Porsche Aims to Become More Exclusive as It Plots Path to Higher Profitability

By Dominic Chopping

Porsche plans to make its cars even more exclusive while continuing to cut costs and streamline its operations as it targets higher profitability in coming years.

The German sports car maker said ahead of an investor event Wednesday that it will offer more higher-end vehicles and aim to increase the average selling price of the models by about 20%.

By 2030, it plans to launch at least one "brand-defining" new product every year, it said.

The plans elaborate on broader actions that Chief Executive Michael Leiters had outlined earlier this year that includes investing in new gas-powered and hybrid models, targeting profitability over volume, and reducing the number of model variants.

Various departments have been streamlined and leadership reshuffled as Porsche works through previously announced plans to cut 5,000 jobs on top of 3,900 that were earlier earmarked to increase efficiencies and elevate its competitiveness.

Leiters is working to simplify the automaker and boost profit by realigning the strategy as the German auto industry recalibrates to intensifying market headwinds. The key Chinese car market continues to deteriorate, domestic manufacturing costs remain elevated and U.S. tariffs are hitting profitability.

Write to Dominic Chopping at dominic.chopping@wsj.com

(END) Dow Jones Newswires

October 07, 2026 02:58 ET (06:58 GMT)