延续去年下滑态势，保时捷上半年在华销量同比再跌近3成

Core Viewpoint - Porsche's sales in China are experiencing a significant decline, with a 28% year-on-year drop in the first half of 2024, reflecting broader challenges in the luxury automotive market in China [2][3]. Sales Performance - In the first half of 2023, Porsche's global sales reached 146,000 units, a decrease of 6% year-on-year, with China contributing 79,000 units, down 15% [2]. - The sales in China for 2024 are projected to be 56,900 units, marking a 28% decline compared to the previous year [2]. Market Dynamics - Porsche's entry into the Chinese market in 2001 saw continuous growth, peaking in 2021 with nearly 100,000 units sold [2]. - The decline in sales is attributed to rapid changes in the Chinese market and Porsche's inability to adapt to shifting consumer demands, particularly in the electric vehicle segment [2][3]. Competitive Landscape - The rise of domestic electric vehicle brands in China is eroding market share from luxury car manufacturers like Porsche [2]. - Porsche has been criticized for its slow development of electric vehicles, which has led to a disconnect with the Chinese market [2]. Strategic Adjustments - Porsche plans to stop selling electric vehicles in China within the next two to three years, indicating a shift in strategy [3]. - The company is focusing on maintaining a pricing strategy that aligns with its brand positioning, despite significant discounts being offered to clear inventory [3][4]. Operational Changes - Porsche is undergoing a comprehensive restructuring plan starting in 2025, which includes reducing approximately 1,900 jobs and not renewing 2,000 fixed-term contracts [4]. - The company is investing an additional €800 million in product development, software services, and battery technology [4]. Dealer Network Optimization - Porsche aims to optimize its dealer network in response to market conditions, planning to reduce the number of sales outlets in China from approximately 140 to around 100 by 2027 [4].