According to sources at Porsche China, "The R&D team is one of Porsche China's strategic priorities, and this team will be responsible for the adaptation and development of intelligent applications in China in the future."
Reports indicate that Porsche China established its R&D team in 2022. Initially, the team focused mainly on testing and preparing imported models for the Chinese market, with a team size of less than 50 members.
Currently, to keep pace with China's rapid transition to intelligent and electric vehicles, Porsche is increasing its investment in related fields within the Chinese market. The expansion of Porsche China's R&D team is a clear goal. The cockpit department aims to enhance voice recognition capabilities and optimize voice control functions. Meanwhile, the advanced driver assistance system (ADAS) is in the initial phase, focusing on research and analysis of China's intelligent driving market.
This move by Porsche aims to improve its competitiveness in the Chinese market, where domestic brands have established a strong position in new energy vehicles and intelligent technology.
Reports also suggest that Porsche has adopted an aggressive pricing strategy in China to address rising market pressures. For instance, the 2024 Macan 2.0T is being offered by some dealers for as low as RMB 358,000 (around 60% of the official price). Other models like the Taycan and Panamera are also available with significant discounts.
Despite these measures, Porsche's sales in China have continued to decline, with a year-on-year drop of 29% to 43,000 units in the first three quarters of this year.
