Chris Bryant, Columnist

Porsche Is Still Lacking the Exclusive Thrill Factor

March 11, 2026 at 11:40 AM UTC

Chris Bryant is a Bloomberg Opinion columnist covering industrial companies in Europe. Previously, he was a reporter for the Financial Times.

A Porsche Mission X electric concept sports car shown in 2023. Porsche’s revival could do with a dose of that excitement.
Photographer: Krisztian Bocsi/Bloomberg

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In normal times, being Porsche AG’s boss would rank as one of the world’ s most desirable jobs. But I don’t envy new Chief Executive Officer Michael Leiters one bit.

Barely two months after taking the helm, he made a decent fist on Wednesday of outlining what ails the German sportscar manufacturer and providing the first hints of how he plans to put things right. He’s committed to restoring the company’s “former glory” and insists Porsche “represents a compelling recovery story.”