I have been an admirer of Porsche for decades, and am a 911 owner.
Porsche’s engineering excellence created desire all over the world that seemed untouchable. However, now suddenly the story feels different.
The signals are clear in the numbers, the announcements and the mood of the community.
Pricing itself out of the market
Porsche recently cut its guidance again and pushed back parts of its EV rollout while leaning harder into hybrids and extended combustion lifecycles.
This was presented as a pragmatic response to weak EV demand and tariffs. To the market, it reads as strategic chaos, leaving clients and analysts unclear about the future of the company.
H1 2025 revenue fell significantly, and, importantly, profit margins compressed sharply. That is not a blip.
It is a signal of brand erosion of a company that had decades of growth and success. Volkswagen underscored the damage with a profit warning tied to Porsche’s delays, a reminder that indecision is expensive in the world’s most competitive luxury category.
The public message focused on market headwinds. The underlying reality is a portfolio, customer service, and software roadmap that still feels behind the curve of client expectations, especially in China, where speed defines relevance.
While performance softened, prices climbed again. The 911 range moved up for the second time in just four months.
Entry models rose by thousands of dollars, while halo cars like the GT3 jumped even more. The new 911 Turbo S now gets close to $300,000; a few years ago, the pricing was just above $200,000.
Officially, tariffs and “market conditions” were the explanation. For clients, the experience is simple.
The car costs more. Options cost more.
Value feels thinner. Communities noticed the tariff pass-through.
Forum threads and social media posts detail a new 3.6 percent line item, with owners comparing before and after screenshots of configurators.
Some dealers reportedly absorbed parts of the hit. Others did not.
None of this is the language of elevation. It is the language of friction at the very moment when Porsche needs to create confidence.
The service contradiction
On paper, Porsche is winning service awards. J.D. Power put the brand at the top of the premium CSI rankings in 2025.
Yet the lived experience that surfaces across social platforms tells a more complicated story. Owners describe long waits for loaners on social media, talk about unanswered messages and delays on software updates for the Taycan, to name a few.
My own dealership experience has been nothing but dismal. The problem for Porsche: In luxury, even isolated incidents matter.
Outliers define perception because clients expect precision every time. And client service issues become deadly when prices keep rising.
The contradiction is stark. A trophy for service quality can coexist with communities that feel let down.
This is the moment when a brand must decide whether it competes on surveys or on stories customers tell their friends.
The latter is the only scoreboard that compounds.
How Porsche lost altitude
Three errors stand out. First, the product narrative is reactive. Hybrids are a strength, yet the pivot reads as retreat rather than leadership.
The brand could have framed a bold, emotionally resonant path where electrification and hybrid mastery coexist with the soul of a 911. Instead, clients hear delays and write-downs.
Investors hear reduced outlooks. The magic turns into mitigation.
Second, pricing is becoming a news item instead of a reflection of created value. Porsche historically earned pricing power through relentless desirability.
Today, the increases are explained through tariffs and costs. That is accounting language. Luxury clients pay for meaning, not spreadsheets.
If the only visible motion is the MSRP, loyalty will soften. Third, the ownership experience feels inconsistent.
The best Porsche experiences are transcendent. The worst are transactional.
Small failures compound at scale. A missed call back.
A four-week limbo for a service appointment. A salesperson who cannot even estimate the waiting time for a 911 Targa.
These moments reshape expectations, especially for younger, more vocal clients who value time, clarity and empathy as much as horsepower.
What will it take to recover?
Porsche needs a reset centered on desire, not defense. Start with a product story that reclaims the emotional high ground.
Make hybrids a triumph of choice, not a bridge. Commit to a clear, time-bound EV path with believable software milestones and visible progress.
Confidence grows when clients see momentum, not revisions. The brand should communicate the why and when with precision.
Reframe pricing through value. When prices rise, the experience must expand.
Invisible benefits should become tangible privileges. Priority access.
Elevated handovers. White-glove care. Proactive service that solves before a client notices a problem.
Staff training on luxury psychology that leads to transformative results. These are low-cost, high-signal actions that rebuild trust in weeks and months.
Fix the seams in service. Measure what matters in a luxury context.
Speed to first response. Time to resolution. Advisor continuity. Backup transportation certainty.
A single owner journey that spans sales, delivery, digital and after-sales. Turn every interaction into a story a client wants to tell.
Awards are nice. Advocacy is better. Finally, listen publicly. The most useful product clinic is already happening in forums and group chats.
Treat those communities as a strategic asset. When clients post detailed pricing deltas or service pain points, engage with humility and a plan.
The signal is free. The cost of ignoring it is not.
