has always been strong German car companies collectively misfired on the matter of building electric cars. This exposes not a problem with the industry, but a problem with the overall car-making thinking. Not to mention Volkswagen, BMW , Mercedes-Benz , and even Porsche , known as the king of Germany, seems helpless in making electric vehicles.
Taycan appeared on the stage claiming to subvert the existing electric vehicle system, but it is a pity that Taycan is the first Porsche to be sold at a discount. The reason is very simple. In today’s passenger car market, Taycan’s product value and product power are not strong. .
If it weren’t for the endorsement of the Porsche Logo, Taycan’s expressiveness would be weaker. A considerable number of Taycan owners value the value brought by the Porsche brand, not the Taycan product itself.
This is a traditional consumption logic. In the
era of electric vehicles, products must compete for the product itself, not the brand value, because all brands in the new track are on the same starting line. At present, more people choose Model3 because of its strong product strength, rather than Tesla brand.
People choose Ideal ONE , BYD Seal, and appreciate the new lifestyle and driving experience brought by the products, not because they are Ideal and BYD.
If you still consider the brand when buying a new energy vehicle or , it means that the product is a failure.
Taycan, which starts at around 900,000 yuan, is not cheap, but is not strong at all in terms of product power shaping. The 430km CLTC battery life can only provide 300km battery life. Fast charging for one and a half hours shows that the charging voltage is very high. Weak, the overall experience is not good.
The logic of building electric vehicles in this way is still the traditional logic of the era of fuel vehicles. German companies build electric cars, but they can't put down face and traditional thinking.
They believe that even an electric car is a car, and must follow the brand value development strategy. Even if the battery life of this electric car is less than 500km, it is still a Porsche. It is not possible to set a lower price, because this will overdraw the brand value.
In addition, their logic for building electric vehicles is still: Look, my steering feel and suspension compression are not good enough. The car-making logic of
staying at the basic driving level is very problematic, because the fundamentals of made by German industry and are very strong, so there will be no major problems. Most German cars have a strong sense of control.
But what this era needs is a sense of smart technology and the convenience of electrification.
I can’t see at all that the Taycan, which has a theoretical battery life of 430km and a fast charge of one and a half hours, has any electrification competitiveness, so returning to the above conclusion, many people actually buy the Porsche brand when buying Taycan, rather than the product itself being strong enough .
This is not just a problem for Porsche, it is also a problem for BMW, , Audi, , Mercedes. In the field of
electrification, German industry has produced too many backward products, such as the Mercedes-Benz EQC ridiculed by Tesla sales, the BMW iX3, i3 and Audi e-tron series abandoned by the market. The car-making logic behind
is still pure " oil to electric ". Germans think that GLC, X3, and Q5 have a good foundation, with excellent steering and suspension. The electric vehicles built on this foundation are not good. There will be no sales.
But what they don't know is that the demand for electrification in China has long been different from the consumption philosophy of traditional fuel vehicles that the brand is king.
What the Chinese market needs are new energy vehicles in the true sense, which require intelligence, electrification, and new lifestyles, while German car manufacturers follow the strategy of brand value as king.
first keeps the brand strong, and then creates electric vehicles with good fundamentals, so German electric vehicles are more like semi-finished products, barely building the foundation, but omitting convenience and technological performance. The scariest thing about
is that they still have a kind of aloofness, I'm a BBA, I'm a PorscheThe arrogant attitude, unable to recognize reality, unable to distinguish between strong and weak.
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