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。 ...

为此，保时捷尊享充电服务(含所有保时捷自建高功率直流充电站)将停止提供，并逐步从保时捷App及保时捷微信小程序的充电地图中移除。 孙婉秋/摄 据悉，此次停止运营涉及到约200家尊享充电场景的充电站，其他充电场景仍可正常使用，包括安装于保时捷中心(经销商店)内的充电站、保时捷目的地 充电站，以及集成到保时捷充电地图的三方品牌充电站等。 保时捷对此称："想要借助覆盖广泛、高效便捷的第三方充电资源，打破场景的限制，提升充电服务的广度与灵活性。" 另一方面看，这或是保时捷降本的一种方式。 中国市场销量份额不断下滑的情况下，保时捷试图通过战略调整来破局。 12月22日，保时捷中国发布《关于停止保时捷尊享充电的用户通知》，正式宣布其自建充电服务网络将于2026年3月1日起逐步停止运营。 关闭充电尊享服务 保时捷在通知中表示，随着市场环境的变化以及用户充电习惯的不断演变，保时捷定期评估其充电服务在日常出行中的支持作用。为更好的适应当前需 求，从用户便利性和体验出发，保时捷中国决定对其高功率充电服务进行优化调整。 进入2025年，保时捷业绩压力持续加剧，前三季度其销量进一步同比下滑26%至3.2万辆，较2021年9.57万辆 ...

Core Viewpoint - Porsche China will gradually stop the operation of approximately 200 self-built charging stations nationwide starting from March 1, 2026, transitioning to a model of deep cooperation with leading third-party charging operators to enhance user charging experience [1][2]. Group 1: Business Strategy - The cessation of self-built charging stations is part of Porsche's adjustment in its electrification strategy, which includes slowing down the electric vehicle (EV) rollout and focusing on more fuel and plug-in hybrid models [2]. - Porsche is shifting from a self-built charging network to partnerships with third-party charging operators due to high investment costs and long construction cycles associated with self-built stations [1][2]. Group 2: Market Performance - Porsche's sales in China have faced significant pressure, with a 26% year-on-year decline in the first three quarters of 2023, totaling 32,000 units [3]. - The market performance of Porsche's electric models, Taycan and Macan, has not met expectations, prompting the introduction of the all-electric Cayenne in the coming year [3]. Group 3: Localization Efforts - Porsche is accelerating its localization efforts in China, including the launch of a new generation of in-car infotainment systems tailored for the Chinese market, with plans for implementation by 2026 [3]. - The newly established Porsche China R&D center aims to shorten vehicle development cycles from years to months, enhancing responsiveness to local market demands [3]. Group 4: Future Outlook - The CEO of Volkswagen Group anticipates that Porsche's sales in China will not continue to grow in the short term, leading to a reduction in channel network size and production capacity while maintaining high profit margins [2][3]. - The focus will remain on developing fuel and hybrid sports cars, as the luxury electric vehicle market in China is still underdeveloped, with significant challenges ahead [3][4].