Porsche: Up to 13 million euros for a sports car: Porsche boss tests the luxury threshold

Weissach. Wolfgang Porsche rarely speaks publicly when it comes to the day-to-day business of his car holdings. When the 83-year-old family patriarch does it, you listen carefully. It's showtime in Weissach, the heart of Porsche development.

It's the first big strategy day for the new Porsche boss Michael Leiters, and the family patriarch is speaking. Not in person, but in a recorded film. One can still understand this as a confession from the very top. To the brand that bears Porsche's name. But also to the man who has recently been leading her.

“We,” says Porsche about Porsche, “build cars for people who drive with the same passion on Mondays as they do on Sundays.” Those who prefer to “take the longer route”.

Michael Leiters has been leading the sports car manufacturer since January. His task is quickly summarized, but will probably take longer to implement: Leiter should renovate Porsche without it looking too much like a restructuring. He has to make the company smaller while ensuring that the brand remains strong. On Wednesday, Leiters gave answers about how he wants to achieve this.