Porsche says it plans to raise the prices of its top-end models by about 20% as part of a strategy to improve profitability. At a Capital Markets Day in Weissach, CEO Michael Leiters tells investors the turnaround will take time and that operating conditions are not expected to meaningfully improve over the next few years. The company frames the move as supporting higher revenue per vehicle and strengthening its premium positioning.
Outlets also link the pricing plan to broader efforts to boost exclusivity and manage profitability across segments. Porsche says it expects average prices for its top models to be above €330,000 by the end of the decade, up from around €270,000 this year. Leiters points to a shift toward higher-margin areas and reducing reliance on China, alongside product plans including a new mid-engine model positioned above the 911. Other coverage notes parallels with Ferrari, where demand in the secondary market appears stronger for traditional combustion-engine variants than for hybrids.
Investors are also watching Porsche’s financial recovery, including an operating margin target of 10% to 15% over the medium term. The broader industry context includes pressure on major automakers to pursue restructuring as margins fluctuate and demand softens in some markets.
