每天亏8700万元！小米汽车们，正在“杀死”保时捷？

象视汽车2025-12-10

汽车行业时代巨变中，就连曾经被誉为“豪车印钞机”的保时捷，都扛不住了。今年第三季度，平均每天亏约8700万人民币。今年前三季度，保时捷利润暴跌99%。有观点认为，中国的小米汽车们，正在“杀死”保时捷。你觉得有道理吗？1. 净利润暴跌99%保时捷诞生于汽车发源地德国，至今已有近百年的悠久历史。作为全球三大跑车品牌之一，保时捷每一款车的售价都不低，赚的钱自然也很多，被业界誉为“豪车印钞机”。例如...

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href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251210070247a72e3830&s=b><strong>象视汽车</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>汽车行业时代巨变中，就连曾经被誉为“豪车印钞机”的保时捷，都扛不住了。今年第三季度，平均每天亏约8700万人民币。今年前三季度，保时捷利润暴跌99%。有观点认为，中国的小米汽车们，正在“杀死”保时捷。你觉得有道理吗？1. 净利润暴跌99%保时捷诞生于汽车发源地德国，至今已有近百年的悠久历史。作为全球三大跑车品牌之一，保时捷每一款车的售价都不低，赚的钱自然也很多，被业界誉为“豪车印钞机”。例如...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251210070247a72e3830&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU1303224171.USD","symbol_name":"NINETY ONE GSF ALL CHINA EQUITY \"A\" (USD) 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Xiaomi cars are \"killing\" Porsche?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"81810":0.6,"XIACY":1.92,"HXXD.SI":0.6,"MIUmain":0.6,"01810":1.92,"POAHY":1.95},"content_text":"汽车行业时代巨变中，就连曾经被誉为“豪车印钞机”的保时捷，都扛不住了。今年第三季度，平均每天亏约8700万人民币。今年前三季度，保时捷利润暴跌99%。有观点认为，中国的小米汽车们，正在“杀死”保时捷。你觉得有道理吗？1. 净利润暴跌99%保时捷诞生于汽车发源地德国，至今已有近百年的悠久历史。作为全球三大跑车品牌之一，保时捷每一款车的售价都不低，赚的钱自然也很多，被业界誉为“豪车印钞机”。例如2022年，保时捷在大众集团整个销量中的占比只有3.7%，但是却为大众集团贡献了超30%的利润，单车平均利润高达人民币16.5万元。2023年，保时捷创下73亿欧元营业利润的历史佳绩，利润率高达18%。但谁能想到，短短两三年，保时捷就从神坛跌落。今年第三季度，保时捷不仅没赚钱，而且还巨亏9.66亿欧元（约合人民币80亿元），创下自1991年上市以来的最大单季亏损，平均每天亏约8700万人民币。受此影响，今年前三季度保时捷营业利润仅为4000万欧元，而2024年同期为40.35亿欧元，同比暴跌99%，营业利润率从14.1%骤降至0.2%。若按日计算，保时捷2023年平均每天利润可达2014万欧元，不到两天就能赚到前三季度的利润总和。2. 小米汽车的冲击从昔日的“利润之王”，到如今陷入近乎无利甚至亏损的窘境，保时捷的颓势在中国市场更加明显。2001年保时捷入华之后，销量逐年攀升。至2015年中国取代美国，成为保时捷全球最大单一市场，并蝉联到2022年。但是从2023年开始，保时捷在华销量不增反跌15%。2024年，保时捷在华销量大跌28%，导致其全球销量下降3%。今年前三季度，保时捷在华销量再减26%，全球销量下滑6%。保时捷在华销量的持续下滑，很多业内人士都认为是小米汽车等中国新能源车企冲击的结果。乘联会秘书长崔东树认为：“当开小米和开保时捷体验差不多的时候，保时捷的价值明显下降。”理想汽车设计总监本·鲍姆曾在保时捷设计部门任职，他表示小米SU7与保时捷Taycan的设计相似，续航相当，前者有相同甚至更强的性能，价格却只有Taycan的六分之一：“这时保时捷就只剩品牌价值，而不再有产品价值。”3. 保时捷过时了吗？事实上，不止保时捷，大多数豪华及超豪华品牌，近几年在中国市场的表现都不太好，销量集体持续下滑。例如玛莎拉蒂2017年曾在华卖出1.44万辆，可是2024年仅售出1228辆。还有常年垄断豪车市场的德系BBA，在华销量都在下滑。在全球最大单一市场的滑铁卢，必然导致其经营业绩下滑。2025年上半年，奔驰的净利润跌幅高达55.8%，宝马的净利润同比下滑29%，奥迪的净利润同比下滑37.5%。究其根本原因，依托电动化、智能化在汽车工业实现弯道超车的中国车企，正在重新定义豪华车，重构豪车价值体系。由此，新一代消费者，尤其是年轻消费者们，对“豪华”的认知也开始重构。燃油车时代，三大件、历史底蕴、品牌影响力等，是豪车的标志。然而的新能源豪车，全场景语音交互、大屏幕、智能座舱、辅助驾驶等逐渐成为标配。在电动化、智能化方面，中国新能源高端汽车品牌，领先于欧美传统燃油豪车品牌。此外，随着人们经济条件的变好，见多识广的消费者，已经不那么需要用一台车来来证明什么，传统豪车的身份标签和地位象征被稀释了。当身边的人都开始换电车，他会发现没有那么多人去买BBA，好像买那么贵的车也不能给自己带来什么。保时捷以速度和性能为代表，在电动化上找不到更大的亮点，品牌附加值减弱，不再代表最新的科技时尚。情绪价值方面，传统燃油豪车也越来越不如新能源汽车了。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"-1","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.36.2","shortVersion":"4.36.2","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2590320337","isCrawlerRequest":true}