"There's only one reason I don't buy a Porsche, and that's because I don't have enough budget." This phrase, which is often ridiculed by people, reflects the popularity of Porsche in the Chinese market.
On February 22, 2022, Porsche China announced the results of the company's performance for the past year – in the whole year of 2021, Porsche delivered 95,671 new vehicles in the Chinese market, an increase of 8% year-on-year. For the seventh consecutive year, China has become the world's largest single market for Porsche. This new sales milestone is also the best gift for Porsche to celebrate its 20th anniversary of Chinese mainland.
Specifically, in the past 2021, the biggest winner of domestic ultra-luxury car brands is still Porsche, and in the top ten domestic sales of ultra-luxury brand models, Porsche occupies half of the country, as always, strong performance.
"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 is excited about this and said that Porsche has entered the electrification fast lane and will go all out to promote the transformation, accelerate the localization of the digital intelligence field, and lead the new era of exclusive sports travel with a very emotionally attractive electrified model.
Dream back a hundred years ago and accelerate the electrification process
At present, the Chinese market has become one of the largest markets for the electrification competition of car companies in the world, and the automobile market with a price of 600,000-800,000 yuan or even higher in this market belongs to the market with a small user scale. This poses a test for ultra-luxury car brands with a long history and represent tradition: how to complete the elephant turn in the face of the surging wave of electrification? In this regard, Porsche undoubtedly gave the best answer.
In fact, Porsche not only shines in the field of fuel vehicles, its medium and large luxury SUV Cayenne and fashion pioneer Macan sales performance go hand in hand, the annual sales have reached the level of 30,000, in the field of new energy vehicles have also achieved good results, the first pure electric vehicle Taycan has become the leader of high-end new energy vehicles in China.
At present, Porsche has introduced a total of 16 pure electric and plug-in hybrid models to China, and in 2021, the proportion of new car deliveries of Porsche electrified models will reach 18%, an increase of 8 percentage points over the previous year, ranking first among traditional luxury car brands, further demonstrating Porsche's dominance in the domestic automotive market.
What many people don't know is that as early as a hundred years ago, Ferdinand Porsche, the soul of Porsche, developed his first car, called "Egger-Lohner C.2 Phaeton", which is driven by an octagonal motor and can reach a maximum speed of 25 km / h.
In 1900, the first Lohner-Porsche with a new electric drive system was unveiled at the Paris World's Fair, equipped with an 80V lead-acid battery with a top speed of 37 km/h, and the electric car even influenced the design of the Apollo lunar rover in the 1950s.
After a hundred years, Porsche introduced the first pure electric vehicle, the Taycan, to China, with its powerful performance and excellent design, the Porsche Taycan has helped the brand successfully expand its customer base. According to the data, 72% of Taycan users are first-time Buyers of Porsche models and generally have higher incomes and educational backgrounds.
On the other hand, the continuous improvement of the car service experience is also one of the important reasons why users choose Porsche Taycan. Including 800V super fast charging technology, reliable and convenient charging network and intimate and intelligent services throughout the entire driving experience, Porsche provides users with a very friendly electric vehicle ecology.
In addition, Porsche is working with partners to strengthen the construction of service networks and optimize the organizational structure to deepen the e-mobility strategy, for example, to carry out system personnel training within the company and at dealer terminals, and to establish product management departments. In 2022, with the launch of Porsche R&D China, the electrification of the brand will be even more beneficial.
From individuality to commonality, empathy
In the past, ultra-luxury brands often felt distant and belonged to the unattainable dream. However, with the development of the economy, the trend of consumption upgrading, etc., more and more consumers began to touch them. This also means that the ultra-luxury brands that were high in the past should also begin to be "grounded".
Porsche has undoubtedly made some efforts in this regard. For example, in terms of expanding the dealer network, by the end of last year, Porsche's sales outlets in China reached 140, of which 6 were added in 2021. Porsche Centre Guangzhou Baiyun, as the first new concept store in Asia to open at the end of last year, is expected to be extended to 20% of Porsche Centres by the end of 2022.
In terms of digitalization, Porsche further caters to market trends and accelerates the development of localization solutions in the three operational areas of "Product and Service Experience", "Enterprise and Dealer Management" and "Marketing and Aftermarket Model". Last year, Porsche China's WeChat service account continued to be optimized, and more than 100,000 registered users have now been registered; POS (Ruida Retail System) and DSS (Ruixiang Service System) have been launched.
In addition, for Porsche, active corporate social responsibility is also a sustainable development concern. 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. Up to now, Porsche has donated more than 70 million YUAN nationwide through the "Yicaixin" corporate social responsibility project, benefiting 520,000 people.
At the product level, after objectively analyzing the needs of high-end users, it is not difficult to find that their sensitivity to price is not high, but they pay more attention to product innovation, design, brand belief, etc. Technological innovation, product design and brand influence, which are the aspects that high-end users value, are exactly what Porsche is good at.
In the past 2021, the market demand for the Luxury Car Panamera has remained strong, with new car deliveries up 26% year-on-year, and sales in the Chinese market account for more than half of the total global Panamera sales. Five new platinum models based on the three powered versions of the Panamera were officially released, further meeting the expectations of Chinese consumers.
In addition, it is worth mentioning that the influence of the two-door sports car in the young consumer group is increasing, and the legendary sports car 911 has increased by 67% year-on-year, achieving a high level of double-digit growth for two consecutive years. The mid-engined sports car 718 continues its leadership in the segment with a market share of 74%.
It can be said that as a leading figure in the ultra-luxury brand, Porsche has changed its personalized operational thinking, faced the construction of user experience and ecology, and is committed to bringing the sports experience and innovative spirit advocated by the brand to every Chinese rider who is eager to challenge and pursue perfection.
Bell description
Obviously, even in the field of ultra-luxury cars, it is no longer possible to compete with a single product, technology and other rules, but involves technological innovation, product design, brand trust, car ecological creation, operation capabilities and other comprehensive strength of the competition. Porsche is undoubtedly one of the best, and the comprehensive advantage of its comprehensive strength has become the secret of its firm position in the top spot of domestic ultra-luxury car brands.