[man/observer pan xian ee editor / gao xian] on 26 january, the 2026 porsche took place over the snowstorming events in the country. During the event, alexander pollich, president and chief executive officer (ceo) of china, stated in his dialogue with the media that porsche would add b-class suvs and d-class suvs by 2030, which would include fuel and plug-in versions; new 911 gt3 and gt3 travel editions in china, as well as 5 chinese-owned cars; pure electric cayenne would be released during this year’s beijing car fair; and a new generation of chinese-owned car-car-car-car-based information and entertainment systems would also be installed in various types of vehicles by mid-year。
In addition, porsche china will continue to promote the optimization of distribution networks: by the end of 2026, the number of porsche sites will have improved from 114 to 80。
The porsche, president and ceo of china
Stick to "quality > volume"
In 2025, porsche delivered about 42,000 new vehicles to the chinese market, a 26 per cent decrease over the same period. Ban xinjiang said that porsche was currently facing many difficulties in the chinese market. In his view, the structural transformation of the market always began with a change in client demand, while the demand of chinese clients changed fundamentally: they wanted to have a perfect technological experience in their own cars。
According to pan xinz, this has led to a change in the pattern of competition, and local brands have seized this opportunity with sensitivity: since home-grown brands have an ecosystem, without the burden of old platforms and large investments, they focus on software and platform development, and can leverage existing platforms and systems to achieve economies of scale, catch faster trains of structural changes in consumers and translate into the possibility of providing more competitive prices, resulting in a rapid decline in prices in sub-markets。
He cited the c-rated suv market in cayenne as an example: in three years, the manufacturer had suggested that retail prices had dropped by more than one third and could now purchase a c-rated suv at the price of the b-class suv; in addition, in 2025, the hypertax point was reduced from $1. 3 million to $0. 9 million, resulting in a price increase of 11 per cent for 30 per cent of the porsche product, with a greater impact on the brand。
Ban xinz stated that, as a small brand, porsche could not reverse the overall market trend; what could be done was to look at itself in real terms and focus more on its core development and strengthening its inner core。
Pan xinz, porsche
At the same time, he stressed that porsche adheres to a “mass-to-mass” core brand strategy, not seeking sales volumes and market shares, but rather preserving the value of the brand and the value of the product by maintaining a balance between supply and demand. In his view, pursuing short-term sales would be “hazardous” compared to long-term success。
The porsche's “win-back-china” strategy is based on five main ideas:
1. The chinese market has always been a key strategic position for porsche, now and in the future
Consistent with the “mass-to-mass” approach to long-term development
3. Preservation and enhancement of porsche's unique brand genes
4. Deep integration of germany's engineering base with china's scientific and technological innovation capabilities
5. Establishment of a multi-win, high-quality operating system。
Make a layout
At the end of the product, porsche will introduce more chinese-owned vehicles based on market insight by adopting tailor-made product strategies. One of them, pure electric cayenne, will be shown in beijing in 2026. The porsche will launch new 911 gt3 and gt3 travels, as well as five chinese-owned vehicles: panamera yong, cayenne hardy, cayenne dream-by-dream, pure electric macan 4 and macan dream-by-dream。
In addition, by 2030, the porsche will have added a b level suv and a d level suv, both fuel and plug-in versions. Ban xinz expects that these new models will lead to considerable increases in sales and will take full account of the needs of the chinese market。
In terms of intellectualization, a new generation of chinese-owned car-car-car-car-based information entertainment systems will be formally installed in a number of vehicles of different types in 2026, including 911, cayenne, panamera and taycan. In terms of intelligent networking, pan xinz indicated that the porsche and botc formed a joint project team: botai not only contributed to its experience, but also worked closely with the porsche chinese research and development centre team. In his view, the porsche had to work in depth with suppliers in the area of smart internet connectivity and information entertainment systems in different times。
As far as smart driving is concerned, ban xinz considers it to be more complex and highly technical; for porsche, the chinese market has many good local firms and global suppliers. Currently, the porsche is fully assessing a variety of programmes, but the selection of which partners will require very in-depth collaboration。
