Porsche, the German luxury car brand, was once a god-like existence in the domestic market. From a branding perspective, compared to other German luxury cars such as Mercedes-Benz, BMW, and Audi, Porsche is clearly a level higher, making it often referred to as an ultra-luxury car brand.

Therefore, for consumers who find Mercedes-Benz, BMW, and Audi insufficient but cannot afford Bentley or Rolls-Royce, Porsche naturally becomes the preferred choice. In this way, Porsche has logically become a tool for some wealthy individuals to flaunt their wealth. It is not difficult to understand why Porsche maintained a strong growth momentum in the domestic market in previous years.

However, what Porsche did not anticipate was that after several years of prosperity, with the development of the new energy vehicle market, its good days came to an end.

If you follow the domestic auto market, you will notice that in the past two years, not only has Porsche's sales declined, but there has also been a significant price reduction across both sedans and SUVs.

The reason for this situation is that in the field of new energy vehicles, compared to new-energy automakers such as Tesla and NIO, Porsche does not have an advantage. After all, like Audi and BMW, Porsche's strength lies in internal combustion engines. For this, Porsche was actually well-prepared, as its first pure electric mass-produced car, the Taycan, had already been sold in the domestic market as early as 2019. This is a mid-to-large-sized pure electric sedan, and like Porsche's iconic 911 fuel-powered supercars, the Taycan focuses on performance and handling, with prices also reaching the million-yuan level.

With the support of the Porsche brand, the Taycan performed quite well in the first two years after its launch. In the European market, Taycan sales even surpassed Porsche's "soul model," the 911, in 2021, making it Porsche's best-selling model in Europe.

Throughout 2021, Taycan delivered over 41,000 units, with a year-on-year increase of over 200%. As a pure electric sedan priced at up to a million yuan, the Taycan's sales performance laid a solid foundation for Porsche's entry into the new energy vehicle market.

However, after a significant increase in deliveries in 2021, faced with the competitive new energy vehicle market, Taycan's sales stagnated, with 34,801 and 40,629 units delivered in 2022 and 2023, respectively. In 2023, Taycan sold 4,151 units in the domestic market.

If the slight decline in Taycan sales in 2022 and 2023 could be overlooked, the situation in 2024 can be described as a "plummet." Data shows that in the first quarter of this year, Taycan sales fell by 54% year-on-year. In the domestic market, Porsche also faced what could be its "strongest rival," Xiaomi SU7.

Apart from a significant price difference, the two cars are very close in design and product positioning. Facing the aggressive Xiaomi SU7, some Porsche dealers were even rumored to have advertised a promotion of buying a Taycan and getting a Xiaomi SU7 for free, showing how much pressure Xiaomi SU7 has put on the Taycan.

As we enter July, new developments have emerged regarding the Taycan.

Firstly, Porsche announced a global recall of Taycan models produced between 2019 and 2024, with a total of over 150,000 vehicles affected. The recall is due to a design defect that reduces braking effectiveness, increasing the risk of vehicle collisions. Secondly, due to lower-than-expected demand, Porsche will reduce Taycan production.

In the opinion of Chekuaiping, although the 2024 Taycan, which was just launched in April, has improved in terms of intelligent assisted driving, compared to domestic pure electric sedans at the same level with cheaper prices, there is still a significant gap in terms of intelligence. Achieving good sales will not be an easy task.

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