36氪汽车 . 看懂汽车产业新百年。36氪旗下智能电动车产业报道公号。 设计、新车、智驾、国产化全回应。 文 ｜ 徐蔡钰 编辑 ｜ 李勤 来源｜ 36氪汽车 （ID：EV36Kr） 封面来源 ｜ 企业官方 外资豪华品牌在华销量连年下降，转型与改变已无法避免。 2025年，保时捷在中国市场共卖出42938辆，同比下降幅度达到26%，保时捷在华已连续4年出现下滑。近日，保时捷中国CEO潘 励驰与36氪等媒体展开交流，不仅对保时捷中国的销量与反击措施作出详细说明，更是回应了保时捷中国智驾供应商、国产车型 与保时捷的设计风云等热门话题。 对于保时捷销量的变化，潘励驰表示，结构性转变通常总是始于客户需求的变化， "中国客户的需求发生了根本性改变，他们希 望在车上也能获得完美的科技体验"。 以下文章来源于36氪汽车 ，作者徐蔡钰 他认为，中国本土品牌本身便拥有科技生态系统，加上新品牌没有旧平台和巨额投资的包袱，它们的确比保时捷更快搭上了新的 列车。随着竞争加剧，价格战随之而来。"卡宴所在的市场，三年间厂商建议零售价下降超过1/3，用过去B级SUV的价格就可以买 到C级SUV了"。 面对挑战，保时捷也在积极进行调整。 过去 ...

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]

外资豪华品牌在华销量连年下降，转型与改变已无法避免。 2025年，保时捷在中国市场共卖出42938辆，同比下降幅度达到26%，保时捷在华已连续4年出现下滑。 近日，保时捷中国CEO潘励驰与36氪等媒体展开交流，不仅对保时捷中国的销量与反击措施作出详细说 明，更是回应了保时捷中国智驾供应商、国产车型与保时捷的设计风云等热门话题。 对于保时捷销量的变化，潘励驰表示，结构性转变通常总是始于客户需求的变化，"中国客户的需求发 生了根本性改变，他们希望在车上也能获得完美的科技体验"。 他认为，中国本土品牌本身便拥有科技生态系统，加上新品牌没有旧平台和巨额投资的包袱，它们的确 比保时捷更快搭上了新的列车。随着竞争加剧，价格战随之而来。"卡宴所在的市场，三年间厂商建议 零售价下降超过1/3，用过去B级SUV的价格就可以买到C级SUV了"。 面对挑战，保时捷也在积极进行调整。 过去一年，保时捷部分经销商突然闭店，导致已付款车主未能如期提车。潘励驰在交流中回应，表示事 件中的经销商公司东安集团已经不在保时捷经销商名单之中，相关车主将在本月内获得交付。 2026年保时捷经销商体系将持续优化，网点数量将从2025年的114家缩减至 ...

来源丨凤凰网财经《公司研究院》 在华销量滑坡、利润暴跌99%、市值腰斩、经销商抗议，保时捷的2025年，堪称至暗时刻。 过去，保时捷在中国是老钱不动声色的身份勋章，新贵财富爬升后心照不宣的里程碑，更是无数中年人梦中情车的终极具象。但现在，人们不再愿意 为保时捷的轰鸣买单了。 图片来源：保时捷 01 卖不动的保时捷 官方数据显示，保时捷2025年全球销量约27.9万辆，同比下滑10%，这是自2009年全球金融危机以来的最大跌幅。其中，保时捷在中国市场销量约 4.2万辆，同比下滑26%，较2021年高点跌去近60%。 从中国市场来看，保时捷已连续4年销量下跌。2001年进入中国市场后，保时捷销量不断攀升，2015年中国成为保时捷全球最大的单一市场，2021 年达到销量巅峰近10万辆。 | Porsche AG | January - December | | | | --- | --- | --- | --- | | Deliveries | | | | | | 2024 | 2025 | Difference | | Worldwide | 310,718 | 279,449 | -10% | | German ...

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].

Core Viewpoint - Porsche's sales are experiencing a significant decline, particularly in the Chinese market, with a projected global sales drop of 10% in 2025 compared to the previous year, marking the largest decline since the 2009 financial crisis [2] Group 1: Sales Performance - Porsche's global sales are expected to be approximately 279,000 units in 2025, down 10% year-on-year [2] - In China, Porsche's sales are projected to be around 42,000 units in 2025, reflecting a 26% decline and nearly a 60% drop from the peak in 2021 [2] - The company has faced a continuous sales decline in China for four consecutive years, with a notable drop of 15% in 2023 [2] Group 2: Market Strategy - Porsche's strategy prioritizes single-vehicle profit over sheer sales volume, which has impacted delivery numbers [2] - The company is reducing its sales network in China, planning to cut the number of sales outlets from 150 to 120 by the end of 2025, and further down to around 80 by the end of 2026 [3] - Porsche's electric vehicle offerings have not met market expectations, leading to a slowdown in its electrification process and a shift towards more fuel and plug-in hybrid models [3][4] Group 3: Product Development - Porsche currently offers two electric models in China (Taycan and Macan), with plans to launch electric versions of Cayenne and 718 this year [4] - The company is accelerating its localization efforts in China, including the launch of a new generation of a China-exclusive infotainment system by 2026 [4] - Future models developed for the Chinese market must align with Porsche's brand values, as stated by the CEO of Volkswagen Group [4]

