To put it bluntly, Porsche may not be the most innovative brand, but it must be the most capable of brand value.
The 911's unchanged design for fifteen years has been praised as a classic, which is indeed a cultural heritage, but I really can't find the last 10 years of technological innovation in the few Porsche models, although the PDK gearbox is strong enough, the Porsche's handling is really good, and the design is indeed inherited.
But when it comes to new technologies, it's really nothing.
In recent years, Porsche has focused on electric vehicles, taycan driving experience and design is not bad, but it is a pity that this car is a bit of a slow selling state in the global market.
Maybe Porsche's fuel car is too good, or maybe the Taycan is really not as expensive as people, even if China is extremely recognizable in the era of Porsche, Taycan can't really stand with the 911, even if they are excellent positioning and control of the car.
In terms of technology, Taycan is newer than the 911, but the wheel layout advantages, structural advantages, etc., users are more recognized by the 911.
This does not seem to be a good thing for Porsche, which means that Porsche's new technology is not recognized by the market, but the old models and old technologies of the previous decades have been recognized by the times, which is a potential resistance for all enterprises that are eager to transform.
The least selling car in the 4S store is the Taycan, and the dealer can give up to 8% of the price concession space, that is to say, the low-equipped Tyacan is not only not price-increasing, but also a price-reducing state.
Porsche 4S stores have not had a reduced price car for many years, and the impression of the last car is cayenne, but soon the price of cayenne has also increased after porsche production capacity tightened.
Porsche price increases in the past two years are fierce, mainly because the production capacity can not be bottomed, overseas factory production capacity declined, domestic orders did not fall but increased, the demand for large production capacity is low, many Porsche models are rising in price, the production of Taycan will also occupy Porsche production capacity, but such a slow-selling car Porsche still has to produce.
Because the company also wants to engage in electrification transformation, although it is not very successful, Porsche can not give up.
But on this car, what we see is that even if the reputation of this car collapses, Porsche is not willing to reduce the core value of this car, that is, a High Porsche brand logo.
Try to schedule the Taycan that users need, leave more production capacity to other Porsches, if the production can not be sold, slow sales discounts, if not, let users wait for a few months, to maximize the compression of Taycan's production capacity, squeeze out the maximum profit margin, this is Porsche.
A successful brand needs marketing, but it also needs means and capabilities.
Porsche has an excellent brand value, which is second only to Bentley in the market, and the price of bicycles is extremely high, filling the brand gap between BBA and Bentley.
At the same time, Porsche's excellent design, excellent workmanship and strong control have become the core tools for every Porsche to make profits.
Therefore, even if the electrified Taycan is slow to sell, Porsche still controls the worst Porsche by using its own production capacity planning and brand value and market awareness, and puts it in a relatively high position, even if it is not sold well, it will not let the 20% discount Porsche appear in the secondary market.
Controlled price, but also controlled brand height.