The battle between the Porsche Cayenne and Range Rover Sport has recently taken a new turn. Let's take a look at the recent November million-dollar luxury car sales data released by a car blogger.
According to the data, the Range Rover Sport sold a total of 839 vehicles in November, a year-on-year increase of 356%, and a total of 7,208 vehicles were sold in the first 11 months of this year, a year-on-year increase of 75%。Although the Cayenne sold more overall sales in November than the Range Rover Sport, his month-on-month growth was only 208%, the first 11 months of year-on-year growth was still negative, negative 138%。
At the same time, in the million-dollar luxury car camp, the Land Rover Defender and Range Rover are also very powerful, with a year-on-year increase of 75 in November9% and 956%, while the Porsche camp, Paramela negative growth of 9 percent in November compared to the same period last year2%。
On the whole, the Land Rover team is represented by the transportation and shows a thriving trend as a whole, while the Porsche team is represented by the Cayenne, but it is showing a downward trend. And, the Porsche descended very quickly.
In 2022, Porsche's sales in China fell by 2By 5%, in the third quarter of 2023, Porsche's sales decline in the Chinese market has expanded to 4%.
Why is it that the Porsche Cayenne, which was very popular in the Chinese market, is now "falling endlessly", while the Range Rover Sport has achieved a counterattack and ushered in a highlight moment?
A new view of luxury car consumption is emerging
Porsche entered the Chinese market in 2001 and has been singing all the way in the Chinese market. Since 2015, China has been Porsche's largest market in the world.
The long-term popularity of Chinese consumers has boosted Porsche's confidence, and its products, including the best-selling Cayenne, have been sold at high premiums. Porsche's car is a good car, but it is very cost-effective in the Chinese market. After all, it is a luxury brand product, and the high premium can also be accepted by consumers in a specific period.
Porsche's best sales in China were in the years after 2015, when the economy was improving and China's new energy luxury products were not yet mature.
But now, it doesn't seem to work. With the rise of China's new energy industry, China's auto industry has accelerated involution, and the competition is extremely fierce. Combined with the economic downturn, consumers have re-established a new set of consumption concepts: they care more about buying a good car with great value for money, rather than buying a car that is ridiculed as "stupid people have a lot of money".
This consumption concept has gradually affected high-net-worth individuals. So we've seen a lot of deals on Porsche products recently, including the Cayenne.
Porsche seems to be returning to rationality and returning to its true range. But the general trend of consumption is gone, and it is difficult to retain users. This, combined with last year's differential treatment of Chinese consumers, further undermined Porsche's brand favorability. Cayenne, which has always been a hot seller, was the first to suffer.
Everything has a development cycle. I have to admit that the era that belongs to Cayenne and Porsche has already shown signs of decline.
The sincerity of the transportation and the strength of the product are obvious to all
Judging from the overall trend, the luxury car market this year is actually the best most of the time. According to the statistics of the Passenger Car Association, the market share of luxury cars from January to November 2023 accounted for 13% of the total market share8%, compared to 13 for the same period in 20223%。The overall market **, Cayenne sales are declining, so who will undertake this part of its market demand?
In the million-class luxury SUV, it's clear that the opportunity for Range Rover Sport has come. Range Rover Sport is priced slightly higher than the Porsche Cayenne, but it's a proper entry-level standard with plenty of equipment.
We compared the Range Rover Sport 2024 30 L6 S and Cayenne 2024 Model 30t, after analysis, it is found that the former is much richer than the latter.
For example, lane departure warning system, reversing side warning, DOW door opening warning, in addition, the transportation is also standard with merging assist, lane keeping assist, fatigue driving prompt, road traffic sign recognition, 360-degree panoramic image, ** differential locking function, etc., all of which are equipped on the transportation, but none on the Cayenne.
While it is said that high-net-worth individuals are not bad for money, who doesn't want to get more for less?Rich people are not stupid. The all-terrain features on the Range Rover Sport are not just for off-road use, they can even be life-saving when necessary.
Recently, there has been heavy snowfall in the north, and many people have reported that it is not safe to travel by car. But if you're driving a truck, you feel safe. Because it is equipped with the second-generation intelligent all-terrain feedback adaptation system, it can provide snow mode selection to prevent skidding and other unexpected situations. In addition, the Lanyun is also equipped with an active electronic differential lock, an intelligent four-wheel drive system, larger-diameter tires, and an all-round body imaging system, all of which can play a role in complex and changeable snow scenes.
This is not what Lanyun advertises itself, but has been verified by many users and repeated experiments. In heavy snowfall, we can often brush up on the Arctic Snow Rush to help other vehicles get out of trouble**, and the Arctic snow version of the "Silverstone", the Alpine downhill track and the Karanukar Dam in Iceland have been used to complete difficult driving on these difficult wet roads.
The sincerity and strength of Range Rover Sport's participation in the market competition is obvious to all, and it will surely shine in this new wave of million-dollar luxury car consumer market.
At the end of this month, Lanyun will hold a "Snow Racing Tour" in Zhangjiakou Taiwu Ski Town, bringing a thrilling snow driving trip to car owners. If you are also interested in the tour, you may wish to pay attention to this activity and feel the charm of the snow.