Core Viewpoint - Porsche, once considered a "money printing machine" in the luxury car market, is currently facing unprecedented challenges, with a significant decline in global deliveries and stock price pressure [1][3]. Sales Performance - In 2025, Porsche's global deliveries totaled 279,449 units, a 10% decrease from 310,718 units in 2024 [3][4]. - The most significant decline occurred in the Chinese market, where deliveries fell to 41,938 units, down 26% year-over-year [4][5]. - Sales in the German market dropped by 16% to 29,968 units, while sales in the rest of Europe decreased by 13% to 66,340 units [4][5]. - North America remained Porsche's largest single market, with sales of 86,229 units, showing no significant change compared to the previous year [4]. Market Challenges - The decline in sales is attributed to several factors, including a lack of competitive products in the luxury segment and increased competition from domestic brands in China [5][6]. - Porsche's sales director, Matthias Becker, indicated that the company is facing challenges due to a product line gap, particularly with the 718 and Macan fuel models, and a sustained weak demand for high-end products in China [5][6]. - The company has also been impacted by tariffs on imported cars in the U.S., which have affected profitability [3]. Strategic Adjustments - Porsche plans to close approximately 200 self-built charging stations in China starting March 2026, reflecting the company's struggle in the Chinese market [6][8]. - The company is also considering reducing the number of 4S stores in China to 80, indicating a significant shift in its operational strategy [8]. - Porsche aims to accelerate its electrification strategy, targeting over 80% of new vehicles to be electric by 2030, while continuing to produce existing fuel models until the 2030s [8].

Sales Performance - Porsche Cars Canada, Ltd. reported total sales of 10,010 units for 2025, reflecting a decrease of 3.5% compared to 2024's sales of 10,374 units [1][3] - Porsche Approved Certified Pre-Owned vehicle sales increased to 4,295 units in 2025, marking a growth of 4.7% from 4,101 units in 2024 [1][3] Model-Specific Sales - The 718 Boxster saw sales of 468 units in 2025, up from 451 units in 2024 [3] - The 718 Cayman experienced a significant increase in sales, reaching 506 units in 2025 compared to 379 units in 2024 [3] - The 911 model sold 2,037 units in 2025, down from 2,208 units in the previous year [3] - The Cayenne model's sales decreased to 2,551 units from 2,949 units in 2024 [3] - The Macan model had sales of 3,877 units, an increase from 3,779 units in 2024 [3] - The Panamera model's sales rose to 321 units from 248 units in 2024 [3] - The Taycan model saw a decline in sales, with 250 units sold compared to 360 units in 2024 [3] Brand Development - The opening of the Porsche Experience Centre Toronto in 2025 has enhanced customer engagement and brand presence in Canada, being the first of its kind in the country and the tenth globally [2][4] - Porsche Cars Canada, Ltd. employs over 70 staff members to support various functions including sales, marketing, and public relations, ensuring a high-quality customer experience [4]

曾经的"豪车界印钞机"保时捷，终于不再嘴硬。 近几年，保时捷和特斯拉堪称最忙的车企，他们在国内出现最多的场景，不再是富豪的车库而是各大车企的发布会，不是在被对标就是在被对标的路上。 面对国产新能源的包围式致敬，保时捷也一直保持骄傲的姿态。 奥博穆曾公开表示，并不将小米视为直接竞争对手，小米的低价策略并不能与保时捷的"驾驶能力"相提并论。 每当国产新能源们有所成就时，保时捷作为老大哥也总是第一时间送上祝福，并欢迎挑战。 然而，尽管保时捷不承认，但事实证明保时捷引以为傲的市场地位，还是被中国新能源冲击得溃不成军。 今年1月1日，奥博穆正式卸任保时捷CEO，在《法兰克福汇报》的访谈中，他更是公开承认，停产Macan燃油版是重大战略失误。 前CEO公开认错背后，是保时捷的悲惨现状：利润暴跌99%、市值腰斩、经销商抗议…… 面对这场百年未遇的危机，不少声音将矛头指向小米、华为等国产新势力，认为是这些后来者抢走了保时捷的市场，但真相真的如此吗？ 01 说出这句话的，并非中国新势力的高管，而是曾任职于保时捷设计部门、现任理想汽车设计总监的本·鲍姆。2025年初，他在德国媒体的采访中直言，小 米SU7与保时捷Taycan设计 ...

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]