Porsche plans new halo car, SUVs and specials in revival plan

Also arriving in 2028 will be the next-generation 718 Boxster and Cayman, which will now launch purely as electric models, with Porsche abandoning plans to rework the new architecture developed for them to accept combustion engines.

Meanwhile, Porsche is pressing ahead with plans for a new combustion-powered large SUV that will sit above the Cayenne and be focused on the lucrative US market. Overall, Porsche is aiming for the higher-end ‘D/E segment’ models to account for around 45% of its portfolio.

More variants and high-end focus 

Leiters also confirmed that Porsche was working on plans for new “highly emotional derivatives” of the 911, which will sit at the higher end of the range. And while Porsche will continue to expand its electric offerings, Leiters said: “I can assure you, the 911 will never be electric.”

As part of its value over volume strategy, Porsche is aiming to increase the average selling price of its range-topping variants by around 20% – but Leiters insisted that would be achieved not simply by putting the price up, but by adding value to those models for customers. The goal is then to increase sales of each derivative by around 30%.

That includes an expansion of the offerings from its Heritage offerings, limited-edition Manufaktur models, and its personalised Sonderwunsch customisation programme, along with more limited-edition models from Porsche-owned tuning firm Manthey. Porsche will also expand its ultra-limited-run ‘few off’ models, with the firm revealing that the highest price paid for a fully bespoke model developed by Sonderwunsch was more than €13 million (£11 million).

Porsche recently showed off the potential of the Sonderwusch programme with the one-off Flachbau RS.

Leiters said: “We will focus on cars that truly define the Porsche brand. In every segment, we want to offer the sportiest car.”

The goal is that, by 2030, the firm will launch “at least one brand-defining new product” every year.

Operational revamp

As well as overhauling its product line-up, Porsche is also making significant business and operational changes to achieve the goal of lowering its break-even point and make the firm more able to compete with rivals.

The target is to reduce development costs for future models by up to 20%, which will be achieved through shorter development times, a more modular development process, reduced complexity and greater use of simulation software and AI.

Despite that, Porsche will continue to invest in a range of powertrain technology, including multiple combustion engines, hybrids and plug-in hybrids and full battery electric.

Porsche is also aiming to reduce personnel costs by around 30%, and sales and distribution costs by around 20%, with the latter in part achieved by restructuring from five sales regions to four. Porsche has also divested its ownership or investment in several companies, including its share of Rimac Bugatti-Rimac, the MHP consulting firm and its e-bike business. The firm believes those measures will allow it to focus better on its core business. 

The firm will dramatically cut management positions by around 40%, with a medium-term target to reduce its workforce by 30%. This will include job reductions at both its Zuffenhausen and Leipzig plants. A Future Package that has been agreed with unions will account for a "socially responsible reduction" of 9000 jobs.

Globally, Porsche is aiming to balance its market shares, and Leiters said that the firm will not push to regain sales in China, which used to be the brand’s largest market. Instead, Porsche is aiming for the Americas and Europe to each account for around 35% of its sales, with China and other markets accounting for around 15% each.