对话保时捷中国CEO潘励驰：首度详解如何“赢回中国”

Core Insights - Porsche's global sales declined by 10% in 2025, with a 26% drop in deliveries in China, which remains the company's second-largest market [1][2] - The company emphasizes a "quality over quantity" approach, focusing on maintaining brand value rather than chasing sales numbers [1][2] Sales Performance - Porsche delivered approximately 42,000 vehicles in China in 2025, despite the overall luxury car market contraction [1][2] - The Cayenne and other key models have gained market share in their segments, showcasing resilience despite the sales decline [2] Brand Strategy - Porsche's CEO likens brand management to a marathon, emphasizing long-term goals over short-term gains [2][6] - The company has seen a 12% growth in its used car business, indicating a successful strategy to attract new customers and maintain market share [2] Financial Services - Over 50% of Porsche's sales are completed through its financial services, which help strengthen customer relationships [2] - The company highlights the importance of vehicle residual values in maintaining brand prestige, with Porsche leading in this area among luxury brands [2] Market Adjustments - Porsche plans to introduce a new SUV model positioned above the Cayenne, responding to consumer demand for larger vehicles in China and the U.S. [3][4] - The company is optimizing its dealer network, planning to reduce the number of dealerships from approximately 114 to around 80 by the end of 2026 [4] R&D and Localization - Porsche has established its first comprehensive R&D center outside Germany in China, focusing on local market insights and needs [5] - The company is collaborating with local suppliers, such as Botai, to enhance product development and ensure seamless integration of new technologies [5][9] Long-term Vision - Porsche's long-term strategy emphasizes brand community engagement, with over 73,000 participants in brand community activities in China, a 150% increase year-on-year [7] - The company is actively working to promote its classic car business in China, aiming to enhance brand heritage and consumer connection [8] Challenges and Future Outlook - Porsche acknowledges the challenges posed by changing consumer preferences, market competition, and macroeconomic factors as reasons for the sales decline [10][12] - The company aims to enhance cost efficiency while maintaining a focus on local R&D and product development to better meet consumer demands [11][12]