Porsche plans new halo car, SUVs and specials in revival plan
Leiters said: “We will focus on cars that truly define the Porsche brand. In every segment, we want to offer the sportiest car.”
The goal is that, by 2030, the firm will launch “at least one brand-defining new product” every year.
Operational revamp
As well as overhauling its product line-up, Porsche is also making significant business and operational changes to achieve the goal of lowering its break-even point and make the firm more able to compete with rivals.
The target is to reduce development costs for future models by up to 20%, which will be achieved through shorter development times, a more modular development process, reduced complexity and greater use of simulation software and AI.
Despite that, Porsche will continue to invest in a range of powertrain technology, including multiple combustion engines, hybrids and plug-in hybrids and full battery electric.
Porsche is also aiming to reduce personnel costs by around 30%, and sales and distribution costs by around 20%, with the latter in part achieved by restructuring from five sales regions to four. Porsche has also divested its ownership or investment in several companies, including its share of Rimac Bugatti-Rimac, the MHP consulting firm and its e-bike business. The firm believes those measures will allow it to focus better on its core business.
The firm will dramatically cut management positions by around 40%, with a medium-term target to reduce its workforce by 30%. This will include job reductions at both its Zuffenhausen and Leipzig plants. A Future Package that has been agreed with unions will account for a “socially responsible reduction” of 9000 jobs.
Globally, Porsche is aiming to balance its market shares, and Leiters said that the firm will not push to regain sales in China, which used to be the brand’s largest market. Instead, Porsche is aiming for the Americas and Europe to each account for around 35% of its sales, with China and other markets accounting for around 15% each.
The target is to achieve a group operating return on sales of 9 to 12% in the medium-term, increasing to 15% in the long-term.
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