In recent days, the busiest thing in the car circle is that Porsche has been “forced” by dealers in China.
The reason is that sales have plummeted, car prices have plummeted, and even the Taycan, a pure electric model with a hot car market in China, has flat sales.
In response, Porsche China issued the Joint statement of Porsche China and all authorized Distributors on the evening of May 27, which gives the solution: “make every effort to speed up the electrification process”.
And this makes the “statement” released the next day, “the first mass production hybrid 911” more attention, people look forward to see Porsche’s statement at this conference, more eager to see whether the new car can successfully stimulate consumer enthusiasm for the Porsche brand.
A global live broadcast with special effects and Chinese subtitles.
photo source: Porsche live screenshot, but the reality is that the global live broadcast originally scheduled for half an hour has become a wonderful short film with a length of more than ten minutes.
Compared with BYD’s fifth generation DM technology release and Qin L DM-i, Seal 06 DM-i listing “lengthy” live broadcast in the same period of time, it is extremely concise.
The performance of hybrid 911 is really strong, and Porsche is the ultimate goal of every passenger car company pursuing extreme performance, even if it is to enter the era of car electrification, whether it was Tesla ten years ago or the data reference of Xiaomi SU7, which was newly launched this year, Porsche is everywhere.
Even Tesla, who has already become the top seller of electric cars in the world, every new car still has to compete with the last one on 9 / 11.
And the 911 Carrera GTS, equipped with the new T-Hybrid hybrid system, has once again proved that the knife is not too old.
The new 911 Carrera GTS.
Photo Source: Porsche, specifically, through the newly developed 3.
6L horizontal opposite engine, and the integration of advanced electric exhaust gas turbocharging technology.
The total output power of the system can reach 398 kW (541 PS) and the total torque performance is 610 Nm.
Compared with the previous generation, the output power has been increased by 45 kW (61 PS). A 3.6-liter six-cylinder horizontally opposed engine.
photo: Porsche, in addition, Porsche connects two motors to a compact lightweight high-voltage battery, which is comparable in size and weight to a conventional 12 V starting battery, but can store up to 1.
9 kWh of energy (total energy) and an operating voltage of up to 400V.
At the same time, in order to further optimize the vehicle weight, Porsche also uses lightweight lithium-ion batteries to provide energy support for the 12 V vehicle electrical system.
According to Porsche’s official figures, the hybrid 911 can reduce carbon dioxide emissions and extra weight while having extremely dynamic driving characteristics compared with plug-in hybrids.
On this basis, Porsche brand ambassador J ö rg Bergmeister drove the 911 Carrera GTS on the Nurburgring North Ring track, creating a lap time of 7 minutes 16.
934 seconds, 8.
7 seconds faster than the corresponding version of the previous model.
But even the eye-catching lap speed did not attract much attention.
In addition to waiting for the sound from Porsche headquarters, the traffic was more attracted by BYD’s fifth-generation DM technology released on the same day, saying, “Global interruption has entered the moment of China!” It’s hard not to be moved.
As a result, people can’t help but wonder once again whether Porsche really has a deep insight into the needs and expectations of Chinese consumers.
Porsche can no longer be sold in China.
In fact, Porsche has been doing well in China.
Since Porsche entered the Chinese market in 2001, it has continued to attract the attention of car fans and consumers.
Especially in 2015, the Chinese market surpassed the United States in terms of sales and became the largest single market for Porsche in the world for the first time.
Over the next eight years, Porsche continued to take the lead.
Until 2023, it reached a turning point.
Porsche’s delivery volume in China fell 15% year-on-year this year, making it the only single market in the world to decline, and the position of the world’s largest single market changed hands, according to official Porsche data.
it was taken over by North America, which delivered 86100 new cars.
In 2024, this contradiction is even more prominent.
Figures show that Porsche delivered only 16300 vehicles in China in the first quarter of 2024, down 24% from a year earlier.
The decline in sales in the largest single market has a direct impact on its ability to make money.
According to the financial report, the gross profit of the auto business was 23.
4% in the first quarter of 2024, down 30.
3% from the same period last year.
Specific to all models, terminal sales from January to April this year showed varying degrees of decline, including pure electric sports car Taycan, performance supercar 911 and entry-level model Macan all fell by more than 40%.
Among them, Taycan sales accounted for 2.
63% of Porsche’s total sales in China compared with 5.
67% in the same period last year.
