Porsche soll gesundschrumpfen – und noch stärker zum Lieblingsauto der Elite werden
Der neue CEO Michael Leiters hat am Mittwoch die Strategie für sein Unternehmen vorgestellt. Er will sich auf alte Stärken wie Verbrennerautos zurückbesinnen – und Porsche-Fahrzeuge teurer machen, als sie jetzt schon sind.
Porsche, the luxury sports car manufacturer based in Stuttgart-Zuffenhausen, has announced a new strategy under the leadership of CEO Michael Leiters. The strategy, dubbed "Sportwagenschmiede '35," aims to focus on traditional strengths such as combustion engine vehicles and raise the price of Porsche vehicles beyond their current market value.
This shift in approach comes after Porsche had previously believed that a logo alone was enough to justify customers paying a premium for a luxury car. The company's original strategy, championed by former CEO Oliver Blume, was to prioritize electric vehicles, with Porsche aiming to produce four electric vehicles for every five sold by 2030.
However, this ambitious plan has proven to be overly optimistic. In 2025, Porsche sold 60% fewer Taycan electric vehicles compared to 2023, and the production of the model was halted multiple times due to low demand. Leiters now emphasizes the importance of having two combustion engine or plug-in hybrid models for each electric model.
The iconic 911 model, he insists, will never be an electric one. Porsche is also prepared to accept potential fines and pay CO2 compensation certificates if EU regulations require it in the future. Despite this shift in strategy, Porsche remains committed to positioning its brand in the premium segment, targeting a higher-end market where customers are passionate about their vehicles.
The company aims to sell at least 40% of its equity positions by 2030 and reduce the number of middle management positions by 40% in the medium term.
Written by urgent.news from NZZ Wirtschaft's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
