Porsche doesn't take Tesla as an opponent because of Tesla Model 3.

You have to admit that it is very difficult for an old-fashioned enterprise with deep accumulation and experience of wind and rain to bow its head and change its thinking.

Just like you can't change your parents' thoughts and thinking.

Especially this independent thinking individual, has always been very successful.

Porsche is like this.

Now it has begun to transform into a new energy source, and launched the first model Porsche Taycan. Porsche Taycan, which is positioned in pure electric medium and large cars, is naturally brought by the automobile media in various countries and the previous Tesla models. S is the contrast.

Of course, there have been many twists and turns, such as the German media using an old technology Tesla model? S to prove that Porsche Taycan is better than Tesla? S. The incident ended in nothing, but there is no doubt that Porsche and Tesla are obviously two brands in the field of new energy in terms of technology and performance.

Porsche never thought Tesla was its rival?

For some unknown reason, the head of Porsche R&D, Michael Steiner (Michael? Steiner) said in an interview with the media that he did not think Tesla was a direct threat. The reason is that, unlike Porsche, Tesla's main development space lies in the low-end market. Steiner pointed out that Tesla's success today depends on the Tesla model? 3 and the Tesla model to be launched next? Its main mass consumer car Y means that Porsche will never compete in the same market segment. Steiner said: "Although the media likes to compare Porsche with Tesla, we don't think Tesla is a direct competitor."

This statement makes sense.

Top brands like Porsche are the jewel in the crown all the year round. After repeated market baptism and competition from competitors at the same level, Porsche has finally achieved today's status by relying on its own track precipitation and high-standard manufacturing. For a growth company like Tesla, stock price fluctuation will cause mourning and speculation, which obviously won't make it worry too much.

For Porsche, they are not interested in entering the low-end market and the ordinary luxury brand market, at least for now. Judging from the price of Taycan in the North American market, the basic version of Taycan starts at $65,438+003,800 in the United States. Turbine and turbine? The prices of S are $ 150900 and $ 180000 respectively. If for comparison, Tesla models? The price of S is $79,990, and it is mainly a civilian Tesla model? 3, only $39,990.

The same is true in the world's largest China market, Tesla Model? The guide price range of S is 7.939-8.939 million yuan, while that of Porsche Taycan is114.8-17.98 million yuan. From the perspective of customer group positioning, brand awareness and brand purchase desire, the two are really not at the same level.

But this does not prevent the comparison of two products with similar positioning:

This table can explain many problems. Tesla mode under the new trend of automobile development? What S does better than Porsche is cheaper, faster, more practical, smarter and more potential.

Only from the comparison between the same class models, Tesla models? S is weaker than Porsche Taycan only in brand recognition and brand dependence.

The pattern of top pure electric vehicles?

Of course, this is just an introduction, because consumer groups will naturally draw a line. Behind the Porsche pure electric car is a relatively old-fashioned rich group, while behind the Tesla pure electric car is a more open young group. Both are hard to change easily. Still the same example. You can't change your parents' minds easily.

However, we can find many clues about the future. Because Porsche has determined the general trajectory of its future development of new energy vehicles, it was during Steiner's interview that he gave another view. "In terms of battery technology and cruising range, Porsche does not intend to take the same development path as Tesla." In other words, Porsche is not interested in improving the battery life of pure electric vehicles at present. The most efficient Porsche Taycan can only travel 20 1 mile under EPA conditions, while Tesla Model? The long-lived version of S can travel 373 miles.

On the contrary, Porsche's future technological development will focus on providing smaller and lighter batteries and providing faster charging services.

The development track of industry leaders can actually explain the attitude of a certain group to emerging fields.

In fact, Tesla represents a new car-making enterprise to a great extent. You can think of Weilai Automobile, Xpeng Automobile, Lucid, Rimac and other enterprises. Their future development model must first ensure their own survival, so the characteristics of the products will be as clear as possible, such as longer battery life, higher cost performance, higher intelligence and so on.

Porsche represents more of the thinking of traditional car companies today, transforming their brand reputation and brand stickiness into the added value of vehicles. Not only Porsche, but also Volkswagen brand. For example, in the China market, we can see pure electric vehicles launched by FAW-Volkswagen and SAIC-Volkswagen, which have a cruising range of less than 300 kilometers. They are backward products in technology, but they still sell at high prices.

Traditional car companies seek the balance between the development of fuel vehicles and new energy vehicles, and do not pursue the ever-changing speed, which will be the main theme in a short time. Coupled with the global economic fluctuations and industrial restructuring caused by the current epidemic, I believe that traditional car companies will be more cautious in the development process.

Write at the end:

It is foreseeable that the consumption concept of global automobile consumers will not change suddenly in a short time. There are different standards among practical people, enjoyment people and early adopters, so we can't generalize. Porsche does not regard Tesla as a direct competitor, and it is expected that this situation will be maintained in the medium and long term. Because their ideas and development ideas are different. Tesla is more like a diversified innovative company, including recyclable rockets and low-orbit satellites. In the automotive field, companies such as pure electric pickup trucks and heavy trucks have also been launched, as well as the latest plan, driverless taxis.

Porsche, on the other hand, will still pay special attention to what the needs of the enjoyment crowd are, how to keep its genes, do what it is good at and build cars.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.