Porsche laid out its plan to 2035 on 7 October 2026, at a Capital Markets Day held at the Weissach Development Centre. The strategy is called « Sportwagenschmiede ’35 », roughly « sports car forge ’35 ». The name sounds like a workshop. The numbers behind it read like a restructuring: fewer variants, higher prices at the top of the range, deep cost cuts and a break-even point below 200,000 cars a year.
That threshold matters. Porsche delivered 178,532 cars in the first nine months of 2026, 16 per cent fewer than a year earlier. The company wants to make good money at roughly that volume, and it says its planning assumes a « very conservative » outlook for China.
The financial targets
In the medium term Porsche is aiming for a Group operating return on sales of 10 to 15 per cent and an Automotive net cash flow margin of 9 to 12 per cent. The long-term targets are 15 and 12 per cent. Group revenue is expected to land between 41 and 45 billion euros in the medium term. For reference, the operating margin for the first half of 2026 was 7.8 per cent.
Porsche itself says the upper end of those ranges depends on a better macroeconomic, geopolitical and regulatory environment, or on further value creation measures. The dividend policy targets a payout of at least 50 per cent of consolidated net income after tax. Investment and R&D spending are expected to peak in 2026 and then fall significantly.
Fewer variants, higher prices
On the product side, Porsche plans about 20 per cent fewer model variants and expects to sell about 30 per cent more cars per variant. The average selling price of its top-end models should rise by about 20 per cent in the medium term. The share of D and E segment models, the upper end of the market, is meant to grow by about 45 per cent.
Personalisation moves to the centre of the business. Porsche wants Sonderwunsch sales, its bespoke and one-off programme, to grow sixfold. A new umbrella called « Home of Sports Cars » groups Performance (including Manthey), Exclusiveness (Sonderwunsch and Exclusive Manufaktur) and Heritage. Porsche has raised its stake in Manthey Racing to 67 per cent, confirmed in a separate release on 8 October, with plans for performance kits, track experiences and few-off special models.
The line that will catch the attention of 911 owners is short. The 911 range in the D segment will gain « highly emotive » new derivatives. No names, no dates. Above the 911, Porsche is developing a mid-engined super sports car platform for a new model line. A first preview is scheduled for 15 October 2026, presented in the release under the name Porsche Mission S. Readers who know the 918 Spyder will see where this sits; our French-language piece on the 918 Spyder covers Porsche’s previous hybrid hypercar.
Porsche is also looking at a D-segment SUV positioned above the Cayenne, and promises at least one brand-defining new product every year until 2030.
Electric 718 in 2028, a new small SUV
The all-electric 718 Boxster and Cayman now have a firmer timeline: 2028 should be their first full year of production. CEO Michael Leiters had already confirmed the car in August. Also in 2028, Porsche will present a B-segment SUV, sold alongside the current electric Macan but powered by combustion and plug-in hybrid drivetrains. It is expected to make a noticeable contribution to sales from 2029.
The three-powertrain approach stays. Porsche says it will invest in brand-defining combustion and PHEV drives and in the next generation of battery technology, while working more closely with Audi on the PPE and PPC platforms.
Where the savings come from
Development costs for future model lines are to fall by up to 20 per cent. Production personnel costs by up to 30 per cent. Sales and distribution costs by 20 per cent, helped by the move from five sales regions to four that was announced in September. Material costs on new vehicle projects are targeted about 10 per cent below previous plans. Porsche Engineering and Porsche Digital will merge into Porsche Technologies.
Management positions will be cut by 40 per cent in the medium term, and the direct and indirect workforce by 25 per cent, with a strategic target of 30. The release points to the Future Package agreed with employee representatives, which includes a socially responsible reduction of 9,000 jobs and job security for the core workforce until 2035. An employee share programme is planned for 2028.
« The ultimate goal is to further strengthen our unique sports car brand, across all model lines and with new, highly desirable models in particularly high-margin segments, » said Leiters, who chairs the Executive Board.
Porsche also says it wants to emphasise « the DNA of the 911 » across every model line. For anyone who follows the 911, that is the most concrete takeaway: the car remains the reference point, and Porsche intends to earn its margin around it and above it. The promised derivatives still have no name and no spec sheet.
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