Porsche It said it will start building its own global network of charging stations next year, a departure from its initial strategy of relying on partnerships with other companies.
The plan, which was revealed during the company's annual meeting, comes as Porsche is preparing to expand its portfolio of electric vehicles beyond the Taycan to at least two more models, the Macan and the 718, by 2025.
The first branded charging locations Porsche They will be built in high-demand areas starting next year in Germany, Switzerland and Austria, the company said.
However, the vision of Porsche it extends beyond simple charging ports, according to CEO Oliver Blume and Lutz Meschke, vice president and member of the executive board, who provided some details at a press conference. The charging stations will also have lounge-like amenities, where customers can grab a coffee or get some work done while their batteries recharge.
“It's not just about getting paid, it's also about getting more convenience in directing for our customers,” Meschke said. “And that is very important to us that we are not only focused on the electrification of our cars, but also on the customer journey beyond the car.”
Porsche it will focus on the European market and is considering expanding to China and the US, “where we can offer special service and support public charging infrastructure,” Blume said.
Porsche will also continue its partnership with IONITY, a multi-car manufacturer company that supports Europe's largest fast-charging network that plans to grow from 400 stations to 1000 by 2025.
“We are jointly investing in premium charging stations together with partners and in our own charging infrastructure,” said Blume.
Blume said it was too early to provide figures on the number of stations that Porsche plan to build, a timetable for its arrival or its cost. However, his comments suggested that the company was eager to invest in the project.
As the global electric vehicle market prepares for take-off, “it is very important that in the next few years we have a rapid momentum for this and therefore Porsche is investing heavily,” he added.
The efforts of Porsche they follow the lead of Tesla, which built its own global network of some 30,000 Supercharger stations at more than 2,500 stations. Tesla recently began opening up that network to other electric vehicles in the Netherlands and several other European countries. Rivian is also building its own "adventure" network, but it uses the CCS DC connector, an open international standard that has gained popularity in Europe and North America in recent years. This means that other electric vehicles with the CCS standard could theoretically use the Rivian network, although the software could block their use. Rivian plans to add 3500 fast chargers to more than 600 sites in the US and Canada by the end of next year.
Porsche will continue to support the association IONITY and promoting the benefits of the Electrify America network of 670 charging stations in 46 states and Washington DC. But a proprietary network gives Porsche direct control over the customer experience and the quality of charging stations. The strategy is to fill in the gaps along the existing fast charging infrastructure, according to a company spokesperson.
“It is very important to us that we not only focus on the electrification of our cars, but also on the customer journey beyond the car,” said Meschke. "It's not just about charging, it's about convenience."
Audi, also owned by Volkswagen, has started testing a two-story lounge-type concept in Europe where customers can relax while their cars are loaded underneath.
