暴跌99%，超级巨头，发生了什么？

Core Insights - Porsche's operating profit for the first three quarters of this year plummeted by 99% to €40 million (approximately ¥331 million), compared to €4.035 billion (approximately ¥33.4 billion) in the same period last year [1][3] - The company's sales return rate dropped to 0.2%, down from 14.1% year-on-year [1][3] - The significant decline in performance is attributed to special expenses from product strategy restructuring, challenges in the Chinese luxury car market, increased costs from U.S. import tariffs, and one-time impacts related to battery business [1][3][4] Financial Performance - Porsche's revenue for the first three quarters was €26.86 billion, a 6% decline year-on-year [3] - The company sold 212,500 vehicles, a 6% decrease, with notable declines in key markets: a 26% drop in China (32,000 units), a 16% drop in Germany (22,500 units), and a 4% drop in the rest of Europe (50,000 units) [3][4] Strategic Adjustments - Porsche announced a structural contraction, planning to cut approximately 1,900 jobs at its Stuttgart headquarters by 2029, with an additional 2,000 temporary contracts expiring [4] - The company is postponing the launch of certain electric vehicle models and extending the market lifecycle of several fuel and hybrid models, resulting in an additional €2.7 billion in expenses [3][4] - Porsche plans to increase prices in the U.S. market to offset the impact of tariffs, which have cost the company €300 million in the first nine months and are projected to reach €700 million for the year [8] Leadership Changes - Porsche announced a leadership change, with current CEO Oliver Blume set to step down at the end of the year, to be succeeded by Michael Leiters starting January 1, 2026 [8] Industry Context - Other luxury car manufacturers are also facing challenges, with Mercedes-Benz reporting a 12% decline in global sales for Q3 and BMW lowering its 2025 performance expectations due to weak sales and increased tariff costs [5]