Tailored fit
Porsche is reinforcing its strategic commitment to the Chinese market at the Auto China 2024 exhibition in Beijing. This dedication is exemplified through several key initiatives, including the introduction of a tailored China version of the latest Taycan model, the debut of the all-electric Macan to the market, the appointment of freestyle skiing sensation and Olympic champion Eileen Gu as the brand ambassador for Macan, and the presentation of an intricately crafted ‘Cyber Jungle’ show stand that seamlessly merges digital and physical realms. These endeavors collectively underscore Porsche’s emphasis on catering to the unique preferences and demands of Chinese consumers while also embracing technological innovation and cultural resonance.
Growing market
In 2023, some 79,283 cars were delivered to customers in China. This corresponds to a 25 percent share of Porsche’s global deliveries in the 2023 financial year. Oliver Blume, Chairman of the Executive Board of Porsche, sees further potential: “Electromobility is developing rapidly in China. It’s fascinating to see. With our Chinese version of the new Taycan and our first all-electric Macan, we are pushing forwards here at just the right time. I am certain that we will once again inspire our customers and further expand our position in the luxury BEV vehicle segment.
Taycan and Macan
With its Chinese version of the new Taycan, Porsche offers a highly attractive entry-level model with market-specific infotainment and connectivity features. Digital solutions developed via the local ecosystem are also among the highlights of the all-electric Macan. Both examples show that Porsche is addressing the individual wishes and needs of the Chinese market in a very targeted manner – and also with the involvement of its own R&D organization in Shanghai, where German and Chinese developers are working side by side on the future of Porsche, in mixed teams.
Electrification of the model range
Porsche is also systematically driving forward the electrification of its model range in China with the new Taycan and Macan. Together with Audi, Porsche will offer an exclusive charging network for customers of both brands in the future. The aim of the partnership is to offer BEV customers a dedicated and convenient charging experience with as many service points as possible.
Porsche’s “In China for China” strategy, couldn’t be emphasized any more clearly than at Auto China 2024, and the focus remains firmly on the future, however challenging the current economic environment is. This year – 2024 – is a year of product launches for Porsche, with the new Panamera, Taycan, all-electric Macan and 911 with its hybrid derivatives. With this, the youngest and most attractive product range in the company’s history, the sports car manufacturer is gathering momentum in 2024 to stand it in good stead for the coming years.
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