柏林——过度扩张的电动汽车业务以及中国市场增长放缓，迫使保时捷重新聚焦于汽油动力豪华汽车。
BERLIN -- An overambitious move into electric vehicles and slow growth in China has pushed Porsche to refocus on gasoline-powered luxury cars.
今年1月接任首席执行官的迈克尔·莱特斯（Michael Leiters）在周三举行的投资者简报会上，阐述了保时捷的转型策略。
Michael Leiters, who became CEO in January, outlined Porsche's turnaround strategy at an investors briefing Wednesday.
莱特斯表示：“我们的最终目标是在所有车型系列中进一步巩固我们独特的跑车品牌，并通过推出全新且极具吸引力的车型，在利润率特别高的细分市场占据优势。”
"The ultimate goal is to further strengthen our unique sports car brand across all model lines and with new, highly desirable models in particularly high-margin segments," Leiters said.
中国市场的突然放缓对保时捷造成了沉重打击。持续已久的房地产低迷，使中国购车者对高价车型的消费意愿下降。
The Chinese market's sudden slowdown dealt a blow to Porsche. A long-running real estate slump has made Chinese car buyers less willing to splash out on expensive models.
2026年上半年，保时捷在中国的销售量同比下降32%，仅为14,501辆。宝马和梅赛德斯-奔驰等其他德国车企也面临同样的中国市场阻力，但由于保时捷专注于昂贵的跑车，因此受到的冲击最为严重。
Porsche sales in China during the first half of 2026 fell 32% on the year to 14,501 units. Other German carmakers such as BMW and Mercedes-Benz have faced the same Chinese headwinds, but Porsche took the brunt since the company focuses on pricey sports cars.
此外，保时捷还必须应对来自中国的日益激烈的竞争。小米集团总裁卢伟冰在9月3日于柏林举办的IFA电子展上表示，小米的跑车正在欧洲的道路和赛道上进行测试。
Porsche must also contend with rising Chinese competition. Xiaomi sports cars are undergoing tests on public roads and race tracks in Europe, group president Lu Weibing said Sept. 3 during the IFA electronics trade show in Berlin.
小米不仅研发汽车半导体和人工智能模型，还与德国经销商合作，计划在欧洲推出SU7 Ultra跑车及其他车型。极氪和比亚迪旗下的腾势等其他中国车企也正在进入豪华车市场。
Xiaomi, which develops automotive semiconductors and artificial intelligence models, has partnered with German distributors to launch the SU7 Ultra sports car and other vehicles in Europe. Other Chinese players, such as Zeekr and BYD's Denza unit, are entering the luxury car market as well.
根据新战略，保时捷将专注于自身核心优势并进行业务精简。公司计划开发一款中型运动型多用途车（SUV），其附加值将高于其旗舰SUV车型卡宴（Cayenne）。小米计划借助德国经销商合作伙伴，在欧洲推出SU7跑车。
Under its new strategy, Porsche will concentrate on its core strengths and streamline. It looks to develop a midsize sport utility vehicle with higher added value than the Cayenne, its flagship SUV. Xiaomi plans to launch the SU7 sports car in Europe with the help of German dealer partners.
这家德国汽车制造商还计划为一款定价高于911跑车的车型系列开发专属平台。同时，公司还将减少正在开发的新车型数量，并将每款车型的销量在现有水平上提升约30%。
The German automaker also plans to develop a platform for a model line priced at a higher end than the 911 sports car. It will narrow down the number of new models in development and increase sales per model by roughly 30% compared to the current level.
经过精心调校的引擎轰鸣声，几十年来一直令跑车爱好者心潮澎湃。然而，电动汽车却难以提供同样的驾驶满足感。
The roar of a finely tuned engine has thrilled sports car enthusiasts for decades. EVs have struggled to offer the same satisfaction.
保时捷曾计划到2030年让电动汽车占新车销量的80%以上，但随着客户流失，这家汽车制造商去年实际上放弃了这一计划。这一战略转向导致当年出现了巨额资产减值损失。其重返内燃机（ICE）汽车领域，源于欧盟政策的调整。
Porsche had aimed for EVs to make up over 80% of new-car sales by 2030, but the automaker essentially abandoned this plan last year as customers pulled away. This U-turn led to a heavy impairment loss that year. Its return to internal combustion engine (ICE) autos follows a change in European Union policy.
2025年底，欧盟放宽了原定于2035年禁止销售全新内燃机车辆的目标。目前，只要汽车制造商使用在生产过程中不排放二氧化碳的合成燃料，欧盟就允许继续销售内燃机车辆。
At the end of 2025, the EU eased its goal of banning the sale of new ICE vehicles by 2035. The bloc now allows continued sales of ICE vehicles if automakers use synthetic fuels that do not emit carbon dioxide during the production process.
合成燃料的价格仍比普通汽油高出两到四倍——对于富裕的跑车车主而言，他们或许比普通驾驶员更愿意承担这一高昂成本。
Synthetic fuels remain two to four times more expensive than regular gasoline -- a high price that wealthy sports car owners may be more willing to pay than everyday drivers.
推动合成燃料应用的重要人物之一是奥利弗·布卢姆，他当时是保时捷首席执行官，如今则担任大众汽车集团首席执行官。
A leading figure in the push for synthetic fuel adoption was Oliver Blume, then the CEO of Porsche and now CEO of Volkswagen.
长期以来，保时捷一直是大众汽车集团中盈利最高的品牌。但近年来，其盈利能力迅速下滑。2022年保时捷的营业利润率为18.0%，到去年却骤降至仅1.1%。
Porsche has long been the biggest earner of the Volkswagen group. But its profitability has fallen rapidly in recent years. Porsche's operating profit margin, which stood at 18.0% in 2022, fell to just 1.1% last year.
为扭转颓势，该公司于7月宣布，到2035年将再裁员5000人，占员工总数的10%以上。加上此前已宣布的4000人，总裁员人数将达到9000人。
To turn itself around, the company said in July it would cut an additional 5,000 jobs by 2035, representing over 10% of the workforce. This would bring the total reduction to 9,000 jobs, including the 4,000 already announced.
保时捷计划将员工总数减少最多30%，并将管理职位削减40%。公司还将剥离非核心业务，出售一家咨询子公司，并终止其电动自行车部门的运营。
Porsche plans to shrink its workforce by up to 30% and cut management positions by 40%. The company will divest noncore businesses, selling a consulting subsidiary and ending operations at its electric bike unit.
保时捷将把全球年销量盈亏平衡点设定在20万辆，低于2025年设定的28万辆目标。其中期营业利润率目标将提升至10%-15%，高于今年预期的5.5%-7.5%。
Porsche will set an annual break-even point of 200,000 vehicles in terms of global sales volume, down from 280,000 for 2025. The medium-term target for operating profit margin will rise to 10%-15%, up from the 5.5%-7.5% forecast for this year.