Recently, Porsche launched two derivative models on top of its Taycan models, the Taycan Cross Turismo and the Taycan GTS, and opened pre-sales in China. To date, Porsche has offered 9 Taycan models in China, including 7 power modes.
This is a very exaggerated product matrix, on the basis of a variety of body forms, a variety of power forms and a variety of personalized options, Porsche can indeed give users the "ultimate personalization" of the product. Of course, the pressure has once again come to the side of the coin holders, after all, the process of buying a favorite Porsche is much more complicated than other products.
Imagine the process of Porsche owners buying Taycan, unlike other brand owners, after selecting the model, Taycan users also need to choose the body form, at this time you can choose the ordinary Taycan and Cross Turismo, in addition to the GTS model, other power forms have two body forms to choose from.
Next, you need to choose 4 power forms, 4, 4S, Turbo, Turbo S, the price, power, endurance performance, acceleration time of 100 kilometers and the maximum speed of these four power forms are shown in the following figure.
If you feel that 4 power forms are not enough for you to choose, Porsche also offers another option for potential users of the Taycan - Taycan GTS, the gts model positioning is actually very easy to understand, that is, on the basis of the Taycan 4S, add an S. Its power and price are between 4S and Turbo.
Now that these issues have been finalized, you will find that this is just a starter, and then you need to pick and choose among a variety of options. Originally choosing the Taycan didn't have to worry about whether its body form was a four-door sedan or a cross-border trip, and now Porsche has a problem for the wealthy.
Few people can learn how to play Porsche
You'll find that Porsche's product line is not very long, we count it with our fingers, Taycan, Mancan, 911, 718, Panamera, Cayenne, all the models on sale add up to a total of six models, and you may not be able to buy 918 with money. Although there are not many products, each product will be subdivided into a large number of derivative models according to the power and body form. It can be said that Porsche is the car brand that plays the most slippery body form, and there is no one.
In the simplest example, the Porsche 911 light convertible can be sold in three forms: the most common Cabriolet, the classic Targa and the highest premium Speedster.
In addition to the Macan, Porsche's other five models have two or more body forms, the 911 is too many to count, panamera has ordinary and ST train models, Cayenne has ordinary and Coupe models, 718 has a hardtop version, convertible Boxster and a Spyder version that is difficult to buy in China.
Porsche's way of playing is obviously to squeeze out all the premium points on a product, not through the product itself to break into different market segments, but through different body forms to erode different market segments.
Of course, if you think that the Coupe version of Cayenne is compared with the ordinary Cayenne and the hunting version of panamera, just a small change in styling does not explain the problem, then I think Porsche's approach is the best embodiment of the Taycan Cross Turismo.
What kind of car is the Taycan? The first is an electric car, a four-door sedan, if you choose a Turbo or Turbo S, it will be given high performance and track attributes, but can you imagine it will be given off-road attributes?
A product that completely subverts your perception of Taycan
The concept of the Porsche Taycan Cross Turismo was first derived from the Concept Car Mission E Cross Turismo released by Porsche in 2018.
Porsche's core selling point on the Taycan Cross Turismo is called "multi-scene", and it can even adapt to light off-road scenes. All four models introduced on the Taycan Cross Turismo come standard with a high-tech chassis with four-wheel drive and adaptive air suspension, with ground clearance up to 30 mm higher than the Taycan in "Normal" driving mode. The standard gravel mode "Gravel Mode" is designed for light off-road terrain such as sand and dirt roads to ensure power output and precise driving control, enhancing the Taycan Cross Turismo's adaptability to driving on uneven roads.
In terms of storage space, taycan Cross Turismo has also been expanded, compared with the conventional Taycan, Taycan Cross Turismo's rear passenger head space increased by 47 mm, with the standard panoramic fixed glass sunroof for the Chinese market, the enhanced sense of space and transparency makes the seater more comfortable. The luggage compartment volume has been increased to 1,212 litres, the large tailgate is designed to facilitate the collection of luggage, and storage components such as partition nets, luggage hooks and luggage retention belts ensure that luggage items are in order to better meet different travel needs.
In terms of appearance, the Taycan Cross Turismo has made a more "wild" treatment, including wheel arch strips, unique front and rear skirts and side sills, all of which porsches are coated with durable plastic materials. As part of the Off-Road Design assembly, special skid plates are used at the corners of the front and rear bumpers and at the ends of the sills to prevent stone impacts.
Selected as an Off-Road Design component, a compass will be added to the top of the dashboard, and a rotating compass dial simulates the direction of the front of the car and provides altitude and time information on the digital display, all created for multi-scenario use.
Porsche positioned the Taycan Cross Turismo as a CUV – a crossover utility vehicle. From four-door sedans to crossover CPUs, the Taycan has made a highly disruptive shift in product selling points with two very different body forms. Of course, this game is also used by many car companies, such as the crossover wagon Volvo V90CC and Audi A6 Allroad, but the difference is that Porsche can change the use of a car from the track to the mountain, so the power may only be able to have Porsche, which starts with sports cars.
Charging guarantee, worry-free scene
In the field of electric crossover CUV models, the Porsche Taycan Cross Turismo belongs to the pioneering work of the entire industry, and since this product aspires to poetry and distance, Porsche needs to provide the car with the ability to go further.
In 2022, Porsche's charging network layout in China is being further improved.
Home Charging: Customers who successfully purchase Taycan receive free access to home charging equipment and basic installation services in an effort to achieve "ready-to-use" service. Customers who have already started home charging installation have a success rate of 93.5%, covering not only first- and second-tier cities, but also including Sichuan Liangshan Yi Autonomous Prefecture, Yunnan Honghe Hani Autonomous Prefecture, Guizhou Qianxi Southwest Buyi and Miao Autonomous Prefecture and other regions.
Porsche "Premium Charging" network: As of mid-April 2022, 119 Porsche centres in 77 cities are equipped with 800 V Turbo charging stations, and 103 Premium charging stations have been set up in hotspots in 20 cities across the country, covering Turbo charging stations and 400 V Superchargers. This year, five new cities will be covered – Xiamen, Kunming, Fuzhou, Shenyang and Hefei.
On Porsche's "Destination Charging" network, which works with select hotels, Taycan owners enjoy free charging. As of mid-April 2022, more than 135 destination charging piles have been completed nationwide.
By the end of March 2022, Porsche had integrated more than 410,000 third-party charging stations in more than 200 cities across the country.
At last
Taycan Cross Turismo gives all potential consumers a whole new option. Once we have been discussing the competitiveness of ultra-luxury brands in the era of electric vehicles, many people will feel that after the motor makes the power cheap, the product force barriers built by the sports car brand over the years will collapse, but all people who have driven the Taycan will understand that there is a world of difference between a 300,000-level 100km/h acceleration 3s electric car and a 3s acceleration Taycan.
This time, in addition to the track gene on electric products, Porsche also brought a new lifestyle with the whole scene as the core. Of course, how to choose the taycan in two body forms is another problem that Porsche brings to the rich.