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Porsche Taycan finds warm welcome among veteran Tesla owners–this is a good thing
The Porsche Taycan may be seeing some delays in its production schedule, but the all-electric vehicle from Stuttgart’s premier sports car maker continues to attract a lot of interest nonetheless. And if a recent statement from Klaus Zellmer, president and CEO of Porsche Cars North America, is any indication, it appears that the Taycan is starting to attract veteran EV adopters, particularly those who are existing Tesla owners.
In a statement to CNBC during the LA Auto Show, Zellmer stated that out of “thousands” of potential US customers who have shown a “sincere interest” in the Taycan, Tesla owners are among the largest groups among non-Porsche owners. The Porsche North America CEO stated that this was a surprise, but it is a very pleasant one considering the loyalty of Tesla’s customer base.
“They currently drive a Tesla, they’re open to experiencing something new now. We’re very happy about that. We were actually surprised right from the get-go to see Tesla be so much in the foreground as a potential source of business,” Zellmer said.
This statement has been interpreted by Tesla critics as a sign that the Taycan is starting to eat into the Silicon Valley-based electric car maker’s customer base. While this may be the case in some cases, there is a good chance that there is a completely different reason behind Tesla owners’ interest in the Taycan. A lot of it has to do with the price of the Taycan itself, as well as its target demographic.
It should be noted that before the Model 3, Tesla exclusively produced premium electric cars that competed in the luxury market. This means that before the Model 3, Tesla’s customers were comprised mostly of upper-tier households that can afford the premium price commanded by the flagship Model S sedan and Model X SUV. This particular demographic also tends to be fully capable of keeping two or more vehicles in their garages.
Considering that the most affordable Taycan, the Taycan 4S, is more expensive than the top-tier Model S Performance, there is a good chance that Porsche’s all-electric sports car is attracting the interest of customers who can afford a thoroughbred sports EV and a Tesla if needed. This is especially true considering that Tesla is focusing most of its efforts in the Model 3, a vehicle that is roughly half the price of the cheapest Taycan, and about a third of the price of the mid-tier Taycan Turbo.
In conclusion, the interest in the Taycan coming from existing Tesla owners bodes well for the electric car movement as a whole. In Porsche’s part, this means that its first foray into the modern all-electric car is seeing interest from some of the most experienced EV owners in the market. This also bodes well for Tesla, as it shows that the company has conditioned its customers to explore other options, but only those that are also all-electric. This is very encouraging, as Tesla is now attempting to disrupt the mid-tier market with the Model 3, a vehicle that is accessible to far more customers than the Model S and X.
As for the bearish thesis that the Porsche Taycan is “stealing” sales from Tesla, this might not hold water at all. Experienced EV buyers, especially those that have owned Teslas in the past, are aware that the Taycan is priced above the Model S despite having far less range and less driver-assist systems like Autopilot. Thus, these customers are likely not “leaving” Tesla because Porsche’s EV is “far superior.” Instead, they are likely purchasing the Taycan for what it truly excels at: a driving experience that echoes the best that Porsche can offer.
News
Tesla Giga Berlin makes a statement of solidarity amid IG Metall conflict
The display comes as tensions between Tesla and IG Metall continue to escalate.
Tesla Giga Berlin is sending a strong message of solidarity amid its ongoing legal dispute with German union IG Metall.
In a post on social media platform X, Giga Berlin plant manager André Thierig shared an image of the facility’s lobby covered with a large banner that reads: “Progress. Innovation. Success.” He added that the slogan reflects what the facility has stood for since Day One.
“Our lobby at Giga Berlin covered in a huge banner these days. Progress. Innovation. Success – this is what we stand for since we started production in 2022 and how we will go into our future!” Thierig wrote in his post on X.
The display comes as tensions between Tesla and IG Metall continue to escalate.
The dispute began after Tesla accused a union representative of secretly recording a works council meeting at Giga Berlin. Tesla stated that it filed a criminal complaint after the alleged incident. Police later confirmed they had seized a computer belonging to an IG Metall member as part of their investigation.
“What has happened today at Giga Berlin is truly beyond words! An external union representative from IG Metall attended a works council meeting. For unknown reasons he recorded the internal meeting and was caught in action! We obviously called police and filed a criminal complaint!” Thierig wrote on X at the time.
IG Metall denied the accusation and characterized Tesla’s move as an election tactic ahead of upcoming works council elections. The union subsequently filed a defamation complaint against Thierig. Authorities later confirmed that an investigation had been opened in connection with the matter.
