Porsche AG Shares Hit Record Low Amid Strategic Crisis

Porsche faces a massive crisis as profits collapse 91% due to a costly EV strategy reversal and US tariffs, leading to a historic stock low and major job cuts.

The luxury automaker Porsche AG is confronting what its leadership has openly termed a "massive crisis," with its stock price plummeting to a historic low. This follows a staggering 91% collapse in profits, largely attributed to the immense cost of reversing its electric vehicle strategy and refocusing on combustion engines.

A Costly Pivot and Mounting External Pressure

Porsche's dramatic earnings decline for the 2025 fiscal year is primarily the result of its expensive strategic U-turn. The decision to pivot away from initial electromobility plans and double down on traditional powertrain technology has severely impacted the balance sheet. Compounding these internal challenges, punitive US tariffs forced a significant downward revision of forecasts last spring. These headwinds were so severe that they ultimately dragged parent company Volkswagen into a loss during the third quarter.

The financial market's verdict has been unequivocal. The company's equity closed at €36.30 on Friday, cementing a new 52-week low and marking the lowest point in a prolonged downward trend for the stock.

Drastic Cost-Cutting Measures Spark Workforce Fears

In response to the spiraling cost structure, new CEO Michael Leiters is implementing rigorous austerity measures. A substantial workforce reduction has been announced as a central pillar of the plan to restore profitability. The scale of the proposed cuts has alarmed employee representatives, with the works council chairman warning that up to one in four positions at German sites could theoretically be at risk.

The management team is now entirely focused on internal efficiency programs and margin stabilization. This presents a distinct challenge: while rivals such as Mercedes-Benz are shifting production abroad to manage expenses, Porsche must absorb the high costs of its model realignment internally. Navigating this expensive strategic reversal forms the core obstacle for the 2026 business year, during which the executive board hopes to achieve initial signs of stabilization.

The departing CEO, Oliver Blume, did not mince words regarding the severity of the situation, explicitly referencing the "massive crisis" facing the Stuttgart-based sports car manufacturer. The coming restructuring, according to labor representatives, has the potential to fundamentally alter the identity of the company.