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Porsche goes counter to industry with planned price hike

Credit: Porsche AG

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Porsche has announced that it will be dramatically increasing the price of its vehicles, specifically its upcoming EVs.

Price cuts have quickly become a defining feature of the first quarter of this year. Perhaps the best example of this movement has been the Chinese market, where brands have been slashing thousands off the price of new EVs.

However, this also extends to western markets, where Tesla has initiated a downward movement.

Counterintuitively, Porsche now plans to do the exact opposite, increasing prices by 10-15 percent on some upcoming EVs, according to a report from Autocar.

The announcement of the price increase comes from the company’s CTO delivering a message to investors regarding the premium German automaker’s goal of achieving a profit margin of 20% in the coming years. Porsche reported yesterday that it had reached a record 18% profit margin last year, and it now looks to double down on those gains.

“We will see significant price increases in the middle of the year for the new model year. That will help a lot to make sure we make strong group operating margins,” said Lutz Meschke, Porsche’s Chief Finance Officer, in his message to investors. “We set ourselves a very ambitious goal when it comes to group return on sales of 17-19 percent in the mid-term, and that means we have to reach parity between BEV and ICE as soon as possible, otherwise, this forecast wouldn’t work.”

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The models primarily affected by the price increase will be upcoming EVs, which will be 10-15 percent more expensive than ICE variants. This includes the Porsche Macan EV, 718 EV, Cayenne EV, and the upcoming unnamed larger electric SUV sibling of the Cayenne. Porsche’s CFO didn’t mention if these price increases will also affect the Porsche Taycan, but if the brand hopes to continue to grow profit margins, it may have no other choice.

Porsche does not believe that demand will be affected by the substantial price increase, thanks in large part to the marketing success the brand has had.

Besides the recent trend of price cuts, Porsche is technically following the long-lasting trend within the auto industry of increasing vehicle prices yearly, even if they plan to do so far more dramatically.

This price hike coincides with a peak in R&D investment from the company, primarily into EV technology and sustainable fuel production, which Porsche has become the champion of.

Strangely, the new price hike comes as the brand hopes to achieve 50 percent EV sales by 2025, which could be particularly difficult if brands like Tesla continue to cut prices and offer compelling vehicles. Furthermore, Porsche is going counter to its traditional rivals, including BMW and Mercedes, who have introduced price cuts in China and have been forced to implement similar (if less aggressive) price adjustments in western markets.

Porsche has likely gained significant confidence following its 2022 earnings report, in which it reported record earnings and continued growth of vehicle sales, up 2.6 percent compared to the previous year.

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The reaction from Porsche investors has been mixed. While still elevated from its IPO price late last year, Porsche stock has fallen slightly following the announcements over the past few days. However, as Porsche has not yet instituted its price hikes, it is impossible to predict how the car market or investors will react in the long run, especially as the brand continues to grow in popularity, particularly within the enthusiast market.

What do you think of the article? Do you have any comments, questions, or concerns? Shoot me an email at william@teslarati.com. You can also reach me on Twitter @WilliamWritin. If you have news tips, email us at tips@teslarati.com!

Will is an auto enthusiast, a gear head, and an EV enthusiast above all. From racing, to industry data, to the most advanced EV tech on earth, he now covers it at Teslarati.

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SpaceX makes history, catching Starship from orbit for the first time

SpaceX caught Starship’s upper stage with its launch tower for the first time on Saturday.

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Ship 42 fires its engines as it descends toward the Starbase launch tower’s chopstick arms, moments before SpaceX caught a Starship upper stage for the first time on Flight 15. (Credit: SpaceX)
Ship 42 fires its engines as it descends toward the Starbase launch tower’s chopstick arms, moments before SpaceX caught a Starship upper stage for the first time on Flight 15. (Credit: SpaceX)

SpaceX caught a Starship upper stage with its launch tower for the first time on Saturday, bringing Ship 42 back to Starbase after roughly 22 and a half hours in orbit on Flight 15. No company has ever returned the upper stage of an orbital rocket to its launch site and caught it.

