In 2021, the shortage of Czech service chips, the impact of the epidemic, the changes in the competitive landscape of the industry, etc. were "uncertain", and the development of "determination" achieved good results in the Chinese market, and its annual sales reached 95,671 vehicles, an increase of 8% year-on-year; Among them, the delivery of new vehicles for electrified models accounted for 18%.
The achievements are due to Porsche's continuous iteration and optimization of the product lineup delivery vitality; At the same time, Porsche's layout in the terminal market is also becoming more and more entrenched; In addition, it is also actively exploring breakthroughs in digitalization and diversification; Moreover, Porsche has been practicing sustainability from beginning to end.
In 2021, China became The world's largest single market for Porsche with 95,671 new car deliveries for the seventh consecutive year; In 2021, 18% of new porsche vehicles will be delivered; By the end of last year, Porsche had 140 sales outlets in China; In January last year, Porsche China's digital division became an independently operated company, opening an important milestone in the brand's digital ecosystem construction in China...
Yesterday (February 22), Porsche announced a series of great achievements in 2021 at the 2022 China Media Communication Conference, which became the best gift to celebrate its 20th anniversary of entering the Chinese mainland.
Specifically, in 2021, the shortage of Czech service chips, the impact of the epidemic, changes in the competitive landscape of the industry, etc. are "uncertain", and the development of "determination" has achieved good results in the Chinese market, and its annual sales reached 95671 units, an increase of 8% year-on-year.
The results are due to Porsche's continuous iteration and optimization of the product lineup. Among them, Porsche SUV models continue to be the best-selling models in the Chinese market; The Cayenne, a mid-size luxury SUV, goes hand in hand with fashion pioneer Macan's sales performance; The market demand for the luxury sedan Panamera remains strong, with new car deliveries up 26% year-on-year; The supercar 911 increased by 67% year-on-year, achieving double-digit growth for two consecutive years; 718 has gained the love of young consumers, and sales have increased by 74%; In addition, Porsche's first pure electric sports car, the Taycan, set a record delivery of 7,315 units in 2021.
At the same time, Porsche's layout in the end market is becoming more and more entrenched. In 2021, Porsche will add six new sales outlets in China, bringing the total number to 140. It is worth noting that porsche center Guangzhou Baiyun, the first new concept store of Porsche's "Ruijing Plan" in Asia, will also open in 2021; It is expected that by the end of 2022, the "Smart Frontier Project" will be extended to 20% of Porsche Centres. More than that, in the terminal market, Porsche also continued to deepen the financial business and the changing car business, of which, in 2021, Porsche financial services contracts signed more than 47,000, an increase of 16% year-on-year, financial services market penetration rate of more than 50%; Porsche's approved trading volume of changing cars reached 7,501 units, an increase of 54% year-on-year.
In addition, Porsche is actively exploring digital and diversified breakthroughs, so in January 2021, Porsche China's digital division became an independent company, Porsche (Shanghai) Digital Technology Co., Ltd., thus opening an important milestone in its digital ecosystem construction in China. Porsche Asia Pacific Racing Trading (Shanghai) Co., Ltd. was also officially established in the middle of last year to provide more car purchase convenience for Chinese racing customers and promote the development of local motorsport culture.
Furthermore, as a practitioner in the field of sustainability, Porsche uses ESG (Environment Environment, Social Social Ethics, Governance Corporate Governance) as the guiding principle and framework to commit to achieving carbon neutrality across the value chain by 2030. At the 2021 Guangzhou Auto Show, Porsche launched the "Green Project" pilot to track the carbon footprint of material consumption and related personnel and carbon offset to achieve "zero carbon emissions" during the event.
At the same time, the active implementation of corporate social responsibility also belongs to the scope of Porsche's sustainable development concerns, in 2021, in the face of the sudden flood in Henan, Porsche first added 2 million yuan to the "Dealer Corporate Social Responsibility Fund" to assist in local emergency assistance and post-disaster reconstruction; So far, Porsche has donated more than 70 million yuan nationwide through the "Overflow Heart" corporate social responsibility project.
More noteworthy is Porsche's determination and uniqueness in the electrification process, Dr. Yan Boyu, President and CEO of Porsche China, said, "Porsche has entered the electrification fast lane, we will fully promote the transformation, accelerate the localization layout of the digital intelligence field, and lead the new era of exclusive sports travel with a highly emotional and attractive electrified model." ”
Up to now, Porsche has introduced a total of 16 pure electric and plug-in hybrid models to China, and the proportion of new vehicle deliveries of Porsche electrified models will reach 18% in 2021, an increase of 8 percentage points over the previous year, ranking first among traditional luxury car brands. While consolidating its product offensive, Porsche is also accelerating the construction of a customer-friendly e-drive ecosystem by providing supercharging technology and improving the charging network.
Mr. Yan Boyu, President and Ceo of Porsche China
At the end of the meeting, Dr. Yan Boyu, who left Porsche China, will emotionally conclude that "through an attractive product lineup, an upgraded service concept, an exciting brand experience, and continuous deepening in important areas such as electrification, digitalization and sustainability, Porsche will continue to create a new legend of luxury sports cars." (China Economic Network reporter Guo Yue)