Refusing to fight price wars and raise prices against the market, this kind of "doing the opposite" thing, except for Tesla, is Porsche's favorite thing to do!
Recently, Porsche's official website announced that the price of all Cayenne models will increase by 20,000-50,000 yuan. The price range of the Porsche Cayenne is 918,000-1,948,000 yuan, and that of the Porsche Cayenne Coupe is 988,000-2,508,000 yuan.
You know, this is not the first time that Porsche has "raised prices against the market" in the Chinese market since this year! Not long ago, the price range of the new Taycan for pre-sale is 1.008-1.998 million yuan, and the top model is up to 180,000 yuan compared with the old model!
In addition, the price range of the all-new Panamera was adjusted from 1.038 million to 1.228 million yuan to 1.138 million to 1.298 million yuan at the beginning of last month, with an increase of up to 100,000 yuan. Some previously required optional features, such as a panoramic sunroof. Seat ventilation, BOSE audio, reversing image, etc., have directly become standard, and were once complained by netizens that it was a "mandatory option" in disguise.
The reason why the price of Porsche's products continues to rise has a lot to do with the sharp decline in sales in the Chinese market in recent years. According to the data, its sales in the global market will reach 320,000 units in 2023, a positive increase of 3% year-on-year. However, the total delivery volume in the Chinese market was less than 80,000 units, a sharp decline of 15% year-on-year. This also directly led to the "change of leadership" of the head of Porsche China at the beginning of the year.
However, the effect after the "change of coach" does not seem to have appeared, and the sales volume is still "pulling the hips". In the first quarter of 2024, Porsche's deliveries in China were only about 16,000 vehicles, a year-on-year plunge of 24%.
In the face of such a decline in sales, Porsche is really panicking. However, unlike the price reduction of domestic cars and the promotion volume of "price war", Porsche's chosen tactic is to increase prices against the trend. Of course, this will not work for an ordinary family car that is hundreds of thousands smaller, but it is different for Porsche.
On the one hand, it can try to raise the threshold for official car purchases by raising the price of products, so that the brand will not end up in a lose-lose situation in terms of sales and profits. After all, for a long time in the past, Porsche was the most profitable company in the car circle, and the profit for each car bought exceeded 20,000 yuan.
On the other hand, some experts said that Porsche's target group is usually not sensitive to tens of thousands of yuan in price increases, and the price increase against the market is also conducive to the improvement of Porsche's brand image and boosts the confidence of intended users.
There is a text that says:
Although sales continue to decline and the luxury of the brand is no longer what it used to be, Porsche, as the former "king of the car circle", still has to take care of some "face". Since you sell less, increase the price of the bicycle and thus increase the profit margin of the bicycle. However, in the face of the white-hot "price war" and the consumption downgrade of the domestic auto market, are there really so many "wronged leaders" who are "insensitive to price"? (Cars have culture, Tang Tang/text)