{"id":44658,"date":"2026-03-20T06:00:54","date_gmt":"2026-03-19T21:00:54","guid":{"rendered":"https:\/\/www.panamera-life.com\/?p=44658"},"modified":"2026-03-19T18:51:39","modified_gmt":"2026-03-19T09:51:39","slug":"911-flagship","status":"publish","type":"post","link":"https:\/\/www.panamera-life.com\/en\/entry\/911-flagship\/","title":{"rendered":"Operating Profit Plummets 92%, Flagship Above the 911 \u2014 Is Porsche Becoming an Investment-Only Brand?"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_74 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u30b3\u30f3\u30c6\u30f3\u30c4<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.panamera-life.com\/en\/entry\/911-flagship\/#Operating_Profit_Drops_92_%E2%80%94_Whats_Happening_to_Porsche\" >Operating Profit Drops 92% \u2014 What\u2019s Happening to Porsche?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.panamera-life.com\/en\/entry\/911-flagship\/#Strategy_2035_%E2%80%94_Choosing_Growth_%E2%80%9CUpwards%E2%80%9D\" >Strategy 2035 \u2014 Choosing Growth \u201cUpwards\u201d<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.panamera-life.com\/en\/entry\/911-flagship\/#Remember_Ferry_Porsches_Words\" >Remember Ferry Porsche\u2019s Words<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.panamera-life.com\/en\/entry\/911-flagship\/#Is_Porsche_Turning_Into_an_Investment_Asset_Manufacturer\" >Is Porsche Turning Into an Investment Asset Manufacturer?<\/a><\/li><\/ul><\/nav><\/div>\n\n<h3 class=\"style3a\"><span class=\"ez-toc-section\" id=\"Operating_Profit_Drops_92_%E2%80%94_Whats_Happening_to_Porsche\"><\/span>Operating Profit Drops 92% \u2014 What\u2019s Happening to Porsche?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Porsche is facing unprecedented challenges.  <\/p>\n<p>The financial results for Porsche AG in fiscal 2025 were shocking. Revenue fell sharply from about \u00a57.33 trillion to approximately \u00a56.64 trillion, while <strong>operating profit plunged a staggering 92%, from roughly \u00a51.032 trillion to just \u00a575.6 billion<\/strong>. Global sales also dropped 10.1% year-over-year to 279,449 units. Porsche\u2019s market share in China shrank from 18% to 15%, and additional costs from U.S. tariffs alone reached around \u00a5128 billion. Furthermore, a strategic product realignment tied to the EV roadmap cost roughly \u00a5440 billion, and battery-related expenses added another \u00a5128 billion, totaling about \u00a5714 billion in special charges. Based on the numbers alone, Porsche\u2019s once untouchable \u201chigh-profit brand\u201d image seems a distant memory.<\/p>\n<p>At the helm amid this crisis is the new CEO, <strong>Michael Leiters<\/strong>, who joined after stints at Ferrari and McLaren. He unveiled the centerpiece of the company\u2019s mid-to-long-term vision, \u201cStrategy 2035,\u201d at the recent annual press conference. Reviewing its details left me with mixed feelings of hope and concern.<\/p>\n<h3 class=\"style3a\"><span class=\"ez-toc-section\" id=\"Strategy_2035_%E2%80%94_Choosing_Growth_%E2%80%9CUpwards%E2%80%9D\"><\/span>Strategy 2035 \u2014 Choosing Growth \u201cUpwards\u201d<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Leiters\u2019 recovery plan can be summed up as a strategy to \u201cgrow upwards.\u201d<\/p>\n<p>During the press event, he explained plans to \u201cexpand the product portfolio by entering higher margin segments.\u201d Specifically, he hinted at launching a flagship sports car positioned above the 911, and a large SUV \u201cK1\u201d above the Cayenne. The K1 will share its platform with the Audi Q9 and is expected to offer V8 twin-turbo and V6 engine options. The next-generation Macan ICE (internal combustion engine) model will be based on the Audi Q5\u2019s PPE platform in a deal valued around \u00a5183 billion. This approach emphasizes thorough parts sharing with the Volkswagen Group to reduce development costs.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-44001\" src=\"https:\/\/www.panamera-life.com\/wp-content\/uploads\/2025\/11\/DSC05973-1280x853.jpeg\" alt=\"992.2 911 Carrera GTS\" width=\"1280\" height=\"853\" \/><\/p>\n<p>Leiters also confirmed extending the lifespan of internal combustion and hybrid powertrains, signaling a clear shift from the previous all-in EV stance\u2014a move I welcome. However, the core of \u201cgrowing upwards\u201d raises important questions.