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A few days ago, Germany's Porsche announced sales in 2022. According to the data, the global delivery volume of Porsche in 2022 was 309884 vehicles, an increase of 2.6% over the same period last year, of which the total delivery volume in China was 93286 vehicles. Although it has been the largest single market in the world for eight consecutive years, it is the only market in the world that has declined, down 2.5% from a year earlier.

Data show that Porsche entered the Chinese market in 2001 and became the largest single market in the world in 2015, refreshing its sales performance in China for 20 consecutive years and reaching an all-time high in 2021. Relevant data show that Porsche's sales in China from 2004 to 2021 were 386,856, 2305, 4179, 8371, 9090, 14800, 24300, 31200, 37400, 46900, 58000, 65200, 71,500, 80,100, 86,800, 89,900 and 95,700 respectively. In other words, 2022 is Porsche's first decline in nearly 20 years.

In other markets, the European market (excluding Germany) delivered 62685 new cars throughout the year, up 7.0 per cent from 58576 in 2021. Germany is Europe's largest market, delivering 28565 new cars in 2022, up 3.3 per cent from a year earlier. In addition, Porsche delivered 79260 new cars in the North American market, roughly the same as the 79166 in 2021.

The Chinese market is Porsche's largest single market in the world, but it is the only one in the world that has declined, which also has a direct impact on Porsche's global sales performance. Detlev von Platen, a member of Porsche's sales and marketing executive committee, said: "the war in Ukraine, supply chain disruptions and the ongoing semiconductor crisis have created many challenges that pose great challenges for us."

In terms of specific models, the Cayenne is the most popular model of Porsche, delivering 95604 new cars worldwide in 2022, followed by the Macan with 86724 deliveries. 40410 vehicles were delivered on 9 / 11 and 34142 new cars were delivered by Panamera. In addition, the Taycan delivery volume of pure electric vehicles was 34801, down 16% from the same period last year.

Porsche was not very calm in China in 2022, and the "lack of electric steering column" put Porsche under the pressure of public opinion. According to the China Consumer Daily (sponsored by the State Administration of Market Supervision and Administration and sponsored by the China Consumer Association), in the context of the continuing shortage of chips, in order to avoid slow delivery, many car companies have proposed solutions for the delivery of semi-finished products, that is, consumers pick up the car first, followed by car companies to refill the corresponding accessories, and Porsche also adopts this method. According to consumer feedback, some car owners in the purchase of the standard electric steering column, due to a shortage of chips temporarily replaced with manual steering column, Porsche promised to be reinstalled free of charge. However, after months of long waiting, consumers were told by Porsche that the electric steering column would no longer be replaced, but would compensate 2300 yuan in vouchers and could only be spent at Porsche 4S stores. The compensation program caused consumer dissatisfaction and complained about the protection of rights one after another.

On May 18, Porsche China released "Porsche's solution to the problem of steering column electric regulation function": Porsche will fulfill its promise to restore the steering column electric regulation function to customers who have previously promised to restore the steering column electric regulation function. Free of charge to provide related functions to restore services. It is initially expected that the service will be launched in batches from the third quarter of 2022. For customers who do not restore the relevant functions in the end, a compensation scheme with a uniform amount will be provided. In addition, Porsche will offer an one-year extended warranty for all affected customers to apologize. Although the incident was eventually quieted down, it also directly affected the trust of Chinese consumers in the Porsche brand.

In addition, "Automotive Industry concern" learned from the circle of car friends that Porsche still has a certain discount range in the end market. Take the entry-level Porsche Macan as an example, the price of a naked car can basically be reduced to about 500000 yuan, plus various configurations, the final landing may be between 60-700000 yuan. Compared with the previous price of more than 800000 yuan, the price discount range of Porsche Macan is not small.

On September 29, German luxury car brand Porsche officially went public on the Frankfurt Stock Exchange under the symbol P911, with an opening price of 83.10 euros. It rose to 86.78 euros in intraday trading and finally closed at 82.58 euros per share, down 1.69% from the opening price. It is understood that this is the third ultra-luxury brand to land in the capital market after Ferrari and Aston Martin. It is the second largest IPO in German history and the third largest IPO in European history. According to the latest market capitalization list, Porsche has a market capitalization of $101.6 billion, second only to Tesla, Toyota and BYD, making it the fourth largest automaker in the world by market capitalization.

At present, China has become the world's largest automobile market, but also the world's largest new energy vehicle market, is the top priority of the global automobile brand layout. Relatively speaking, Musk has the deepest understanding of this sentence. Musk not only attaches importance to the Chinese market, but also directly builds a Tesla factory in Shanghai, which is also a key factor in Tesla's rapid development.

Next, the next trump card in luxury car competition will be new energy vehicles, especially those who attach importance to the electric car market will take the initiative. Porsche mentioned that the goal is that by 2025, more than 50% of new cars delivered will be electric vehicles; by 2030, more than 80% of new cars delivered will be pure electric vehicles. It is understood that the 2023 Panamera may usher in a replacement, the Macan will usher in a pure electric version, and in 2024 718 will also be replaced, which is also a pure electric version.

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