Volkswagen has been dipping its toes in the electric car market through its subsidiary companies. Though Volkswagen Group member Audi’s e-Tron SUV debuted with a rough start due to recalls for a potential risks of battery fires, Porsche hopes to turn consumer attention toward its new fully-electric Taycan sports car. The Taycan has been revealed with a $150,900 price tag, with cheaper versions expected to be released by the end of the year, following a business strategy utilised by Tesla. The car is set to be displayed at next week’s Frankfurt auto show, which has been the subject of climate-related protests and vandalism, reported on here. The car will compete directly with Tesla’s older Model S, which has shown decreased demand in the last two financial quarters.

It is clear that Volkswagen and its subsidiaries are working toward a more diverse portfolio with electric and hybrid vehicles. The company has invested over $33bn in the development of battery-powered cars. Though Volkswagen remains one of the world’s largest car manufacturers, it has been marred with controversy and scepticism since 2015, when the company was found to be cheating emissions tests. The release of the Taycan is the latest in a string of portfolio diversifications that Volkswagen and its group members have taken to decrease emissions from Volkswagen Group vehicles. The company recently partnered with Chinese transport service has·to·be GmbH (reported on here) to produce electric vehicle charging station software and continue promotion of its emerging electric car range. The company also recently revealed a new technology (reported on here) that it will incorporate into new engines, which is said to increase the potential for selective catalytic reduction techniques to decrease nitrogen oxide levels in emissions.

The release of the Taycan has been labelled a potential industry turning point as it provides more competition for electric car leaders like Tesla. Once the Taycan becomes commercially available, its success will depend on Porsche and Volkswagen’s ability to compete with other electric car manufacturers, to avoid delays and recalls that were seen with the e-Tron, and to continue to promote and develop electric vehicle infrastructure to make the Taycan a more viable option to consumers.

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