AutoBeta(AutoBeta.net)06/17 Report--

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Porsche has maintained a sustained high-speed growth in China over the past 10 years due to the rise of demand in the SUV market, but due to the gradual saturation of the market and the economic downturn and other reasons, Porsche sales are also slowly showing a decline and product quality problems.

Porsche (China) Automobile sales Co., Ltd. said it has filed a recall plan with the State Administration of Market Supervision and Administration: from October 7, 2019, some imported 2011-2016 Panamera (Panamera) series cars produced between November 1, 2010 and September 13, 2016 will be recalled, totaling 42070.

According to conservative estimates, Porsche has recalled more than 110000 vehicles in five months since December 21, 2018. It should be pointed out that Porsche delivered a total of 80100 new cars in the Chinese market. This means that Porsche's half-year recall far exceeds its sales in China for the whole of 2018. Porsche issued three recalls in the first quarter of this year, recalling 65 vehicles, 21242 vehicles and 728 vehicles respectively.

The recalled Panamera accounts for a small proportion of Porsche's sales, but it also sold more than 6000 vehicles last year. According to the announcement, "due to the lack of tightness of the air conditioning blower regulator control unit, moisture in the air may seep into the control unit. When the amount of moisture condensed into water droplets reaches a certain extent, it may lead to internal failure and short circuit in the control unit. In extreme cases, the risk of fire can not be ruled out, and there are safety risks." Since then, Porsche has launched the Panamera recall again.

As one of the most profitable car brands in the world, Porsche's sales profit margin can be said to be the envy of other car companies. According to the data, in fiscal 2018, Porsche Group's revenue reached 25.784 billion euros, an increase of 10% over 2017; its operating profit reached 4.289 billion euros, an increase of 4.6% over 2017; and its profit margin reached 16.6%, exceeding the previously planned target of 15%.

However, due to the influence of Germany's "emission gate", the prosecutor's office in Stuttgart, Germany, announced a sky-high fine of 535 million euros (4.1 billion yuan) on Porsche on May 7, 2019. There are also a series of problems such as quality reduction, compulsory charges and emissions fraud. Porsche sold 16900 new cars in China in the first quarter of 2019, down 10 per cent from a year earlier.

Under the background that the whole automobile industry is facing transformation and increasing investment, in order to maintain a high sales profit margin, Porsche must maintain stable sales and earnings in every market in China, Germany and the United States. however, the frequent quality problems of Porsche models and the low level of after-sales service have seriously affected Porsche's overall sales.

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