中国区CEO潘励驰：保时捷不会让消费者当小白鼠｜36氪专访

Core Insights - Foreign luxury brands, including Porsche, are experiencing a continuous decline in sales in China, with Porsche's sales dropping by 26% in 2025 compared to the previous year, marking four consecutive years of decline [1] - The CEO of Porsche China, Pan Lich, emphasized that the structural changes in sales are driven by a fundamental shift in customer demand, where Chinese consumers now seek a perfect technological experience in their vehicles [1][9] - The competitive landscape is intensifying, leading to price wars, particularly in the SUV market, where suggested retail prices have decreased by over one-third in three years [1][9] Sales and Market Strategy - Porsche is actively adjusting its strategy in response to challenges, including the closure of some dealerships, with plans to reduce the number of dealerships from 114 to 80 by 2026 and decrease inventory levels by 30% [2] - The company is set to launch several China-exclusive models and a pure electric version of the Cayenne, along with new B-class and D-class SUVs by the end of the decade [2] - Porsche is collaborating with local tech companies, including Baidu, to enhance its in-car infotainment systems, indicating a shift towards more partnerships with local firms [5][6] Design and Brand Identity - Pan Lich addressed concerns regarding design similarities between Porsche and domestic brands, asserting that this reflects the strength of Porsche's design language and that originality will always be valued [3][6] - The company believes that the recognition of its design will ultimately lead consumers to appreciate the original brand, despite the increasing number of look-alike models [3][6] Future Outlook and Challenges - The CEO highlighted the importance of understanding the Chinese market better and taking actions to revive performance, indicating a commitment to adapt to local consumer preferences [4] - Porsche's strategy to "win back China" does not solely focus on sales volume but rather on maintaining brand strength and meeting consumer expectations [14][15] - The company is facing challenges from macroeconomic factors and intensified competition, with a need to remain flexible and responsive to market changes [14][9]