Unfavorable, how bumpy is the road to new energy for Porsche and Jaguar?

The new energy era is here, but luxury car brands are experiencing the pain of recalls.

The haze of large-scale recalls is still spreading in the new energy automobile industry. 

Recently, the Associated Press, according to financial reports, Porsche officially announced that it will recall its first pure electric vehicle –Taycan worldwide, mainly due to the recall of the models in the process of moving will suddenly lose to move when a force is hereby recall problem . 

According to Porsche’s official statement, there are 43,000 Taycans that need to be recalled globally, of which 6,014 are in the Chinese market. According to public data, since the model was officially launched in September 2019, last year and the first quarter of this year The sales were 20015 and 9072 respectively, which shows that the number of recalls is almost the sum of the sales of this model.

Unfavorable, how bumpy is the road to new energy for Porsche and Jaguar?

Porsche Taycan, picture source Porsche official micro 

Porsche, the positioning of this brand in the minds of the public has always been a “top brand”, “luxury car” and “excellent performance”. For this reason, once Taycan was launched, it soon became the focus of attention in the industry, and was even regarded as ” Tesla ‘s biggest rival” at that time . 

With the occurrence of this large-scale recall, it also means that Porsche’s new energy road may have been in danger of getting started. And such a dilemma, other luxury car brands are also experiencing. 

Similar to domestic new energy car companies such as Weilai and Xiaopeng, Jaguar also began to deploy its electrification business as early as 2015. Volvo even launched the first new energy concept car in the 1990s, followed by Jaguar and Volvo. Released their first pure electric models, such as Jaguar I-PACE and Volvo XC40 pure electric models. 

These models, as the representative models of these luxury car companies in the field of electrification, have attracted attention after they were launched, but they have been recalled afterwards due to problems. 

Connected travel By consulting the State Administration of Market Supervision, it can be seen that within one to two years after the launch of the Jaguar I-PACE and Volvo XC40 pure electric models, problems such as electrification and software will cause potential safety hazards. The recall was implemented within the country. 

The leaks of the house have been rainy and rainy, and apart from the recall, the sales performance of these models is not optimistic. 

According to data from the Passenger Association, the domestic sales of the Jaguar I-PACE and Volvo XC40 pure electric models will not exceed 1,000 in 2020. Compared with these two models, the Porsche Taycan performs better, but it is only 1,000. Lots of cars. 

In contrast, the sales of the first models of Weilai, Xiaopeng and Ideal “Three Brothers” in 2020 have all achieved more than 10,000 vehicles. In order to save the bleak sales of its new energy vehicle business, Porsche, Jaguar and Volvo had to make measures to reduce prices. 

With the first new energy model at the beginning of the break, can luxury automakers such as Porsche, Jaguar and Volvo continue to go on the new energy road? 

Luxury car’s new energy test: it breaks at the beginning 

“I didn’t expect that the Porsche Taycan would also be recalled.” 

Fang Yuan, who has booked Taycan for less than a month, said this to Lianxing. According to her, I went to a 4S shop by chance in mid-June this year and saw that the car was very beautiful, so she paid a deposit and was waiting for the notice of picking up the car. 

But unexpectedly, she first waited for news of the recall. 

According to the Financial Associated Press, Porsche attributed the reason for the Taycan recall to the loss of power when the 12V battery in the car is depleted. But at a roundtable media conference held by Porsche earlier this month, an expert from the German Product Department attributed the cause of the recall to a software problem. 

In this expert’s opinion, the role of the 12V battery in this electric vehicle is only to provide electricity for the accessories. When the battery is out of power, it does not theoretically affect the power system. The real reason why the vehicle loses power is mainly because the monitoring software in the vehicle erroneously detects the fault and shuts down the power transmission system. 

Unfavorable, how bumpy is the road to new energy for Porsche and Jaguar?

