Porsche laid out its strategy to 2035 at a Capital Markets Day in Weissach on 7 October 2026. The plan is called Sportwagenschmiede '35, roughly "sports car forge", and CEO Michael Leiters calls it a plan to make Porsche "significantly more efficient, productive and profitable". Most of it is about money, but some of it is about cars.
The cars
- A supercar above the 911. Porsche is developing a mid-engined super sports car platform for a model line that sits above the 911. It will preview that platform on 15 October as the Mission S. Porsche has published only a teaser so far, and no specifications.
- More 911s. Porsche promises "highly emotive" 911 derivatives at the top of the range.
- The electric 718 arrives. The all-electric Boxster and Cayman are expected to have their first full production year in 2028.
- A combustion Macan replacement. In 2028 Porsche presents a new compact SUV with petrol and plug-in hybrid power, sold alongside the electric Macan. Series production ramps up in 2028.
- Possibly a bigger SUV. Porsche is "exploring" an SUV above the Cayenne.
- Fewer versions. About 20% fewer model variants, which Porsche expects to raise sales per variant by about 30%.
- At least one brand-defining new product every year until 2030.
Porsche is keeping petrol, plug-in hybrid and electric powertrains, and says it will invest in "brand-defining" combustion and hybrid drives as well as next-generation batteries. It will also work more closely with Audi on the PPE and PPC platforms.
Manthey, Sonderwunsch and pricing
Porsche has raised its stake in Manthey Racing to 67%. Manthey sits under a new "Home of Sports Cars" umbrella with three areas: Performance, Exclusiveness (Sonderwunsch and Exclusive Manufaktur) and Heritage. Porsche wants Sonderwunsch sales to grow sixfold in the medium term, and aims to raise the average selling price of its top models by about 20%.
The business side
The money part is blunter: - 9,000 jobs cut, under an agreement with the works council that also secures core jobs until 2035. - Its stakes in Rimac and Bugatti Rimac sold. - A break-even point below 200,000 cars a year. - Development costs down by up to 20%. - Management positions down by 40%.
Porsche targets a 10-15% operating return in the medium term and 15% long term.
Our take
For enthusiasts, the two lines that matter are the mid-engined platform above the 911 and the promise of more emotive 911s. The petrol and hybrid SUV fills the gap the combustion Macan left. We will see the Mission S on 15 October and cover it then.
Source: Porsche Newsroom, "New sports cars, greater exclusivity, stronger profitability: Porsche presents new strategy through to 2035", 7 October 2026. Photographs: Porsche AG.