technically, it examines the adoption of Porsches Premium Platform Electric (PPE), designed to deliver efficiency, range, and dynamic performance while preserving the driving emotion central to the brands 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.