“can’t sell” has been talked about by the vast majority of Porsche’s front-line salespeople, especially under the double-layer attack of the price war that has been going on since March 2023 and the rapid rise of China’s high-end brand models.
Porsche had to join the price cut.
The social platform took screenshots, so news such as “440000 won Macan” and “Taycan dropped by 200000” was repeatedly reported, and what’s more, “the price of this car can be reduced by 300000 yuan,” a salesman at a 4s store said to Gus, pointing to the only Porsche Taycan in the store.
According to the service provider Lanjie Road platform, as of late April this year, the original price of 1.
168 million yuan of the 2022 Taycan GTS has dropped by as much as 306400 yuan, down 86000 yuan from the previous month alone.
Source: Gerland Road, however, a senior analyst at the Galaxy Automotive Research Institute warns that the current price cuts are mainly older models.
Before the general model is updated and modified, the dealers will carry out price reduction activities to a certain extent for cash models.
“the main body of the big price reduction is also around the old Taycan and Macan, and the number is very limited.
” You know, 2024 is the largest product launch in Porsche’s history.
From the third-generation Panamera at the beginning of the year, to the new Taycan, to the second-generation Macan, which will begin delivery in the second half of the year, and the latest release of the new 911.
The mid-term revamped Cayenne was only launched at the end of 2023, which means that Porsche’s leading model system is undergoing a renovation process and seems to explain its sluggish sales and promotional range.
And in March this year, Porsche Global CEO Obermu insisted when commenting on the Chinese market: “there are problems with real estate in China, and the general economic trend is facing challenges!” Many brands fight a price war in China.
Porsche promises more quality than quantity and will never cut prices or discounts.
” In support of the boss’s point of view, Porsche China adjusted the price of the 2023 Cayenne by 20, 000 to 50, 000, adding innocuous features such as 360-degree panoramic images with automatic parking, atmosphere lights, electric doors and key-free access.
However, dealers do not seem to think so.
Can electrification really save Porsche? “Porsche’s best sellers in China are Cayenne, Panamera and Macan, and in order to boost sales of other models, dealers will be required to match models such as Taycan with hot-selling models.
” This kind of operation has obviously become commonplace in the industry, according to industry insiders.
The problem is that Porsche China is holding down inventory from dealers in order to complete sales.
What we should know is that in the first half of 2022, the average bicycle price of Porsche in the Chinese market exceeded 800000 yuan, and the extra pressure was more than a dozen cars, that is, an investment of 10 million yuan.
This makes Taycan, which is already expensive and difficult to sell, even more worrying.
As a result, the contradiction intensified, and the three major Porsche dealers in China, Xinfengtai, Bidley and Meidong Group, asked Porsche to subsidize them to buy a new car with a gross profit of 1%, 4%, to ease the pressure of losses.
So far, there has been no news of the final results, while Porsche China has taken the lead in saying that it will make every effort to speed up the electrification process.
But can electrification really save Porsche? As mentioned repeatedly earlier, Taycan, Porsche has tried electrification and sold a million-class 800V sports car, but it is worth noting that since its launch in China in the second half of 2019, this “unreachable” model has only been updated two versions, and most of them appear as extended versions, which has long been out of step with the pace of local new energy car companies.
At the same time, the pure electric supercar EMEYA, the local million-class pure electric performance sports car looking up to the U9, the high-end intelligent driver SUV M9 and the continuous emergence of a number of new cars have all eroded the market that originally belonged to Taycan to some extent.
Even the monthly sales of the best-selling models Cayenne and Panamera are more than 100, and the new Taycan and the pure electric version of the second pure electric model, Macan, just launched this year, have not effectively ignited consumers’ enthusiasm for buying cars.
It is reported that the national order of pure electric Macan, which has been on the market for a full month, is less than 20 vehicles, and some dealers have even launched promotional activities with a price reduction of 80,000 yuan, making dealers who are already suffering from the double pressure of sales pressure and declining profits even more lack of confidence, and some stores even choose to give up wholesale sale and pick up cars and no longer sell the model.
With the shocking debut of the new 911, all four cars that Porsche had planned for a full refurbishment in 2024 have been unveiled, which undoubtedly makes the brand’s previous proposal of “all-out efforts to accelerate the electrification process” seem empty.
it also makes Obermu’s previous prediction that “things will recover somewhat by 2025” begins to become more complicated and confusing.
As a result, it makes more people think that Porsche’s crisis in the Chinese market may have just begun.
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