高管公开承认任期内出现重大战略失误，这一场景并不多见。但是，保时捷的前CEO奥博穆（Oliver Blume）却勇敢做出了这一举动。 2026年1月1日起，奥博穆正式卸任保时捷CEO，由前迈凯伦CEO迈克尔·莱特斯（Michael Leiters）接 棒，他本人则继续执掌大众汽车集团。 面对《法兰克福汇报》直接追问："在保时捷事件中，受损最严重的或许是保时捷-皮耶希家族。他们还 信任你吗？" 保时捷前任CEO奥博穆（Oliver Blume） 奥博穆的回应显得冷静而克制："过去十年，保时捷取得了创纪录的业绩，大众集团与各家族都从中受 益。但必须承认，自保时捷上市三年以来，股东们承受了损失。我接受这一批评。" 在同一次访谈中，他更进一步指出，回头来看，保时捷将第二代Macan设计成纯电动车是一个错误的决 定。 在2023年这一全面上市的最后年份，燃油版Macan仍以87355辆的销量位居保时捷销量榜第二，仅比 Cayenne少198辆。 奥博穆坦言："几年前我们的产品组合结构不够灵活。我们的战略是在三大细分市场都提供燃油车、混 合动力车和电动跑车——但并非所有产品都如此。我们对Macan的决策是错误的。" 他同 ...

编译 | 杜 咏 芳 编辑 | 黄 大 路 设计 | 甄 尤 美 在同一次访谈中，他更进一步指出，回头来看，保时捷将第二代Macan设计成纯电动车是一个错误的决定。 奥博穆坦言："几年前我们的产品组合结构不够灵活。我们的战略是在三大细分市场都提供燃油车、混合动力车和电动跑车——但并非所有产品都 如此。我们对Macan的决策是错误的。" 他同时强调，保时捷已在纠偏："我们已经做出调整，正在增加燃油车和混合动力车。" Macan在保时捷产品线中地位特殊，是品牌重要的营收支柱。 2025年7月，保时捷第一百万辆Macan下线。 相比其他经典车型，Macan达成百万产量的速度惊人：传奇跑车911用了54年，Cayenne耗时18年，而 Macan仅用12年便实现这一里程碑。 来源 | 《 法 兰 克 福 汇 报 》 、 M o t o r 1 、 C a r b u z z 、 路 透 社 高管公开承认任期内出现重大战略失误，这一场景并不多见。但是，保时捷的前CEO奥博穆（Oliver Blume）却勇敢做出了这一举动。 2026年1月1日起，奥博穆正式卸任保时捷CEO，由前迈凯伦CEO迈克尔·莱特斯（Michael ...

Core Viewpoint - Porsche Cars North America has issued one of its largest single safety recalls in recent years, addressing compliance issues with rear visibility standards [1] Group 1: Recall Details - The current recall affects specific models including 2019-2025 Cayenne, Cayenne E-Hybrid, 2020-2025 911, Taycan, 2024-2025 Panamera, and 2025 Panamera E-Hybrid [1] - This recall follows a 2022 recall that involved 222,858 vehicles due to missing headlight adjustment screw covers [1] Group 2: Regulatory Compliance - The recall was initiated after regulators identified that the affected vehicles do not meet the Federal Motor Vehicle Safety Standard's requirements for rear visibility [1]

Core Viewpoint - Porsche is recalling 173,538 vehicles in the U.S. due to a defect in rearview cameras that may cause them to go dark while reversing, which increases the risk of accidents [1][2][5]. Group 1: Recall Details - The recall affects specific models including 2019-2025 Cayenne, 2020-2025 911, Taycan, and 2024-2025 Panamera vehicles [1]. - The National Highway Traffic Safety Administration (NHTSA) stated that the affected vehicles do not meet federal safety standards for rear visibility [5]. - This recall is one of the largest single safety recalls for Porsche Cars North America in recent years [9]. Group 2: Remedial Actions - Porsche dealers will resolve the issue by updating the driver-assistance software at no cost to vehicle owners [6]. - Interim warning letters are expected to be mailed on February 16, with follow-up notices to be sent once a final remedy is available [6]. Group 3: Industry Context - The recall comes amid a trend of increasing recalls in the auto industry, particularly related to rearview camera systems, with other manufacturers like Toyota and Ford also announcing significant recalls for similar issues [9][12][13].

