Porsche is a 91-year-old German luxury car brand that is part of the Volkswagen Group. It is famous for producing high-performance sports cars, and is one of the world's top three sports car manufacturers along with Ferrari and Lotus, and its main products include models such as Panamera and Cayenne.
The founder of Porsche is Ferdinand Porsche, he is a legend in history, he has many innovations and inventions in automotive technology, such as the earliest in-wheel motor, the first four-wheel drive electric car "Lohner Porsche" (also the first car named after Porsche, is the prototype of modern new energy vehicles), the first extended-range electric car "mixte-wagen", etc.
At the beginning of the 30s, he and his son Ferry Porsche founded the company "Porsche GmbH" in Stuttgart and began to develop the "national sedan", which later became the Volkswagen. It took them four years to create the Beetle, a very successful and legendary model that sold more than 21.5 million units from its birth until it was discontinued in 2019, making it one of the world's best-selling single models.
In 1948, Ferry Porsche designed the "Porsche 356" based on the Beetle and the Cistitalia 360. It was the first sports car to bear the Porsche name, and it had a compact and lightweight body, equipped with a 1The 1-liter horizontally opposed four-cylinder air-cooled engine and four-speed gearbox can reach a top speed of 140 km/h. The car was well received upon its launch and has achieved many great results in motor racing, earning it the reputation of "King of Sports Cars".
The birth of the "Porsche 911" has established Porsche in the automotive industry. This was the first time that a horizontally opposed six-cylinder engine was installed at the rear of the car, a feature that has remained in place to this day, while retaining the classic frog-eye headlights and sleek curved shape.
Ten years ago, Porsche was acquired by Volkswagen and became the group's "cash cow". Last year, for example, Porsche sold a total of 30190,000 new vehicles, revenue of 33.1 billion euros (about 230 billion yuan), sales profit of 5.3 billion euros, an increase of 15% and 27% year-on-year, respectively.
By comparison, the Volkswagen Group sold a total of 8.88 million vehicles, with revenues of 250.2 billion euros and operating profits of 19.3 billion euros. That is, Porsche only used 34% of sales contributed 27% of profits. Its profit margin is as high as 165%, much higher than Volkswagen Passenger Car (3.).3%), Audi (105%), Skoda (61%) and other brands.
It is worth mentioning that China has been Porsche's largest single market for seven consecutive years, contributing 30% of revenue. Last year, Porsche sold a total of 950,000 units, up 8% year-on-year. In other words, for every three Porsche sold worldwide, one is sold to a customer in China. It is reported that the average age of Porsche customers in China is 35 years old, and the gender ratio is 1:1, of which female customers are mainly between 32 and 35 years old.
According to the August 2022 China Automobile Retention Rate Research Report, Porsche won the first place with a three-year residual value rate of 90%, and is still the leader in the value retention rate of luxury brands. In China, the most popular model is the Cayenne, which is the largest single selling SUV of Porsche in ChinaThe second is the guide price range at 9730,000-247The 60,000-yuan sedan Paramela delivered a total of 9,439 units in the first half of the year, an increase of 25% year-on-year.
Despite the impressive results, Porsche also faced some challenges, one of which was the slow pace of electrification, which also raised many questions, and Porsche's first all-electric model, the Taycan, was not launched until September 2019. Last year, Porsche's electric vehicle sales accounted for less than 14 percent, and in the Chinese market only 7.7 percent6%。More worryingly, Taycan also has frequent spontaneous combustion incidents.
Porsche plans to launch its second all-electric car next year: the all-electric Macan. It electrifies Porsche's most popular model and hopes to continue the success of the Macan combustion engine vehicle. However, according to sources, due to the lag in the software development schedule of the Volkswagen Group, the launch time may have to be postponed to 2024.
Porsche's plan is to make 50 percent of Porsche's new energy models sell by 2025 and 80 percent by 2030. According to CEO Blume, the company will be able to achieve 50 percent of its target by electrifying the 911 and 718 models. But whether this is really feasible depends on the test of time.