At today’s annual press conference, new CEO Dr. Michael Leiters dropped a bombshell: Porsche is “considering the expansion of our product portfolio in order to grow in higher-margin segments,” including models above the 911 and Cayenne.
Translation: a hypercar or ultra-luxury flagship may be on the table.
The context is a brutal 2025. Operating profit cratered 92.7% to just €413 million (from €5.64 billion in 2024). Deliveries fell 10.1% to 279,449 vehicles. The culprits: €3.9 billion in one-time charges from strategy realignment, battery write-downs, and US tariffs.
Leiters’ prescription is clear: “We will comprehensively reposition Porsche, make the company leaner, faster and the products even more desirable.”
For 2026, Porsche forecasts operating return on sales between 5.5% and 7.5%, a recovery but still far from the 14.1% of 2024.
The real news here isn’t the bad numbers. It’s the signal that Porsche sees its future in higher-margin, lower-volume products. That’s music to enthusiast ears.