The 12V battery inside the Taycan, Tuyuan Automotive Electronics Design 

After that, the industry discussed the reasons for the Porsche Taycan recall. In this regard, Online Travel also asked a number of automotive software engineers for verification and reached similar conclusions. 

“The 12V battery in the Taycan car is mainly used to supply power to the VCU (vehicle controller), but due to a software problem, this battery cannot supply power to the VCU. When the VCU cannot work, it is like a person without brain control. The power will naturally be lost.” He Liu, an automotive software engineer, said to Connect. 

It is a common opinion in the industry that software problems have caused vehicles to lose power. Porsche also promised to install software updates for vehicles. “For the sake of insurance, all recalled vehicles will be upgraded in 4S shops to completely solve the problem of such software. Security risks.” 

For some Porsche Taycan owners, they were told that the reason for the recall was due to battery problems.

“As soon as I learned about the Porsche recall information two days ago, I immediately found the sales inquiry of the 4S shop. The answer I got was because of the 12v battery problem, and I said it was a minor problem. It will be resolved soon, but I didn’t expect it to be such a big problem,” Fang Yuan said. 

And Fang Yuan was surprised, and the owner Liu Xiao. 

According to Liu Xiao, he mentioned the car at the end of last year. During this period, he drove normally and had no problems. Therefore, I was surprised when I learned that the Taycan was to be recalled. I never thought that the vehicle would have problems that must be recalled to deal with it. 

In his opinion, current electric vehicles basically have OTA upgrades, and generally small problems can be solved basically through upgrades. After he asked the sales about the situation, he did not get a response to the software question, but was also told that “the 12V battery caused the vehicle to lose power.” 

In addition to the reason for the recall, many car owners do not know that this is not the first time Porsche has recalled Taycan.

As early as early June this year, Porsche (China) filed a recall plan with the State Administration for Market Regulation in accordance with the requirements of relevant domestic laws and regulations. According to the plan, Porsche will recall part of imported 2021 Taycan and Panamera series cars produced from February 2, 2021 to May 11, 2021, starting on the 5th of this month, a total of 1,571 vehicles.

Unfavorable, how bumpy is the road to new energy for Porsche and Jaguar?

Porsche recall information, sourced from the official website of the State Administration for Market Regulation 

According to the announcement of the State Administration of Market Supervision and Administration, Porsche attributed the recall to the supplier’s manufacturing omissions, and the durability of the lower right trailing arm of the front axle that did not meet the forging requirements was installed, and its durability could not be guaranteed. In extreme cases, the component may crack, which may lead to the risk of vehicle collision. 

Just one month later, Porsche recalled again. As far as the industry is concerned, the Taycan, as Porsche’s first pure electric model, is not as good as the one introduced by Porsche. At present, there are problems in both hardware and software. 

In fact, it is not only Porsche, a luxury car company, that is disadvantaged in the new energy vehicle business, but also car companies such as Jaguar and Volvo. 

At the end of May 2019, Jaguar Land Rover (China) Xiangjia Market Supervision and Administration Bureau filed a recall plan. According to the plan, some of the 2019 imported Jaguar I-PACE vehicles produced from April 11, 2018 to January 7, 2019 will be recalled on the same day, a total of 254 units. 

The reason for the recall is mainly due to software setting problems, which will cause the driver to be unable to intervene in the braking system as required when braking, which may make the driver feel the vehicle deceleration weakened in a short period of time, which poses a safety hazard. 

I-PACE, as Jaguar’s first pure electric model, was officially launched in April 2018. This also means that less than a year after the launch of this model, it was caught in a scandal of being recalled due to braking problems. 

In addition to Porsche and Jaguar, Volvo’s first pure electric model also encountered the dilemma of being recalled. 

According to the new travel report, on March 23 this year, Zhejiang Haoqing Automobile Manufacturing Co., Ltd. , which is wholly-owned by Geely , filed a recall plan with the State Administration for Market Supervision and Administration. According to the plan, the recall will start from March 13, 2020 to February 2021. A total of 465 electric models of the 2021 model year XC40 were produced on 19th. 

