保时捷CEO莱特斯公布“Sports Car Company ’35”战略，M1预计2028年补位Macan燃油版
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保时捷CEO迈克尔·莱特斯本周在德国魏斯阿赫与投资者会面，公布名为“Sports Car Company ’35”的战略，目标让品牌恢复可持续盈利。保时捷自2022年9月IPO以来股价已下跌近一半，交易价约43欧元，公司面临中国需求走弱、产品线偏薄和新车型延期成本高的问题。
为何重要
- 保时捷计划以更高利润车型组合替代单纯追求销量，反映豪华品牌在需求疲软下的策略调整。
- M1预计2028年填补Macan燃油版停产后的市场空缺，影响其燃油与电动产品衔接节奏。
Porsche CEO Michael Leiters faces his biggest test yet this week as he unveils a strategy to revive the struggling sports-car maker and restore investor confidence nine months into the job.
Leiters will use meetings with investors at Porsche’s development center in Weissach, near Stuttgart, Germany on Oct. 6 and Oct. 7 to return the brand to sustainable profitability with a plan called “Sports Car Company ’35.″
The stakes are high. Porsche shares have lost almost half their value since the company’s initial public offering in September 2022, trading at about €43. The company has been hit by weaker demand in China, a thinner product lineup and costly delays to new models.
Leiters is betting that Porsche can become a smaller but more profitable automaker, combining higher-volume models such as the Macan and Cayenne SUVs with lower-volume, higher-margin vehicles built around the 911 sports car. The strategy will depend not only on cutting costs but on getting new products to market quickly and ensuring they match what customers want.
One of the most important programs is the M1, which will replace the combustion-engine version of the Macan that went out of production this summer. Porsche introduced an electric Macan in 2024 with solid European sales, but the absence of a gasoline version has hurt demand in markets slower to adopt EVs. The M1 is expected to close that gap from 2028.
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