AutoBeta(AutoBeta.net)10/25 Report--

On October 25th, the price of # Porsche fell below 400000 # and the topic broke into Weibo's hot search list.

According to several media reports, Shenzhen dealers currently offer a naked car price of less than 400000 yuan for the Macan. Take the 2024 Macan 2.0T as an example, the manufacturer's guiding price is 578000, while the local dealer offers a minimum naked car price of 358000 yuan, equivalent to a 40% discount.

It is understood that at present, Porsche Macan offers a total of 4 models, with a price range of 578000-858000 yuan, while Shenzhen dealers quote 358000-618000 yuan, which the dealer said is a time-limited promotion. However, the sharp price reduction is not limited to the Porsche Macan.

Up to now, Porsche's models on sale in China include Panamera, 718, Macan, Cayenne and 911 fuel cars, as well as Taycan and Macan EV trams. Reported that, in addition to Porsche Macan price reduction, including Taycan, Panamera and other models also participate in price reduction promotion. At present, the price of Taycan is 898000-1.998 million yuan, and the price quoted by Shenzhen dealers is 58.82-1.735 million yuan. Among them, the price of the 2024 Taycan 4 Cross Turismo is 1.008 million yuan, and the lowest quotation from Shenzhen dealers is 745000 yuan. In addition, the price of the Panamera model is 998000-2.476 million yuan, and the dealer quotation is 63-2.028 million yuan. Among them, the price of the 2024 Panamera 2.9T is 1.138 million yuan, and the lowest quotation from the dealer is 896000 yuan.

Industry insiders believe that Porsche's price hit a new low below 400000 or has something to do with its current difficult life in China. As early as May this year, due to the sharp drop in Porsche sales, the pure streetcar Taycan could not be sold. In order to alleviate the financial pressure, many dealers were forced to sell at a loss. Porsche China chose to press the warehouse to complete the sales task, resulting in great financial pressure on dealers, which intensified the contradiction. As a result, Porsche dealers in China launched a collective protest and boycott. At that time, Porsche China responded: "the current automotive industry is undergoing unprecedented changes, Porsche China and dealers are facing a number of complex problems, opportunities and challenges coexist."

Porsche entered the Chinese market in 2001 and has become the world's largest single market since 2015, making it the largest single market in the world for 20 years in a row. However, Porsche's sales in China have declined significantly since 2022, with total deliveries of 93286 and 320221 vehicles respectively from 2022 to 2023, down 2.5 per cent and 15 per cent respectively from a year earlier. Sales have also failed to stop falling since 2024. On October 11th Porsche released sales figures for the first three quarters of 2024. Porsche sold 226026 vehicles worldwide in the first three quarters, down 7 per cent from a year earlier, according to the data. Among them, the Chinese market fell particularly sharply, falling 29 per cent year-on-year to 43280 vehicles, the only market with a decline of more than double digits. Porsche said the decline in sales in China was mainly due to continued tight price competition and Porsche's focus on value-oriented sales.

As one of the representatives of traditional luxury brands, Porsche's brand heritage is incomparable to many automobile brands at present, and it was indeed one of the most profitable car companies in the automobile industry in the past, but with the transformation of automobile electrification and the reform of the car market, Porsche, which has a slow transformation, began to lag behind in the Chinese market, especially under the background that Chinese new energy car brands began to attack the luxury market. Porsche's market share in China is also gradually being grabbed.

At present, Porsche's products in China are still dominated by fuel vehicles, but in the face of more and more new car-building forces in the field of high-end electric vehicles, Porsche must make a breakthrough in electric vehicles if it wants to maintain its pioneering position in the industry. according to the plan, by 2025, Porsche new energy models will account for half of the total sales; by 2030, the proportion of pure electric models will reach more than 80%. But judging from Porsche's current product matrix, it is not easy for Porsche to achieve this goal, and as 2025 is getting closer and closer, time is running out for Porsche to make changes.

According to the latest report, Porsche is carrying out a large-scale expansion of its R & D team in China, which Porsche hopes to make up for intelligent R & D capabilities such as intelligent cockpit and ADAS advanced auxiliary driving.

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