保时捷在华销量连跌4年

Core Viewpoint - Porsche's sales are significantly declining, particularly in the Chinese market, with a global sales drop of 10% in 2025, marking the largest decline since the 2009 financial crisis [3]. Sales Performance - In 2025, Porsche's global sales reached approximately 279,000 units, a decrease of 10% year-on-year [3]. - Sales in China fell to about 42,000 units, down 26% year-on-year, and nearly 60% from the peak in 2021 [3]. - Porsche has experienced four consecutive years of declining sales in China, with a notable drop from 79,000 units in 2023 to 57,000 units in 2024 and 42,000 units in 2025 [3]. Market Strategy - Porsche's strategy prioritizes single-vehicle profit over sheer sales volume, which has impacted delivery numbers [3]. - The company is reducing its sales network in China, planning to cut from 150 to 120 outlets by the end of 2025, and further down to around 80 by the end of 2026 [4]. Inventory and Pricing - Some Porsche dealerships have reported operational issues, and there have been closures of certain outlets in cities like Zhengzhou and Yiwu [5]. - To clear inventory, Porsche has offered significant discounts on end prices [5]. Electric Vehicle Strategy - The rapid development of the electric vehicle market in China has altered the automotive landscape, with domestic high-end brands affecting traditional luxury car sales [5]. - Porsche was an early entrant in the electric vehicle market with the Taycan in 2019 but has not developed models specifically for the Chinese market, leading to underperformance [5]. - In September 2025, Porsche announced a slowdown in its electrification process, delaying the launch of some electric models and focusing on more fuel and plug-in hybrid vehicles [5]. Localization Efforts - Porsche is accelerating its localization efforts to better meet the demands of the Chinese market, including the launch of a new infotainment system tailored for China in 2025 [6]. - A new research and development center in China was inaugurated in November 2025, integrating R&D, procurement, and quality control [6]. Future Outlook - The CEO of Volkswagen Group indicated that Porsche's sales in China are not expected to grow in the short term, with plans to reduce channel network size and production capacity while maintaining high profit margins [6].