Porsche to aim for 200,000 units per year? New strategy focused on profit margins reported.

Posted: Posted:June 1, 2026

Value over Volume (profit exceeds sales volume)

Currently, under its new CEO, Michael Leiters, Porsche is undertaking a review of its production plans and costs (including workforce reductions).

Just recently, they announced several new measures, including dissolving their car IT division and reducing the number of departments from eight to seven.

Reference article:
◆Porsche to streamline management, consolidating automotive IT division into research and development division.
◆Porsche to shut down three subsidiary businesses: Strengthening focus on core business

Under former president Oliver Blume, Porsche aimed to increase sales to 350,000 to 400,000 units per year, and the number of employees increased accordingly.

However, from there, sluggish sales of electric vehicles and various circumstances in the United States and China led to a decline in the entire business. Porsche's profit margins plummeted very quickly.

Production reductionplan

What was reported in the overseas media this time was that Porsche "wants to restructure the company so that it can generate profits with an annual production of approximately 200,000 units."

However, this information is only said to have been reported by the German magazine Handelsblatt, and there is no source indicating who specifically said this "approximately 200,000 units per year."

Porsche's sales for 2025 are projected at 279,449 units, which is already on the decline. However, the recent report of approximately 200,000 units suggests that they may be intentionally planning to reduce sales even further than last year.

However, while Mr. Reiters did indeed mention things like "making Porsche a leaner and faster company, lowering the break-even point, and achieving Value over Volume" during the April 2026 earnings report, I don't believe he provided any specific figures at that time either.

Therefore, it's difficult to say at this point how credible this figure of approximately 200,000 units per year is, but it seems certain that Porsche will adopt a strategy of selling fewer cars than before.

It has also been reported that Porsche aims to achieve an operating profit margin of 10-151 TP1T by the end of the 2020s. *Incidentally, the operating profit margin forecast for this fiscal year, announced in the recent full-year earnings forecast for 2026, is 5.5-7.5%.

Furthermore, Porsche is currently planning to cut staff, and according to newly reported information, Matthias Becker, Porsche's head of sales, may also lose his job as he is considered one of the reasons for Porsche's poor sales in China.

It seems Mr. Becker was also absent from the recent Beijing Motor Show...

Source:Porsche Spent Years Chasing 400,000 Sales, Its New CEO Wants Half That

Rika (911supercars.com)

I'm Rika, the author of this article. Since I got my hands on a Porsche 911, I've been completely hooked on Porsches and I can't stop loving them, so I started this blog. My favorite cars are the 911 Carrera (2/991), 911 Carrera Cabriolet & 911 Carrera T (1/992), GT3 (1/997) and 718 Cayman GT4 RS.

911Supercars in the article

-Porsche: Porsche
-Management information, main specifications, production volume, price list

カート好きの還暦 says:

2026年6月2日 at 1:58 PM

Hello!

First, I will send you a screenshot of Yahoo at the time of 9/11.
Incidentally, three of the articles published after May 30th were featured on Yahoo!

Porsche's production cuts are likely a natural decline, considering factors beyond value over volume and the hungry market, such as product mix and dealership management. Electric models and the Panamera don't have high sales volume, and the discontinuation of the ICE Macan means a gap of several years before the next model. However, to maintain the brand, they won't sell other models at discounted prices. The outcome in China, where discounts were implemented, provides a clear answer. This also means that the number of dealerships won't increase, and won't be increased further.
Even if the number of employees drops from 300,000 to around 200,000, a 30% reduction in personnel is tough for the manufacturing industry. It's the same for small businesses like ours; overall volume is down 30% compared to before the pandemic, but because our business partners are understanding, even though sales are down 5%, gross profit is still in double digits. Some business owners boast about their sales or scale, but gross profit per employee is the most important indicator of how hard a business owner has worked.

Even the ultra-luxury Ferrari seems to be struggling.
Ferrari has always considered itself a god, regardless of the market, but if you neglect marketing in design and development, your product will vanish in an instant.
Michael Reiters seems to have a strict but excellent sense of balance. I can't imagine any other German manufacturer besides Porsche returning to a 10% operating profit margin.

Reply
- Rika (911supercars.com) says:
  
  2026年6月2日 at 8:59 PM
  
  60th birthday who likes carts
  Wow, thank you again, Yahoo! And the time is exactly "9:11"...(lol)!!! As expected, you're the best, Mr./Ms. 60 who loves karting. Thank you ^^
  
  I think I click on quite a few car-related news articles that appear on Yahoo, but for some reason my own website never shows up (lol).
  
  I think Porsche will now be moving towards a strategy of "selling fewer cars but maximizing profits on each individual car."
  
  However, I also feel that a future where the streets are filled with only uniquely designed Porsches wouldn't be very good either, so I hope they can maintain the Porsche brand in just the right way.
  
  Reply
カート好きの還暦 says:

2026年6月3日 at 7:45 PM

Is it because I have a Chrome shortcut for 911 Supercars on my smartphone? Whenever RIKA uploads a new article, it appears in my feed quite often. I guess Yahoo and Google are collecting my browsing history.

On a different note, once the situation in the Middle East calms down, used cars, especially high-end models, will be exported to Dubai again, so it seems we won't see the streets flooded with unique Porsches. However, the 911 is a rare model that can be recycled within Japan without being exported. On the other hand, I worry about how Rolls-Royce and Bentley dealerships can stay in business when they're always empty, but they can make 10 to 20 million yen in profit by exporting to Dubai, so they manage somehow. This is proof that many cars are sold in Japan at considerably lower prices than in their home countries, but it leaves me with mixed feelings.
In Nagoya, there are rumors that the management of that PC company might be changing to PC Ueda, which is now Nagoya Toyopet. The reason is... balance is important.

Reply
- Rika (911supercars.com) says:
  
  2026年6月5日 at 8:26 PM
  
  60th birthday who likes carts
  Just the other day, someone else told me, "I've been seeing Rika's articles on Yahoo recently!" I'm very honored and happy about that ^^! ...But I'm also nervous about what will happen if they pick up on my blog posts, which are sometimes about really trivial things that have absolutely nothing to do with you all (like, "There are a lot of cars because of my mom (lol)!").
  
  Dubai and other places probably have all sorts of things going on that are unimaginable from a Japanese perspective. And it seems there are all sorts of things going on at the Porsche Center in Nagoya as well...!
  
  Reply

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