Porsche used the unveiling of the Mission S concept in New York to signal a strategic turn in its product lineup. The mid-engined sports car, which will slot above the 911, is not a limited-run halo model like the Carrera GT or 918 Spyder. It is planned as a permanent production vehicle, part of a broader effort to rebuild profitability by concentrating on high-margin segments.
The German automaker's profit margin has fallen from 18 percent three years ago to just 1 percent last year. Its board has responded with 'Sportwagenschmiede '35,' a plan to return to double-digit margins by 2035 by prioritizing value over volume, with greater individualization and higher selling prices. Chairman Michael Leiters said the goal is to strengthen the sports car brand "with new, highly desirable models in particularly high-margin segments." As part of the plan, Porsche will also lay off 9,000 people, within Volkswagen Group's wider headcount reduction.
The Mission S previews design cues for future Porsches, with interior references to early models and no central infotainment screen; a smartphone docks via MagSafe. Porsche has not announced the powertrain, but the rear exhaust suggests internal combustion, and a flat-eight engine is widely rumored. The company says driver engagement is a key aim.