Author：Xiao Xiaodou
Compile：Hanlu
Source：GPLP

Recently, Taycan, Porsche’s first pure electric vehicle, was fully launched in China. The official price of Taycan Turbo S is 1.798 million yuan, the official price of Taycan Turbo is 1.498 million yuan, and the official price of Taycan 4S is 1.148 million yuan.

As early as entering the market in 2019, Taycan’s price was highly controversial. The price of Taycan is almost twice that of Tesla Model S.

In terms of sales volume, according to the first quarter of 2020 financial results released by porsche, the sales volume of porsche Taycan all-electric vehicles was 1,391 units, accounting for only 2.6% of the total sales volume.

In addition, porsche reported revenue of 6 billion euros in the first quarter and sales profit of 600 million euros, down 34% from a year earlier. Globally, 53,125 new vehicles were delivered , with overall sales down 5 percent year on year, and sales down in China down 17 percent.

Although profits have shrunk severely, compared with other brands, Porsche’s data is justified. It is important to know that BMW, Porsche’s competitor, has seen its global sales drop by nearly 20%.

However, in the new energy vehicle market, Porsche’s Taycan may have a long way to go.

Porsche’s electrified layout began in 2010. As early as before Taycan, both Cayenne and Panamera of Porsche had plug-in hybrid versions of new energy models. However, the listing of Porsche’s pure electric models encountered “difficulty in production”. The main reason is that the battery is too bulky. It is difficult for Porsche to achieve the best of both worlds while keeping the sports car flexible and light.

This is a “problem” that Porsche has always been difficult to solve.

The trend of electrification of cars seems to be more and more fierce. BMW, Audi and other major traditional car brands are accelerating their attack on the field of new energy vehicles. The battery technology is like the “shangfang sword” that traditional car manufacturers open the new energy market. The battery technology cannot be solved well. No matter how good the other configuration of the new energy vehicle is, it is useless.

Take Tesla Model S as an example. Its battery capacity is 100kWh, which is similar to Porsche Taycan’s 93.4kWh. However, the cruising range of Model S is 650km, which is 200km more than Taycan’s 465km. In terms of fast charging time, Taycan is also more than half an hour slower than Model S. Moreover, the minimum price of Tesla Model S is less than 800,000.

Therefore, in the field of new energy vehicles, whether it is performance or price, what Porsche has won the favor of consumers? Can relying on the brand “Porsche” make a big profit?