Porsche's new CEO is cutting output, raising prices, and backing away from electric cars — bad news for workers, but a bet that fewer, pricier cars will fix a brutal year.

• Porsche plans to build far fewer cars a year, down from 330,000 to about 200,000, and is cutting 9,000 jobs and 40% of management roles.
• Prices on the 911 Turbo go up 20%, and the company wants six times more revenue from custom, built-to-order cars that cost several hundred thousand dollars.
• The turnaround follows a terrible 2025: the all-electric Taycan flopped, China sales weakened, and profit margins fell to barely 1%, versus a new target of 15%.
• The new boss came up through Porsche, then was Ferrari's technical chief and McLaren's CEO — a background that points to a flagship supercar strategy over mass-market volume.
• A new halo car called the Mission S is set to be revealed in mid-October, meant to sit at the top of the lineup the way Ferrari's limited editions do.

Outlook: Porsche is retreating from both high volume and electric cars to protect its brand, and loyal owners are split on whether that saves the company or turns it into a Ferrari imitator.