中国区CEO潘励驰：保时捷不会让消费者当小白鼠丨36氪专访

Core Viewpoint - Foreign luxury brands are experiencing a continuous decline in sales in China, necessitating transformation and change. Porsche's sales in China dropped by 26% in 2025, marking four consecutive years of decline, driven by a fundamental shift in customer demand towards a perfect technological experience in vehicles [6][11]. Group 1: Sales and Market Dynamics - Porsche sold 42,938 vehicles in China in 2025, reflecting a 26% year-on-year decline [6]. - The market for SUVs, particularly the Cayenne, has seen a price drop of over one-third in suggested retail prices over three years, allowing consumers to purchase C-class SUVs at B-class prices [17]. - The shift in customer demand is attributed to local brands leveraging their technological ecosystems, enabling them to respond more swiftly to market changes compared to established brands like Porsche [17]. Group 2: Strategic Adjustments - Porsche is actively adjusting its dealer network, reducing the number of dealerships from 114 in 2025 to 80 by 2026, and plans to decrease dealer inventory levels by 30% [7]. - The company is prioritizing customer service over production volume, indicating a willingness to lower output to ensure customer satisfaction [7]. - Porsche plans to introduce several models exclusive to the Chinese market, including a fully electric Cayenne and two new B-class and D-class SUVs by the end of the decade [7]. Group 3: Technological Collaboration and Innovation - Starting mid-2026, Porsche will implement a new in-car infotainment system developed in collaboration with Baotai Car Union across several models, including the 911 and Taycan [8]. - Porsche is open to partnerships with various local tech companies, including Huawei, for smart driving technologies, emphasizing the need for deep collaboration due to the complexity of high-level intelligent driving systems [12][13]. Group 4: Design and Brand Identity - Porsche's design language is recognized as strong, with the company expressing pride in the imitation of its designs by other brands, asserting that originality will always be valued [10][14]. - The company acknowledges the increasing speed of Chinese automakers and is considering ways to adapt its development cycles while maintaining quality and safety standards [18][19]. Group 5: Market Strategy and Future Outlook - Porsche's strategy to "win back China" does not solely focus on sales volume but rather on maintaining brand strength and meeting consumer expectations [22][23]. - The company faces challenges from macroeconomic factors and increased competition, with a focus on flexibility and learning from market dynamics to adjust its strategies effectively [22].