Shanghai. On March 12, Porsche China announced the company’s performance results for the past year for the first time in the form of online live broadcast: In 2019, Porsche China delivered 86,752 new cars throughout the year, an increase of 8% year-on-year, accounting for 31% of Porsche’s global sales. It has become the largest single market for Porsche in the world for the fifth consecutive year. In addition to the record high new car deliveries, many businesses of Porsche China are also making steady progress: the number of Porsche financial service contracts signed reached 33,519, a year-on-year increase of 23%, and the financial service market penetration rate reached 40%, an increase of 5 percentage points from last year ; The transaction volume of Porsche-approved pre-owned cars reached 3,446 units, a year-on-year increase of 20%; with the increasing individualized needs of consumers, the optional accessories business continued to grow. In 2019, the average demand for optional accessories per Porsche increased by 17% compared with last year .
“2019 is a crucial year for Porsche China. We are very pleased to bid farewell to 2019 with such good results, and we are also proud of the many milestones achieved in the past year.” President and CEO of Porsche China Dr. Yan Boyu (Dr. -Ing. Jens Puttfarcken) said. “At the beginning of this year, the sudden outbreak of the new crown pneumonia epidemic brought severe challenges to China and the world, which also prompted us to adopt a variety of innovative ways to communicate with consumers and the public. An attempt. In the face of the epidemic, our focus is to reassure consumers, give confidence to dealers, and protect our employees. We hope that after the test of the epidemic, the Chinese economy and Porsche China will be more resilient and Steady and long-term, continue to achieve high-quality development.”
Provide products that exceed expectations with an aggressive attitude
The continuous evolution and innovation of the product lineup is the main driving force behind the steady growth of Porsche China in 2019. At the end of 2019, the eighth-generation 911 model will be delivered to the store. The legendary sports car 911 is at the heart of the Porsche brand and has the highest proportion of custom-made vehicles in the entire product lineup. The 718 mid-engine sports car with Porsche’s pure sports genes is deeply loved by young consumers. The average age of its owners is 32 years old, making it the youngest owner group in the entire series. In 2019, the 10th anniversary of the launch of the luxury sedan Panamera series, China continues to be the largest market for Panamera in the world, accounting for 40% of the global market share. The luxury SUV Cayenne family ushered in the launch of a new member, the Cayenne Coupé, in China last summer, helping Cayenne grow steadily and continue to be one of the best-selling models in the Chinese market. In addition, the fashion pioneer Macan grew by 26% year-on-year in 2019, becoming the best-selling model in China.
In 2019, Porsche’s first pure electric sports car, the Taycan, ushered in its world premiere, marking the start of Porsche’s pure electric future for sports cars. Now it has launched three models: Taycan Turbo S, Taycan Turbo and Taycan 4S. In addition, the seven plug-in hybrid models on sale in the Cayenne and Panamera car series further interpret the high-efficiency power of Porsche E-drive, and the sales volume jumped to 10%.
Forward-looking attitude, to create the best service and experience
In 2019, Porsche China’s three-dimensional sales network continued to meet the changing needs of customers. As of the end of 2019, Porsche had 123 sales outlets in China, of which 9 were added in 2019. In addition to Porsche Center, Porsche e-Sharing Space, Porsche Ultimate Experience-Sales Experience Store, and Porsche City Service Center, Porsche China’s first Destination Porsche pilot project—Hangzhou Binjiang Store has been upgraded and will open to the public soon. This brand new The retail concept of “community experience” will play an important role in the future sales network.
Pure brand experience——Porsche driving experience, travel experience, track experience and driving through the wind and snow will continue to strengthen the emotional connection with consumers and sports car enthusiasts. The first Porsche Experience Center in Asia has made consumers and sports car dreams no longer out of reach. In 2019, it attracted more than 8,000 car owners and fans to participate in driving experience activities. In addition, the Porsche fan community is growing by the day. The Porsche Owners Club China, established in April 2017, has now become the fourth largest Porsche owner club in the world, and has established six regional clubs in mainland China.
