Porsche China CEO Unveils "Win Back China" Strategy: Launch Higher-Positioned SUVs, Optimize Dealer Network

Facing a 26% year-on-year decline in deliveries in China for 2025—down to approximately 42,000 vehicles—Porsche China CEO Michael Pan emphasized "quality over quantity," stating the company would not blindly pursue numerical growth. He revealed plans to launch a new large SUV positioned above the Cayenne, initially offered primarily with a combustion engine. Porsche is also accelerating its local R&D efforts, with its China R&D center already involved in multiple projects and set to debut a locally developed infotainment system by mid-year. Additionally, Porsche will streamline its dealer network from 114 outlets to around 80 by the end of 2026 under its "Porsche Excellence Program" to enhance service efficiency. Despite overall market pressures, the brand’s used-car business grew by 12%, and its financial services penetration rate exceeded 50%. Moreover, both the Cayenne and Macan topped J.D. Power’s vehicle dependability rankings. Pan stressed that the core of Porsche’s “Win Back China” strategy lies in restoring the brand’s long-term value—not in achieving a short-term sales rebound.