{"id":36642,"date":"2018-04-17T10:42:08","date_gmt":"2018-04-17T01:42:08","guid":{"rendered":"https:\/\/www.panamera-life.com\/?p=36642"},"modified":"2019-09-21T14:49:29","modified_gmt":"2019-09-21T05:49:29","slug":"%e3%83%91%e3%83%8a%e3%83%a1%e3%83%bc%e3%83%a9%e8%b2%a9%e5%a3%b2%e5%8f%b0%e6%95%b0%e3%80%81%e7%b1%b3%e3%81%a7%e3%81%af200%e5%a2%97%e3%81%a7%e5%a5%bd%e8%aa%bf%e2%88%92%e6%97%a5%e6%9c%ac%e3%81%a7","status":"publish","type":"post","link":"https:\/\/www.panamera-life.com\/en\/entry\/%e3%83%91%e3%83%8a%e3%83%a1%e3%83%bc%e3%83%a9%e8%b2%a9%e5%a3%b2%e5%8f%b0%e6%95%b0%e3%80%81%e7%b1%b3%e3%81%a7%e3%81%af200%e5%a2%97%e3%81%a7%e5%a5%bd%e8%aa%bf%e2%88%92%e6%97%a5%e6%9c%ac%e3%81%a7\/","title":{"rendered":"Panamera Sales Are Up 200% in the U.S.\u2014So Why Does It Sell Less Well in Japan?"},"content":{"rendered":"

Porsche\u2019s Most Successful Quarter Ever<\/h3>\n

On April 13, Porsche announced its results for the first quarter of 2018. The company sold around 63,500 vehicles worldwide, up 6% year over year, making it the most successful quarter in Porsche\u2019s history.<\/strong> In Europe, sales topped 20,600, an 8% increase over the previous year. Porsche sold more than 7,700 vehicles in Germany, also up 8%. In China, sales reached 18,600, 3% above the previous year.<\/p>\n

The Macan was the best-selling model, with more than 23,000 sold worldwide. Sales of the Panamera and 911 were strong, too. In the U.S., Panamera sales in 2017 were up 200% year over year.<\/strong><\/p>\n

A 200% increase is huge! As for the 911, more than 9,600 were sold in the quarter, up 35% year over year.<\/p>\n

\uff0aSource: Porsche\u2019s Most Successful Quarter Ever: 63,478 New Vehicles Sold from January to March<\/a><\/span><\/p>\n

What About Japan?<\/h3>\n

That got me wondering. Porsche\u2019s overall sales were clearly strong\u2014but what were its sales like in Japan?<\/p>\n

How did Porsche do in the Japanese market?<\/span><\/p>\n

I expected Japan to have had a strong quarter, too, given that it was \u201cthe most successful quarter in Porsche\u2019s history.\u201d But I couldn\u2019t find any mention of Japan in the article. The closest thing was a regional breakdown of new-vehicle sales:<\/p>\n

Porsche AG: New-Vehicle Sales, January\u2013March 2018
\n\u30fbWorldwide: 63,478 (up 6% year over year)
\n\u30fbEurope: 20,601 (up 8% year over year)
\n\u30fbChina: 18,672 (up 3% year over year)
\n\u30fbU.S.: 13,954 (up 10% year over year)
\n\u30fbGermany: 7,724 (up 8% year over year)
\n\u30fbAsia-Pacific, Africa, and the Middle East: 26,279 (up 3% year over year)<\/p>\n

Japan is lumped together in \u201cAsia-Pacific, Africa, and the Middle East.\u201d<\/p>\n

That\u2019s a pretty huge region to lump together.<\/span><\/p>\n

My husband often grumbles, \u201cThey sell that model in Europe, but it never makes it to Japan,\u201d<\/strong> or \u201cPorsche headquarters doesn\u2019t put much effort into the Japanese market.\u201d<\/strong> Seeing Japan grouped into such a broad region made those complaints feel all too real.<\/p>\n

How Is Porsche Japan Performing?<\/h3>\n

That regional breakdown doesn\u2019t tell us much about Japan specifically, so I looked into Porsche Japan\u2019s performance.<\/p>\n

Porsche Japan celebrated its 20th anniversary in January 2018. It started out handling just two models\u2014the 911 (Type 996)<\/span> and Boxster (Type 986)<\/span>\u2014before adding the Cayenne, Panamera, and Macan. In fiscal 2017, it sold around 7,000 vehicles (one article reported 7,322 sales in 2016)<\/span>. That\u2019s 4.5 times the 1,487 vehicles sold when the company was first established.<\/p>\n

In Japan, two-door sports cars such as the 911 and Boxster account for 40% of Porsche\u2019s total sales\u2014a world-leading share. The Macan, meanwhile, makes up 30% of new-vehicle sales and is a key driver of the business.
\n\uff0aSource: Porsche Japan Celebrates Its 20th Anniversary This Year!<\/a><\/span><\/p>\n

