Porsche Presents First Super Bowl Ad since 1997, Can It Beat Tesla in EV Market Competition?

UTC by Teuta Franjkovic · 3 min read

Porsche’s advertising is back to the Super Bowl. The ad shows the Taycan and is aimed to build awareness for the car which may help to attract new customers and probably beat Tesla in the market competition.

Porsche makes a great comeback to the Super Bowl with its first ad since 1997. The commercial is showing a 60-second car chase with the main star – all-electric Taycan Turbo S sports car.

According to the company, a Super Bowl ad featuring the Taycan was really important in order to build awareness for the car. As Porsche already has mentioned, its main attempt is to continue attracting new customers interested in all-electric vehicles.

Klaus Zellmer, president and CEO of Porsche Cars North America, said earlier that the company was getting an unbelievable amount of interest from Tesla owners for the Taycan, its first all-electric vehicles.

Porsche is a ‘Driver’s Car’

All the vehicles featured in the ad, according to Zellmer, “share the same soul” of the historic sports car brand.

He said:

“A Porsche is always a driver’s car, and the playful chase in ‘The Heist’ draws a clear line through decades of models to the Taycan.”

The Taycan, Porsche’s first all-electric vehicle, is very important to the company’s turn away from vehicles with internal combustion engines. However, that it’s not all nice and dandy, showed the last critics which didn’t look benevolently to the fact that sports car significantly trails older all-electric vehicle models from competitors such as Tesla.

And there is some truth in that. The Taycan Turbo S, which price starts at $190,000 for the basic model, in the ad boasts an impressive 0 to 60 mph in 2.6 seconds. However, its EV range is only 192 miles. If we compare that to $100,000 Tesla Model S Performance, we will see that Tesla is pretty much dominant. The famous electric car can reach 0 to 60 in 2.4 seconds and has an EV range of 348 miles.

Will Not Compromise on Performance

From Porsche, they tried to defend the Taycan by saying it would not “compromise on the performance, or Porsche DNA, of the vehicle as well as the range being more than enough for an average daily commute.”

The truth is, the whole EV market, even in the prosperous and early-adopting, tech-bemused Americas, is still a junior relative to the gas-powered sector. However, Tesla did show that a new brand can approve the outlook for cars that run not on cremated T-Rex leftovers but on electrons.

Who Wants to Drive Porsche – Will Drive One

That gave the world’s established automakers a valid reason to go after electrification, in spite of the general lack of responsiveness among its customers. In 2018, Porsche sold only about 8,000 Panameras in the U.S. – one of their most expensive vehicles. And if we take the fact that even a cheaper version of the Taycan would most likely cost more than the least expensive Panamera, which already costs about as much as the most fully blinged-out Tesla Model S (if you maximally trick out the highest-spec Model S, you’re looking at something like $115,000) – you get the point.

Whoever wants to drive Porsche, will buy one. However, it is up to the company to be smart enough and pushes its new electrical vision to ist customers.

Porsche’s Super Bowl ad is scheduled to air during the first quarter of the game on Feb. 4, and was produced with Chicago-based ad agency Cramer-Krasselt.

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Teuta Franjkovic

Experienced creative professional focusing on financial and political analysis, editing daily newspapers and news sites, economical and political journalism, consulting, PR and Marketing. Teuta’s passion is to create new opportunities and bring people together.