Porsche says it is tapping into a new demographic for its future electric car sales as it embarks on its first ever all-electric motorsport program with the 99X Electric Formula E car.
That was the message from the legendary brand which is steeped in motorsport success through a record 17 overall wins at the 24 Hours of Le Mans.
The member of the VW Group will race alongside sister brand Audi for the second time this decade after competing alongside each other between 2014-16 in the FIA World Endurance Championship.
Porsche says that Formula E was the perfect vehicle to promote and market its new range of electric designs, including the new Taycan electric sports car which will be officially launched next week.
“[Formula E] is still quite young and is growing but it came along with a perfect strategy as everything is electric so it was a logical step to do this as the next project,” said Carlo Wiggers, director of team management and business relations, at the car’s launch in Stuttgart.
Porsche, however, is keen to articulate that the Formula E program is a fresh initiative which will run alongside its existing endurance racing commitments across the globe.
“This doesn’t mean that in motorsport we lose the DNA or we forget where we come from, so Formula E is not substituting any other project, it will be an additional and new project,” said Wiggers.
“But you will see us racing in the traditional GT racing programs as well as Formula E.”
The new demographics that Porsche is targeting with its Formula E program and promotion of electric engineering are a crucial factor in it committing to EV competition.
“The marketing group did a new approach, it is way more human and humble as we are as a team and it reflects what we are and makes us feel proud of being part of this campaign,” Wiggers added.
“We are talking to new target groups that we have not reached out to yet and for us as a racing team it makes us super proud that we can be a vehicle for the brand to speak to these target groups.”