VW Group owned Porsche plans to raise average selling prices for its highest-end models by about 20% in the medium-term alongside operational restructuring and workforce reductions.
The measures form part of the Volkswagen-owned luxury carmaker’s “Sportwagenschmiede ’35” strategy.
Porsche said the pricing objective would be supported by new products, a stronger focus on the higher-margin D and E segments, and broader vehicle individualisation choices.
It intends to raise option revenue per vehicle and increase sales from its Sonderwunsch individualisation programme sixfold in the medium term.
Through its Sonderwunsch programme, Porsche offers its most extensive bespoke build service, allowing clients to collaborate directly with the factory to design one-off and highly personalised vehicles.
Porsche also plans to reduce portfolio complexity by approximately 20%, resulting in around 30% more sales volume for each model variant in the medium term.
The company aims to increase D and E segment models’ share of its total portfolio by about 45%.
The manufacturer said it would retain combustion-engine, plug-in hybrid, and battery-electric powertrains.
Planned releases include electric 718 Boxster and Cayman models, which are expected to contribute to sales from their first full production year in 2028, as well as a new B-segment SUV using combustion and plug-in hybrid powertrains.
Porsche has also planned further D and E segment launches.
It is assessing an SUV positioned above the Cayenne and is developing a potential mid-engined super sports car platform.
Porsche is aiming to reduce direct and indirect headcount by 25% in the medium term, with a strategic target of 30%, and plans to reduce management roles by 40%.
Its Future Package includes plans to cut 9,000 jobs while securing the core workforce through 2035.
Porsche has set medium-term targets for group operating return on sales of 10% to 15% and automotive net cash flow margin of 9% to 12%.
Its long-term targets are 15% and 12%.
Porsche executive board chairman and CEO Michael Leiters said: “We are pursuing a clear plan with our strategy Sportwagenschmiede '35. Our strategy will lay the groundwork to make Porsche significantly more efficient, productive and profitable in three phases.
“At the moment, the main focus is on reducing costs and making the company more financially robust. We have already achieved some important milestones.”
In August, Porsche SE, Volkswagen’s majority shareholder, called for prompt measures to strengthen the VW Group’s competitive standing after the holding company recorded billions of euros in investment-related impairments.
