After the end of the first week of July, major car companies have announced half-year sales, Porsche as a traditional luxury brand is no exception.
The difference is that many brands have achieved good “high school entrance examination results”, but Porsche has suffered a major setback in the past six months.
Porsche sold 155900 vehicles worldwide in the first half, down 7 per cent from 167400 in the same period last year, according to official Porsche figures.
Of this total, sales in the Chinese market were 29551, down 33 per cent from 43832 in the same period last year.
Judging from the performance of major markets, the decline in Porsche sales is mainly due to a decline in the Chinese and North American markets.
Among them, the lack of competitiveness of new energy vehicles in China, resulting in Porsche lost the opportunity to rebound in sales.
In 2023, Porsche sold 320200 vehicles worldwide, up 3% from a year earlier.
Among them, China became the only regional market with a year-on-year decline, with delivery of only 79300 vehicles, down 15 per cent from the same period last year.
The year before, in 2022, its sales in China were 93300, down 2.
5% from a year earlier-obviously, Porsche’s decline in sales in China was not a “one-day success”.
One of the important reasons for its “Waterloo” in China is the poor sales of pure electric models.
As Porsche’s first pure tram, the Porsche Taycan has received a lot of attention around the world since it was launched in 2019.
From 2020 to 2023, Porsche Taycan sold 20, 000, 41300, 34800 and 40600 cars, respectively.
Despite good feedback from other markets around the world, the car has been “dreadfully stable” in the Chinese market-sales have been poor.
For the whole of last year, Porsche sold only 4151 Taycan vehicles in China, according to the data.
Porsche’s sales continued to decline under the constraints of pure electric models, which also led to Porsche’s frustration in its financial results.
Porsche reported total revenue of 9 billion euros in the first quarter of 2024, down 10.
8% from a year earlier.
Vehicle sales were 8.
1 billion euros, down 12.
7% from a year earlier.
Under the dual influence of falling sales and falling transaction prices, Porsche’s car business gross margin was 23.
4%, down 30.
3% from a year earlier, while sales profit also fell to 14.
2%, down 4 percentage points from a year earlier.
Some time ago, some Porsche dealers in China even protested and boycotted new pure electric cars such as the Porsche Taycan and the electric Macan, forcing the Porsche headquarters in Germany to make a fuss.
The reason is that Porsche China chose to “wield a knife” at dealers to suppress the warehouse in order to complete the sales task.
As for dealers, there is huge financial pressure and vehicles can not be sold for a long time, especially the pure electric models led by Taycan and electric Macan can not be sold, and Porsche has no confidence in pure trams.
Take Macan as an example.
Its electric version in the domestic price of 728000 yuan-968000 yuan, and as a comparison, the fuel version of Macan starting price of 578000 yuan, the former price threshold is higher.
At the same time, Pure Electric Macan does not have a strong competitiveness in product power, including intelligent cars and auxiliary driving and other mainstream products are not as good as domestic new power models, while acceleration and control, which we are proud of in the fuel era, are submerged in the electric era.
It can be said that, in addition to the car logo, there are not many moving points.
As a result, it is difficult for people like Macan and Taycan to succeed in the “roll to smoke” Chinese market at the new energy track.
Sluggish sales and forced depots have directly led to the intensification of conflicts between dealers and Porsche, with some Porsche dealers choosing to stop picking up cars and asking Porsche headquarters to subsidize and replace executives.
Porsche dealers “forcing the palace” is just a microcosm of the times.
In recent years, the contradiction between dealers and car companies has become more and more irreconcilable, because in the context of the increasingly fierce new energy track, joint venture brands are gradually declining, product sales and brand influence are not as good as before.
When the car companies take strong pressure on the dealers, it will further increase the operating pressure of the dealers, and then stimulate the contradiction.
Recently, there are media reports that Porsche may plan to reduce production of Taycan due to declining sales.
Reported that Porsche is currently in negotiations with trade unions, plans to adjust the production of Taycan to a single-shift operation.
At the same time, it also revealed that hundreds of temporary workers’ contracts will not be renewed, so as to achieve the purpose of reducing costs and stopping bleeding.
However, the poor performance of the Chinese market has no plan to stop Porsche from continuing to push the tram.
“We will continue to focus on three drive systems: pure electric vehicles, efficient plug-in hybrid vehicles and internal combustion engines,” said Detlev von Platen, a member of Porsche’s sales and marketing executive board.
We believe we are ready for the future and provide attractive products to all our customers-regardless of preferences and developments in all regions of the world.
” According to the plan, Porsche will strive to sell 80 per cent of its new cars as pure electric models by 2030 and plans to invest 20 billion euros in digitization over the next five years.
Of course, brands have their own merits in accordance with their own strategic plans, but it is undoubtedly a sign of arrogance to go their own way regardless of the specific market conditions.
Especially seeing that the transformation in the Chinese market is not smooth, if we still do not take into account the demands of consumers and do not show sincerity in terms of price and quality, Porsche is doomed to failure.
Generally speaking, there are many reasons for Porsche’s failure, which is not only related to its own reasons, but also related to the changes of the market.
Because Porsche is not the only one affected by this, even the more mainstream BBA has been hit by the rise of Chinese brands, and the price system is already fragile, especially for related electric models, whose prices have fallen below 200000 yuan.
Obviously, through technological innovation and successful marketing, Chinese cars have occupied an important position in the current auto market, and it can even be said that they have broken the monopoly position of traditional luxury brands in the high-end market.
the new energy vehicles represented by the world, ideals and Ulai are encroaching on the cake of the traditional luxury car market with unprecedented ferocious offensive.
So Porsche is really dangerous.
, return to the first electric network home page >.
