Exploring Porsche’s Vision and Challenges in Electric Vehicle Charging with Jonathan Leong

January 30, 2024

UbiCollaborate 2023’s focus on parking technology and EVs set the stage for a riveting discussion between Jonathan from Porsche’s electric car division and UbiPark. The discussion began around their successful collaboration, initiated via LinkedIn, which led to the development of an innovative in-car parking transaction system, integrated into Ubi Park’s CarPlay app and soon to debut in Android Auto. 


Porsche’s Evolution into Electric Mobility 

Jonathan highlighted Porsche’s transition from its sports car legacy, showcasing eight Taycan EV variants and ten hybrid models. This diversified range caters to various preferences among prospective buyers, a notable shift from Porsche’s historical association with iconic sports cars. 


Porsche’s Strategy 2030 and Identified Hurdles 

Despite Porsche’s ambitious Strategy 2030, aiming for a 50% EV transition by 2026 and an 80% shift by 2030, several challenges persist. Affordability remains a significant barrier. Declining range anxiety is being replaced by “charging anxiety” due to concerns about the reliability and availability of charging infrastructure. 


Addressing Challenges: Porsche’s Four Charging Pillars 

To combat these hurdles, Porsche strategically focuses on four charging pillars: home, dealer, road, and destination charging. Home and dealer charging stations are established, but Australia’s lagging public infrastructure and destination charging impact the overall EV customer experience. 


Global Charging Excellence: Porsche’s Initiatives 

Jonathan showcased Porsche’s global charging initiatives, emphasising Germany’s state-of-the-art facilities, setting a benchmark against Australia’s inconsistent public charging stations. Porsche’s destination charging program, boasting over 7,500 global stations, benefits not only Porsche customers but also extends support to other EV drivers, enhancing the charging experience and encouraging broader EV adoption. 


Proposition to Partners: Enhancing Charging Infrastructure 

Porsche’s offer to partners interested in installing charging stations includes complimentary infrastructure covering hardware costs, valued at $2,200, and integration into the Porsche app and navigation system. Partners gain exposure to Porsche’s customer base, joint marketing opportunities, and the chance to collaborate for enhanced technology integration, ensuring convenience for customers. 


Charging Station Offerings and Strategic Outlook 

Jonathan clarified that Porsche’s charging stations cater to various EVs, with plans to upgrade offerings to 22-kilowatt systems in the future. He addressed concerns about charging duration, likening regular top-ups to charging a mobile phone. Porsche views this initiative as a marketing investment, fostering agreements with partners to supply electricity to Porsche customers for about three years. 


Evolving EV Market Dynamics and Conclusion 

Participants discussed the evolving EV market, where early adopters prioritised performance while everyday users focused on practicality and cost-effectiveness. They highlighted regulatory changes that might make EVs comparatively more affordable, emphasising the crucial roles of public perception and government policies in driving EV adoption. 

The discussion highlighted the ongoing transition, where user experience and economics shape the future of EV adoption. 


Watch the full presentation here.