加入轩辕同学 ， 成就新汽车人! 捷等豪华品牌4S店，扑面而来的并非往年那种热火朝天的忙碌，而是一种令人诧异的冷清。 《汽车商业评论》发现，许多展厅内顾客寥寥，销售顾问也三三两两地聚在一起闲聊。甚至，有些门店直接通知："年前可以提前结清工资，早点 回家过年。" 设计 | 甄 尤 美 撰文 | 常 笑 编辑 | 黄 大 路 春节将至，职场上最热闹的话题莫过于"公司何时放假"。人们一边在工位上做着最后的坚守，一边焦灼地刷新着抢票界面。 然而，在一片归心似箭的氛围中，有那么一群人，已经收拾好行囊，默默踏上了回乡之路。 2026年刚开年，4S店的销售顾问们却已显露出一种反常的松弛。 以往此时，各大4S店的展厅内本该是促销海报漫天飞舞，洽谈区里人声鼎沸；甚至为了应对保养和维修业务的庞大客流，门店不得不延长营业时 间。 这段时间向来是汽车经销商冲刺年终业绩、抢占年初"开门红"的双重节点，但现实是，走进全国多地的BBA（奔驰、宝马和奥迪的简称）、保时 在渠道的重压下，这种反常的"冷清"，或许才是最令人不安的真实写照。那些提前踏上归途的身影，与其说是去迎接春节，不如说是成为这波严 峻行情下最早离场的人。 传统模式正在失效 回 ...

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]

加入轩辕同学 ， 成就新汽车人! 撰 文 | 莫 莉 编 辑 | 张 南 设 计 | 甄 尤美 2026年1月的车圈似乎是以反思开场。 吉利汽车掌门李书福发表"不惑不辍"的新年献词， 保时捷前CEO则罕见公开认错。 小米雷军还在回应"小字营销""绿化带战神"又在"丢轮保车"争议里被推上风口，而华为余承东 则在内部对鸿蒙座舱某些体验不佳大发雷霆。 蔚来李斌还在感慨"活着就有机会"，而理想李想则宣布要加速启动人形机器人业务。 雷诺CEO福兰建议中国车企该舍弃逐量的战略，转向"价值驱动"，而美国总统特朗普则大嘴一 张，让中国车企进来建厂。 01 关键时刻，不惑不辍。 ——李书福 吉利控股集团董事长 2025年12月30日，吉利控股集团董事长李书福发表主题为《关键时刻 不惑不辍》的新年致辞。 他表示，吉利40年的发展是一部在"关键时刻"勇于抉择、敢于破局、蜕变向新的奋斗史。 这些"关键时刻"塑造了吉利的底色：在任何困难和挑战面前，敢于克服路径依赖，始终坚守核 心价值观，打造技术、文化、质量、标准、可持续发展的根基力量。 李书福认为，在行业混沌中锚定方向的关键时刻，需要不断强化自身的核心能力与定力。这考 验着吉利在技术 ...

加入轩辕同学 ， 成就新汽车人! 撰 文 | 莫 莉 编 辑 | 张 南 设 计 | 甄 尤美 2026年1月的车圈似乎是以反思开场。 吉利汽车掌门李书福发表"不惑不辍"的新年献词， 保时捷前CEO则罕见公开认错。 小米雷军还在回应"小字营销""绿化带战神"又在"丢轮保车"争议里被推上风口，而华为余承东 则在内部对鸿蒙座舱某些体验不佳大发雷霆。 蔚来李斌还在感慨"活着就有机会"，而理想李想则宣布要加速启动人形机器人业务。 关键时刻，不惑不辍。 ——李书福 吉利控股集团董事长 2026年1月1日，执掌保时捷十年的大众汽车集团CEO奥博穆在正式卸任保时捷CEO时如是自我 批评。 奥博穆说："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。" 他表示将第二代Macan全面纯电是一个错误决定，使保时捷的产品组合缺乏灵活性。 几年前公司战略是在主要细分市场提供燃油、混动和电动车，但Macan例外。保时捷过于乐观 地判断市场已准备好全面拥抱电动化，停产燃油版Macan导致出现产品空窗期。 他坦言："我们对Macan的决策是错误的。几年前 ...

