THE BREAKDOWN
- Former CEO Oliver Blume candidly admits the strategy didn't work.
- The first-gen Macan dies this year.
- A replacement isn't coming until 2028.
As of January 1, Oliver Blume is no longer Porsche’s CEO. The 57-year-old executive oversaw the Zuffenhausen brand for a decade before stepping aside to make way for former McLaren CEO Michael Leiters. Blume, who remains Volkswagen Group CEO, candidly admitted in an interview with Frankfurter Allgemeine Zeitung that discontinuing a key model was a faux pas.
The West Germany–born executive opened up about how the first-generation Macan should not have been discontinued. Technically, it hasn’t been retired yet, but the gas-powered crossover will be phased out later this year without an immediate direct successor. Blume explained that the decision made sense at the time, based on Porsche’s projections that the electric Macan would fill the void.
"Our strategy was to offer combustion engines, hybrids, and electric sports cars in each of our three segments—but not for every product. We were wrong about the Macan. Based on the data available at the time and our assessment of our markets, we would make the same decision again. Today, the situation is different. We have responded and are adding combustion engines and hybrids.
The decision not to renew the original Macan has already had repercussions in Europe. The first-generation model was withdrawn from the market in mid-2024 due to non-compliance with the cybersecurity requirements of the General Safety Regulation (GSR2). Porsche will discontinue the model globally in the coming months, with production scheduled to wrap up in mid-2026.
Porsche is attempting to make amends by developing a new combustion-engined crossover positioned below the Cayenne. It won’t carry the Macan name but will compete in the same segment when it arrives in 2028. Details remain scarce, but before stepping down, Blume described it as a “very, very typical Porsche for this segment and also differentiated from the BEV Macan.”
The automaker says the upcoming ICE-powered crossover will “benefit from synergies,” which likely means it will be related to the latest-generation Audi Q5. As a result, it’s expected to ride on the Premium Platform Combustion (PPC), with reports indicating it will retain the front-wheel-drive-based Quattro Ultra system. While the outgoing Macan was also related to the Q5, Porsche invested significant effort in giving it a rear-biased all-wheel-drive setup.
This time, however, Porsche is under pressure. Heavily reengineering the Audi Q5 would add cost and development time; two luxuries the company is keen to avoid. Porsche is already investing heavily in a large three-row SUV, equipping it with combustion engines rather than the EV-only drivetrain planned initially. On top of that, the Boxster and Cayman are set to regain their gas engines, reversing Porsche’s earlier commitment to replace the 718 duo with EVs.
Meanwhile, Oliver Blume has extended his contract as Volkswagen Group CEO through the end of 2030. Given the size and complexity of both companies, it makes sense for Porsche and its parent group to be led by separate executives.
Motor1's Take: Porsche is large enough to recover from misjudging the pace of EV adoption. With the backing of the Volkswagen Group, it can stabilize its lineup and offer customers a full spectrum of powertrains: combustion engines, plug-in hybrids, and EVs.
It’s rare for a top executive to admit a misstep during his tenure openly. That honesty is refreshing, and it’s worth remembering that Porsche flourished under Blume’s leadership. The company sold 225,121 vehicles in 2015, the year he was appointed CEO, and peaked at 320,221 units in 2023.
Source: Frankfurter Allgemeine Zeitung