According to the recall announcement, the reason for the recall is mainly due to the problem of the microprocessor in the power battery energy control module (BECM) in the vehicle, which may cause the loss of power during the driving of the vehicle, which poses a safety hazard. 

In fact, in addition to the recall, the problems encountered by these car companies are also the decline in sales. 

According to Future Car Daily and EV Century, the sales of the Jaguar I-PACE and Volvo XC40 pure electric models in 2020 will be 546 and 87 respectively. As for the Porsche Taycan, although it is impossible to find the exact domestic sales last year. 

However, based on the sales of 1,742 units of this car in the first quarter of this year, plus the number of recalls of 6,014 units in the recall information, it can be roughly estimated that the domestic sales of this Porsche car will not exceed 4,000 units last year. 

For the three new energy car companies, Weilai, Ideal and Xiaopeng, their first mass-produced models will achieve an average sales of 10,000 vehicles in 2020. According to data from the Travel Association, the sales of Weilai ES8, Xiaopeng G3 and Ideal ONE were 11,106, 11,691 and 32624, respectively.

Unfavorable, how bumpy is the road to new energy for Porsche and Jaguar?

The sales of Porsche, Jaguar, Volvo and the first pure electric vehicles of the “Three Brothers” in 2020. The data is derived from public data and online travel mapping. 

Looking at it now, whether it is a recall scandal or a declining sales volume, it can be seen that the new energy businesses of Porsche, Jaguar and Volvo have not started well. The dilemma in terms of sales has a lot to do with the slow pace of these car companies’ new energy conversion. 

The slow-paced road to new energy 

“A car equipped with an internal combustion engine has no future.” 

At the beginning of March of this year, in a Volvo announcement, the company’s CTO Henrik Green wrote. The reason why this executive is so aggressive may be that he does not want the current decline to obscure Volvo’s long-term investment in the new energy business. 

As early as the 1990s, Volvo began to explore new energy sources. 

At that time, in response to the encroachment on the American car market by Japanese automakers such as Toyota and Honda, the U.S. government created a plan called “PNGV”, which required all car companies operating in the U.S. to develop ultra-low emission car products. 

Under such a policy, Volvo, in order not to lose an important car market like the United States, began to decide to develop car products that meet the requirements, and in 1992 launched the first new energy model-ECC (Environmental Concept Car) concept model.

Unfavorable, how bumpy is the road to new energy for Porsche and Jaguar?

Volvo ECC models, picture source Volvo Cars official micro 

According to public information, the power system of this model is not a hybrid of gasoline and electricity in the traditional sense, but a hybrid of a gas turbine and an electric motor. In short, when the vehicle is working, the gas turbine can make more efficient use of fuel by compressing air. While the gas turbine is working, the motor also provides electrical energy to the motor together with it, and converts it into the kinetic energy of the vehicle. 

In terms of endurance, the model has 140 kilometers in pure electric mode, and the endurance in hybrid mode is increased to 670 kilometers. This achievement and power system earned enough attention for ECC at the time, so that an upgraded version of the model was launched again more than ten years later. 

Entering the year 2000, in the third year that Tes turned out, Volvo once again appeared on the stage to gain attention. In 2007, Volvo launched ReCharge, which is equipped with “DRIVE” powertrain technology and uses a mid-mounted battery pack. It only takes 8 hours to fully charge using a household charging station. 

At that time, although Tesla’s first model, Roadster, had not yet been released, the launch of Volvo ReCharge was considered to have a greater advantage. However, this model has also been questioned. It is considered to be the “oil-to-electric” model of the fuel version of the C30 launched a year earlier. After all, the two models are very similar, and the endurance is only 10 more than the ECC launched more than ten years ago. Kilometers. 

At the North American International Auto Show three years later, Volvo once again brought forth new ideas and released a new energy model called C30 BEV. Different from the previous two models, the power mode of this model is no longer a hybrid, but a purely electric model. 

