Shulou(Shulou.com)11/24 Report--

The original title: "the reason why Porsche refuses to make China is a bit ridiculous." "

"with the current sales volume and scale in the Chinese market, it is impossible to make China at all. "

The person who said this was Porsche China CEO Michael Kirsch. He believes that Porsche will now pay more attention to the personalized needs of users, unless the annual sales of a single model in China in the future more than 100000 vehicles, will have a domestic plan.

The most direct advantage of localization is that consumers can buy products of almost the same quality as imported cars at lower prices, but don't say that Michael Kirsch doesn't seem to be "giving benefits to families." Porsche is famous, but its volume is not on a par with BBA.

Official figures show that Porsche delivered only 60700 vehicles in the first three quarters of this year, with its best-selling models being the Porsche Macan and Porsche Cayenne SUV, which sold 68400 and 64500 respectively in the first three quarters.

Porsche 911, Panamera, 718 and Taycan are all famous, but their cumulative sales in the first three quarters are still far from 40, 000.

You know, from 2015 to the first half of this year, China was Porsche's largest single market, until the third quarter of this year, the Chinese market became the only single market to decline, and the North American market surpassed. But this does not affect the importance of the Chinese market to Porsche.

This means that it may be difficult for us to buy a new domestic version of Porsche in recent years, or even more than a decade. Moreover, according to Porsche's "annual sales of more than 100000 single models", it can be said that no single market meets the requirements.

What's more, Porsche was recently exposed to be looking for opportunities to cooperate with domestic brand electrified platforms, but was rejected.

Well, even domestic Porsche electric cars are blocked.

To be fair, Porsche can achieve BBA-level sales in the domestic market, which is indeed very difficult at this stage. Just buying a car has already "dissuaded" many users.

It has long been no secret that Porsche can buy a luxury car with a price increase to experience some of the advanced configurations of a luxury brand, but on Porsche, it is necessary to add a price option as long as it is non-standard. Take the best-selling Porsche Macan as an example to see how much extra we will spend on the final selection.

First of all, we choose the Macan with the lowest naked car price (578000 yuan) and the white body color that does not have to increase the price, but the standard version of 19-inch wheels, Xiaotong does have some cheap feeling, and finally chose the 20-inch wheels of 42600 yuan. Southern owners do not have to consider winter wheels and tire kits, and can just skip them.

The LED main headlights with upgraded Porsche dynamic lighting system cost 5600 yuan. The trim, accessories, car logo and so on around the car body can be added, as long as there is a Porsche logo on it. It is not that Xiaotong does not want to choose the black "PORSCHE" car logo worth 5700 yuan, but removes the model mark and goes directly to a treasure to buy more cost-effective.

But the roof without skylight and luggage rack is too bald. Xiaotong chooses a black (highlight) painted roof luggage track worth 4300 yuan, and the visual effect of the double exhaust pipe is more athletic, which is worth 29700 yuan.

So far, the out-of-car configuration has cost 76600 yuan.

Looking at the interior, the car also chose standard black without price increase. In order to improve its style, Xiaotong chose brushed aluminum alloy interior components worth 5700 yuan, agate gray seat belt worth 5400 yuan, carbon fiber interior decoration worth 16200 yuan, and black / Bordeaux red expanded leather components worth 44500 yuan.

It is worth saying that after choosing extended leather components, you must be equipped with a 11900 yuan front seat with comfort memory function components (14-way electric adjustment), or a front row adaptive sports seat worth 15700 yuan. From the perspective of performance-to-price ratio, Xiaotong decisively chose the former.

The seat ventilation function of 11200 yuan is strongly recommended by car owners in the south of China. In order to improve the ride comfort, the heated multi-function GT sports steering wheel worth 6700 yuan, the electric steering column worth 2400 yuan, the mechanical sunshade curtain of the rear window worth 3200 yuan, and the BOSE surround sound system worth 14600 yuan were selected.

In addition, the auxiliary system and air suspension also need to be increased, and Xiaotong directly filled this part of the configuration at a total cost of 36600 yuan.

At this point, the Porsche Macan with a naked car price of 578000 yuan can only be bought at an additional cost of 211200 yuan.

The price of nearly 800000 yuan, users directly consider the BMW X3 top matching, and more than 200,000 matching fees, you can buy an entry-level luxury car …...

The smart one might ask, "can I just pick up the car at the price of the naked car?" "

In theory, there is no problem, but the configuration is indeed much worse than the same class of BBA models, the car experience plummeted, even if you don't care about it, according to a blogger, "just don't sell"!

Therefore, the vast majority of users who choose Porsche have high enough recognition of the brand that they think it is worth spending hundreds of thousands more on matching.

Obviously, this part of the users will not be many in the Chinese market, and it is almost impossible for the annual sales of a single model to exceed 100000. Even if it is cheaper than 100, 000 yuan after localization, it does not have much performance-to-price advantage compared with the same level of BBA.

Consumers who have no principal but like Porsche products, such as Xiaotong, are more likely to buy Porsche used cars, and this part of the sales figures are not included in the official sales figures.

The second-hand car market and other luxury brands have a great impact on Porsche. According to the "Research report on the value retention rate of Chinese cars in October 2023" released by the China Automobile Circulation Association, the value preservation rate of luxury cars increased in October. Porsche's three-year-old value preservation rate in October was as high as 82.5%, ranking first in the luxury brand camp, and the three-year preservation rate of its Macan was as high as 75.96%.

You know, the preservation rate is calculated by the trading price of used cars / the guidance price of new cars. In other words, the trading price of used cars after three years of Porsche Macan entry is about 440000 yuan. You may even buy a Porsche Macan with an additional price of 200000 yuan.

It's not that you can't afford a new car, but that a used car is more cost-effective.

Of course, the growth rate of Porsche in the Chinese market is too slow, mainly because the competition in the domestic luxury car market is too fierce, especially the new power brands based on Weilai and ideals have taken away many customers from the traditional luxury car market.

It is not difficult to find that users who can choose new Porsche cars can fully afford the top configuration of most of the new energy vehicles made in China. But in contrast, 40-500000 yuan of domestic new energy vehicles, not only the use of materials and intelligent configuration is good enough, but also more cost-effective, car maintenance cost is also low.

Without the influence of the Porsche brand, they are more likely to choose domestic new energy vehicles that better meet the needs of transportation and families.

This is not difficult to explain why Porsche sales began to decline, and only in the Chinese market.

Such is the tone of the brand, as Michael Kirsch said, Porsche will now pay more attention to the personalized needs of users.

You can say that Porsche is arrogant and inflexible, but Porsche needs to pay more attention to its image than sales.

This article comes from the official account of Wechat: ID:dianchetong233. The author: Eagle.

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