Core Insights - Porsche China CEO announced plans to reduce the number of dealerships from 114 in 2025 to 80 by 2026, a nearly 30% decrease, in response to a projected 26% decline in sales in 2025 [1] - The channel optimization has led to dissatisfaction among some customers who are unable to use maintenance packages purchased at authorized dealerships due to closures, raising questions about consumer rights protection [1][2] - The luxury car market is entering a phase of inventory competition, where brands are consolidating resources and focusing on high-potential markets, but Porsche's main controversy lies in its responsibility to consumers during market changes [1][2] Company Response and Consumer Trust - Porsche has faced criticism for not adequately addressing consumer concerns regarding the usability of maintenance packages after dealership closures, which has led to a loss of trust among customers [2][3] - The company has been accused of enjoying the benefits of the booming luxury car market without properly addressing consumer rights, resulting in unnecessary losses for loyal customers [2] - The lack of clear solutions for customers who purchased maintenance packages at closed dealerships reflects a failure in brand management and a depletion of consumer trust [2][3] Market Challenges and Brand Strategy - The announcement of a significant reduction in dealerships amid unresolved consumer issues may exacerbate the brand's trust crisis and further damage consumer confidence [3] - Porsche's challenges are indicative of broader issues faced by traditional luxury brands in adapting to the evolving Chinese market, particularly in terms of electric vehicle development and meeting local consumer demands [3][4] - To regain consumer trust, Porsche must implement clear solutions for affected customers and adopt a transparent approach in addressing public concerns, demonstrating accountability and commitment to consumer rights [4] Industry Implications - The situation serves as a warning for all traditional luxury brands, emphasizing the importance of respecting market dynamics and prioritizing consumer rights [4] - Brands must focus on both product quality and service experience to maintain competitiveness in a challenging market environment, or risk being eliminated from the market [4]
贝壳车评｜保时捷中国渠道大收缩，不能让车主为品牌转型买单