Giga Berlin began production in 2022 and has since become one of Tesla’s key European manufacturing hubs, producing the Model Y, the company’s best-selling vehicle. The facility has expanded capacity over the past years despite environmental protests, labor disputes, and regulatory scrutiny.
Energy
Tesla Megapack Megafactory in Texas advances with major property sale
Stream Realty Partners announced the sale of Buildings 9 and 10 at the Empire West industrial park, which total 1,655,523 square feet.
Tesla’s planned Megapack factory in Brookshire, Texas has taken a significant step forward, as two massive industrial buildings fully leased to the company were sold to an institutional investor.
In a press release, Stream Realty Partners announced the sale of Buildings 9 and 10 at the Empire West industrial park, which total 1,655,523 square feet. The properties are 100% leased to Tesla under a long-term agreement and were acquired by BGO on behalf of an institutional investor.
The two facilities, located at 100 Empire Boulevard in Brookshire, Texas, will serve as Tesla’s new Megafactory dedicated to manufacturing Megapack battery systems.
According to local filings previously reported, Tesla plans to invest nearly $200 million into the site. The investment includes approximately $44 million in facility upgrades such as electrical, utility, and HVAC improvements, along with roughly $150 million in manufacturing equipment.
Building 9, spanning roughly 1 million square feet, will function as the primary manufacturing floor where Megapacks are assembled. Building 10, covering approximately 600,000 square feet, will be dedicated to warehousing and logistics operations, supporting storage and distribution of completed battery systems.
Waller County Commissioners have approved a 10-year tax abatement agreement with Tesla, offering up to a 60% property-tax reduction if the company meets hiring and investment targets. Tesla has committed to employing at least 375 people by the end of 2026, increasing to 1,500 by the end of 2028, as noted in an Austin County News Online report.
The Brookshire Megafactory will complement Tesla’s Lathrop Megafactory in California and expand U.S. production capacity for the utility-scale energy storage unit. Megapacks are designed to support grid stabilization and renewable-energy integration, a segment that has become one of Tesla’s fastest-growing businesses.
News
Tesla Sweden strikers see tax issues over IF Metall union error
To address the issue, IF Metall is encouraging Tesla strikers to return the refunded tax amounts to the union.
A tax correction is set to return two years of income tax payments to Tesla strikers in Sweden, after authorities determined that conflict compensation during a labor dispute should not have been taxed.
The issue is caused by a decision by IF Metall to treat strike compensation for Tesla workers as taxable income during the ongoing labor dispute with Tesla Sweden. That approach has now been reversed following guidance from the Swedish Tax Agency.
Strike compensation is typically tax-free under Sweden’s Income Tax Act, as noted in a report from Dagens Arbete (DA). However, two years ago, IF Metall’s board decided to classify payments to Tesla strikers as taxable.
“We did it to secure SGI, unemployment insurance and public pension. Those were the risks we saw when the strike had already dragged on,” Kent Bursjöö, financial manager at IF Metall, stated.
According to Bursjöö, the union wanted to ensure that members continued to register earned income with the tax agency, protecting benefits tied to income history. At the end of January, however, the Swedish Tax Agency informed the union that compensation during a labor dispute must be tax-free.
“Of course, we knew that it could be tax-free. But we clearly didn’t know that it couldn’t be taxable,” Bursjöö said.
Following discussions with auditors and tax authorities, IF Metall began correcting the payments. As a result, two years of paid income tax will now be credited back to the affected strikers’ tax accounts. The union will also recover previously paid employer contributions.
However, the correction creates secondary effects. Since the payments will now be treated as tax-free, pension contributions tied to those earnings will be withdrawn, potentially affecting state pension accrual and income-based benefits such as parental or sickness benefits.
To address this, IF Metall is encouraging members to return the refunded tax amounts to the union. In exchange, the union plans to pay 18.5% into occupational pensions on their behalf. “Otherwise, it will be a form of overcompensation when they get the tax paid back,” Bursjöö said.
That being said, the IF Metall officer acknowledged that the union’s legal ability to reclaim the funds from its improperly paid Tesla Sweden strikers is limited. “The legal possibilities are probably limited, from what we can see. But we assume that most people see the value of securing their pension,” Bursjöö said.
Tesla Giga Berlin makes a statement of solidarity amid IG Metall conflict
Tesla Megapack Megafactory in Texas advances with major property sale
