Porsche Wants Prices 20% Higher. Last Time, It Nearly Killed Them.

Porsche wants to raise average selling prices of its top-end models by around 20%. Fewer models, greater exclusivity, higher margins. Sounds like a brilliant strategy. Except Porsche tried something remarkably similar before and it nearly destroyed the company. In the late 1980s, Porsche was riding high on wealthy buyers, booming financial markets and demand for expensive sports cars. Then the economy turned, North American sales collapsed by almost 70%, and Porsche came dangerously close to financial disaster. Now, in 2026, Porsche’s new CEO Michael Leiters is taking the company back toward exclusivity, scarcity and premium pricing. But is Porsche making the same mistake again? In this Flat Six Intel video, we examine Porsche’s new strategy, the cancellation of combustion-powered 718 successors, and why Ferrari’s extraordinary profitability isn’t necessarily a model Porsche can replicate. We also investigate the wealth behind today’s Porsche buyers. Stock markets, AI valuations, investment portfolios and rising asset prices have helped create enormous purchasing power. But what happens if that wealth starts disappearing? Porsche is targeting operating margins of 10–15%, while Ferrari earns nearly 30% selling fewer than 14,000 cars annually. Porsche operates on an entirely different scale. Can Porsche manufacture exclusivity without recreating the vulnerability that nearly killed it in the early 1990s? And what could this mean for new and collectible Porsche 911 prices? Watch to the end for our assessment of whether Porsche’s new strategy is a masterstroke — or a dangerous gamble. Flat Six Intel - Independent Porsche market intelligence, valuations and analysis. https://www.flatsixintel.com #Porsche #Porsche911 #PorscheNews #PorschePrices #FlatSixIntel