Porsche Has an Identity Crisis Amid Its SUV Success

With SUVs yielding half of profits, it tries to retain its sports car cred
Illustration by Walter Newton

Last month, Porsche Chief Executive Officer Matthias Müller attended the Gaisberg classic-car race in the alpine countryside near Salzburg to schmooze with collectors of legendary sports cars like the Mercedes-Benz 300 SL gull-wing, the Alfa Romeo Spider, and the Ferrari Dino. His unspoken message: The Porsche brand still belongs in that elite company, even if its lineup is increasingly dominated by sport-utility vehicles popular with affluent suburban moms.

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