Porsche announces ‘Road to 20’ program

Porsche has announced its ambitious “Road to 20” program — a plan that aims to make the brand stronger and more resilient.

According to Porsche, the “Road to 20” program is the continuation of the successful “Profitability Program 2025,” with which Porsche made itself more resistant to crises in previous years.

“With the Road to 20, we are making Porsche even more resilient and our brand stronger than ever. And we’re going to take a fresh look at everything, from our product range and pricing to our cost structure. We want to increase the quality of our contribution margins and make our products even more attractive,” said Porsche Deputy Chairman and Member of the Executive Board for Finance and Information Technology Lutz Meschke.

Through the said strategy, Porsche is looking to help boost the operating return on sales of the Volkswagen Group — the conglomerate it belongs to — by 20 percent in the longer term.

Porsche has reported that the Volkswagen Group (the consortium that owns brands like Volkswagen, Volkswagen Commercial Vehicles, Škoda, Seat, Cupra, Audi, Lamborghini, Bentley, and Ducati) has earned a total revenue of €37.6 billion — or P2.224 trillion — in 2022.

At the same time, Porsche wants to continue with its ambitious electrification strategy.

The all-electric Porsche Macan, for example, will be available to customers in 2024. The all-electric 718, on the other hand, is expected to be made available in 2025. An all-electric Cayenne is poised to follow the 718.

Further, Porsche is developing an all-electric sport utility vehicle that will sit above the Cayenne. The new vehicle concept is designed to offer strong performance and automated driving functions along with a completely new experience inside the vehicle.

“We combine an outstanding product with a highly personal experience. With a brand that takes responsibility within society. We are expanding our product portfolio with new sports car concepts. We will also continue to focus on limited editions and expand our Sonderwunsch program in the future. We want to accommodate the desires and lifestyle of our customers even more than we do already, exceeding their expectations time and again,” commented Porsche Chairman of the Executive Board Oliver Blume.

Photos from Porsche

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