At the same time, the passionate racing activities continue to help the cultivation of Porsche sports car culture. In 2019, Porsche introduced the 15-year-old Porsche Sports Cup to China, becoming a carnival for Porsche fans and racing drivers. In 2020, it will expand to four regions; in addition, the Porsche Carrera Cup Asia has been held for 17 years. , has become the top single-model event in the Asia-Pacific region, and its influence is expanding day by day.
Actively practice corporate social responsibility with a pious attitude
In 2019, Porsche China’s three major corporate social responsibility issues continued to deepen the construction of “Yi Cai Xin” corporate social responsibility. By the end of 2019, the first batch of six dealer projects supported by the “Porsche China Dealer Corporate Social Responsibility Fund” have all been implemented, benefiting Shanghai, Ningxia, Shaanxi, Jiangsu, Henan, Sichuan and other provinces and cities, about 15,000 People will benefit, and the greenery will cover about 200 mu of sandy land. With the continuous development of the Young Artists Cultivation Program, Porsche’s “Chinese Young Artists Biennial Selection” and “Porsche Research Scholarship” have helped a group of young artistic talents from society and institutions to bloom their artistic power. The scope of cooperation with Tongji University has been further expanded in the past year. Whether it is academic cooperation on intelligent driving cars or providing support for the Tongji University tram team participating in the Student Formula, both parties have benefited A lot.
In addition, during the COVID-19 outbreak in early 2020, Porsche China continued to actively fulfill its corporate social responsibility and donated RMB 5 million to provide humanitarian assistance to front-line medical staff, volunteers and their families; A series of measures by partners and car owners have contributed to the fight against the epidemic.
Open a new chapter in China with a renewed attitude
In May 2019, Porsche moved its China headquarters and several subsidiaries to Shanghai Lujiazui Financial Plaza. This is the fourth office of Porsche since it entered China, witnessing its 19 years of development in China. The new design concept SPACE, namely: Intelligence, Enthusiasm, Attraction, Cooperation and Participation, aims to promote collaboration and innovation among teams and stimulate employees’ potential. This brand-new office is also the only Porsche office in the world that has received Gold WELL certification.
The future-oriented diversified workforce has become the source of Porsche’s continuous self-improvement in its development in China. As of the end of 2019, Porsche had 394 employees in China. With its outstanding performance in corporate culture, talent strategy and manpower planning, Porsche China won the title of “Top Employers in China 2020”.
Accelerate the transformation of digitalization, electrification and interconnection with the posture of the future
2019 is a year for Porsche China to fully enter the fast lane of innovation. In March last year, the Porsche China Digital Business Department was officially established, and successively set up offices in Shanghai and Beijing, focusing on digital solutions for customers and internal enterprises, and creating a new Porsche community digital experience suitable for China’s national conditions. At the end of 2019, the “Porsche China Service Account” was officially launched on the WeChat platform, dedicated to providing customers with personalized online services. In 2020, Porsche China will also launch an official APP (app) to gradually provide customers with intelligent services and personalized experience. As an important partner of Porsche China, the digital transformation of dealer terminals is also one of the important topics. The digital business department will work with relevant business departments to further provide digital solutions to help dealers improve sales processes and enhance customers’ in-store digital experience. In the future, Porsche China will also make breakthroughs in new sales models.
In April 2020, Taycan will officially enter China. Porsche China is making every effort to create a car experience in the electrified era around Taycan, integrating excellent driving pleasure, reliable and convenient charging facilities, pioneering connections and smart applications, and setting a benchmark for sports cars in the electric era. .
“The Chinese market is changing from following global development trends to leading global development trends, especially in terms of digitalization and electrification,” said Dr. Yan Boyu. “China is currently the largest single sales market for Porsche in the world. In the future, our goal is to become an important innovation engine in the world and work with Chinese society to build a sustainable mobility future.”
