Porsche will not chase past China volumes, CEO says

Porsche Automobil Holding SE

07/10/2026 09:14

BERLIN, Oct 7 (Reuters) - Porsche's P911_p.DE strategic shift away from high sales volumes towards top-end models applies in particular to China, where demand has slumped dramatically in recent years, CEO Michael Leiters told investors on Wednesday.
Porsche will not chase past sales volumes in the world's largest auto market "at any cost", Leiters said at a capital markets day.
"This allows us to concentrate on attractive and profitable niches rather than chasing volume in an increasingly competitive segment," he added.
China - once a key growth engine that turned Porsche into a profit driver for parent Volkswagen VOWG_p.DE - accounted for 35% of the brand's global sales in 2020. In the future, this is expected to fall below 10% under a more conservative approach, according to Porsche's strategy update.


 (Reporting by Rachel More
Editing by Linda Pasquini)
 ((rachel.more@thomsonreuters.com;))