Ship 42 lifted off Friday evening on top of Booster 22, reached orbit and deployed all 26 of its Starlink V3 satellites. Three of those satellites carried cameras to photograph the ship’s heat shield, and SpaceX said the imagery showed it was in good shape for reentry, allowing controllers to pass on a backup splashdown option overnight. By Saturday morning, SpaceX posted on X that “Pad and tower systems are go for catch.” After about 14 orbits, the ship fired its engines to leave orbit, came back through the atmosphere and was caught by the tower’s chopstick arms.

 

The catch salvages a flight that started with a setback. Super Heavy did not make it back to the tower on Friday. “We were initially go for a catch, but in the later stages of the coast, the booster aborted itself for a GNC issue that it detected and that put it into its landing offshore,” SpaceX’s Dan Huot said. The booster hovered over the Gulf of Mexico before its flight termination system triggered and it came down in the water.

Elon Musk said Saturday that the booster ran short on propellant because its engines slightly underperformed. The fix, he wrote, is better engine consistency with Raptor V3.2 and a flight software change to cut the engines “about one second earlier” so enough fuel is left for the return. “This booster loss does not change our timeline to reach high volume, fully reusable Starship flights,” Musk added.

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The ship is the harder half of that goal, and the one SpaceX had never recovered. Super Heavy has now been caught three times, most recently in March 2025, while every previous ship ended in the ocean or was lost. Falcon 9 lands its boosters routinely but throws its upper stage away on every launch. Musk described a full Starship recovery on SpaceX’s third quarter earnings call as a “profound technology milestone,” and Saturday’s catch shows the hardest piece of it can work.

That piece matters for nearly everything SpaceX is planning. Reusable ships are what make the economics of launching Starlink V3 satellites at scale work, along with the Starmind orbital compute constellation. NASA’s Artemis lunar lander also depends on refilling Starships in orbit with repeated tanker flights, which requires vehicles that can fly again quickly. Musk has said he expects Starship to reach a weekly launch cadence in the first half of 2027.

Flight 15 also improved on the last Starship mission in September, which reached orbit but ended after about three hours with a Pacific splashdown when some engines shut down. Before this flight, SpaceX had shown an animation of the ship catch during its earnings webcast, and Musk put the odds of pulling it off on the first try at “more likely than not,” as Teslarati reported.

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Tesla Cybercab ownership will come with plenty of strings attached

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Credit: Tesla

Tesla’s long-promised Cybercab is finally available for personal purchase, at least for a select few in the Austin area. But it’s far from a straightforward ownership experience.

The $29,990 price tag comes with a stack of restrictions that redefine what “owning” the vehicle actually means. The two-seat, steering-wheel-free Robotaxi, previously limited to Tesla’s own fleet, now carries contractual terms that limit where it can go, how it can be used, and whether it can even move without an active paid subscription.

Opening Night of Orders

Late on November 13, Tesla announced that select customers were being invited to order a Cybercab for personal use.

Tesla Cybercab goes on sale for $29,990, slated for December deliveries

The estimated purchase price is $29,990 before taxes, paired with a non-refundable $1,000 deposit and an estimated December 2026 delivery in Austin, Texas. The first month of the required :Autonomy Subscription,” priced at $299 per month is included.

After that, the vehicle needs an active subscription to operate at all. The announcement confirmed that customer sales had begun, albeit on an invite-only basis rather than a public order page.

The Fine Print for Buyers

For those invited to order, the agreements (Cybercab Order Agreement, Terms of Use, and Autonomy Subscription Agreement) impose significant constraints. Major points include:

  • A mandatory Autonomy Subscription (currently listed at $299 per month on the order screen, first month included) is required; without it, the Cybercab will not operate.
  • Personal, non-commercial use only; ride-hailing, Robotaxi network participation, delivery, or rental requires separate written authorization or product enablement from Tesla.
  • Operation restricted to Tesla-enabled Robotaxi geofences and supported service areas, which the company can expand, shrink, or alter; the vehicle may be technologically prevented from operating outside them.
  • No unauthorized modifications (including wraps, window tint, or wheel changes) without Tesla or an authorized provider.
  • Restricted resale and transfer: written permission required, with contractual damages of at least $50,000 (or full transaction value if higher) for unauthorized sales; Tesla also reserves repurchase rights at a company-determined fair market value, with the owner covering return costs.
  • Safety or improper-use “strikeouts” (three or more) can trigger a one-week suspension of autonomous features without prorated refund.
  • Owners remain responsible for insurance, registration, charging, parking, and general cleaning; the subscription covers certain maintenance items such as tires, windshields, filters, and camera cleaning, plus limited towing.
  • Manual controls on the touchscreen allow only short-distance movement up to about 2 mph and require a valid driver’s license; they are not for public-road driving.

