- Porsche’s Strategy 2035 includes possible new models positioned above its current lineup.
- The brand launched a new 911 Turbo S in 2025 and an all-electric Cayenne later that year.
- Porsche’s 2025 operating profit fell to €413 million, while deliveries dropped 10.1% to 279,449 vehicles.
Porsche says it’s shifting into a new phase of transformation, outlining a sweeping reset of its business strategy while promising fresh sports cars and a sharpened focus on profitability.
Speaking at the company’s annual press conference in Stuttgart, newly appointed CEO Dr Michael Leiters confirmed the brand is accelerating a restructuring effort that began in 2025. The goal: simplify operations, strengthen margins and double down on the kind of sports cars enthusiasts actually want to drive.
“We are using the current challenges as an opportunity to act even more decisively,” said Leiters. “We will comprehensively reposition Porsche, make the company leaner, faster and the products even more desirable.”
Strategy 2035: thinking bigger at the top end
Central to the shake-up is a roadmap called Strategy 2035, which sets out how the German brand plans to expand its product portfolio into higher-margin territory.
Leiters hinted that Porsche is studying potential new models positioned above both its current two-door sports cars and its flagship Cayenne SUV. The aim is clear: protect strong profitability while keeping the brand’s performance DNA intact.
“The name Dr. Ing. h.c. F. Porsche stands for the technical excellence of a sports car manufacturer,” Leiters said. “We stand for uncompromisingly good sports cars that you want to drive yourself, that are fun, that convey performance and passion. And all this regardless of the type of powertrain.”
Electric Cayenne and a hybrid-powered 911 headline recent launches
Recent product reveals show how Porsche plans to balance tradition with electrification.
In September 2025 the company unveiled a new 911 Turbo S, featuring a bi-turbo powertrain paired with T-Hybrid technology, making it the most powerful production 911 to date.
Two months later came another milestone: the all-electric Cayenne and Cayenne S Electric, billed as the most powerful production Porsche ever built. The EV joins petrol and plug-in hybrid versions already offered in the Cayenne range, reinforcing Porsche’s commitment to multiple powertrain types.
More new derivatives are scheduled to appear during 2026.
Tough financial year triggers major rethink
The strategic reset follows a difficult 2025 financial year for the Stuttgart-based manufacturer.
Group sales dropped to €36.27 billion (down from €40.08b in 2024), while operating profit plunged to €413 million after extraordinary expenses totalling roughly €3.9b. These costs stemmed largely from product strategy changes, battery investments and US tariffs.
Board member for finance and IT Dr Jochen Breckner acknowledged the scale of the challenge.
“Porsche had enormous challenges to fight worldwide in 2025,” he said. “In order to secure adequate margins by Porsche standards in the medium term and strengthen our resilience in the long term, we accept these burdens.”
Even so, Porsche remains confident about its footing. Deliveries reached 279,449 vehicles last year, and the brand says strong liquidity leaves it well positioned to ride out a turbulent global market while its reinvention gathers pace.
