Porsche intends to lift the average price of its 10,000 most expensive cars to roughly $370,000, while cutting around 9,000 jobs by 2035. The two targets form the core of a revival plan drafted by the company's new chief executive, according to the source report.

The numbers define the strategy's scale. On pricing, Porsche will concentrate on the top 10,000 vehicles it sells — the segment where margins are highest — and push their average transaction price toward the $370,000 mark. On costs, the manufacturer plans to reduce its workforce by approximately 9,000 positions, with the cuts phased through 2035.

What does the pricing target change?

The $370,000 figure signals a deliberate shift upmarket. Rather than expanding volume, Porsche aims to extract more revenue per vehicle from its wealthiest customer base — the buyers of its 10,000 priciest cars each year.

That cohort typically accounts for the brand's most exclusive and most profitable models. Raising the average price across just 10,000 units concentrates the financial effect on a small, price-insensitive group. If achieved, the target would materially lift per-vehicle revenue without requiring growth in total deliveries.

How large are the job cuts?

The workforce reduction of around 9,000 positions by 2035 represents the cost side of the same equation. The deadline gives the company a decade to execute the cuts, allowing attrition and restructuring rather than immediate mass layoffs.

The reduction is tied to the revival effort's broader logic: fewer, more expensive cars require a leaner cost base. Management is betting that premium pricing at the top of the range can offset lower volumes across the business, provided structural expenses fall in step.

Why pair higher prices with a smaller workforce?

The strategic logic is straightforward. A manufacturer that sells fewer but significantly more profitable vehicles needs less labour to support production, administration and development. The plan therefore treats pricing power and headcount as two levers of a single turnaround.

For Porsche's new CEO, both targets serve one goal: restoring profitability through exclusivity rather than scale. The company will measure success by whether the average price of its top 10,000 cars approaches $370,000 — and whether the payroll shrinks by roughly 9,000 before 2035 arrives.

What happens next?

Execution now depends on sustained demand at the very top of the market. Customers able and willing to spend close to $370,000 on average must remain through the decade-long horizon of the plan.

The 2035 deadline applies to both strands: the pricing ambition and the workforce reduction. Porsche's management has effectively set a ten-year clock on its own turnaround, with two hard numbers — $370,000 and 9,000 — as the benchmarks of success.