近日，北京商报记者实地走访发现，经营多年的保时捷北京石景山中心正迎来告别时刻。北京石景山保 时捷中心的销售顾问向北京商报记者表示，该4S店将于明年关闭，纯电车型Taycan的现车优惠后价格为 70多万元，相当于打了7.5折。"这家门店因为即将闭店，所以优惠力度会稍大一些，未来一段时间内仍 会保留售后服务。门店赠送的电车免费保养服务也可以到其他任意保时捷门店进行。" 对于北京4S店的网络调整，保时捷中国向北京商报记者表示，面对中国豪华汽车市场高速发展所带来 的多重变革与复杂挑战，保时捷正积极筹划北京地区零售网络的新蓝图，通过战略调整零售网络布局， 全面提升首都区域运营效能、优化客户体验并拓展服务覆盖。 近期，保时捷中国与相关经销商集团决定终止北京石景山保时捷中心的日常销售业务，其相关职责将由 同城的授权保时捷中心承担。售后业务将维持原有标准，不受影响。相关工作人员也将主动与门店客户 取得联系，根据客户的实际需求进行妥善安排。未来，保时捷还将与经销商伙伴持续评估发展机会。北 京始终是保时捷在华发展的战略重地。面对消费趋势更迭与市场格局演变，保时捷将坚定价值导向型战 略，主动优化零售网络，以更稳健的步伐践行对深耕中 ...

来源：北京商报 石景山门店闭店并非个例。 北京商报记者丨蔺雨葳 12月25日，保时捷中国向北京商报记者确认了北京石景山保时捷中心的销售业务即将终止的消息，并计 划于2026年将中国市场的销售网点缩减至80家左右。与此同时，面对纯电车型竞争加剧、中国市场业绩 承压的现状，保时捷选择重新聚焦燃油车并提出"赢回中国"的战略。 业内人士指出，保时捷想要实现"赢回中国"的目标，远不止于收缩渠道和调整产品动力，关键在于进行 一场深度的、体系化的本土化变革。要针对中国消费者对智能化的超高期待，推出真正具备竞争力的车 载系统和智能体验，这也要求其赋予中国研发中心更大的自主决策权。 渠道收缩 近日，北京商报记者实地走访发现，经营多年的保时捷北京石景山中心正迎来告别时刻。北京石景山保 时捷中心的销售顾问向北京商报记者表示，该4S店将于明年关闭，纯电车型Taycan的现车优惠后价格为 70多万元，相当于打了7.5折。"这家门店因为即将闭店，所以优惠力度会稍大一些，未来一段时间内仍 会保留售后服务。门店赠送的电车免费保养服务也可以到其他任意保时捷门店进行。" 对于北京4S店的网络调整，保时捷中国向北京商报记者表示，面对中国豪华汽车市 ...

Core Viewpoint - Porsche China is set to terminate sales operations at the Beijing Shijingshan Porsche Center and plans to reduce its sales outlets in China to around 80 by 2026, while refocusing on internal combustion engine vehicles amid increasing competition in the electric vehicle market and pressure on performance in China [1][3][5]. Channel Reduction - The Beijing Shijingshan Porsche Center will close next year, with current discounts on the electric Taycan model reflecting the impending closure. The dealership will continue to provide after-sales services and customers can access free maintenance at other Porsche locations [2][3]. - Porsche is actively planning a new retail network blueprint in Beijing to enhance operational efficiency and customer experience, with a reduction in sales outlets from 150 to 120 by the end of this year and further down to around 80 by 2026 [3]. Refocusing on Internal Combustion Vehicles - Porsche has decided to slow down its electric vehicle strategy and prioritize internal combustion engine models due to the rapid emergence of competitive electric vehicles in various price segments. The company aims to strengthen brand loyalty and customer retention rather than merely returning to previous sales volumes [5][10]. - The upcoming large SUV will initially launch with an internal combustion engine, and Porsche plans to introduce models with internal combustion and plug-in hybrid systems in the B-segment SUV market [5]. Accelerating Localization - Porsche is accelerating its localization efforts by establishing a research and development center in Shanghai to focus on solutions tailored for the Chinese market, including new infotainment systems for various models [9]. - The company faces challenges from local brands that have improved product capabilities and pricing strategies, prompting a need to optimize its retail network and focus resources on profitable core dealers [9][10]. - To successfully implement its "Win Back China" strategy, Porsche must undergo a comprehensive localization transformation, enhancing its in-car systems and smart experiences to meet the high expectations of Chinese consumers [10].

