Porsche – A brand for those who follow their dreams
A strategy leads to success when it is recalibrated over and over, and flexibly adapted to new parameters. In this way, a strategy, and its common thread, can be continuously developed. And that is exactly what we have done: Strategy 2030 replaced Strategy 2025 Plus at the end of the financial year.
Why? The world is changing at breakneck speed. It is becoming more digital, more connected and also more volatile. The automotive sector is undergoing a complete transformation. Digitalisation and new technologies are affecting almost all areas of life and every economic sector. This is inevitably changing markets and what customers need. Working environments are growing ever more complex. At the same time, new ways of thinking and new processes are developing in a range of areas, driven by climate change.
Porsche is looking ahead. We are embracing the huge challenges as opportunities.
We are proactively shaping our future. And the new Strategy 2030 is a clear expression of this mindset.
The path to the new strategy
2016: At a time of huge technological upheaval, Chairman of the Executive Board Oliver Blume presented the Strategy 2025, with its focus on the sports car of the future. The key themes were electrification, digitalisation and innovation. One outstanding result is the Taycan. Porsche’s first all-electric sports car highlights the extent to which product strategy is geared towards electromobility. The Taycan is produced in the new factory in Zuffenhausen in a CO₂-neutral process. This marks a first in Porsche’s history and underscores the company’s commitment to the Paris climate goals.
The second stage followed in 2019 with a further sharpening of the strategy, and with Porsche focusing even more closely on current trends. These included growing urbanisation, artificial intelligence, automated driving and the rising importance of data protection and data security. The Strategy 2025 Plus involved the further development of the existing strategic aims. In particular, the cross-cutting issues of product, sustainability and innovation were to be tackled to an even greater extent across the different functions.
A view into the future
Now, in the form of its Strategy 2030, the company is taking the next step. Preparations are based around this question: How will the world of sports car and exclusive mobility develop in future?
Porsche has used three scenarios to move closer to the next decade, and thought its ideas through to their logical conclusion.
In the “Digital Frontiers” scenario, even more areas of life will be digitalised. Health, education and shopping: more and more of the things we do every day are happening in the virtual world. Digital ecosystems with products and services are vying for customers. Privacy and personalisation are becoming increasingly important. Trust is becoming the critical currency. Companies that succeed in building trusting networks with a strong brand will be the winners in this world.
The “Equilibrium Race” scenario highlights how climate change is changing people’s views and values. “Zero waste” is becoming the guiding principle in all that we do. The trailblazers are the companies with the most sustainable technology. Individual mobility is becoming less important. Alongside public transport, numerous mobility services are gaining a foothold, especially in urban areas.
The third scenario, “Game of Cities”, models life in megacities. There were already more than 38 of these cities in 2019, and their number is rising. This fragmented world of sprawling cities developing at different rates presents us with major challenges, not least dense traffic flows and an environmental impacts. Individual space is becoming more valuable. Mobility must be reorganised. Using the scenario technique, Porsche can prepare for the most diverse challenges of the future.