Porsche: Bis zu 13 Millionen Euro für einen Sportwagen: Porsche-Chef testet die Luxus-Schmerzgrenze
Porsche-Chef Michael Leiters will den Sportwagenbauer kleiner, exklusiver und profitabler machen. Dafür setzt er auf extreme Preise, weniger Volumen – und Kürzungen im Management.
Weissach witnessed a rare public appearance from Wolfgang Porsche, the 83-year-old family patriarch of the Porsche automobile holding companies. When he does speak, people listen attentively. The occasion was a significant strategy session in Weissach, the heart of Porsche's development. It marked the first major strategy day under the leadership of Michael Leiters, the new Porsche CEO.
Porsche made his remarks not in person but through a recorded video, signaling a statement from the highest level about the brand that bears his name and the man now steering it.
Porsche emphasized that "we" at Porsche build cars for people who approach the daily commute with the same passion they do on weekends, taking the longer route. At Porsche, they create things that no one asks for, yet many desire. They are rebels of engineering in Zuffenhausen, a "brave collective." Ultimately, they always produce a sports car.
Leiters' mandate, summarized succinctly, is to sanitize Porsche without it looking like a sanitization. He must make the company smaller while ensuring the brand remains strong. On Wednesday, Leiters provided answers on how he intends to achieve this.
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