Porsche became iconic by making people feel something rare the moment they turned a key. It can do this again.
The brand must replace explanations with elevation and turn every price increase into proof that ownership is getting meaningfully better.
Luxury Unfiltered is a weekly column by Daniel Langer. He is the CEO of Équité, a global luxury strategy and creative brand activation firm, where he is the advisor to some of the most iconic luxury brands. He is recognized as a global top-five luxury key opinion leader. He serves as the executive professor of luxury strategy and pricing at Pepperdine University in Malibu and as a professor of luxury at New York University, New York. Dr. Langer has authored best-selling books on luxury management in English and Chinese and is a respected global keynote speaker.
Dr. Langer conducts masterclass management training on various luxury topics around the world. As a luxury expert featured on Bloomberg TV, Financial Times, The New York Times, Forbes, The Economist and others, Mr. Langer holds an MBA and a Ph.D. in luxury management and has received education from Harvard Business School. Follow him on LinkedIn and Instagram, and listen to his Future of Luxury Podcast.
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F3BJ4hh1ujBpVFLEInEV0t+LCKmOPYLNcxa8c2L7tu7u4vDpR\/BCNYAE0Pb\/iTPA+H3GwGt64xdh\/crzx0rR8E9zvxZ86JjtvrVbTGZnvnkW3pXs8CUQ6W7nB0Dtz0Va34dzoJ2MFNCdWCun2zF1fBIgbdxhTmHKXd4ma2EGRm+m85paQKia\/0X3vhJqNarfHTqUai7Q133uadVF5qaIsMaVGf+g0sLMgSDAXLwicYXdOtZehGu8larSBXMFh3\/hbtOocYklTkuWP9M7zJdHwbhhgxxVplSXDj0Gwqz9aCCyraffcxOoYRN3rM87Sm4UMt+43JQJlmdiMGSB40SBv3+1mneJcJYct6wgdQKV205Vpw9v4A2l4h+eo83HEHKIFvPW2lxDfDqJoZnWHVnKpO6N9B5N+Kyn5m8QjKKtl35+\/vdrM\/G1rhCILDOmFxMp2z7XTPU8bf8D9rztKiEXV7YEHcs25ETxJdbOaGCaMpGaOE6dLSTlVrZLdn6hBLPco1RGM87oj4hEqXu+rBDvnkSmwwaSuIA+PVvYW0pil+xnaiYsGC1UHUCf76nhi5mehwvdIC0SCqN0P1pOh2YxGQQCRfMjABFlEPCKKainE\/16tRsgAGJKnv+krucahbVzVhtg9fScl5xJ34ItQa9PRdZZFBufeGSyBEalPtxkqPmmNcIQMaJmlAE1R8diZDQMuiTZygMxPEfQAT04meR9yaGmiRzJ6XW1dbIju8DIKKWVQXUEFag3Nd3bf2H8KJlKff4coHIwipQDxUENCrh4omJmJKFmOJtNvc207joXrhFQGOE\/OKlNeSwO3AQxGoHtzAi\/kvVbEyQyjVVwdL79pGnynjHoLxtFisPU+QE\/KAojkUzjYjaik0wuyfwWF26UGSxJWT8aE8mPfSU3ptNqSMh6Uk\/XRjqZlmwe33A1V4bgeijiMM0b4sbqFjxqcb7S\/IPOzR4ekuVCnf3akv177aV7HaiLIeYteYloZsVPkiBlJgLOn5jRFeT2w1I3qhm7Ob6eZNnZIjpa3zHYtFvfug+OzpBJQxXFRDlLvF8IkJomosvxEKLJ3LhRi8noUTz8TLD3W7sNQFBDr8FJsgo4WJPW8aXGoekIA8GyjPCd5PdhhbgjDuQ2vJlczL2Y2g5PNZTJMosQFxaVJmr8Wu+e1sIIrlzcUyof9CXqPkmCNFkCgrhWoAghcM3L8RZv7QeLq0L2fE9bRfUdsJFQw6yhmImjenkD5qWWnvfRrUN8lX1KgDqSBSKadPVh2xYcsi\/CLZWvCxDhkXuLR03dcAcKGFHPQGroOJ3BeWq4K37mau+1ZluKtXZNdB9EFisNqOdtnd\/gnOl9UIqTnrUDb0difzjklUCT9wmQjzyF9+3UR51F+959OfuVB81va0KB4Wxc2g3gNDXn7wqkO9SvFmN1a8BVKhLTnZrzCU6bEnk3KB8H+qGu31u8arIXTODTbYK4KLTQSEwMM1HlqdJHkCiPj5O6qKiiJfM6EDk59xpsWsnWFpBzS7baUMqjNoSQNDfR3g\/0CSSTsRDcRHmQjcxY7rlRU7TbgC4ymdmKj3W72nXjHKMnLFEpoBdTEgDssUQe+YjlpbYD3LNAIWUXx+FFcgsZgusS7gld16kW+Jk1\/\/n7ksXsWw5ovWAdkqhH3DxcTf5EEmZbbd8tdE92oRQAVjAkGLFPjdltUDMXdMPEXTz0OpMqqARMsizKBBvGkQth7lr7dtkCkDL9uLPh\/gYV9Swq8iVXIvbI6w80X\/JXmOK2Y02XhcZvsCkPAS5vAN5QysK02ocidHWA2DsT8kul3kkP+gJ7TfkFdiimLKOixHXfxiR6OpDMPmxynfzN41zrW1i4WdYHT38a+L2LREtbFgf9X6nyNeb18Tr40WpGlHFYCg+46\/ttUp6Vreo1K+mwUpA0+yFtf83gO9s19JfW+vqsEJTO1c\/Wdo3NAEwdnGWv9y7EWbHBjT+uMfiyhlp6vjH4fHxU5aC3cnkXIBl638KH669nG+o+qiMCaOClm0x01bstRAShP5Xf0M0DMDY3QN9uP3wMfHPCxKXR191Y+bRkmcMguzaXgv0cURHBTGToqZNg10su\/QBuvq9CvfWJq5U9V\/wR6uzKniocuAHAAktGfd2nx0Nm8WRudS4OFgmmZWRT1IhdGMtR3FjqZdNVCS84BosvMmJ8jYjpbd6W97dohAfKPeIPY5fwEYDmT23eeraMKRBKr10dCgMFzV80AlvIGHSnW7DiK1L1Mgxej8zwAUbcmCeD49wtCoOr0qWBg6ER0THOFIg3aOlaIgdvsBAU+63Tl98+3167rAN8KEXEPQ3X9i\/rTY8tzRTXqlD0iOdwfuvE6R0a9sb+9Xcxtb66rYVcHcxRYttJX8gEDQHxfaQzZkvr\/JR3TbmZG\/pq4Bv4p3nM4FWdHwArr\/eoeXSr9n6PnmT93r+JsVS4Tu3o1YHM4HbtZPVLiBaXLH+GGVT82UNPlKl5nFOVFVYZ+vJnWq2sMAQkUgxf2GGQn2ISJ+ppbYvOBBirJ7bEP6qH\/rUGJGFNl6jtLXj7VXbH60bA4fs\/f7lJKrMpcVHbX6rCiOqWpay40R0TGVPgMA0JG6akuDYCBEO3uhb3N2MUQ\/omBmehJ+DY5VuY76yiTkRCf6ye9DQ84\/Fd34pklZo\/8xaqujm5gI5rgp7J6PzseC1cDaxn6E1cKr4rV6djXRMquVlNjrAQszQ22mt+clqK9SS0y1UKB92UWLunUrtHq4eL5f3q6Rd1ZtEc1ni3D8OqWNWWMUR\/P3tUD5Y3F\/hhh3EQvZvPNrtae1WQ+NM9ZLNqkQZZ4\/Dqnq3S79p59ep+xn43COdRz+qnO2zA1jdrUkq\/LfjgQd9EBI8NyDcDsYvmLqIc1nYx8qZ\/vbr\/gshhEikRuvzXmv\/chh85RBBJClgTYk11JkwyoCHywbPBQjmR\/B+LfikCX1zEbF2G2VPyvlV7nv6D\/GCSprqKBPcl9oRpvfz8zwPobpccIZFb2GsJNGrB73XHdv6o4qgibammt0t1T\/iElt\/eyAmy7m1CDdtfD9eqTdd3raM5hOCLCvDMZCuzPn2k7HBxxqCBa2w7yCwznnMeWpNKMjVS12anZRw2V+CKw6o4ck5hYzIi3j2EELVygMRPnhFv2\/EANNM6D1IkWrwQOOJTqkawJHBPEdmrL01n13WPL82HDLrEfmYX6okOj2weyyW+w1Kj7wVJL2JacpVNdnqDHQDzGsCx2vhp4HBdiGwRqXTBu8FUOHZhqPjKwsuyCu2HdesgyrcULZYbcfFGicmPpbSWCfNEKDkJdYGtuTf43gl3nKQHKwZW5LUacj4q0Xsz08cEwATukO4jhibEJadKnR6dAyNu+wW1KhVUtzRrTlfKnxhTs3GQjpQ16HECL06L20\/lT888m2xsEGmS+nj0M8QGk98PyCclsSv\/LAa\/qy1G2CRbFNjujTEitWJ60JXX7Z3UWoiqyUBEKVA1jRKh8QEhsSwr3bFdgKpKUXtrfONvKEwcpb7pWPt6KFn0GxmTvfub6fnojmv1vUe14ypVAIx5\/gljZ6TNFDLpKBIC5i\/RPDWg5dm+1uy3FrXxb7k9xmZWQ5mRd+RKfvY7mOTxYrnxrq\/Fe4AyYllD4+aBKLifRmXUUPgmcC\/DhKRlKBHIAbYXdMTu9HOzn414hH8nMGbyNNcAJbC8I5c9QmMbnG3BgQvhgmqQK9ujEkU537E3yh6PV2rp1YoTFzJgwCzlYWmZk181t3F7OaoBo\/dE0ZBHtRlVAwAKhyBap+zBruzB7L1XKtVa6KRAkpq\/C29n7ut8FehBv8EB+wb4GJOQRfqoZZE1WVDsg\/jx66hpmJV3ZK6K8fTKkAM2I9PRYFfOVIHhLbYRLpNS6obseClVKxhS4ufQIUfiyo8jqMlwj7a2+0evE8EQ1SVaYitynphMCPcU3+MLrzhusnGtqrME6zWgwnFZRQiLWNJ77P5ecqR6cb\/mcqvLYHnnLRr6pyv0MqObGmpIY+0c51hxHVEu5QyF7crmMKZImDrYsIshPjVVvWjspAPyotcR\/3caUDH68HH4XZlDcI8fbwSqh+M3AtWh9yqSUR2KgXPStl7zUxqvCpqx59WDjcuKSq+sl1mcry+X5Rb8A3UsukAX+EKjBFbzJsmJvXHJiKCqV6RHnZTQkWlp9sorMvyOc6b24cTCtFCHB\/S4L9zd4Ie1zVA4Agf07wJlbKcFSi\/3j2Wa3SrOsyj6K9UQuOpQ+jZIDxSvZams7Cv3kWXOC5I+HMK4EUdRNdUFgpr1diHgLDHY4QvK56h+M9gF2InFdgmhxCd11QFd5yk\/ubCXHDObnk6XPaQcuTnIBy8oTQtNxdtzWuctec0VyI9zqSLea523696uPaHNtV3AI03NKneI8tAjo0vEPO\/Fduu4NKJpnYHTx9QDY6H2Nb01I98KADtfuKV96YS7QJkRzvirhsKl5NZoJYqwBVlxT7TqIMQ6XSXej7WQHM3lx\/WhTGKCojKkx9Ug9Nw32xPhA1bf15CjvaQU2e6nbein65ZSl1i5dwtH2LLl46PUwkGp81UV6CM5tIU3vRSDJKxHw50HNZZ+Zv1LSsxmIoz8MoHFkSJobdqDGg27W7aJxPK2BzVsQ1Jip1LSvSMBNzA3Gf1mnRofGD3JOG7HOsG5JApltOxXJt8K50RYM6VG8yR0E1T4UjVx5VByO2PMkbT\/WNFyVxz0tM9eynMCvZ9D7u9sz8Mbg8UW0H3vMGhrO8KCBoymJR6tHtvlzY7DlHwDGOCjeaS6n9VFHN\/W6EBSMhme2KB+MpEfuZC+XDfF2Ifd803lf+S8iyhQRvJyH7imJexqyyL\/EosuI3hKZEjv6YN\/qnrzeUfVK8zRgg85ivqwL6zds+2+xYtOrcko\/nljBdtiGvnhIdUQnbIjfcxd6coG4GWD9\/jJ8RWeTNPQMNSuMQoXpenjCkShgpOtIqX1kG8baEbP0xHRpuChXeGklR3AJh+FjwrO3a5T+Gc52sufwS\/phjOdN6JfUXkFo+m\/fOxX8ovJ2vVnsjVHnF8hS25iF96dMZNY+LThiV+ZjWoz34VV5SXXADCvhS7wca4Uwl2tK9YGKOv8zyhutbqyWOaxwv+uNyG7p5gJlUErFE2ZPdFDnE4YXN5lebETz2F17g+4jWnSV41WU6WYKn0GEpXHAnZ4Y\/koZ99W2hQUo9KH\/jh7VlI3UNC3gVXL0IPSaiX9sCK6nOpEn122GUfhbR82LUnfzg0qvdMSuuCDdP6FkQueaPG0eQBwk54kVEYOi1MBsjv8Npqgq7OhXsdOBohxcMmN1\/Y3iN4B706Q2ovsfTfd2CsxNyJnPICi+NS5Be0u9coFG3Hi9RxNWvtHfPqs3aQc3NcgSVlHcZWFBvMaxtlRvJ0K2pdIgegO2Rvy88wN1\/OCm4bHw82PzTyJaqCoJrt6\/0vkMP7TMTNfTs0db3UQJwJq2Zuy3\/rj5gAh1QdiXico3UYTShUes3UhfySxWkFi4AmFoAxKWYzI73Dz0injE9dyAl5UlOq9Lqxf9Cm8L4sElG7PrRicUlK9hf+AsB1g6CveVjLPZBhmf44L7ej5\/QVf1snEPxjXwlS9e+ZbmrMT0mAQrIBK6IPyv857wJzrXnYGd2glGdsDTNMsZpP01w4lzbNEDGwtYyzdNNW6ixhQ1mGknxJ7rolKjlao\/3cNRIOWI+c2oV6o65eHG5lyqZRxbJ5NUR3+OHipKLgjLHtCl5eEi251luCw1dqzUqXgQAKath\/sCu8ngYCmQ+CKYJuobcMC7d7pFk0DkUihWUZE\/2C8TdVU2ejH\/ajPpQQDgixGk0rk\/ZpSP7OSULGVhq+WjQWkxH8I1MLtGZ3lcJuLrvkoJ9pSXsTm9XailrD\/Yb9fCmyflrZFJal3b48djOf5JhNAHxjerw2ebvjNZb0H96L+ZZBeHPs6tiJ6Sfh7iE4CHa6L6WEb+V+s55DsyReeIAlCX25w2jl2X8p4f0kBCiPJ4E11D6WJDTrF+jWp7xcnmu1NK6bLH29v7xMwq5oBC1yyZ7iWTJA5I2lCQmpK5AtJdrBXl+EbjgfVn1PBJfaQRILY\/rLn8Alo+otHD1RrXHNjHr0FqyzRREUyp4y5CbV1ZOtSLWPHemnsEhzsCJ8lVS3x5F1gvfYAydGYrg8nRgeqVSr2G8qGoKO9m6ui\/0+m7+h8g0UuOCVN+17njvTfl01SUCHbqc9YshI6LVCnOqG7k2snINDMXftcbUPeceuSx494Urqq5gTRcEyeAZb8bOgms8z3OaeXG2wJqzomGonW0p6pkPJ9wFf6+iEm9GXYK14jVLcABQanEsEhi9P2DrQZO+SziWfG\/YVZ5XELMsRs1g0XaBtlgyRNHOBdUl8G5\/Ky9QIxwjHmoiXRBsoEvJ5ANfGEPqJO4JhuS004q4EY\/kCeS4w9s7gfrZNjYSHVVR+iXMSZ7RXj4MqCpAXI7FVpxxInopLcU3W24j9po8ZcEDeBlQqtEmVLmcGo3XSq2YYzzIBYtY8QBUa2w7eYvE4TcmGY1rIeGPD1oK5woazUdPCQutel9HMAumNsoEbPeCXjxOi2tIZ03neIzT00N5c9KfDEM8VOYW8cVmndMTvYmFKFO2aKayI4Tpvm6imAhcGvzKU1oxT6dja2sV9qx8QC8oLounND3TWdxBrriQBjs5eWrnY8hR7075wQEeW9ED36XTt1scZVhC29D8ai22DZEkYTK+m4U6Cp9ESGo5BuFqtIJrKJpn2vnmplLf59wx9GdWjXZDj6fnl+tsByjY+ytpWxrySdsL5ogDXKMY88xhQScJR6lrFYbBf9X3Rvi68gnuuFflScr\/nF+nvMqa8cANP5dbOmccYh8w9\/NK\/wL0MHdYaGt45p1FcFUw7TPEmMt0Jpb7nkzmqh8cZ9VLkdAV2WGLHImIcNzK8VU52yJD1sHSi1mzcEJN2g+zVynmLqnS6H7dvyB67Ns\/SHA718wEGfoLDmn5TL8YZXH6qXc13sZgu\/PzwUExJYSNke9eUvvn9yxS8izMsJYZmQrmRyj5Nnwdx76gbqZ9tY2stEVGKJwLEPLEE32A4wUWFRK+3VBZrTEm1q5\/dL3367P70H6dzaTm7kqHKcS9MVutLt5KTx3MRwGnYQVjmtz4GmfTjs=”,”iv”:”d4bd6aa6b6cb7cd02c986e207e9f5d40″,”s”:”8d76faa4d827d297″}