Porsche is pursuing a new strategy to restore profitability after two years of slowing sales following record results in previous years. The German sports carmaker plans to improve its margins by selling fewer models at significantly higher prices, expanding customization options and capitalizing on demand for exclusive vehicles.
The strategy centers on Porsche’s premium offerings, including bespoke customization services and exclusive paint options. By encouraging customers to spend more on individualized vehicles, the company aims to generate additional revenue while strengthening the appeal of its most expensive models.
Porsche Targets Higher Prices Through Customization
Porsche plans to increase revenue by expanding its exclusive customization programs, Exclusive Manufaktur and Sonderwunsch. The initiatives allow customers to personalize their vehicles while giving the automaker opportunities to charge higher prices for specialized features and finishes.
Matthias Becker, Porsche’s marketing and sales boss, said the company intends to expand its core options and make greater use of its Paint to Sample program. Speaking at a press conference with the media this month, Becker outlined the company’s goal of increasing option revenue per vehicle.
“By expanding our core range of options and unlocking the full potential of Paint to Sample, we aim to increase option turnover per vehicle by around 20 percent in the midterm,” Becker said.
The prices of these customization options illustrate Porsche’s premium approach. Special Paint to Sample colors for a 2027 Porsche 911 Carrera cost an additional $15,050, while a paint job selected through the Sonderwunsch bespoke program costs $32,940 for a 911.
Becker described Exclusive Manufaktur and Sonderwunsch as two powerful, complementary growth opportunities for the company. Both programs support Porsche’s efforts to increase revenue from customers seeking more individualized vehicles.
Porsche Wants to Raise Prices on Its Most Expensive Cars
Porsche is also targeting higher average prices among its most expensive vehicles. The automaker’s top 10,000 vehicles sold globally have an average price of approximately $304,000.
Becker wants to increase that average to nearly $400,000, reflecting the company’s focus on higher-priced models and premium customization.
The strategy builds on Porsche’s existing ability to sell vehicles above their starting sticker prices through higher trim levels, individual options and packages.
Individualized Porsche Prices Have Increased 31%
The average price of configured and individualized Porsche vehicles reached $128,663 in 2025, an increase of 31% from 2019.
The figures highlight the importance of higher-priced configurations and personalized features to Porsche’s premium sales strategy. The company is looking to build on that approach as it works to improve profitability following its recent sales slowdown.
Porsche’s Recommission Program Adds Another Premium Service
Porsche has already taken steps to expand its premium offerings through its recommission program. The service recently completed the rebuilding of a Porsche Carrera GT to “back-to-zero” quality.
The extensive service potentially cost the customer between approximately $500,000 and almost $800,000, demonstrating the high prices associated with Porsche’s specialized vehicle restoration work.
Through bespoke customization, higher-priced options and premium restoration services, Porsche is pursuing a strategy designed to increase revenue per vehicle and return the company to profitability.
