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Why Porsche Is No Longer a ‘Premium’ Sports Car in China
为什么保时捷不再是中国的“高级”跑车
After decades of dominating China’s market for high-performance cars with precision engineering, German automakers are losing out to Chinese rivals that have shifted the definition of a high-end car to one that is electric, smart and affordable.
数十年来，德国汽车制造商凭借精湛的工艺主导了中国高性能汽车市场，但现在这些制造商正输给中国竞争对手，后者将高端汽车的定义转变为电动、智能，而且价格实惠。
Many new Chinese vehicles resemble their German rivals, like the wildly popular Xiaomi SU7, which mimics Porsche’s Taycan.
许多中国新款汽车与德国汽车外形相似，例如备受欢迎的小米SU7和保时捷Taycan看起来很像。
The SU7 rivals the Taycan in power and braking, but it also includes integrated artificial intelligence that can, for instance, help with parking and greet drivers with their favorite song.
SU7在动力性能和刹车制动方面可与Taycan相媲美，但它还包含集成人工智能，比如人工智能系统可以帮助停车，并用驾驶者最喜欢的歌曲来迎接他们。
The cherry on top: It sells for roughly half the price of a Taycan.
而且锦上添花的是，SU7的售价大约只有Taycan的一半。
As a result, the German automakers that for decades commanded China’s premium car market are now seeing their sales dwindle, while Xiaomi — a leading Chinese smartphone manufacturer — last year sold more than 100,000 models of the SU7.
结果就是，几十年来一直主导中国高端汽车市场的德国汽车制造商现在看到自己的销量日渐减少，而小米（中国领先的智能手机制造商）去年售出了超过10万辆SU7。
Among the hardest hit has been Porsche, which reported last month that its deliveries in China plunged 28 percent in 2024.
其中最受打击的是保时捷，该公司上个月报告称，2024年在中国的交付量暴跌28%。
Although Porsche’s sales were up in every other region around the world, the decline in China was significant enough to pull down its global deliveries for the year by 3 percent.
虽然保时捷在全球其他所有地区的销量都有所上升，但中国销量下降的幅度之大，足以将其全球年交付量拉低3%。
For years, German automakers relied on the Chinese market to make up for weaker demand elsewhere, leading them to ignore deeper structural problems at home.
多年来，德国汽车制造商一直依赖中国市场来弥补其他地区的需求疲弱，导致他们忽视了国内更深层次的结构性问题。
Chief among them was a reluctance to adopt the technology that has come to define driving in China: electric vehicles equipped with sophisticated software and, increasingly, artificial intelligence.
其中的首要问题是不愿意采用新科技，而在中国科技已经定义了驾驶：电动汽车要配备先进软件，而且还越来越多地配备了人工智能。
Market experts said advances in software and features such as automated driving and remote control had become standard in Chinese electric cars, pressuring European automakers used to cashing in on their brand names to step up their game.
市场专家表示，软件升级和自动驾驶、远程控制等功能已成为中国电动汽车的标配，这给那些习惯了靠品牌来赚钱的欧洲汽车制造商带来了压力，迫使他们升级玩法。
“I think Chinese consumers right now are ready to accept that Chinese companies can produce cars that are considered as premium to them,” said Gary Ng, an economist with Natixis Corporate & Investment Banking.
“我认为，中国消费者现在已经做好准备，认为中国公司也能生产出他们认为是高端的汽车。”法国外贸银行企业和投资银行部的经济学家吴卓殷表示。
This month, Porsche announced that it would part ways with its finance chief and a top sales executive, both of whom had come under pressure for Porsche’s poor performance, including in China.
本月，保时捷宣布将与其财务总监和一位高级销售主管结束合作，这两人都因保时捷业绩不佳而面临压力，包括在中国市场的业绩。
Adding to the pressure, President Trump has directed his advisers to devise new tariff levels for America’s trading partners, including the European Union.
让压力更大的是，特朗普总统已指示顾问为包括欧盟在内的美国的贸易伙伴制定新的关税水平。
This could hurt Porsche, which, unlike BMW, Mercedes-Benz or other Volkswagen brands, supplies its U.S. market only with exports from Germany.
这会不利于保时捷，因为与宝马、梅赛德斯-奔驰或大众汽车的其他品牌不同，保时捷供应给美国市场的车只有德国的出口车。
The SU7 is not yet available for export, but a few models have reached the United States.
SU7车型目前尚未出口，但已有少量车型抵达美国。
James D. Farley Jr., the chief executive of Ford Motor, said he had one shipped from Shanghai to Chicago to drive for six months and “didn’t want to give it up.”
福特汽车CEO小詹姆斯·D. 法利表示，他从上海运了一辆SU7到芝加哥，已经开了六个月，而且“还想继续开”。
“As German carmakers, we have to be at least as much or more innovative as we are more expensive.
“作为德国汽车制造商，我们必须至少有同等的或更高的创新水平，因为我们的车更贵。
And that has gradually been lost, because Chinese carmakers are now just as innovative, and some are even more innovative,” said Stefan Bratzel, director of the Center for Automotive Management in Bergisch Gladbach, Germany.
但这方面我们已经慢慢不行了，因为中国汽车制造商现在同样具有创新性，有些甚至创新性更强。”德国贝尔吉施格拉德巴赫汽车管理中心主任斯特凡·布拉策尔表示。