而在这一计划发布前夕，保时捷中国总裁及首席执行官潘励驰刚刚阐述了"赢回中国"战略。他提到，中 国豪华车市场正呈现分化，受此影响，前三季度保时捷在华交付新车32195辆，同比下降26%。企业将 重新聚焦内燃机车型，持续巩固品牌价值。 电动化战略收缩的保时捷若要实现突围，还需深耕本土化布局。 停运约200座自建充电站 保时捷中国近日宣布，其自建充电网络将于2026年3月1日起陆续停止运营，尊享充电服务（含自建高功 率直流充电站）同步终止。 对于停运自建充电网络一事，保时捷中国官方向新京报贝壳财经记者表示，这是基于对不同场景下用户 充电偏好及设施使用效率的深入分析而做出的决定，后续将接入更多第三方充电站服务车主。同时，保 时捷经销商安装的充电站、保时捷目的地充电站不会撤除。 公开资料显示，保时捷自建高功率直流尊享充电站总数约200座，单座建造成本或达120万-200万元。 高功率直流充电站是典型的重资产投入，保时捷官方表态也意味着用户对尊享充电站的使用率较低。作 为保时捷电动化转型的核心配套，自建充电站曾是其品牌豪华属性的重要载体，此次关停被外界解读为 其新能源业务战略收缩的信号，核心原因或为新能源业务表现不佳。 ...

Group 1 - A rare automotive crisis occurred in Russia starting November 28, 2025, where hundreds of luxury vehicles, primarily from brands like Porsche, Mercedes-Benz, Audi, and Volkswagen, suddenly became inoperable due to a malfunction in the Bosch VTS (Vehicle Tracking System) [1][17][18] - The affected vehicles exhibited symptoms such as inability to start, engine lock, and sudden loss of power while driving, leading to near-accidents [1][17][18] - The crisis has led to significant operational challenges for dealerships, with Rolf, Russia's largest automotive dealer, reporting over 40 vehicles towed for repairs and long queues at service centers [1][17] Group 2 - The VTS system, designed to provide advanced anti-theft protection through GPS and satellite communication, has a critical flaw due to its reliance on continuous satellite signals [19][20] - When the VTS system detects anomalies, it triggers a security mode that locks the engine, mistakenly identifying normal vehicles as stolen, which has resulted in widespread vehicle immobilization [20][22] - The incident highlights a fundamental issue in the automotive industry regarding the separation of technical control and ownership, raising concerns about consumer rights in the era of smart vehicles [24] Group 3 - The crisis has led to a significant decline in luxury car sales in Russia, with Porsche's sales dropping by 42% and a general decrease in the resale value of used luxury cars equipped with the VTS system by 8%-12% [27][28] - The event serves as a warning for the global automotive industry, emphasizing the vulnerabilities associated with increasing electronic control and the need for standards that ensure basic functionality during communication failures [27][29] - The incident has prompted discussions on regulatory frameworks, with potential new regulations in Russia requiring vehicles to have offline operation modes and user consent for remote control features [30]

Core Insights - Porsche reported a significant loss of €966 million (approximately ¥8 billion) in Q3, with profits plummeting 99% from €4 billion in the same period last year to just €40 million [1][3] - The decline in sales and profits has raised concerns about Porsche's market position, leading to discussions about its ability to recover through new product launches [1][3] Financial Performance - Q3 sales revenue was €8.7 billion, below market expectations of €9 billion, with a total revenue of approximately €26.86 billion for the first three quarters, a 6% year-on-year decline [1][3] - Deliveries in the first three quarters totaled 212,509 units, a 6% decrease compared to the previous year, with notable declines in key markets such as China, where sales dropped 26% [2][4] Strategic Challenges - Porsche's losses are attributed to past strategic decisions, including the postponement of electric vehicle launches and the extension of the lifecycle for several fuel and hybrid models, resulting in additional costs of approximately €2.7 billion [3][4] - The U.S. tariff policy has further pressured Porsche's performance, with an estimated additional cost of €300 million in the first three quarters of 2025, leading to a projected total loss of €700 million for the year [4] Market Dynamics - Despite the challenges, Porsche achieved record delivery numbers in the U.S. market, with sales increasing by 5% to 64,446 units, contrasting with a 26% decline in China [4][5] - The company is facing intense competition in the entry-level segment, with competitors offering superior price, quality, and emotional value, leading to a loss of younger customers [7][10] Product Development and Innovation - Porsche has not introduced a new flagship model in over a decade, leading to concerns about its product lineup and market appeal [5][11] - The electric vehicle strategy has been inconsistent, with the flagship electric model Taycan experiencing a 10% decline in sales, and the new electric Macan facing delays and challenges in the competitive Chinese market [8][10] Future Outlook - Porsche plans to optimize its organizational structure, with plans to lay off 1,900 employees and cut 2,000 temporary positions by 2025 [4][11] - The company anticipates that its performance will hit bottom this year, with expectations of significant improvement starting in 2026, although this is still far from its historical profit margins of 15% [4][11]