I'll be up front in that I've never sat in either for more than in a showroom, but tell me the Taycan is not premium and the Tesla is. I have never heard of fit and finish issues like I hear Tesla customers complaining about, for example.
I think premium brands aren’t about the materials as much as they are about signaling brand values. A Porsche draws on foreign luxury ideas for playing a rich man, but a Tesla is for role-playing iron man with fancy new tech.
The taycan is not appealing to people who want a car of the future in the way the model s is. This value is intrinsic to the Tesla brand and the utility those customers get (over the costs of maintaining that brand halo) can be captured as margin for a long time to come.
Porsche is doing good, they plan to sell over 40,000 BEVs this year and 60-80,000 cars next year. Their growth rate looks good but that is still a far cry from what Tesla already sells and plans to sell next year.
I'll be up front in that I've never sat in either for more than in a showroom, but tell me the Taycan is not premium and the Tesla is. I have never heard of fit and finish issues like I hear Tesla customers complaining about, for example.