Make Porsche Profitable Again
One automaker hit hard in 2025, and 2026 is Porsche, with sales slowing over the past 2 years after record numbers in the years prior to the slump. Much has been written about why the famed German sports car maker has struggled recently, but it has also detailed how it plans to regroup and return to profitability.
Since Porsche remains a highly valuable company that produces some of the most sought-after cars, one future plan is to harness the enduring desirability of owning a very special Porsche.
Limited and Expensive
Automotive News reports that Porsche plans to pad margins by selling fewer models at much higher prices. Porsche Marketing and Sales Boss Matthias Becker said that focusing on more individual models through the brand’s exclusive bespoke departments, Exclusive Manufaktur and Sonderwunsch, enables Porsche to create additional revenue by selling cars at higher prices. During a press conference with the media this month, Becker said, “By expanding our core range of options and unlocking the full potential of Paint to Sample, we aim to increase option turnover per vehicle by around 20 percent in the midterm.”
For example, special Paint to Sample colors for a 2027 Porsche 911 Carrera cost an additional $15,050. If you want the full bespoke experience through Sonderwunsch, a paint job from their samples will cost you $32,940 for a 911. Becker also highlighted that Exclusive Manufaktur and Sonderwunsch give them 2 powerful, complementary growth paths. According to data, Porsche’s top 10,000 vehicles sold globally have an average price of around $304,000. Becker wants to increase that to nearly $400,000.
Above Sticker Sales
According to Ivan Drury, Edmunds’ director of insights, “Porsche does a lot of business by selling above starting [sticker price] in terms of higher trim levels, a la carte options and packages.” More data supports that idea, with average prices of configured or individualized Porsches at $128,663 in 2025, which is 31% up from 2019. Porsche has already begun this premium automotive drive with the introduction of the recommission program that recently finished rebuilding a Porsche Carrera GT to “back-to-zero” quality. That service alone cost the customer potentially around $500,000 to almost $800,000.
duPont Registry