Why These Terms Might Exist

Tesla’s approach prioritizes control over a vehicle designed without traditional human controls and intended primarily as transport-as-a-service, something that Musk has hinted toward for some time now. Restricting commercial use and modifications could be as much of a software integrity, safety, and data collection effort as it is a safety effort.

Fleet consistency could also be in regulatory scrutiny early on in the Cybercab’s days of public operation.

The subscription model generates ongoing revenue beyond the low vehicle price and ensures the car remains connected and updatable, something that will keep the Cybercab as safe as possible as new updates roll out.

Buyback and resale limits reduce the risk of vehicles circulating outside Tesla’s operational and service ecosystem.

It apperas that personal ownership is secondary to the broader Robotaxi network strategy, as Musk has previously stated that the vast majority of Cybercabs would remain Tesla-owned.

Pickup Locations and Musk’s Pricing View

Initial deliveries are estimated for Austin, but personal vehicles are able to operate in any of Tesla’s Robotaxi geofences:

Those who have been invited to order can also have their personal Cybercab delivered to numerous locations in Texas, including:

  • Austin
  • Dallas
  • Houston
  • San Antonio
  • Fort Worth

As far as the monthly “Autonomy Subscription,” it appears Musk already wants it to be low. He acknowledged last night on X that the subscription price is too high. Along with detailing that the Cybercab will be available nationwide as regulatory approval is received, Musk said the monthly fee should match the cost of FSD and Premium Connectivity, which is about $115 per month.

The launch marks a milestone for unsupervised personal autonomous vehicles, but the fine print makes clear that buyers are purchasing a highly constrained asset whose usefulness is tightly bound to Tesla’s software, service network, and geographic approvals.

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Tesla Cybercab goes on sale for $29,990, slated for December deliveries

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Credit: Tesla

Tesla has officially put the Cybercab up for sale, revealing a bargain price and a $299 per month “Autonomy Subscription” that could hit customer hands as soon as December.

The offer requires a $299 monthly Autonomy Subscription, with the first month included in the purchase price, along with a $1,000 non-refundable order deposit. Tesla’s ordering interface shows deliveries targeted for Austin, Texas.

Tesla says that the Cybercab is making transportation more efficient, affordable and accessible than ever before, and that buyers can order their own Cybercab for personal use.

The Cybercab is Tesla’s dedicated robotaxi, a gold-finished, two-passenger vehicle without a steering wheel or pedals, designed from the outset for unsupervised autonomous operation. It has been in limited Robotaxi service in Austin since September 2026, operating alongside Tesla’s larger fleet of Model Y vehicles.

Production takes place at Gigafactory Texas, which launched earlier this year. Tesla has stated for some time that it planned to put Cybercabs on sale by the end of the year, and it looks like they will come through on that promise if everything goes according to plan.

The Autonomy Subscription is mandatory for the vehicle to operate because it is void of a steering wheel and pedals. Tesla notes that the subscription and regular vehicle maintenance are required, indicating that personal owners will depend on the company’s software and service infrastructure rather than traditional ownership models.

One month of the subscription is included with purchase and subsequent months are billed separately until canceled.

This limited personal-sales opening marks a shift from Tesla’s earlier emphasis on fleet and transport-as-a-service operations. During the Q3 2026 Earnings Call, executives indicated that the vast majority of Cybercabs would remain Tesla-owned and used for rideshare service, while still aiming to place some vehicles with customers by year-end.

Elon Musk has previously targeted a price below $30,000, which was a huge point of emphasis for the Cybercab being the central point of Tesla’s “transportation-as-a-service” model.

Availability remains restricted to invited customers rather than a public order page, and the initial deliveries are expected only in the Austin area where unsupervised Robotaxi operations are already active. Buyers will need to accept the geographic and operational constraints of current autonomous deployment, as the vehicle cannot be driven manually outside supported zones.

The move gives a small number of early buyers the chance to own Tesla’s dedicated autonomous vehicle at the long-discussed sub-$30,000 price point, while the bulk of production continues to support the company’s expanding Robotaxi network.

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