Porsche's China CEO Alexander Pollich said in a recent interview that the German automaker will stay true to its brand while balancing localization amid market changes and tense competition.
Porsche, marking its 25th year of entering the Chinese market this year, has witnessed its sales declined in the past four years as international luxury car brands are facing a cooling market in China.
Speaking with China Global Television Network (CGTN) at Beijing's Auto China 2026, Pollich said the brand is insisting a long-term, value-driven strategy to navigate the challenges.
"The market is difficult. We have seen quite a bit of a transition. It affects the entire market, but also luxury segments, so that's clear. But the Porsche strategy is value over volume, so we are not chasing the units. What we want to make sure is that we have a strong brand that people really aspire for. You see here on our booth. It's not only new cars. We also have our race cars here to really show that we have a heritage, we come from the motor sport, [and] we are leveraging the strength of our brand. We want to keep it desirable. I'm looking not so much on the short-term sales volume. We're here for the long run," he said.
Porsche recently celebrated its sports car maker heritage with a video titled 75 Years of Doing Everything Wrong, highlighting the brand’s history of ignoring conventions.
Speaking about the slogan, Pollich said while others may shift their focus on branding amid sales declines, Porsche is doubling down in its goal of providing unforgettable driving experiences.
"We like to challenge conventions. We always do it the Porsche way. We look at the mainstream, but then we decide what is best for us and what is best for our customers. The Porsche philosophy has always been 'form follows function' and try to achieve more with less," he said.
On the Chinese market, Pollich said the company will soon release localized designs tailored to the Chinese customers, while ensuring the brand's essence is not lost.
"It's a very competitive market, it's a very innovative market, probably the leading market in the world. We believe that the competition will stay very intensive. And what we do is basically two things. First and foremost, we respect the needs of the Chinese customers. They are different, they have very high demand, so we cater to them. So in the summer, we are going to launch a China exclusive entertainment system which will really provide them all the features that people want, but the Porsche way. So really focusing on things that you really need. We are listening, we are adapting, but we want to also, by the same token, stay true to our brand, because if we dilute the brand, I think we will also have big problems here," he said.
Porsche China CEO highlights brand integrity amid market challenges
