Bloomberg Hot Pursuit! · Oct 17, 2026
With Michael Leiters, CEO of Porsche
Photo via Porsche Newsroom
Porsche's reported 20% price increase applies only to its top 10,000 cars and customers, Michael Leiters, CEO of Porsche, told Bloomberg's Matt Miller on Bloomberg Hot Pursuit!
Ferrari is the usual benchmark for a carmaker that sells on scarcity. Michael rejected the comparison: Porsche already pairs scarce high-luxury models with higher-volume premium ones, and it plans to keep doing both.
"So first of all, we don't have to copy anybody. Porsche is certified the strongest brand in the world." — Michael Leiters
Michael returned to Porsche after time at Ferrari and McLaren. He spoke at the premiere of the Mission S concept in Queens, the first car in a new model line that will sit above the 911.
The full segment is covered here so you can skip it.
Here are the 6 takeaways that matter.
Key Takeaways
The Mission S starts a new model line above the 911, not a one-off like the 918 or 959
Porsche's 20% price increase covers only its top 10,000 cars and customers, not the whole range
Porsche "did a reset" in China and now treats it as a smaller, still profitable market
The 718 sports car line will be electric only, which Michael doubted until he drove it
Porsche's volumes do not justify a US factory, in Michael's view
1. A Line Above the 911
The Mission S is not a limited one-off like the 918 or the 959. It begins a new model line that sits above the 911.
Michael Leiters says the Mission S will be a model line with several versions
"We don't want to jeopardize anything on the 911, but it will be a special or particular model line with several derivatives." — Michael Leiters
The car uses a mid-engine layout, with the engine behind the driver.
"Yes, it will be based on a platform with a mid-engine powertrain." — Michael Leiters
Michael pointed to a design link to the 928, and he described an interior that feels analog even though the dials are digital.
