Copyright FOURIN, Inc. 2023
Porsche Increases Sales in Japan Despite the Pandemic
In Japan, Porsche’s automobile sales inched up 0.4% in 2019 compared to the previous year to 7,192 units, going up for the 10th consecutive year. While the foreign-brand vehicle market went down 22.5% in the first seven months of 2020 due to the outbreak of the new coronavirus, Porsche’s active new vehicle launches captured demand from the wealthy and increased the automaker’s sales 5.1% to 4,029 units. In the foreign brand market, Porsche’s share increased 0.1pp to 2.4% in 2019 and 0.8pp to 3% in the first seven months of 2020.
In the first seven months of 2020, the Cayenne was the primary driver of overall growth, going up 41.2% to 833 units. Of which the PHEV version, whose pre-order began in June 2019, sold 241 units. The fully-redesigned 911, launched in July 2019, increased 27.7% to 963 units. In addition, the Cayman rose 35.1% to 558 units and the Macan went up 15% to 1,075 units. The entry price of the Cayman and Macan is 7.73 million JPY (including consumption tax) and 7.37 million JPY respectively, which are cheap in the Porsche lineup; however, the 718 Cayman GT4 (12.6 million JPY), pre-order began in July 2019, and the Macan GTS (10.71 million JPY), pre-order began in January 2020, are driving sales expansion.
In the fall of 2020, the Taycan, Porsche’s first BEV model, is planned to be released in Japan. Porsche has set a goal of raising the sales share of BEV and PHEV models to 50% of all sales globally. In Japan as well, Porsche is promoting the introduction of the quick-charging equipment to retail stores to enable electrification. About half of all Porsche dealerships will be installed with quick-charging equipment in 2020, and all affiliated dealers will be fit with the same equipment by 2023. In addition, Porsche plans to set up charging facilities nationwide at various places, such as hotels and golf courses, that can be used free of charge by Porsche owners.