Porsche (P911) CMD 2026 summary

Strategic direction

• Sportwagenschmiede 2035 prioritizes value over volume, exclusivity, distinctive products and stronger profitability, shifting from near-term rightsizing and product launches toward long-term excellence.

• The ambition is to reinforce the brand as the world’s most desirable sports car manufacturer, anchored in brand and customer, products and technology, and enterprise and operations.

• Planning assumes a challenging environment shaped by currency, tariffs, geopolitical and market uncertainty, supply-chain issues, China, regulation and CO₂-related registration restrictions.

Brand and customer

• Average selling price for the top 10,000 vehicles is targeted to rise from ~EUR 270,000 to >EUR 330,000 midterm through portfolio mix, flagship offerings and individualization.

• Sonderwunsch turnover targets ~6x growth; Exclusive Manufaktur option turnover per vehicle targets ~1.2x, with expanded bespoke capacity and an integrated digital customer experience.

• Home of Sports Cars brings together performance, exclusivity and heritage, including GT/RS experiences, bespoke vehicles, limited heritage editions and ultra-high-end products.

• Quality ambitions include #1 J.D. Power IQS and CSI rankings, improved service execution and ~45% lower warranty costs as a share of revenue versus 2025.

Products and technology

• Midterm portfolio targets ~20% fewer derivatives and ~30% higher sales per derivative; D-/E-segment models are targeted to reach ~45% of derivatives.

• Plans include products above the 911, a mid-engine super-sports-car platform, a D-segment SUV and at least one major product event annually; a brand-defining product is planned annually from 2030.

• Electric 718 is planned for 2027, with sales contribution in its first full production year in 2028; a new B-segment SUV with combustion and PHEV powertrains is due to be presented in 2028.

• Powertrain choices remain flexible across combustion, plug-in hybrid and BEV; the 911 remains combustion-powered, while investment continues in electrification and next-generation batteries.

• Cylindrical cells target up to 20% more range and up to 50% more range added in 10 minutes; specific material-cost targets are up to 50% lower versus the current plan and up to 15% lower versus the current SUV.