保时捷中国打响突围战

Core Viewpoint - Porsche China is set to terminate sales operations at the Beijing Shijingshan Porsche Center and plans to reduce its sales outlets in China to around 80 by 2026, while refocusing on internal combustion engine vehicles amid increasing competition in the electric vehicle market and pressure on performance in China [1][4]. Group 1: Sales Network Adjustments - The Beijing Shijingshan Porsche Center will close next year, with current discounts on the electric Taycan model reflecting the impending closure [2]. - Porsche China is actively planning a new retail network blueprint in Beijing to enhance operational efficiency and customer experience amid the rapid development of the luxury car market [3]. - By the end of this year, Porsche's sales outlets will be reduced from 150 to 120, with a further reduction to around 80 by the end of 2026, focusing on core cities and provinces [3]. Group 2: Product Strategy Shift - Porsche is shifting its product strategy to prioritize internal combustion engine vehicles, as the competitive landscape for electric vehicles has intensified, diluting the market advantage of the Taycan [4][5]. - The company plans to launch a new large SUV with an internal combustion engine version first, and will also introduce internal combustion and plug-in hybrid models in the B-segment SUV market [4]. Group 3: Financial Performance and Market Challenges - Porsche's global sales declined by 6% to 212,500 units in the first three quarters of 2025, with sales in China dropping by 26% to 32,200 units, significantly down from a peak of 95,000 units in 2021 [5][6]. - The operating profit for Porsche in the first three quarters of 2025 fell by 99% to €4 million, with challenges in the Chinese market cited as a core reason [6]. Group 4: Localization and Future Strategy - Porsche is accelerating local R&D efforts, having established a new center in Shanghai to develop solutions tailored for the Chinese market [7]. - The company aims to balance supply and demand while maintaining brand value, recognizing the challenges posed by local brands with cost advantages and improved product capabilities [7]. - Successful implementation of the "Win Back China" strategy will depend on deep, systematic localization changes and the ability to meet Chinese consumers' high expectations for intelligent vehicle systems [8].