Selling around 7,000 vehicles\u20144.5 times the original figure\u2014in just 20 years sounds impressive. But compared with the 28,317 new vehicles sold in Germany in 2017, Japan\u2019s numbers may still be seen as modest.<\/strong><\/p>\n

Why Doesn\u2019t the Panamera Sell as Well in Japan as It Does Overseas?<\/h3>\n

Some reports say that \u201csales of the new Panamera are strong in Japan,\u201d but they don\u2019t give actual sales figures or say what share of Porsche\u2019s total sales it represents. That led me to wonder whether its performance is still relatively modest. With that in mind, I started thinking about why the Panamera sells so well in the U.S. and Europe, but not to the same extent in Japan.<\/strong><\/p>\n

\u2460 Japan Has a Lot of 911 Fans<\/h4>\n

\"\"
\nYou often hear that Japan has plenty of fans who think, \u201cPorsche means the 911!\u201d One article notes that two-door sports cars such as the 911 and Boxster account for 40% of Porsche\u2019s total sales in Japan, one of the highest shares in the world.<\/strong> Some of those fans may see the Panamera\u2014a luxury sedan from Porsche\u2014as a departure from what the brand should be.<\/p>\n

\u2461 Not Everyone Sees the Panamera as a Sports Car<\/h4>\n

\"\"
\nThe Panamera is often compared with the BMW 7 Series and Mercedes-Benz S-Class, but I see it as something entirely different. It isn\u2019t a luxury sedan with a sporty touch; at its core, it\u2019s a sports car.<\/strong><\/p>\n

Goro Okazaki has made this point, too, and it\u2019s also covered in this article<\/a>.<\/p>\n

The Panamera is a sports car\u2014almost like a 911 scaled up. It\u2019s a sports car that lets four people travel in comfort while still enjoying the drive.<\/strong> I don\u2019t think that message has fully reached the wider public yet.<\/p>\n

\u2462 SUVs and Minivans Are Popular in Japan<\/h4>\n

\"\"
\nJapan has plenty of SUVs and minivans that can carry lots of luggage and seat five or more. I hardly saw any minivans when I visited Germany. There also seems to be a lingering image that minivans and SUVs are for younger people, while sedans are for older men\u2026 (-_-).<\/p>\n

The same goes for Porsche: around town, I see far more Cayennes and Macans than Panameras. You can point out that the Panamera has plenty of cargo space and a roomy rear seat, but perhaps the fact that it\u2019s a four-seater still puts some buyers off.<\/p>\n

\u2463 It\u2019s a Big Car<\/h4>\n

\"\"
\nThe Panamera is genuinely large. Japanese roads are narrow, parking spaces are tight, and many homes and apartment buildings have parking spaces less than 1,900 mm wide. For everyday use, the Panamera may simply feel too big. That\u2019s understandable.<\/p>\n

Drive a Panamera Once, and You\u2019ll Understand<\/h3>\n

I could go on and on, but I\u2019m not sure words alone can get the point across. If you\u2019re even a little curious about the Panamera, I\u2019d recommend taking one for a test drive. It could completely change the way you think about luxury sedans.<\/strong><\/p>\n

That said, emissions regulations and other factors are reshaping the market, and Tesla is reportedly growing its sales in Germany at a pace that could leave the Panamera behind (I wonder if Porsche is also stepping up its work on plug-in hybrids and Mission E)<\/span>. These days, I\u2019m thinking I\u2019d like to test-drive a Tesla soon, too, and see how it compares with the Panamera.<\/p>\n","protected":false},"excerpt":{"rendered":"Porsche\u2019s Most Successful Quarter Ever On April 13, Porsche announced its results for the first quarter of 2018. The company sold around 63,500 vehicles worldwide, up 6% year over year, making it the most successful quarter in Porsche\u2019s history. In Europe, sales topped 20,600, an 8% increase over the previous year. Porsche sold more than 7,700 vehicles in Germany, also up 8%. In China, sales reached 18,600, 3% above the previous year. The Macan was...","protected":false},"author":0,"featured_media":1104,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_locale":"en_US","_original_post":"https:\/\/www.panamera-life.com\/?p=1079","footnotes":""},"categories":[31,24],"tags":[],"class_list":["post-36642","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-aboutpanamera","category-porshenews","en-US"],"yoast_head":"Panamera Sales Are Up 200% in the U.S.\u2014So Why Does It Sell Less Well in Japan? - \u30dd\u30eb\u30b7\u30a7\u304c\u308f\u304c\u5bb6\u306b\u3084\u3063\u3066\u304d\u305f - \u30aa\u30fc\u30ca\u30fc\u30ba\u30d6\u30ed\u30b0<\/title>\n<meta name=\"description\" content=\"Why does the Panamera sell less well in Japan than overseas despite a 200% U.S. sales increase? 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