“This model is a more advanced product.” Lennart SteGLand, head of Volvo Cars Special Vehicles, once commented on this car. 

But the industry was disappointed by it, because this model only changed its power mode, and its endurance is no different from the ReCharge launched three years ago, and it remains at 150 kilometers. Perhaps it is precisely this kind of doubt that the mass production of this model is also gone. 

Just as Volvo is making continuous efforts in the field of new energy, great changes have also begun to take place in the Chinese market across the ocean. In 2014, under the enlightenment of Tesla’s entry into the domestic market, new energy car companies such as Weilai, Xiaopeng and Ideal have sprung up. This year was also known as the “first year” of the development of the new energy car industry. . 

Unfavorable, how bumpy is the road to new energy for Porsche and Jaguar?

The new energy enlightenment driven by Tesla has not only affected car companies in the Chinese market, but car companies in other countries around the world have also been involved in this new energy revolution. 

At the Frankfurt National Motor Show a year later, Porsche launched its first all-electric four-seater concept sports car-the Mission E concept car. According to Porsche, this concept car has an acceleration time of less than 3.5 seconds from zero to 100 kilometers. The cruising range exceeds 500 kilometers. 

At the time, this result was also very capable, so that it attracted the attention of the public once it was released. “Mission E allows us to determine the future of Porsche. Even in today’s fast-developing automotive field, Porsche will rely on this attractive sports car to ensure its leading position.” Porsche officials once said. 

Immediately afterwards, Jaguar released its first pure electric concept model I-PACE at the 2016 Los Angeles Auto Show. Like the Porsche Mission E, this model also has relatively excellent performance, such as a battery life of more than 500 kilometers and a 0.29 battery life. Low drag coefficient and so on. 

Seeing that Porsche and Jaguar, both luxury brands, launched their first new energy models one after another, Volvo, as the “first mover”, was a little panicked. 

In July 2017, Volvo officially announced that it would discontinue the production of fuel vehicles after 2019. This is also the first luxury car company willing to stand up and clearly announce the discontinuation of fuel vehicles. However, after the timetable was put forward, Volvo’s electrification did not speed up, and it was not until 2019 that it slowly launched a new electric model. 

In October of that year, Volvo released and went on the market the XC40 pure electric model, which is also Volvo’s first truly mass-produced pure electric model. Although this car was called a new generation model when it was released, it did not arouse excessive interest in the industry. The reason behind this is not only the late appearance of the model, but also the “fuel version” model based on the fuel version of the XC40. 

In addition to Volvo, Jaguar and Porsche are equally slow. 

After the release of the model in 2016, the Jaguar I-PACE was officially launched in April 2018, priced at RMB 630,8-710,800; Porsche only turned the concept into reality in September 2019, and launched the first electric model Taycan. , The price is 114.8-179.8 million yuan. 

Unfavorable, how bumpy is the road to new energy for Porsche and Jaguar?

Jaguar I-PACE, picture source Jaguar China Jaguar official micro 

As we all know, the 500-kilometer battery life in the second half of 2019 is actually regarded as the industry’s threshold, and it is naturally not as advantageous as it was a few years ago. 

Looking at it now, although luxury car companies like Volvo have deployed new energy earlier, due to the lack of product launches and the slow pace of product launches, no one is interested in XC40 pure electric models. . 

For Jaguar and Porsche, the same is because the pace of mass production of products is too slow, so that the models that could have been used for World War I have been dragged to 2019, but it is no longer normal. Therefore, sales cannot be guaranteed. 

And the subsequent recall of these models has caused a major blow to the new energy roads of car companies such as Volvo, Porsche and Jaguar. So, after these car companies endure these, can their new energy road go on? 

Can the road to new energy continue? 

