Porsche’s $375,000 911s Can Inspire Its Next Reinvention
The German sportscar manufacturer can close a giant gap with Ferrari by selling fewer cars at higher prices, while offering lots of expensive extras.
Customizable models like the special edition Porsche 911 S/T can return the German automaker to the fast lane.
Photograph: Porsche
Porsche AG has become a deeply unloved stock, yet bankers still crave its expensive, highly customizable 911 sportscars — and therein lies a narrow path to recovery.
Last week’s ugly profit warning dashed any remaining hopes that Porsche would soon emulate Ferrari NV by becoming valued more like a fashion house than a mere automaker. Amid dismal demand in China, disappointing electric vehicle sales, tariff threats and management upheaval, the shares have sunk to a record low.