Michael Leiters, an experienced executive from Ferrari and McLaren, will become the new head of Porsche AG starting January 1, 2026. The announcement of his appointment by the Porsche Supervisory Board comes at a time when the brand is facing market challenges, declining sales, and competitive pressure in key regions—including China and the United States. The information about the appointment comes from an official Porsche Newsroom release.
The change in the CEO position is no coincidence. Porsche, which for years enjoyed stable growth, now needs to redefine its product and market strategy. Declining customer interest in electric cars and increasing competition from Chinese manufacturers require a flexible approach to the model portfolio and powertrain transformation. In this context, the new Porsche CEO faces the task of not only managing the company but also giving the brand new momentum and a fresh direction for development.
Porsche CEO with experience at Ferrari and McLaren
Michael Leiters has an impressive résumé. From 2022 to 2023, he served as CEO of McLaren Automotive. Previously, he was the Chief Technical Officer at Ferrari. Before joining Ferrari, he spent 13 years at Porsche, where he was responsible for the development of key SUV models — the Macan and Cayenne. This combination of experience in the sports car sector and large SUVs gives Leiters a unique perspective. Mainly because he understands both the DNA of a premium brand and the challenges of global production and mass sales.
According to the statement by the Chairman of the Supervisory Board, Wolfgang Porsche, Leiters “has many years of experience in the automotive industry. His leadership style and in-depth expertise provide the ideal foundation for effectively leading Porsche AG.” The Supervisory Board emphasizes that both Leiters and the entire brand management team have its full confidence in overcoming current challenges.
Porsche: Between Tradition and Transformation
Porsche’s current situation is complex. On one hand, the brand remains a symbol of sporty DNA and prestige. On the other, it must adapt to the rapid transformation of the automotive industry toward electromobility, hybrids, and alternative powertrains. The previous strategy of strongly shifting toward electric vehicles has not delivered the expected results. Meanwhile, market pressure in the US and China demands a more flexible approach.
Experts emphasize that Leiters faces the task of not only restructuring the product portfolio, but also rebuilding the brand’s image in key markets. “This is not just an ordinary personnel change. Porsche needs a leader who can combine technological vision with business pragmatism, and Leiters fits that profile,” says one market analyst.
In an interview with Porsche Newsroom, company representatives indicated that the product strategy will be refined towards full powertrain flexibility, allowing combustion, hybrid, and electric models to be combined within a single portfolio. Additionally, the company plans to optimize costs and simplify production structures to protect margins and enable a dynamic response to market changes.
Who is the new CEO of Porsche and what are his priorities?
Leiters is a manager who has an excellent understanding of both technology and business. At Porsche, he was responsible for models that now form the core of the brand’s financial success—the Macan and Cayenne SUVs. At Ferrari, he oversaw the development of technology and innovation in premium sports models, and at McLaren Automotive, he gained experience managing a global sports car brand.
According to experts, Leiters may introduce a more cohesive product strategy by combining the launch of EV models with profitable SUVs and expanding the sports car segment. The key challenge will be to restore sales momentum in China and the USA while ensuring brand stability during the technological transformation.
Oliver Blume, who has led Porsche for the past ten years, emphasized in a statement to the media: “It has been an honor to develop a great company with a fantastic team. I am pleased that Michael Leiters, an experienced specialist in the sports car industry, is taking on this role. He and the new management team have my full trust.”
A challenge for the new Porsche CEO
Will Leiters’ appointment help Porsche emerge from a challenging period? Industry experts remain cautious, emphasizing that effective transformation takes time and requires a consistent product and market strategy. “Leiters has the experience and expertise to balance the brand’s ambitions with market realities, but success will depend on the swift implementation of concrete actions and clear communication with customers,” comments an automotive market analyst.
Porsche, still one of the world’s most iconic sports car manufacturers, now finds itself at a crossroads. The new Porsche CEO is stepping in at the most challenging time in years. The decisions he makes in the coming quarters could shape the future of the brand—both in terms of sales and global image.
