Porsche shifts focus to high-end models

Porsche is adjusting its strategy to boost profits by concentrating on fewer, high-value vehicles. This shift comes as the costs of electrification rise and the benefits from this transition decline, prompting the company to focus on ultra-exclusive models priced up to 15 million euros, targeting a very select group of clients.

Customization program highlights exclusivity

Alexander Fabig, Vice President of Individualization and Classic at Porsche, mentioned that the Porsche Sonderwunsch division is currently working on 15 unique projects. These one-off models range in price from just under 2 million euros to approximately 15 million euros. The company is also exploring "few-off" models, produced in very small series, offering a higher level of exclusivity than traditional limited editions but not complete uniqueness.

Customization involves extensive modifications

The Porsche Sonderwunsch program involves significant customization beyond simple color choices. It requires new components and comprehensive studies, sometimes taking several years to complete. For example, the 911 GT2 Flachbau RS project faced delays of nearly three years between the first sketch and final delivery.

Porsche’s average price increases sharply

In 2025, the average price of a new Porsche was about 81,800 dollars, rising to 128,700 dollars after adding options. This shows that nearly 46,850 dollars, or about 43,000 euros, was spent solely on equipment, highlighting the growing cost of customizations and features.

Restoration of classic models becomes a niche

Porsche has found a niche in restoring existing cars, particularly the Carrera GT. An in-house restoration program is available for owners of this V10-powered supercar, with costs ranging from 500,000 to 800,000 euros per car, excluding the original price of the vehicle. So far, 11 Carrera GT models have been fully restored, with 16 currently being processed and 21 waiting their turn.

Restoration projects include special designs

One notable restoration involved a Carrera GT transformed with a livery inspired by the Porsche 917 number 23, which won the 1970 24 Hours of Le Mans. The car also received specific interior details and had its odometer reset to zero. These efforts generate significant revenue from existing models without introducing entirely new ones.