2025年在华销量大跌26%，保时捷中国CEO：行业正在洗牌，已制定路线图“赢回中国”

Core Insights - Porsche aims to deepen its commitment to the Chinese market, viewing it as a strategic innovation engine for the next 3 to 5 years, despite facing challenges such as a projected 26% decline in sales in 2025 compared to the previous year [1][2] - The company is adjusting its dealer network and establishing a local R&D center to enhance adaptability and resilience in the Chinese market [1][8] Sales Performance - Porsche's global sales are expected to reach approximately 279,000 units in 2025, with around 42,000 units from the Chinese market, reflecting a 26% year-on-year decline [1] - The overall luxury car market in China is under pressure, with luxury brand sales down 10.6% year-on-year for the first 11 months of 2025, totaling about 2.201 million units [2] Market Strategy - Porsche's strategy includes a focus on value-oriented sales rather than just volume growth, especially in light of increased competition in the luxury car segment, particularly in electric vehicles [4][9] - The company plans to optimize its dealer network from approximately 150 outlets in 2024 to around 80 by the end of 2026, aiming to cover all core cities effectively [6][8] Product Development - Porsche is committed to electric vehicle development but is adjusting its product lineup to include more internal combustion engine models, reflecting the competitive landscape in the ultra-luxury segment [4][5] - A new local R&D center was established in November 2025, which will allow for faster development cycles and the introduction of a new infotainment system tailored for the Chinese market in 2026 [8] Future Outlook - The luxury car market is expected to continue facing challenges in 2026, with increased competition and market restructuring, but Porsche remains cautiously optimistic about its prospects [4][9] - The company emphasizes a comprehensive transformation strategy in China that goes beyond product and channel adjustments, aiming for systemic and localized changes across various aspects of its operations [8]