Hot! Porsche: What's Next

[Centurion]

Challenging financial year with extraordinary expenses


The 2025 financial year was challenging. Group sales revenue declined to 36.27 billion euros in 2025 (2024: 40.08 billion euros). Group operating profit fell from 5.64 billion euros to 413 million euros. The reasons for this were, among other things, extraordinary expenses of approximately 3.9 billion euros. These consist of the realignment of the product strategy and the rescaling of the company (approximately 2.4 billion euros), additional expenses from battery activities (approximately 700 million euros) and US tariffs (approximately 700 million euros).

Porsche is realigning itself: "Leaner, faster and even more desirable"

Dr. Ing. h.c. F. Porsche AG is shifting into the next gear in the realignment of the company and its product portfolio, which began in 2025.

newsroom.porsche.com

Porsche are at a cross road. They are I between premium and prestige. They need to decide on a clear and new direction.

Financial sucks. What the brand needs is new models that sell to NEW customers. More variants of the 911 is not the solution as it would simply cannibalism existing variants or just squeeze incremental revenue out of them.

718 is dead. In fact that segment died years ago. RIP TT, SLK and Z4. Taycan is struggling. Panamera is in a declining segment.

A 7 seater SUV that sits above the Cayenne will sell. However they need an exciting model. Maybe an exotic crossover like the Purosange. The elephant in the room is emissions. If they make a new existing model an EV, it will flop. If it’s a heavy 2,500-3,000 that’s over priced, it will flop too.

A 928 successor with the V8 from the new Bentley Super Sports would be fun.

 

[Design FIRST]

Porsche are at a cross road. They are I between premium and prestige. They need to decide on a clear and new direction.




The elephant in the room is emissions. If they make a new existing model an EV, it will flop.

In the current environment...probably. In 3...or maybe...5 years time, it could be a completely different story. Unfortunately, the clock is ruthlessly ticking for companies as currently financially distressed as M-B, Audi and Porsche.

Incidentally, I really like that image of a modern 928.

 

[Centurion]

In the current environment...probably. In 3...or maybe...5 years time, it could be a completely different story. Unfortunately, the clock is ruthlessly ticking for companies as currently financially distressed as M-B, Audi and Porsche.

Incidentally, I really like that image of a modern 928.

Do you think Porsche should pivot to higher price brackets like Aston Martin?

 

[Design FIRST]

Do you think Porsche should pivot to higher price brackets like Aston Martin?

For the most part, yes. In fact a modus operandi that new CEO Michael Leiters has indicated. High degrees of "personalization" are lucrative. The 911 appears to be an invincible icon for the ages, with great further potential on both sides of it's model price scale as well as that what lies in the middle.. Combining a coverged Taycan/Panamera model line "Panamaycan" that would encompass a Sport Turismo + 2+2 luxury 2 door GT derivative could work well. As could a halo hypercar. The super-wealthy client base will be more sustainable than that of those who shop for base-spec Macans and 718s. Does Porsche actually need a 718 segment sportscar ?

Of course, the big ICE versus BEV debate will stay with us for a while. Difficult territory to navigate currently. Personally, I'm mid-to-longer term "bullish" on BEVs. But as far as the next 3-5 years are concerned...I haven't a clue. Porsche AG has precious little time. And my personal sentiments are of no relevance.

 

[Centurion]

High degrees of "personalization" are lucrative.

Makes me wonder whether Porsche are watching in envy how Singer and Gunterwerks are selling 911 models for £2m.