STUTTGART / LONDON (IT BOLTWISE) – The German sports car manufacturer Porsche is in a deep crisis. A drastic decline in sales in China and high US tariffs led to a quarterly loss of almost one billion euros. Despite the challenges, Porsche is planning a strategic realignment in order to remain profitable in the long term.
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The renowned German sports car manufacturer Porsche is facing a significant challenge. The latest quarterly figures show a dramatic operating loss of almost one billion euros, which is due to a significant decline in sales in China and the burden of US tariffs. These developments have forced the company to fundamentally rethink its strategy.
In China, one of the most important markets for luxury vehicles, the weakening economy has led to a drastic decline in sales. At the same time, the high import tariffs in the USA put a considerable strain on margins, as Porsche does not produce there and therefore all of the vehicles have to be imported. These factors caused Porsche’s operating result to shrink drastically compared to the previous year.
To meet these challenges, Porsche has announced a strategic realignment. The focus will increasingly be on combustion engine models, while the electric offensive will be postponed for the time being. This decision is part of a comprehensive restructuring plan that also includes job cuts. In total, burdens of 3.1 billion euros should be managed by 2025.
However, the long-term outlook remains optimistic. CFO Jochen Breckner emphasizes that Porsche is accepting temporarily weak figures in order to secure long-term profitability. The company expects a noticeable improvement from 2026. Former McLaren boss Michael Leiters should then take over the leadership of Porsche and continue on the chosen course.
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