Core Insights - Porsche plans to introduce new B and D class SUVs by 2030, including both fuel and plug-in hybrid versions, alongside several new models tailored for the Chinese market [1][6] - The company aims to maintain a "quality over quantity" strategy, focusing on brand value rather than short-term sales growth [5][14] - Porsche's sales network will be optimized, reducing the number of dealerships from 114 to 80 by the end of 2026 [10] Product Strategy - New models to be launched include the 911 GT3, GT3 Touring, and five China-exclusive models such as the Panamera and Cayenne variants [6] - A fully electric Cayenne will debut at the 2026 Beijing Auto Show, with a new generation of infotainment systems also set to be introduced [6][9] - The company is committed to evaluating various partnerships for advanced driving assistance systems, emphasizing safety and driver-centric design [7][9] Market Challenges - In 2025, Porsche's new car deliveries in China are expected to decline by 26% to approximately 42,000 units, reflecting significant market challenges [3] - The competitive landscape has shifted due to local brands capitalizing on changing consumer demands, leading to a decrease in prices across segments [3][5] - The luxury car tax threshold reduction from 1.3 million to 900,000 yuan will impact 30% of Porsche's products, necessitating an 11% price increase [3] Brand Strategy - Porsche's "Win Back China" strategy emphasizes five key principles, including the importance of the Chinese market and the need to strengthen the brand's unique identity [5][14] - The company recognizes the need for deep collaboration with local suppliers to enhance its technological capabilities [6][9] - Porsche aims to ensure that all products meet high standards of quality, safety, and reliability, prioritizing these over rapid production [14][16] Sales Network Optimization - The sales network will be streamlined, with a focus on enhancing brand presence through various touchpoints, including experience centers and brand spaces [10] - The number of dealerships has already decreased from 150 to 114, with plans for further reductions [10] - The company is committed to supporting sustainable development for its dealers while enhancing brand influence in key regions [10]

经销商将进一步精简至80家 他指出，2025年对保时捷来说确实颇具挑战，年中也发生了预期之外的事情。"尤其是豪车税起征点下 调，从130万降到90万，导致我们30%的产品都要面临11%的价格上调，这对我们造成了巨大冲击。" 潘励驰称，2026年仍然是一个重新校准和调整的阶段。包括经销商网络的优化，还有针对中国市场推出 的专属车型，都是在帮助保时捷更稳健地赢回中国市场。 中国区掌门人带头乘坐经济舱，经销商数量将继续精简至巅峰期近一半，即将推出五款中国专属产 品…… 在与保时捷中国总裁及首席执行官潘励驰长达两小时的围炉对话中，这个曾经被称为在华最成功的豪华 品牌想要"赢回中国"的决心展露无遗。 严控成本，从CEO出行坐经济舱做起 飞往呼伦贝尔的航班上，有媒体同行发现，坐在自己旁边的竟然是保时捷中国区掌门人。 在后续的围炉对话现场，当这一细节与降本增效联系起来时，潘励驰承认：就是为了省钱。据他介绍， 保时捷一直秉承着"量入为出"的基本原则。在目前的市场环境下，更要严格控制各项成本。不仅关注每 一处细微的成本节约，也有必要对团队进行优化调整。 与此同时，保时捷还需要对未来大力投资。位于上海的中国研发中心，就是其中一个 ...

Core Insights - Porsche's global sales declined by 10% in 2025, with a 26% drop in deliveries in China, which remains the company's second-largest market [1][2] - The company emphasizes a "quality over quantity" approach, focusing on maintaining brand value rather than chasing sales numbers [1][2] Sales Performance - Porsche delivered approximately 42,000 vehicles in China in 2025, despite the overall luxury car market contraction [1][2] - The Cayenne and other key models have gained market share in their segments, showcasing resilience despite the sales decline [2] Brand Strategy - Porsche's CEO likens brand management to a marathon, emphasizing long-term goals over short-term gains [2][6] - The company has seen a 12% growth in its used car business, indicating a successful strategy to attract new customers and maintain market share [2] Financial Services - Over 50% of Porsche's sales are completed through its financial services, which help strengthen customer relationships [2] - The company highlights the importance of vehicle residual values in maintaining brand prestige, with Porsche leading in this area among luxury brands [2] Market Adjustments - Porsche plans to introduce a new SUV model positioned above the Cayenne, responding to consumer demand for larger vehicles in China and the U.S. [3][4] - The company is optimizing its dealer network, planning to reduce the number of dealerships from approximately 114 to around 80 by the end of 2026 [4] R&D and Localization - Porsche has established its first comprehensive R&D center outside Germany in China, focusing on local market insights and needs [5] - The company is collaborating with local suppliers, such as Botai, to enhance product development and ensure seamless integration of new technologies [5][9] Long-term Vision - Porsche's long-term strategy emphasizes brand community engagement, with over 73,000 participants in brand community activities in China, a 150% increase year-on-year [7] - The company is actively working to promote its classic car business in China, aiming to enhance brand heritage and consumer connection [8] Challenges and Future Outlook - Porsche acknowledges the challenges posed by changing consumer preferences, market competition, and macroeconomic factors as reasons for the sales decline [10][12] - The company aims to enhance cost efficiency while maintaining a focus on local R&D and product development to better meet consumer demands [11][12]

