Interview: Dr Manfred Bräunl, CEO of Porsche Middle East and Africa

Interview: Dr Manfred Bräunl, CEO of Porsche Middle East and Africa

The Taycan launched in the UAE in the midst of the pandemic. What has been the response so far?

We've seen very positive first feedback from customers and enthusiasts demonstrated by a strong order bank. With its innovative design, the Taycan is a real eye catcher but even more so it is a Porsche, a true sports car, featuring high-end quality and comfort.

People adapt if they are convinced that a product meets their needs and expectations. Hence, following the recent launch of our first fully electric car, the Taycan, we are focusing extensively on providing test-drive opportunities. It's the best way to showcase high-powered electric performance, instant torque, and multiple accelerations at full power.

What are some of the near- to long-term goals for Porsche's electrification programme?

Our E-Performance programme is a vital pillar of our company strategy, in line with our positioning as an emotive sports car with a focus on dynamic driving, design, quality and sustainability. Our product plan unites the brand's tradition with the future, with a trio of drive systems comprising emotive, petrol-driven cars, dynamic plug-in hybrids and innovative, electrically powered sports cars.

We remain true to our pioneering role with product offensives such as the expansion of the