95,671 units, which is Porsche's new car delivery in the Chinese market last year, an increase of 8% year-on-year, outperforming the average growth rate of the domestic automobile market. At the same time, the Chinese market accounts for 32% of global sales, making China the world's largest single market for the sports car brand for the seventh consecutive year.
With nearly 100,000 units sold throughout the year, unsurprisingly, the Cayenne and Macan SUVs remain the best-selling models in the Chinese market, while Panamera's new car deliveries soared 26 percent year-on-year, with more than half of the world's Panamera being bought by Chinese customers.
In particular, it is worth mentioning that the sales momentum of sports cars has also continued to improve, and the brand totem 911 has increased by 67% year-on-year, and has achieved double-digit growth for two consecutive years. In addition, Porsche's first pure electric sports car, the Taycan, has continued to receive positive feedback from the market since its launch, and has now launched four derivative models in China and set a record delivery of 7,315 units in 2021.
"In 2021, under the influence of many uncertainties such as the global COVID-19 epidemic and chip supply shortages, Porsche has brought the brand to a successful conclusion in the 20th anniversary of the Chinese mainland with a new record year. We are pleased to have made history again and are proud of the many milestones we have made over the past year. ”
Dr. Boyu Yan, President and CEO of Porsche China -Ing. Jens Puttfarcken) said.
"Porsche has entered the electrification fast lane, and we will make every effort to promote the transformation, accelerate the localization of the digital intelligence field, and lead the new era of exclusive sports travel with an electrified model with great sensual charm."
Focusing on the ecology of products and vehicles, we will make every effort to accelerate the electrification process
In the face of structural changes in the global automotive industry, Porsche is making every effort to accelerate the electrification process around the product and car ecology, and to create exclusive sports cars full of emotional appeals with unique brand positioning, providing Chinese consumers with a wealth of electric travel options.
At present, Porsche has introduced a total of 16 pure electric and plug-in hybrid models to China, and the delivery of new Porsche electrified models will account for 18% in 2021, an increase of 8 percentage points over the previous year, ranking first among traditional luxury car brands. The Porsche Taycan, with its powerful performance and excellent design, has helped the brand successfully expand its customer base, with 72% of Taycan users buying Porsche models for the first time, and generally have a high income and education background.
While consolidating its product offensive, Porsche is accelerating the creation of a customer-friendly e-drive vehicle ecosystem through fast and secure supercharging technology, a reliable and convenient charging network and intimate and intelligent services throughout the driving experience. In 2021, Porsche will continue to expand its charging network including home charging, premium charging, third-party charging, and destination charging to further meet the multi-scenario charging needs of electric vehicle users.
Actively embrace change and continue to promote digitalization and intelligence
Porsche is embracing change, further adapting to market trends in terms of digitalization and accelerating the development of localized solutions in the three areas of action: "Product & Service Experience", "Enterprise & Dealer Management" and "Marketing and Aftermarket Models".
Last year, Porsche China WeChat service account continued to optimize, now registered users have reached more than 100,000 people; POS (Ruida retail system) and DSS (Ruixiang service system) have been launched, bringing great improvement to the digital transformation of dealer terminals; online sales business has expanded rapidly, as of the end of last year, the number of user registrations of recognized changing car Mini Programs has reached nearly 1 million, and its business has accounted for 30% of the whole, effectively promoting the realization of Porsche's strategic goal of "omni-channel development". Since this year, the platform has officially opened up its online ordering business for new cars, allowing Porsche to take it a step further in e-commerce.
As a pioneer in the field of sustainability, Porsche uses ESG (Environment Environment, Social Social Ethics, Governance Corporate Governance) as its guiding principle and framework to commit to 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, so as to achieve "zero carbon emissions" during the event. For Porsche, active corporate social responsibility also falls within the scope of sustainability concerns.
In 2021, in the face of the sudden flood situation in Henan, Porsche immediately added 2 million yuan to the "Dealer Corporate Social Responsibility Fund" to assist in local emergency assistance and post-disaster reconstruction.
To date, Porsche has donated more than RMB 70 million nationwide through the "Yicaixin" corporate social responsibility project, benefiting 520,000 people.
"The world is facing unprecedented and profound changes, and to thrive in the midst of change and uncertainty, both heritage and innovation are extremely important. For Porsche, we are confident that, at the time of the full advent of the electric car era, it will once again be known as a pure electric drive system full of drivers' emotional appeals. Dr. Yan Boyu said. Through an attractive product line- and upgraded service concept, an exciting brand experience and continuous in-depth efforts in important areas such as electrification, digitalization and sustainability, Porsche will continue to create a new legend of luxury sports cars. ”
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