Porsche seeks breakthrough with bespoke and high-end models amid declining operating profit margin

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Porsche has begun development of a new mid-engine supercar positioned above the 911th. The company is scheduled to unveil the concept car, "Mission S," in New York on the 15th, presenting the direction for its upcoming vehicle.

Michael Laiter presented a new profitability recovery strategy, "Sportwagenschmiede 35," at an investor briefing held on the 7th at Porsche's development center in Weissach, Germany. Laiter stated that the company is preparing a dedicated platform exclusively for super sports cars and plans to launch a mid-engine model of a higher class than the 911th based on this platform.

Powertrain information for the newly developed vehicle has not yet been announced. In addition to fully electric vehicles, hybrid methods are also mentioned as possibilities. Some foreign media have suggested that supercar technology from Audi and Lamborghini could be utilized, but there is no official confirmation on this matter.

The background behind Porsche's move into supercar development lies in declining performance. Last year, Porsche's operating profit margin fell to 1.1%, and global deliveries decreased by 10% year-on-year to 279,449 units.

Porsche has decided to focus on improving profitability through high-end models and bespoke manufacturing rather than expanding sales volume. The company aims to lower the annual sales volume required to reach break-even to less than 200,000 units, with targets of achieving an operating profit margin of 10% to 15% in the medium term and 15% in the long term.

Changes to the product lineup are also anticipated. The next-generation 718 Boxster and Cayman will be developed as pure electric vehicles, and the launch of a large SUV positioned above the Cayenne is under consideration. Porsche maintains its policy of not transitioning the 911th to a pure electric vehicle.

Porsche will also further expand its customer bespoke manufacturing business. The company plans to increase revenue from Sonderwunsch, its special order program, sixfold in the medium term and raise the proportion of high-end specifications and one-off vehicles.

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*This content was translated by AI.View Original