2026 porsche over the snow, porsche
Pan xinz stated that the porsche advanced driving aids system was guided by three core principles:
Security is absolutely paramount. The porsche will only be launched when the system is 100 per cent safe and reliable, and will never make a client a "rat"
2. Drivers must be at the centre. The system should assist the driver rather than replace it, while maintaining a porsche-specific sense of driving quality
Even if the future moves to l3, l4 or l5 self-pilot, the porsche vehicle will always be equipped with a steering wheel — the driver must always have the right to take over。
According to ban xinz, these three principles are the bottom line of the porsche when it comes to advanced driving aids。
Continue to optimize channel networks
In terms of channels, pan xinz indicated that porsche would continue to optimize distribution networks and support the sustainable development of distributors. It was reported that the number of porsche outlets at the end of 2025 had fallen from 150 in the previous year to 114, with 36 per cent of the “wise plan” stores and 30 per cent of the dealers' stock levels falling; by 2026, the number of porsche outlets would have fallen further to 80。
In addition, porsche will enhance brand impact in the core regions through a variety of additional contact points, such as porsche centres and city fairs, porsche experience centres, porsche centre road shows, porsche brand space, porsche friends space, etc., and reach a wider audience through driving, cultural and sports activities。
2026 porsche over the snow, porsche
With regard to the thunderstorm at the porsche centre in zhengzhou and guiyang, which took place in late last year under the umbrella of the east african holding group, pan xinz has claimed that this was due to problems with the group's own operations, which are no longer within the investor's framework. The issue of clients affected by the events in east timor has now progressed at a stage, driven by china, the porsche. Pan xin has stated that porsche knows that trust is the most valuable link between brand and client, and will do his best to defend this hard-won trust。
With regard to the topic of “porsche national production”, which has always been of interest to the outside world, pan is saying that he is following closely the initiatives being taken by many western brands, including the attempt by the same volkswagen group, audi, to launch a new “audi” energy brand. He indicated that the volkswagen group had strong technical and productive capacities in mainland china and that porsche would naturally be the focus of the assessment, but no decision had been taken and no specific plan had been developed。
Pan xin emphasizes that even porsche national production must safeguard the core values of the brand, as porsche standards are extremely stringent。
Let's do it right, then fast
According to ban xinz, 2026 is still the porsche recalibration and adjustment phase, and the measures planned earlier were designed to win back to the chinese market more firmly。
He also mentioned that many chinese motor companies had experience with fast downing and faster r & d production, and that this “china speed” was worth learning and learning from german manufacturers. At the same time, many cars are being innovative and iterative, almost at the pace of an arms race, significantly reducing the life cycle of their products. But pan xin emphasizes that there are principles that porsche has always been uncompromising and unreduced, namely, quality, safety and reliability. Porsche must ensure that all cars that are produced meet the requirements and expectations of consumers。
“we must do things right before we do things fast. It is true that porsche can learn a lot about speed, but everything must be premised on absolute reliability and integrity.” pan xin。
2026 porsche over the snow, porsche
Ban xinz further stated that he had noted that porsche design language was considered to be so influential that some manufacturers would use its design elements to develop models with certain similarities. He was proud of it because it showed that porsche's design language was strong enough, but he also believed that the original was always original:” after seeing so many face-to-face models through thousands of sails, you will eventually identify with the founder and value the real brand of deep historical heritage.”
“our journey to china is not a race, but a race of endurance.” ban xinz says that porsche is confident in winning back to china, but the criterion for winning back to china is not sales, but whether brand power remains strong and consumer demand is met. Ban is saying that it is hoped that consumers will not only be satisfied with the porsche, but will be more excited and excited. The porsche, on the other hand, would remain open and flexible and win back the chinese market with long-termism。
