Porsche in the U.S. has rolled out a program called “Welcome to Porsche (WTP).”
This initiative aims to encourage lease customers from competing brands to switch to Porsche, offering incentives worth up to $4,500 (approximately 700,000 yen).

While expanding its lineup of internal combustion engine vehicles, Porsche is also strengthening its competitiveness in the electric vehicle (EV) market. The WTP program offers two EV models as options: the Taycan and the Macan Electric.

Details and Eligibility of the WTP Program

According to reports from multiple automotive media outlets, the WTP program provides up to three lease payment credits when leasing or financing a new Porsche through Porsche Financial Services (PFS). Each payment credit can be up to $1,500, totaling a maximum benefit of $4,500 (about 700,000 yen).

Eligible participants must currently be leasing a vehicle from a competing brand, with their lease contract expiring within 180 days, at least one payment remaining, and at least 30 days past the original lease end date. Additionally, the leased vehicle must be a 2013 model year or newer.

Interestingly, Porsche has not explicitly specified which “competing brands” qualify under the WTP program. However, based on pricing, Mercedes-Benz, BMW, and especially Tesla Model S appear to be the intended targets.

Porsche’s Electrification Strategy

Porsche has long upheld its tradition as a sports car manufacturer while actively embracing electrification to adapt to market changes. The Taycan, launched in 2019, garnered significant attention as Porsche’s first mass-produced EV.
In 2024, the electric version of the popular SUV, the Macan Electric, was also introduced.

The Taycan, in particular, has been positioned as a strong competitor to the Tesla Model S since its debut. In terms of performance, quality, and brand value, Porsche is one of the few luxury brands capable of challenging Tesla. The WTP program can be seen as part of Porsche’s strategy to accelerate this competition.

What About the Japanese Market?

At this time, it’s unclear whether the WTP program will be introduced in Japan, and personally, I doubt it will.

In Japan, Porsche’s EV lineup already includes the Taycan, and the Macan Electric has also started to be introduced. However, Japan faces unique challenges such as widespread negative perceptions of EVs, the state of home charging infrastructure, and market acceptance of luxury EVs. These issues will likely need to be addressed first.

The WTP program began last month in the U.S. and is scheduled to run through March 31, 2025. Depending on its success, there may be considerations for global expansion or extension of the program.

As competition in the EV market intensifies, it will be fascinating to see how a traditional luxury brand like Porsche adapts to the electrification era and what benefits this brings to consumers. We’ll continue to watch closely.