保时捷中国总裁及CEO潘励驰：保时捷的“过冬”手册 收缩、重仓与不妥协

Core Insights - Porsche's global deliveries in 2025 fell to 279,400 vehicles, a 10% year-on-year decline, marking the largest annual drop since 2009. In China, sales plummeted by 26% to 41,900 units, nearly returning to levels seen a decade ago [1][5][15] - The company emphasizes maintaining brand value and supply-demand balance over merely pursuing sales volume, as stated by Porsche China CEO, Pan Licheng [1][6] Sales and Market Strategy - Porsche is undergoing a significant reduction in its dealership network in China, from approximately 150 to around 80 by the end of 2026, as part of a strategy to optimize its dealer network and focus on quality rather than quantity [2][3] - The "Rui Jing Plan" aims to transform traditional 4S stores into community-oriented spaces that integrate new car sales, used car sales, after-sales service, and community activities [3][11] Cost Management and Investment - The company is implementing cost-cutting measures while simultaneously increasing investments in the Chinese market, including establishing a research and development center in Shanghai [3][10] - The R&D center aims to develop a new generation of infotainment systems within an 18-month timeframe, reflecting a rapid development pace uncommon for German automotive standards [3][9] Product Development and Innovation - Porsche plans to launch a fully electric Cayenne and other models tailored for the Chinese market, with a focus on maintaining the brand's core values of safety and driving experience [4][7] - The company is committed to ensuring that any advancements in automation and smart driving technologies do not compromise safety, with a focus on driver control and reliability [4][13] Brand Strategy and Consumer Engagement - The "Win Back China" strategy focuses on strengthening brand power, meeting consumer demands, and fostering positive community feedback rather than solely increasing sales figures [5][15] - The company acknowledges the structural changes in consumer preferences and the intensified competition from local brands, which have led to significant price reductions in the luxury segment [7][15] Future Outlook - Porsche anticipates that the introduction of new models will stabilize sales and enhance brand loyalty, while also preparing for ongoing challenges in the luxury car market [7][8] - The company remains open to exploring local partnerships and innovations to enhance its offerings in the Chinese market, while maintaining strict quality standards [12][14]