Porsche demonstrated another wave of operation.
Recently, with the spread of COVID-19 around the world, automakers have been forced to stop production and re-examine their small goals in 2020.
Abroad, Nicholas Peter, chief financial officer of BMW Group, has announced that this year's market is full of uncertainty, and BMW will start to increase revenue and reduce expenditure. It is expected that the profit margin will be lowered from 6% to 8% to 2% to 4%.
Domestically, Great Wall Motor lowered its 2020 sales target from11000 to1020,000, and its expected net profit from 4.7 billion yuan to 4.05 billion yuan. Guangzhou Automobile Group also lowered the sales target of the whole group from 2.22 million vehicles to 2,654.38+0.2 million vehicles.
But Porsche is an exception.
Although Porsche is facing a large-scale electrification investment in 2020, and its Zuwenhausen factory and Leipzig factory in Germany have been closed due to the epidemic since February1March, when asked about this year's goal, Max, vice chairman of Porsche's global executive board, remained calm and tense: "There has been no change. Continue to achieve a sales return rate of 15%. "
/kloc-What is the concept of 0/5% sales return rate? Sales yield can be roughly understood as profit rate. However, because the profit rate involves some expenses and the statistical caliber is different from time to time, we might as well use the net interest rate instead.
Toyota Motor Corporation, the world's most profitable automobile group, has a net interest rate of 8.8% in the first three quarters of fiscal year 2020 (April 20 19 ~ February 2065438+09).
The performance of three German luxury brands in 20 19 is that Audi's net profit rate is 8%, BMW's net profit rate is 5.45%, and Daimler's net profit rate is 1.6%.
Porsche's net interest rate in 20 19 was 14.2%.
Porsche has always been a car company at the top of the profit contempt chain.
In 20 19, Porsche's net profit was 3.86 billion euros (about 29.54 billion yuan) and its sales volume was 280,800 vehicles. In other words, the net profit of bicycles has reached 654.38+005200 yuan per vehicle, which is equivalent to the price of a Volkswagen Polo or Chevrolet Luze.
But don't think that Porsche's profit is high just because of its high price.
We might as well compare Kangkang with other super brands.
Maserati, 20 19, sold 19,000 vehicles worldwide, with a loss of 2190,000 USD (about1550,000 RMB).
Aston martin sold 5,862 vehicles worldwide in 2065,438+2009, with a loss of 65.438+0043 million pounds (about 860 million RMB). Its boss was so angry that he directly dismissed mark wilson, the chief financial officer of aston martin.
Ferrari, global sales in 20 19 years 10, 13 1 vehicle, net profit of 699 million euros (about 5.28 billion yuan). But just like Starbucks fans especially like to buy Starbucks water cups, Ferrari's considerable profit structure has always come from peripheral products, such as perfume, watches, bicycles and other accessories, such as Ferrari theme parks, and Ferrari engines ... 20 16, and some media counted these "peripherals" in Ferrari's income statement, accounting for 30%.
Even within the Volkswagen Group, for Bentley, which has a higher positioning, its average bicycle price is more than twice that of Porsche, while its bicycle profit in 20 19 is only 45,200 RMB, less than half of that of Porsche, and its net profit rate is only 3. 1%. This is even a good result for Bentley, because in 20 18, Bentley lost 280 million euros (about 265,438+43 million RMB).
So we can see that Porsche didn't lower its New Year's goal after the financial report was released, but Maiseg couldn't hide his pride-"Porsche is one of the most profitable car manufacturers in the world".
In fact, the word "one" can be completely removed. No one among the car manufacturers can match Porsche in making money.
Why does Porsche earn so much? Can others learn? Don't say that. Really can't.
This is a treasure brand that combines weather, geography and people.
in time
Now the global auto market is getting more and more scuffle, and you can find a dense row of competing products in every price range, which makes people see things in a blur. It's hard to imagine what it's like to have a model at a certain level.
But this problem belongs to Porsche, and it doesn't seem to exist.
Its brand positioning doomed its opponent column to be almost blank.
Traditional luxury car brand, ABB, the gas field is obviously too ordinary;
Maserati, the only diamond cut diamond, is unfortunately already a declining aristocrat;
As for Ferrari, Lamborghini, Rolls-Royce and Porsche, they can't reach it. ...
Therefore, between ABB and Lamborghini, there is often no choice but Porsche.
Specific to Porsche's own product line, each model is also clearly positioned.
Porsche Macan, medium-sized SUV；;
Cayenne, medium and large SUV；;
Paramera, a super luxury car
Porsche 7 18, entry-level sports car;
Porsche 9 1 1, a classic sports car;
Taycan, pure electric vehicle
You see, not only the product line is complete, but also each has its own duties, each keeping a price range, and the interior is safe.
Looking back at the listing order of these models, it is not difficult to see that Porsche's market sensitivity is unmatched by other super brands.
Before 2002, Porsche used to be a niche brand that only made sports cars, but people took advantage of the general trend of SUVs to mass-produce SUV Cayenne in time. Later, other ultra-luxury brands saw the sweetness and rushed to mass-produce SUVs. But the first SUV has not yet been launched. What about Porsche's second SUV? Macan is here again.
This time, Porsche directly reduced Macan to 500,000. 500 thousand, well, buy buy many second-tier luxury brands are more than that. You can buy a Porsche now. Doesn't it smell good?
So Macan quickly became the highest-selling model in Porsche, and together with the second-highest Cayenne, these two cars alone accounted for 68% of Porsche's total sales.
