近日，保时捷中国总裁柯时迈（Michael Kirsch）就2023年销量下滑问题作出回应。他指出，销量下降主要受多重外部因素影响，包括中国整体汽车市场激烈竞争、消费者信心波动以及宏观经济环境的不确定性。此外，保时捷正主动调整其在华战略，从追求销量增长转向注重品牌价值与客户体验。柯时迈强调，公司不会参与价格战，而是通过提升产品力、优化服务网络和加强电动化布局来应对挑战。尽管2023年保时捷在中国市场的交付量同比下降约15%，但其全球销量仍保持相对稳定，中国市场依然是保时捷全球最重要的单一市场之一。未来，保时捷将加速推进本土化战略，包括深化与合资伙伴的合作、扩大充电基础设施以及推出更符合中国消费者需求的车型，以期在高端电动车市场中占据有利位置。
Recently, Michael Kirsch, President and CEO of Porsche China, addressed the decline in sales in 2023. He explained that the drop was primarily driven by multiple external factors, including intense competition in China’s overall automotive market, fluctuating consumer confidence, and macroeconomic uncertainties. Porsche is proactively shifting its strategy in China—from prioritizing sales volume to focusing on brand value and customer experience. Kirsch emphasized that the company will not engage in price wars; instead, it will enhance product competitiveness, optimize its service network, and accelerate its electrification strategy to navigate current challenges. Although Porsche’s deliveries in China fell by approximately 15% year-over-year in 2023, its global sales remained relatively stable, and China continues to be one of Porsche’s most important single markets worldwide. Looking ahead, Porsche plans to intensify its localization efforts, including deepening collaboration with joint venture partners, expanding EV charging infrastructure, and introducing models better tailored to Chinese consumers’ preferences, aiming to secure a strong position in the premium electric vehicle segment.
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