New energy, or the advent of the era of pure electricity, many manufacturers have begun their own electrification road. But for Porsche, letting it reinvent the electric car is not a fit for the times, because porsche founder Ferdinand Porsche built the first electric car more than 120 years ago.
The design concept of this innovative electric vehicle, even today, seems to be quite high-end, with an electric motor on the front and rear drive shafts, which is also a common pure electric four-wheel drive today. "The last car Porsche made will definitely be a sports car", so for Porsche electrification is more like a channel to improve performance, in 2022 Porsche accelerates into the main track of electrification and digitalization.
Last year, due to the lack of core and the epidemic situation, the sales of many car companies were not as good as before, and what was in front of them was not a sales problem, but a survival problem. However, in this special period, Porsche's total sales in China in 2021 reached 95,671 vehicles, an increase of 8% year-on-year, which shows the strength of Porsche.
China has become the largest single market for Porsche for 7 consecutive years, for the Chinese, Porsche is the best choice for luxury sports; for Porsche, Chinese consumers are the most worthy consumers.
Among them, the SUV is still the most popular Porsche model of the Chinese people, the medium and large luxury SUV Cayenne and the Macan go hand in hand, the practicality of the SUV and the performance pursued by Porsche, in them have been integrated, so that the Chinese people can enjoy this high-end sports experience.
Panamera's performance remains strong, with new car deliveries up 26% year-on-year, and according to data, for every 10 Panameras sold worldwide, more than 5 contribute to the Chinese market. Therefore, in order to further meet the needs of the Chinese people, Porsche China launched five new platinum versions of the Panamera last year.
Porsche's signature coupe will not be far behind, with the 911 series growing by 67% year-on-year, which is definitely a legendary achievement for the market segment, with 7,315 units sold last year.
From excellent to excellent, this is not as simple as 1 to 2, but from 0 to 1, what is needed is a comprehensive consideration of products and services, and Porsche as an imported luxury brand, its results can be worthy of excellent evaluation, and it has the above excellent sales.
In terms of products, in addition to the new models launched for the Chinese market mentioned above, there is also the ability to make products excellent. In J.D.Power's research report, Porsche won the "2021 China New Vehicle Quality Study (IQS)", "2021 China Vehicle Reliability Study (VDS)" and the "2021 China Automotive Product Attractiveness Index (APEAL)" three brand level champions. In addition, Porsche Cayenne became the reliability champion of the "large luxury SUV" segment, and the Porsche Macan won the "Medium Luxury SUV" field charm index for the fifth consecutive year.
In terms of service, Porsche also has its own "feelings", to let consumers round the sports car dream. Therefore, last year, Porsche Digital Division set up an independent Porsche (Shanghai) Digital Technology Co., Ltd. and Porsche Asia Pacific Racing Trading (Shanghai) Co., Ltd. to promote the digital ecology, provide car purchase convenience and promote local motorsport culture.
In addition, Porsche's dealer network is also expanding, with a sales network of as many as 140 in China by the end of last year, and it has established the first new concept store of the "Ruijing Plan" in Asia, which is expected to be promoted to 20% of porsche centers by 2022.
This makes it more convenient for users to buy a car, and it will be easier, Porsche is also deeply involved in the business of changing hands and financial business, Chinese consumers can buy the best Porsche models within their reach, and it is of high quality. In 2021 alone, financial services surpassed 47,000, and 7,501 changed cars, making these users realize their dreams.
Today, Porsche China has done a good enough job, but it is not satisfied, and it needs to accelerate the process of electrification and digitalization. For the former, Porsche has introduced 16 electrified models. According to official data, pure electric and plug-in hybrid models account for 18% of sales in China, ranking first among traditional luxury car brands. And 72% of Taycan users are the first to buy Porsche models, these users have a high income and education background, they not only trust Porsche, but also rely on Porsche's electrified models.
Porsche is also electrifying services, such as fast and safe supercharger technology, so that charging is not the concern of car owners; or reliable and convenient charging networks, where these electrified Porsche can complete charging, providing 100% product experience; or intimate intelligent services, which build a user-friendly electric drive car ecology.
The latter is digitalization, and Porsche has accelerated the development of localization solutions in the three operational areas of "Product and Service Experience", "Enterprise and Dealer Management" and "Marketing and After-sales Model". Among them, porsche china WeChat service account, registered users have reached 100,000+, providing more convenient digital services for car owners. As well as launching POS (Ruida Retail System) and DSS (Ruixiang Service System), dealers can carry out digital reform, improve efficiency and better service for car owners.
Under the wave of digitalization, users can also see cars and buy cars through the Internet, and Porsche's recognized yi-hand car mini program has as many as 1 million registered users, accounting for 30% of the total business, which provides a boost for Porsche's "omni-channel development".
In addition, Porsche has made innovations to expand its business beyond mobility. In the previous year, Porsche Ventures strategically invested in a number of venture capital firms and startups such as iMaker and INTAMSYS as market sensors for discovering new technologies and trends.
A "green project" pilot was also launched to track the carbon footprint of material consumption and related personnel and carry out carbon offsetting, so as to achieve "zero carbon emissions" during the event.
Dr. Boyu Yan, President and CEO of Porsche China, concluded, "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. ”
As Dr. Yan Boyu said, the world is changing, electrification and digitalization have become a trend, and user groups have accepted electrified models and demanded digital experiences. As Tesla founder Elon Musk put it, "By the end of the century, when we look back at fuel cars, we'll look at them like coal-fired steam cars—they'll only be old antiques in museums." "Porsche, which is now accelerating into the electrified digital circuit, is bound to continue today's level of excellence.