For luxury car companies such as Porsche and Jaguar, while laying out electrification, the basics of these car companies’ fuel vehicles are also developing. This means that even if these car companies cannot be electrified, there is still a fuel vehicle business that can save their lives. This is the biggest difference between these car companies and domestic new energy car companies such as Weilai and Xiaopeng. 

However, for now, the basic disks of Porsche and Jaguar fuel vehicles have also begun to falter. 

According to public data, Porsche’s global car sales from 2018 to 2020 were 256,000, 280,000 and 272,000, respectively, and sales in 2020 decreased by 3% year-on-year. Volvo’s three-year global sales were 642,000, 705,000 and 660,000, respectively, which also dropped sharply in 2020. 

Compared to Porsche and Volvo, Jaguar’s situation is more bleak. 

According to Jaguar’s previous financial report data, global sales from 2018 to 2020 were 590,000, 558,000, and 426,000, respectively. Sales in 2019 and 2020 fell by 5.9% and 23.6% year-on-year, respectively. It can be seen that the decline is also Expand year by year.

Unfavorable, how bumpy is the road to new energy for Porsche and Jaguar?

The global sales of Porsche, Jaguar and Volvo from 2018 to 2020, the data comes from public data, and online travel mapping 

If it is said that due to the impact of the epidemic, the overall global car market was not optimistic last year, naturally including Porsche and other car companies. Then, if we look at the global luxury car sales in 2020 alone, the situation of Porsche, Volvo and Jaguar is still very serious. 

According to statistics from the global automotive data platform MarkLines, in the 2020 global luxury car brand sales rankings, Mercedes-Benz , BMW and Audi rank first to third with 793,200, 758,600 and 731,600 respectively. 

For Porsche, Jaguar and Volvo, Volvo performed the best, ranking seventh with 170,900 vehicles. Porsche followed closely with 88,300 vehicles in ninth place, while Jaguar ranked ninth with only 25,100 vehicles. The 15th place. 

Although Volvo has a greater advantage among the three car companies, if you compare it with the BBA three, you can see the difference.

In this current situation, Porsches have to start accelerating the development of their electrification business. 

In terms of action, these car companies first made an article on the price of vehicles. This year’s New Year’s Day, with the launch of the domestically-produced Tesla Model Y, Tesla officially launched another price cut. The price was significantly lower than the pre-sale price, and orders for 30,000-40,000 vehicles were obtained within a week.

Seeing that price cuts can bring such big dividends, Porsche and Volvo have also joined them by cutting prices or launching entry-level models. 

The first is Porsche. In February of this year, Porsche officially announced that it would launch an entry-level model of the Taycan. Compared with the current high price of RMB 88.80-1.798 million, the price of the entry-level model is only US$79,900 (approximately RMB 520,000). 

Immediately afterwards, Volvo also tried to impress consumers by cutting prices. Just one month after Porsche launched the entry-level model, Volvo officially announced that it would adjust the price of the Volvo XC40 RECHARGE from 357,000 yuan to 299,000 yuan, a direct price reduction of 58,000 yuan. 

As far as Jaguar is concerned, price cuts started as early as July last year. According to Future Auto Daily, at that time, Jaguar officials announced a price cut news-before July 31 last year, all Jaguar I-PACE models sold in the former Shanghai area were sold at a discount of 5.1%. 

Take the entry-level Jaguar I-PACE as an example. The official guide price is 630,800 yuan, and the discounted price is only 321,700 yuan. This discount is almost the largest discount for luxury brands in the Chinese market. 

In addition to price cuts and introduction of entry-level models, Porsches have also announced their own electrification plans.

In February this year, Jaguar Land Rover CEO Bolloré said that within the next ten years, all Jaguar Land Rover models will be equipped with electrification technology, and Jaguar plans to upgrade to a fully electrified car brand. Although Jaguar currently has only one pure electric vehicle, the I-Pace, according to its plan, the electrification transformation of the brand will be more radical in the future. 

A month later, Volvo and Porsche also announced their plans for electrification. 

