SUMMARY

• Porsche invests over $100 million in eFuels as a bridge to full electrification
• The Taycan, Porsche's first EV, accounts for 11% of total sales and turns a profit
• Critics argue eFuels are too costly and inefficient compared to electrification

In a galaxy far, far away from its origins, Porsche now finds itself dominating with SUVs, leaving behind the legendary rear-engine sports cars like the 911 that it was once known for. As the EV revolution takes over, the luxury automaker is grappling with how to keep its connection to that glorious past while embracing the future. Enter eFuels - a fuel made in a factory, partly from carbon drawn from the atmosphere.

Having poured over $100 million into eFuels, Porsche sees this as a viable way to address climate change goals while waiting for their 1.4 billion-vehicle global fleet to go electric. The European Commission even included an exception for eFuels in a proposed ban on internal combustion engines set for 2035. Karl Dums, senior manager of eFuels at Porsche, believes it's an opportunity to reduce CO2 emissions for combustion engine-driven cars.

Launched in 2019, the Taycan, Porsche's first EV, has been a smashing success, raking in 11% of the brand's total sales and turning a profit - a rarity for an electric vehicle. Porsche aims to electrify 80% of its lineup, but the iconic 911 may never go electric due to its unique architecture and driving characteristics. With around 70% of all Porsches ever made still on the road, the brand's heritage is essential for maintaining its mystique.

However, not everyone is on board with Porsche's eFuels endeavor. Critics argue that it's too costly and inefficient compared to electrification. Stephanie Searle, director for the fuels program at the International Council on Clean Transportation (ICCT), questions the logic of pursuing eFuels when EV costs are expected to reach parity with gasoline vehicles between 2025 and 2030. Producing eFuels today could cost consumers around $10 per gallon at the pump.

Despite the criticism, Porsche believes they can lower eFuels costs enough to entice customers who want to keep their classic and high-end sports cars on the road. The force is strong with this one.

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