[Aika Auto Company News Original]
On 22 February, Porsche China held the 2022 annual media communication meeting using a combination of online and offline methods, at which Porsche announced the results of the previous year's achievements and future plans. After the meeting, the senior executives represented by Dr. Yan Boyu, President and CEO of Porsche China, and Xiao Da, Vice President and Chief Operating Officer of Porsche China, answered questions from the media.
First, Porsche achieved impressive sales performance in the Chinese market in 2021. In 2021, China became The world's largest single market for Porsche with 95,671 new car deliveries up 8% year-on-year. Among them, in addition to the best-selling SUV model, the new car deliveries of the sedan Panamera increased by 26% year-on-year, allowing the Chinese market to account for more than half of the global sales of the model. It is worth mentioning that the demand for Porsche sports cars in China has also continued to increase, of which the 911 increased by 67% year-on-year, two consecutive years of double-digit growth. The 718 also became the most popular model in its class with a market share of 74%. In the field of new energy vehicles, the Taycan set a record of 7315 deliveries in 2021 and has now launched four derivative models in China.
In terms of the establishment of the sales network, as of December 2021, Porsche has 140 sales outlets in China, of which 6 were added last year. In addition, Porsche China is also deeply engaged in the financial business and the changing car business, porsche financial services contracts signed more than 47,000 in 2021, an increase of 16% year-on-year, financial services market penetration of more than 50%, an increase of 3% over 2020, Porsche approved the transaction volume of changing cars reached 7,501 units, an increase of 54% year-on-year.
In addition, Porsche has also deepened its diversified operations, and in January last year, Porsche China's digital department became an independently operated company, Porsche (Shanghai) Digital Technology Co., Ltd., which opened an important milestone in the brand's digital ecosystem construction in China. Porsche Asia Pacific Racing Trading (Shanghai) Co., Ltd. was also officially established in the middle of last year to serve Chinese racing customers.
In terms of brand electrification, Porsche China has introduced a total of 16 pure electric and plug-in hybrid models, and in 2021, Porsche electrified models will account for 18% of new car deliveries, a growth rate of 8%. In addition, Porsche has also enhanced the experience of electric vehicle owners through the establishment of supercharging technology and charging networks. In 2021, Porsche will continue to expand its charging network including home charging, premium charging, third-party charging, and destination charging to further meet the multi-scenario charging needs of electric vehicle users.
Under the wave of digitalization and intelligence in the automotive industry, Porsche further caters to market trends. Last year, Porsche China WeChat service account continued to optimize, the current registered users have reached more than 100,000 people; POS (Ruida Retail System) and DSS (Ruixiang Service System) have been launched, bringing great improvement to the digital transformation of dealer terminals; online sales business has expanded rapidly, as of the end of last year, the number of user registrations of recognized Changing Car Mini Programs has reached nearly 1 million, and in 2022, Porsche will officially open the platform's new car ordering business.
Dr. Boyu Yan, President and CEO of Porsche China
In addition, Porsche pays close attention to domestic start-ups and innovation directions as a market sensor for discovering new technologies and trends. In 2021, Porsche Ventures deepened its layout in the field of virtual digital people and 3D printing in China, and strategically invested in a number of venture capital companies and startups such as iMaker and INTAMSYS.
Post-conference visit:
Media: In 2021, the global chip shortage has had a great impact on car companies including Porsche, how did Porsche overcome it?
Xiao Da, Vice President and Chief Operating Officer of Porsche China: The shortage of chips in Porsche China is a challenge to all walks of life, and In order to ensure supply, Porsche AG and Porsche China consider various ways to deal with chip shortages, including through production, optimization of warehousing and logistics, etc. to ensure that the production and delivery of new cars are not affected.
Media: The average age of Porsche's Chinese owners is only 35 years old, what are the characteristics of Chinese car owners compared with other countries?
Dr. Yan Boyu: Compared with European, North American and other markets where male owners are the majority, Chinese Porsche owners are not only younger, but also almost 1:1 in gender distribution. Among them, Panamera, Taycan and other owners of young owners account for a higher proportion, we hope to seize the Z generation (post-95) and Y generation (post-00) consumers, at present, 10% of our customers are post-95 and post-00, the future will continue to grow, our goal is to become a sports car brand that can attract young people. One of the main purposes of our establishment of Porsche Digital Technology Co., Ltd. is to understand the digital needs of young Chinese consumers.
Xiao Da, Vice President and Chief Operating Officer of Porsche China
Aika Motors: The Porsche 911 codenamed 992 has been launched for nearly two years, can you tell us the details of some mid-term remodels, recently there have been a lot of interesting photos on the Internet (such as high-chassis crossover models), does this indicate that the upcoming mid-term redesign of 911 will give us more surprises?
Dr. Yan Boyu: It is not convenient to disclose more information about the new car at present, but it is certain that 911 will launch more versions in the next few years, including special and customized models.
Aika Motors: As we all know, electric vehicles will fundamentally change the overall layout, design and even driving experience of the vehicle, and the Porsche brand will complete the electrification of 80% of the models in 2030, as a brand with a long history, how can Porsche complete the inheritance of the brand while electrifying? What is Porsche's plan for electrification of sports models such as the 911 and 718?
Dr. Yan Boyu: Porsche has achieved its current position in the sports brand, in addition to 70 years of experience in sports car manufacturing, there are many key factors, such as technological innovation, from horizontal opposed engines to many cutting-edge technologies, Porsche has been committed to technological innovation. The best example of electrification is the Tycan, which is a pure Porsche, both in terms of driving experience and design. That's what we're after in the age of electrification.
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