Porsche (OTCPK:DRPR.F) Update Summary Company Overview - **Company**: Porsche - **Date of Call**: January 20, 2026 Key Points Industry and Market Dynamics - **Global Deliveries**: Porsche delivered 279,400 vehicles globally in Q4 2025, reflecting a 10% decline year-over-year due to product runouts and market dynamics, particularly in China [2][3] - **Electrification**: Electrified models accounted for 34% of total deliveries, with 22% being fully electric and 12% plug-in hybrids. In Europe, electrified models surpassed combustion-only deliveries for the first time, reaching a 58% share [2] - **Regional Performance**: North America remained Porsche's largest market with 86,200 deliveries. China saw 42,000 units delivered, impacted by market softness in the luxury segment [3][2] Sales and Product Performance - **Model Highlights**: The 911 achieved a record high of 52,000 units, while the Macan was the strongest model with 84,300 units, over half of which were all electric [2] - **Customer Demand**: Strong demand for individualization and new models, particularly the 911 Turbo S and Cayenne BEV, was noted. Incoming orders are in line with market realities [5][4] Financial Performance - **Revenue Expectations**: Group revenues for Q4 and FY 2025 are expected to decline at a lower rate than wholesales due to a strong premium product mix and pricing effects [6] - **Extraordinary Expenses**: Porsche anticipates approximately EUR 3.1 billion in extraordinary expenses for FY 2025 related to strategic realignment, including product strategy adjustments and battery technology initiatives [6][7] - **Cash Flow**: Q4 cash flow is expected to remain slightly positive despite extraordinary outflows of around EUR 700 million [11] Strategic Realignment - **Long-term Focus**: The strategic realignment is aimed at supporting long-term competitiveness and sustainable growth, despite short-term financial burdens [8] - **Cost Management**: Continued inflationary pressure is expected, particularly in material costs and compensation payments to BEV suppliers [8][13] 2026 Outlook - **Sales Projections**: Retail and wholesale volumes for 2026 are expected to be below 2025 levels, with a significant increase in the share of BEVs [12][29] - **Pricing Strategy**: Pricing is expected to remain positive, with an improved mix for the 911 model [29] - **CapEx and R&D**: CapEx for FY 2026 is expected to be significantly lower for ongoing business, with a EUR 1 billion-plus license payment to Audi impacting reported CapEx [32][36] Dividend Policy - **Dividend Proposal**: The executive board intends to propose a dividend for FY 2025 that is materially lower than the previous year but above a 50% payout ratio, reflecting financial discipline and long-term value creation [18] Geopolitical and Economic Factors - **Tariff Impact**: The company is closely monitoring U.S. import tariffs and their potential impacts on cost structures and planning reliability [12][16] Management Transition - **Leadership Changes**: New CEO Dr. Michael Leiters is focused on establishing a clear vision for Porsche and enhancing customer focus and operational performance [23][24] Additional Notes - **Market Volatility**: The company is navigating significant transformation within the European automotive industry, influenced by structural factors such as the slower adoption of electric mobility and geopolitical uncertainties [11][12] - **Future Communication**: A Capital Markets Day is planned for later in the year to provide further insights into Porsche's strategy and product developments [33]

【文/观察者网 潘昱辰 编辑/高莘】据英国《金融时报》报道，2025年，保时捷累计销售汽车27.94万 辆，同比下滑10.06%，这是保时捷自2009年全球金融危机期间以来的最大销量下滑，当时销量下降了 13.7%。这一下滑也凸显了今年年初上任的保时捷新任首席执行官迈克尔·莱特斯（Michael Leiters）所 面临的严峻挑战。 尽管美国宣布在去年宣布提高关税，但北美仍是保时捷表现最佳的地区，与其他地区相比，保时捷去年 在北美的销量仅下降了几百台，为8.62万辆。 更重要的是，在昔日全球最大市场中国，由于竞争日益激烈，传统豪华车的销售难度越来越大，保时捷 销量也因需求疲软大跌。全年保时捷在华仅销售4.19万辆汽车，同比下降26%，不到2022年全年销量的 一半。 保时捷全球执行董事会成员、销售与市场负责人柏墨辰（Matthias Becker）表示，去年销量下滑的部分 原因是718和其最畅销车型Macan的需求不足。该公司已启动重组计划以缩减产能，并正与德国工会就 进一步节省开支进行谈判。 去年由于需求疲软，保时捷被迫对其车型系列进行代价高昂的调整，将重点重新转向汽油和混合动力车 型，并搁置了新款电动汽车 ...

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].