<\/p>\n<h3 class=\"style3a\"><span class=\"ez-toc-section\" id=\"Remember_Ferry_Porsches_Words\"><\/span>Remember Ferry Porsche\u2019s Words<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u201cI looked for a small, lightweight, energy-efficient sports car that fit my ideals but couldn\u2019t find one anywhere. So, I decided to make it myself.\u201d<\/p>\n<p>These words from Porsche\u2019s founder Ferry Porsche embody the brand\u2019s original spirit, I am convinced. Small, light, efficient\u2014and most importantly, <strong>a sports car you can drive every day<\/strong>. One that takes you to work during the week yet thrills you on the track come weekend. That was Porsche\u2019s identity.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-33580\" src=\"https:\/\/www.panamera-life.com\/wp-content\/uploads\/2024\/09\/IMG_9125-800x533-1.jpg\" alt=\"Porsche 911 (964)\" width=\"800\" height=\"533\" \/><\/p>\n<p>Sure, supercars like the 959, GT1, Carrera GT, and 918 Spyder have existed before. But those were special showcases \u2014 technological masterpieces set apart from the everyday lineup. The plan to establish a permanent flagship model above the 911 is fundamentally different. It means Porsche is becoming a brand that routinely \u201cshows off\u201d its pinnacle, even in daily use.<\/p>\n<h3 class=\"style3a\"><span class=\"ez-toc-section\" id=\"Is_Porsche_Turning_Into_an_Investment_Asset_Manufacturer\"><\/span>Is Porsche Turning Into an Investment Asset Manufacturer?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Here I share my candid concerns.<\/p>\n<p>Positioning a flagship permanently above the 911 places Porsche in the supercar arena. Vehicles to be admired like art, expected to appreciate as investments, and tucked away in garages. Is that truly what Porsche should be making?<\/p>\n<p><strong>It increasingly feels that shareholder priorities, revenue growth, and boosting profit margins have become the top agenda.<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-43602\" src=\"https:\/\/www.panamera-life.com\/wp-content\/uploads\/2025\/09\/DSC05781-1280x853.jpeg\" alt=\"Taycan Turbo GT\" width=\"1280\" height=\"853\" \/><\/p>\n<p>What I personally hope for is quite the opposite. Make the 911 more compact. Tone down the power a little. There\u2019s no need to race supercars for horsepower or shave a tenth off 0-100 km\/h times. The true mission of Porsche should be to perfect a sports car that\u2019s genuinely fun yet unquestionably fast. Our household owns several Porsches ranging from air-cooled classics to EVs, but none can be fully described by specs alone \u2014 each encapsulates pure driving pleasure. The essence of Porsche lies in the \u201cconversation\u201d that begins the moment you grip the steering wheel.<\/p>\n<p>I don\u2019t dismiss those who enjoy Porsche as a high-end collectible. But the deeper you understand the company\u2019s history and vehicles\u2019 essence, the clearer it becomes that <strong>Porsche is not that kind of manufacturer.<\/strong> While I respect Leiters\u2019 leadership, I urge the brand not to forget Ferry Porsche\u2019s origins. <strong>Porsche\u2019s true spirit is found in sports cars that make your heart race just by driving on ordinary roads.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"\u30dd\u30eb\u30b7\u30a7\u65b0CEO \u30e9\u30a4\u30bf\u30fc\u30b9\u304c\u300cStrategy 2035\u300d\u3092\u767a\u8868\u3002\u55b6\u696d\u5229\u76ca92%\u6e1b\u304b\u3089\u306e\u518d\u5efa\u7b56\u3068\u3057\u3066911\u306e\u4e0a\u4f4d\u30e2\u30c7\u30eb\u3092\u691c\u8a0e\u3059\u308b\u304c\u3001\u30d5\u30a7\u30ea\u30fc\u30fb\u30dd\u30eb\u30b7\u30a7\u304c\u63b2\u3052\u305f\u300c\u65e5\u5e38\u3067\u4e57\u308c\u308b\u30b9\u30dd\u30fc\u30c4\u30ab\u30fc\u300d\u306e\u539f\u70b9\u306f\u5b88\u3089\u308c\u308b\u306e\u304b\u3002","protected":false},"author":0,"featured_media":44132,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_locale":"en_US","_original_post":"https:\/\/www.panamera-life.com\/?p=44655"},"categories":[24],"tags":[183,235,378,750,751,752,753],"yoast_head":"<title>Operating Profit Plummets 92%, Flagship Above the 911 \u2014 Is Porsche Becoming an Investment-Only Brand? - \u30dd\u30eb\u30b7\u30a7\u304c\u308f\u304c\u5bb6\u306b\u3084\u3063\u3066\u304d\u305f - \u30aa\u30fc\u30ca\u30fc\u30ba\u30d6\u30ed\u30b0<\/title>\n<meta name=\"description\" content=\"Porsche\u2019s new CEO Leiters unveils Strategy 2035 amid a 92% profit drop, planning flagship models above the 911. 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