Porsche wants to become more exclusive, and it's prepared to charge considerably more for the privilege of owning one of its cars. The German automaker plans to raise the average selling price of its most expensive models by roughly 20 percent. That means going from about €270,000 ($300,000) this year to more than €330,000 ($370,000) in the mid-term.

At the same time, it also wants its high-end models to account for 45 percent of its portfolio, putting greater emphasis on expensive sports cars, limited editions, and more exclusive offerings rather than chasing volume across the lineup. If everything goes according to plan, it’ll break even at fewer than 200,000 units sold annually. For reference, Zuffenhausen delivered 279,449 vehicles in 2025.

The company plans to roll out more special 911 models and a new mid-engine hypercar, along with more volume-oriented vehicles, such as a gasoline-powered crossover to replace the first-generation Macan. The 718 Boxster and Cayman are still coming back, but as pure EVs, with plans for combustion-engine versions shelved. A large, three-row SUV remains under consideration but hasn’t been signed off on yet.

The push upmarket will go hand in hand with cost-reduction efforts. Porsche plans to cut product development expenses by 20 percent and reduce the number of model variants it offers by a similar percentage. It also wants to lower material costs for next-generation models by 10 percent and cut warranty costs by 45 percent in the medium term.

Elsewhere, Porsche has reached an agreement with unions to eliminate 9,000 jobs, or roughly a fifth of its workforce, by 2035.

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