Porsche rules out electric 911, eyes hybrid and combustion progress

Porsche CEO Michael Leiters has firmly stated that a fully electric version of the brand's iconic 911 sports car is not under consideration. Leiters explained that while Porsche will continue investing in electric mobility where it makes sense and customers demand it, the 911 is too iconic to compromise. Progress for the 911 will instead focus on combustion engine and hybrid technology.

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A 911er will not be electric, that much can be said. It is such an iconic product that progress must be ensured with combustion engine and hybrid technology.

Leiters expressed a somewhat critical view of Porsche's pioneering role in electric mobility, suggesting the company might have been too early in its push. He emphasized that Porsche will never compete on cost leadership but must offer superior, more compelling, and emotional products than rivals. This differentiation, he noted, is the core challenge.

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It is a question of speed, perhaps we were a bit too early.

The company's electric vehicle strategy has faced headwinds, with models like the Taycan, launched in 2019, and two all-electric SUV models not meeting expectations. Former CEO Oliver Blume had previously adjusted the strategy to prioritize combustion engines again. This shift requires significant investment, and the dissolution of the company's battery subsidiary, Cellforce, also incurred substantial costs, contributing to a sharp 91.4% drop in profit in 2025. Leiters took over as CEO in January.

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The sports car manufacturer will never be able to or want to win the market through cost leadership, but must have better, more convincing, and more emotional products than all others. This differentiation is the challenge.