Porsche wants to lower its break-even point to fewer than 200,000 vehicles a year, and that obviously doesn't mean flooding the market with entry-level Macans. Instead, the German automaker is looking further upmarket, where highly customized cars, exclusive one-offs, and six-figure restoration projects can generate serious money without chasing volume.

The strategy is part of Porsche's broader effort to restore profitability after a difficult period marked by declining earnings, tariffs, fierce competition in China, and costly electrification decisions. Rather than simply selling more cars, it wants to make more money from each one, particularly at the top of its range.

That means giving wealthy customers more opportunities to commission something nobody else can buy. Porsche's Sonderwunsch division is currently working on 15 one-off projects, with prices ranging from just under $2 million to approximately $15 million, according to Alexander Fabig, Vice President of Individualization and Classic, in an interview with Automotive News.

Porsche's Sonderwunsch program takes customization far beyond choosing an unusual paint color or ticking every box on the options list. Customers can commission bespoke vehicles that require new components and extensive development work, turning an already exclusive sports car into a genuinely unique creation.

Porsche also sees potential in so-called "few-off" models. These would sit between conventional limited editions and fully bespoke one-offs, giving the company another way to charge a substantial premium for vehicles produced in very small numbers.

The ambitions extend beyond customization alone. Porsche is exploring ways to increase the profitability of its high-performance models, with future range-toppers potentially costing more than 200 percent above the entry-level 911 .

Source link