Porsche recently announced a product strategy adjustment, expanding and upgrading its internal combustion engine (ICE) lineup and extending its lifecycle. The brand will add several new ICE models to enrich its high-performance fuel-powered vehicle offerings. The premium SUV product plan has also been adjusted, with the previously planned all-electric SUV series now initially launching with ICE and plug-in hybrid versions.
Due to delays in its electric vehicle plans, Porsche has lowered its 2025 operating profit margin forecast from 5% to 7% to a maximum of 2%. Its mid-term profit margin target has also been lowered from 15% to 17% to no more than 15%.
To cope with multiple pressures, Porsche has launched a “recalibration” plan, which includes 3,900 job cuts by 2029. Furthermore, Porsche will increase investment in customized services and announced an extension of the lifecycles for its fuel-powered and hybrid vehicles.
Porsche’s sales revenue in the first half of 2025 was €18.157 billion, an 8% year-on-year decrease. Operating profit was €1.007 billion, a 68% year-on-year decrease, while profit after tax was €718 million, a 67% year-on-year decrease.
Porsche adjusted its 2025 financial forecast, now expecting sales between €37 billion and €38 billion and a return on investment of 5% to 7%. Porsche anticipates a €1.3 billion loss for the entire group this year due to strategic adjustments and US tariffs.