Volvo officials said that in 2025, pure electric models will account for 50% of the total, and the rest will be hybrid models. In 2030, Volvo will phase out all internal combustion engine vehicle products, including hybrid vehicles. In 2040, we will strive to become a benchmark enterprise with zero climate load. 

Porsche officials also stated that it will continue to expand the product portfolio of electric vehicles in the future, or launch Taycan’s first derivative model Taycan Cross Turismo in 2021. In addition, the new generation of compact SUV Macan will also be electrified, becoming Porsche’s second pure electric vehicle series. By 2025, Porsche plans that 50% of its entire product range will consist of plug-in hybrid models or pure electric models. 

Looking at it now, Porsches not only acted, but also chanted slogans, and their confidence is not negligible. But for these car companies, the road ahead for electrification may still be difficult and dangerous. 

First at the consumer level. 

It is undeniable that the current Chinese market has become one of the largest markets for car companies in the world to compete in electrification, and in this market, the 600-800,000 yuan or even higher car market is a market with a smaller user scale. 

According to the “2019 China Automobile Consumption Trend Report” issued by the China Distribution Association, the market share of cars with more than 400,000 yuan in 2019 was only 13.8%, compared with 28.7% for the market with less than 120,000 yuan.

Unfavorable, how bumpy is the road to new energy for Porsche and Jaguar?

Domestic automobile consumer price demand by market share in 2019, data comes from China Distribution Association, online travel mapping 

Because of this, the new energy vehicle consumption market of 600-800,000 yuan is quite special. “Consumers in the consumer level, are generally not only a car can be opened, so the brand for fault tolerance compared to the mass market usually will be higher.” Billion euros automobiles senior auto analyst Yang Yaru pair of wires Travel representation. 

However, Connected Travel asked several Porsche Taycan and Jaguar I-PACE owners, “After a large-scale recall, would you still choose electric cars from luxury brands such as Porsche and Jaguar?” After this question. 

The answer is basically the same-no. 

In the eyes of these consumers, buying a Porsche or Jaguar electric car is mainly for the sake of saving face and experiencing trams. The real travel demand is second. A large-scale recall like Porsche is likely to make these consumers doubt and distrust its brand. 

On the other hand, competition is also visible to the naked eye. 

The formulation of electrification plans is no longer the original creation of luxury car companies such as Porsche, Jaguar and Volvo. BMW, Audi and Mercedes-Benz also released their own electrification plans and timetables this year. Connected Travel once elaborated on the BBA electrification plan in the article ” BBA was forced to a corner by the Teslas” . 

Generally speaking, due to price differences between Porsches and BBA, there will not be too much competition with each other. However, after Porsche, Jaguar and Volvo reduced the prices of their electric vehicles, they happened to enter the price range of BBA’s electric vehicles. In China, competition is naturally inevitable. 

Take the mileage of view, according to the car home data show, Porsche 2020 models Taycan, Jaguar models I-PACE 2020 and 2021 models of Volvo XC40 pure electric mileage of 414 kilometers, respectively, 456 km and 420 km; in contrast , BMW’s 2021 iX3 and Audi’s 2021 e-tron have even more advantageous mileage, both of which are 500 kilometers.

Unfavorable, how bumpy is the road to new energy for Porsche and Jaguar?

Comparison of pure electric vehicles under Porsche, Jaguar, Volvo and BBA. The data comes from the car home, connected travel mapping 

Not to mention that compared with Tesla and Weilai, Xiaopeng and the ideal “three brothers”, after all, Tesla, Weilai and other new energy car companies have achieved a mileage of 1,000 kilometers. In terms of assisted driving, cruise control, a common standard feature, is still optional on Taycan cars. 

For now, although Porsche, Jaguar and Volvo are more active in recalling than Tesla in the industry, luxury brands such as Porsche want to have a place in the future new energy war. They can only do this. Is far from enough. 

(At the request of the interviewee, Fang Yuan and Liu Xiao in the text are pseudonyms.)

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