Now that the electric wave has come, Porsche is the first ultra-luxury brand to mass-produce pure electric vehicles. By the end of 20 19, the order volume of Taycan has reached 1.5 million. Oh, by the way, the owners also include Bill Gates.
The brand's cleverness does not stop there.
Considering that we want to maintain our "super luxury brand" figure and cannot be pulled down by a large number of Macan, although the brand threshold is lower than Lamborghini Ferrari, every 10 years or so, Porsche will launch a super-run at the top of the pyramid, such as Porsche 959, GT 1, Carrera? GT, 9 18, etc. The product is hard enough and the price is always eight figures.
These intermittent punches, Porsche reminds people from time to time: we are different, we are an ultra-luxury brand!
Only in this way can we maintain our brand positioning and the price of Paramera.
Geographical advantage
The price and sales volume are stable, and then the cost.
Compared with other ultra-luxury brands, Porsche's cost advantage should not be too great. This is mainly thanks to the public.
It's still a little bloody. Originally, it was obvious that Porsche wanted to acquire Volkswagen, but it was unexpectedly acquired by Volkswagen in 2009. In any case, after becoming a company, Porsche used the common platform of Volkswagen and Audi. The biggest advantage of platform production is to improve production efficiency and reduce production costs.
The cost savings of different platforms vary greatly.
Last year, for example, it was reported that in order to save costs, the production of the next generation Audi A4 may be changed from the original MLB platform to the MQB platform, because MQB is more popular than MLB (you can understand that MQB is the main platform of Volkswagen, MLB is the main platform of Audi, and MSB is the main platform of Porsche and Bentley). How much can A4 save? 65.438 billion US dollars (about 7.06 billion yuan).
Last year, foreign media reported that the Eighth Generation Golf will also be built on the brand-new MQB platform, and Andrias, head of Volkswagen brand production? Tostman is blunt: "The cost of new golf based on MQB platform has been reduced by more than half."
The same is true for the production of Porsche, Audi and Volkswagen.
High-end models such as Paramera and Bentley Continental adopt MSB platform, which is the top platform of Volkswagen Group, but Macan is different from Cayenne.
Macan is on the same platform as Audi Q5, Cayenne is on the same platform as Audi Q7 and Volkswagen Touareg, and both are MLB platforms, so compared with MSB platform, the production costs of these two models are greatly reduced. And don't forget, these two cars are just big sales of Porsche.
There is also the Audi RS5*** equipped with the new Paramera 2.9T engine and so on. The general feedback of any platform and parts is real money in the income statement.
Cost control within this group will only be strengthened. In 20 18, Porsche and Audi have announced that they will jointly develop an electric vehicle platform. According to Porsche CEO Bloom, "the cost will be saved by 30%."
Where can other super brands find this kind of treatment?
Unity and coordination within one's team
The competitors have given way and everything is ready for them, but it is useless without the cooperation of consumers. Fortunately, consumers of Chaohao brand are willing car owners who are hard to buy.
Porsche's most profitable wool actually lies in the subjective initiative of consumers, that is, selection and customization.
Optional is Porsche's most proud "curve saving the country" to make money. It seems that Macan only needs 545 thousand to sell? In fact, many times, no small 700 thousand is out of reach.
Because the basic configuration of the original car is really too few, even keyless entry, one-button start, power seat and so on are almost standard practical functions in other brands, and must be selected in Porsche.
And Porsche's unique metallic paint. It's not impossible not to choose them, but ordinary paints are only available in black and white. Believe me, most people don't like that texture. So as long as you choose paint, the low is 10000, and the high is 80000.
Another example is the leather parts of the interior. If it is not matched, the original litchi pattern center console is really like the cheap car material below 654.38+ 10,000 yuan. Spent more than 500 thousand, few people will care about these tens of thousands. So, 26000 (partial leather) or 53400 (full leather) went out again.
Similar basic configuration "fill a vacancy" is too numerous to mention.
And almost all the body parts you can imagine, even the color of the seat belt, rearview mirror, wheel hub cover, Porsche logo on the seat neck pillow, door trim, fuel tank cover, air intake grille … can be freely selected and matched. If you want to be completely "personalized", the shopping cart will be full if you are not careful.
Not to mention Porsche has a bigger routine, just like Taobao Shopping Festival. The more configurations you install, the more discounts the dealer will give you. Moreover, the dealer's commission distribution is also optional, and the commission ratio is much higher than that of bare cars.
Finally, the basic allocation of money bought a Volkswagen Golf, and the high-end matching bought an Audi Q3.
I went to official website with a feeling of wanting nothing, and only chose the basic necessities for driving, even the Porsche dynamic lighting system that almost everyone would choose? (PDLS) I didn't buy any more, so Rao said goodbye to hundreds of thousands.
Those who pursue Porsche sports performance or high-end features are even more imaginable.
As for customization, of course, there are also customizations on accessories, but it is still a drop in the bucket compared with the real customized models.
According to Bloomberg's report, in 20 19, Porsche's most profitable model was Porsche 9 1 1, accounting for1%of the sales volume, bringing 30% profits to Porsche.
Why? Because of the optional and special models. 9 10000 Porsche cars sold, 9 1 1? Turbine, turbine? In the United States or GT3, you can earn more than 500 million dollars (about 3.5 billion yuan) in profits.
Porsche's sales profit in 20 19 was 4.4 billion euros (about 33.5 billion yuan).
It's a profitable cow. That's right.
Therefore, the price is high, there are few competitors and the cost is low. Consumers are willing to pay for the added value of the optional equipment. You say Porsche doesn't make money, who makes money?
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.