雷军的“偶像”，彻底撑不住了！

Core Viewpoint - Porsche, once considered a luxury "money printing machine," is now facing a significant decline in sales and profits, with a 99% drop in operating profit in the first three quarters of the year compared to the previous year [2][5][7] Financial Performance - In the first three quarters of this year, Porsche's revenue decreased by 6% to €26.864 billion, while operating profit fell to €4 million from €4.035 billion in the same period last year [2][5] - The operating profit margin plummeted to 0.2%, down from 14.1% year-on-year [2][7] Sales Decline - Porsche's delivery volume peaked at 95,700 units in 2021 but is projected to drop to 56,900 units in 2024, representing a 28% year-on-year decline [5][10] - In China, Porsche's sales fell by 26% to 32,000 units, highlighting a significant shift in consumer preferences towards electric vehicles [10][11] Market Challenges - The luxury car market is experiencing a downturn, with competitors like BMW, Mercedes-Benz, and Audi also reporting declines in sales in China [10][11] - Porsche's struggles are attributed to several factors, including product strategy adjustments, challenging market conditions in China, one-time expenses related to battery activities, organizational changes, and increased import tariffs in the U.S. [7][11] Brand Perception and Strategy - Porsche's brand image is under threat as it resorts to discounting strategies, which contradicts its luxury positioning [13][15] - The company is facing a crisis of confidence among existing customers, as the brand's high-end status is compromised by significant price reductions [15][18] Electric Vehicle Transition - Porsche has been proactive in its electric vehicle strategy, launching the Taycan and aiming for 50% of its sales to come from electric and hybrid models by 2025, and over 80% by 2030 [18][19] - However, delays from its partner Volkswagen in developing electric vehicle architecture have hindered Porsche's ability to capitalize on the rapid growth of the electric vehicle market [18][19] Future Plans - Porsche is implementing a "Rui Jing Plan" to upgrade its dealership network and promote digital retail and services, aiming to regain market share in China by 2026 [24]