Porsche delivered 95,671 units in 2021, China has become the world’s largest single market for 7 consecutive years

Bitauto News? Recently, Porsche China announced the company’s performance results over the past year. In 2021, China became the world’s largest single market for Porsche with a delivery volume of 95,671 new cars for the seventh consecutive year. The diversified dealer network has been gradually upgraded and expanded, and businesses such as financial services, second-hand cars, and online retail have all achieved considerable development. The electrification strategy is in full swing, and digitalization, innovation and sustainability have become important focuses for Porsche to build its core competitiveness in the future.

“In 2021, under the influence of many uncertain factors such as the global COVID-19 epidemic and chip supply shortages, Porsche will successfully conclude the brand’s 20th anniversary in mainland China with a new record year. We are very happy. I am pleased to have made history again, and I am proud of the many milestone breakthroughs achieved in the past year,” said Dr.-Ing. Jens Puttfarcken, President and CEO of Porsche China. "Porsche has entered the fast lane of electrification. We will make every effort to promote transformation, accelerate the localization layout in the digital and intelligent field, and lead the new era of exclusive sports travel with electrified models with great emotional appeal."

Products that strive for progress while maintaining stability. Multi-dimensional and high-quality business development

In 2021, Porsche delivered 95,671 new cars in the Chinese market, a year-on-year increase of 8%. The continuously iterative and optimized product lineup is the source of steady performance growth. Among them, SUV models continue to be the best-selling models in the Chinese market. The sales performance of the mid-to-large luxury SUV Cayenne and the fashion pioneer Macan are neck-and-neck. The market demand for the luxury sedan Panamera remains strong, with new car deliveries increasing by 26% year-on-year. Sales in the Chinese market account for more than half of the total global Panamera sales.

At the end of last year, five platinum new cars based on the three power versions of the Panamera were officially released to further meet the expectations of Chinese consumers. It is particularly worth mentioning that the influence of two-door sports cars among young consumer groups is also increasing day by day. The legendary sports car 911 increased by 67% year-on-year, achieving high-level double-digit growth for two consecutive years.

The mid-engine sports car 718 continued its leadership in the market segment with a market share of 74%. In addition, Porsche's first pure electric sports car Taycan has continued to receive positive feedback from the market since its release. Four derivative models have been launched in China and set a delivery record of 7,315 units in 2021.

Porsche’s diversified dealer network continues to expand. As of the end of last year, Porsche had 140 sales outlets in China, including 6 new ones in 2021. The Guangzhou Baiyun Porsche Center opened at the end of last year as Asia's first new concept store under the "Region Plan". It is expected that by the end of 2022, the "Region Plan" will be extended to 20% of Porsche centers.

In addition, Porsche China is also deeply involved in financial business and second-hand car business, making dream cars within reach: the number of Porsche financial service contracts signed will exceed 47,000 in 2021, a year-on-year increase of 16%, and the penetration rate of the financial services market More than 50%, an increase of 3 percentage points compared with 2020; the transaction volume of Porsche-approved second-hand cars reached 7,501 units, a year-on-year increase of 54%, equivalent to 6 times that of 2016. Among them, 2,314 used cars were purchased online, accounting for more than 30% of the total retail sales.

Porsche is not only committed to realizing customers’ sports car dreams, but also further extending its reach into diversified business areas. In January last year, Porsche China's digital department became an independently operated company - Porsche (Shanghai) Digital Technology Co., Ltd., marking an important milestone in the brand's digital ecosystem construction in China. Porsche Asia Pacific Racing Trading (Shanghai) Co., Ltd. was also officially established in the middle of last year, striving to provide more convenience for Chinese racing customers to purchase cars and promote the vigorous development of local racing sports culture.

Porsche has won the trust of countless consumers with its professional and reliable products and service quality, and has also received authoritative industry certifications many times. In the research report of J.D. Power (Jundi), the world's leading consumer insight and market research institution, Porsche has won the "2021 China New Car Quality Study (IQS) SM" and "2021 China Vehicle Dependability Study (VDS) SM". As well as three brand-level champions in the "2021 China Automotive Product Attractiveness Index (APEAL) SM". At the same time, the Porsche Cayenne topped the reliability list in the "Large Luxury SUV" segment, and the Porsche Macan won the Charisma Index title in the "Mid-size Luxury SUV" segment for the fifth consecutive year.

Baige Yinhang is making every effort to accelerate the electrification process

Faced with the structural changes in the global automobile industry, Porsche is fully accelerating the electrification process around products and vehicle ecology, and using its unique brand positioning Create an exclusive sports car full of emotional appeal and provide Chinese consumers with a wealth of electric travel options.

Currently, Porsche has introduced 16 pure electric and plug-in hybrid models to China. In 2021, Porsche’s electrified models accounted for 18% of new car deliveries, an increase of 8 compared with the previous year. percentage points, ranking first among traditional luxury car brands.

The Porsche Taycan, with its powerful performance and excellent design, has helped the brand successfully expand its customer base. 72% of Taycan users are first-time buyers of Porsche models, and they generally have higher income and educational background.

While consolidating its product offensive, Porsche is also accelerating the construction of a customer-friendly electric vehicle through fast and safe super charging technology, a reliable and convenient charging network, and thoughtful intelligent services throughout the entire driving experience. ecology.

In 2021, Porsche will continue to expand its charging network including home charging, exclusive charging, third-party charging, and destination charging to further meet the multi-scenario charging needs of electric vehicle users.

In addition, Porsche is also working with its partners to strengthen the construction of service networks and optimize the organizational structure to deepen the electric travel strategy. For example, it conducts system talent training within the company and at dealer terminals, and establishes product management departments. In 2022, with the entry into operation of Porsche's R&D China branch, the brand's electrification transformation will receive more help.

Riding on the momentum and deeply embracing China’s innovation ecosystem

Under the wave of digitalization and intelligence in the automotive industry, the Chinese market has become the forefront of many car companies’ efforts. Porsche actively embraces change, integrates more deeply into Chinese society, focuses on digitalization, innovation and sustainability, and builds and enjoys a new mobility ecology. In terms of digitalization, Porsche further caters to market trends and accelerates the development of localized solutions in the three major action areas of "product and service experience", "enterprise and dealer management", and "market and after-sales model".

Last year, the Porsche China WeChat service account continued to be optimized, and now has more than 100,000 registered users; POS (Ruida Retail System) and DSS (Ruixiang Service System) have been launched one after another, providing dealer terminals with Digital transformation has brought about huge improvements; online sales business has expanded rapidly. By the end of last year, the number of registered users who approved the Yishouche Mini Program had reached nearly 1 million, and its business accounted for 30% of the overall business, effectively boosting Porsche's "omni-channel development" "Achievement of strategic goals. Starting in 2022, the platform will officially open online ordering for new cars, taking Porsche a step further in e-commerce.

Innovation is an integral part of Porsche’s DNA, covering a wide range of areas from customers, products, company to sustainable development, and even other areas beyond mobility. In addition, Porsche also pays close attention to domestic start-ups and innovation directions and uses them as market sensors to discover new technologies and trends.

In 2021, Porsche Ventures will deepen its presence in the fields of virtual digital people and 3D printing in China, and strategically invest in many venture capital companies and start-ups such as iMaker and INTAMSYS. company.

As a pioneer in the field of sustainability, Porsche uses ESG (Environment, Social Ethics, Governance) as its guiding principles and framework, and is committed to achieving full price by 2030