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.”
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.
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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.
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.
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Tesla flexed the new features of the Model Y L with a dedicated media event at the company’s Diner on Santa Monica Boulevard in Los Angeles.
The Model Y L is the extended-wheelbase version of the all-electric crossover, which has been voted the best-selling car in the world on three occasions. The vehicle is already rolling off production lines at Gigafactory Texas, and first deliveries are slated to take place later this year.
Tesla brings Model Y L ‘Launch Series’ to the U.S. at $61,990
Teslarati was invited to the event, but due to some scheduling conflicts, we could not make it to Los Angeles. Instead, we will have our hands on a media unit sometime in August, so we’ll be able to spend some more extended time with the Model Y L.
However, plenty of those who made it to LA shared some cool features that set the Model Y L apart from the Model Y.
Multi-Row Climate Control
Tesla fitted the Model Y L with full climate control on all three rows on the front screen. It can be adjusted by selecting which row you’d like to modify on the right-hand side of the touch screen:
The Model Y L has a little row of icons on the right side of the climate screen so the front passenger can more quickly jump to whatever row they want to control. pic.twitter.com/uJS44mgCvk
— Sawyer Merritt (@SawyerMerritt) July 30, 2026
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Better Rear Window Visibility
One of the strangest things about the Model Y, especially the Juniper iteration, is the rear window has extremely limited visibility when looking into the rearview mirror.
Tesla has improved upon this with the Model Y L:
This is a drastic difference. https://t.co/wTdhitD5aA pic.twitter.com/z6hFs0Jkss
— TESLARATI (@Teslarati) July 30, 2026
PowerShare will be included
Model Y L will come with PowerShare in North America, with an 11.5kW output to your home. Tesla said it would require Powerwall 3 for operation.
Wireless Charging Pad
There has been some speculation that Tesla would upgrade the wireless charging pads in the United States, but this is not the case.
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Tesla owner fixes common feature complaint with crafty DIY retrofit
Tesla confirmed that it does not come with the cooled pads as the Y L in China does. This is because North America has not adopted Qi charging yet.
Thermal Management Improvements
These improvements in the Model Y L were seen with thermal management:
- Up to 15% faster cabin cooling
- +23% thermal efficiency gained in hot weather, 7 miles of real-world range gained
- 8x more solar energy reflection off of glass roof
- 30% reduction in solar energy entering the cabin
Some of the thermal management improvements in the new Model Y L Premium:
• Up to 15% faster cabin cooling
• Up to 15 min faster cabin cooling in sunny conditions
• +23% thermal efficiency gained in hot weather +7 miles of real-world range gained
• +10 miles recovered after… pic.twitter.com/jZirFWFdtO— Sawyer Merritt (@SawyerMerritt) July 31, 2026
Demand
Tesla said the Model Y L is almost sold out in the U.S. It comes with
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- 1 year of FSD Supervised
- 1 year of Supercharging
- 1 year of Premium Connectivity
- Free exterior paint color, interior, and wheel option at no additional cost
Tesla CEO Elon Musk took to his social media platform X on Thursday night to deny a ridiculous rumor regarding the sale of the company’s Chinese vehicle production plant, Gigafactory Shanghai.
On Thursday, the Wall Street Journal, citing sources familiar with the matter, claimed in a scathing new report that Tesla was exploring a potential sale of the entire China business in an effort to help bolster a potential merger between SpaceX and Tesla.
Musk immediately denied the rumor not once but twice, initially calling it “fake news,” and then calling it “absurdly fake news” in a separate post just a few moments later:
This is fake news
— Elon Musk (@elonmusk) July 31, 2026
The original poster of the Wall Street Journal article that Musk saw deleted the initial post sharing the headline and the rumored sale of Tesla’s China business.
This has never even come up in a discussion ever.
Absurdly fake news.
-People should assume news is fake until proven otherwise.
— Elon Musk (@elonmusk) July 31, 2026
The report seemed absolutely and unequivocally false to begin with; Tesla’s business in China is among the most important pieces of the company’s business. Not only does the factory supply vehicles for the domestic market, but also for various other markets in Asia and Europe.
China is also one of the largest automotive markets in the world, and Tesla has performed well there despite the robust competition.
The speculation regarding a Tesla and SpaceX merger has started to gain steam this year as the space exploration company went public just a month ago. There has been speculation that Musk will bridge all of his companies under one “umbrella company,” and analysts believe this could happen before the end of the decade.
The Tesla and SpaceX merger everyone is talking about is quietly building
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This is the latest iteration of Musk’s very evident war on mainstream media. Reports regarding any of Musk’s companies are quick to get the dreaded “false” or “fake news” response from the CEO when they are unfounded.
Elon Musk
Tesla AI boss reveals how big Optimus is going to get
Tesla’s Optimus chief corrected himself on X, confirming a staggering 10 million robot production target.
![Tesla Optimus Gen 3 [Credit: Tesla]](https://www.teslarati.com/wp-content/uploads/2026/03/tesla-optimus-gen3-diner.jpg)
Tesla’s Optimus program has a new number attached to it, after Ashok Elluswamy, the executive who has run the humanoid robot program since June 2025, posted a three word correction on X Thursday, “Correction, 10 million robots.”
The line clarifies the long term annual capacity Tesla is building toward its planned second Optimus production line at Gigafactory Texas, a figure Musk has cited repeatedly since last year’s shareholder meeting.
The scale is worth noting, because ten million robots a year would mean Tesla building more units annually than most countries sell in new cars. Tesla has framed this as a second line, not the first. The buildout is happening in two phases: a roughly one million unit per year line inside Tesla’s Fremont factory, installed on the floor space vacated when Model S and Model X production ended earlier this year, and a much larger dedicated facility under construction at Giga Texas that broke ground on its first steel structure in May. That Texas facility is the one Elluswamy’s correction refers to, and is expected to reach volume production sometime in 2027.
Correction, 10 million robots https://t.co/0z4nyQNTzp
— Ashok Elluswamy (@aelluswamy) July 30, 2026
Tesla Optimus project fires up as Musk sees production line progress
Elluswamy took over Optimus from Milan Kovac last summer and has spent the months since talking up the program’s trajectory. Elon Musk has also floated the ten million figure at Tesla’s 2025 shareholder meeting.
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Ending Model S and Model X production to make room for the first Optimus line was one of the more consequential manufacturing decisions in the company’s recent history, retiring two flagship vehicles in favor of a robot that has yet to enter mass production. Musk has previously estimated per unit production costs at $20,000 to $25,000 once Tesla reaches a million units a year, though he hasn’t said what that cost looks like at ten times the volume.
Tesla Model Y L’s new features flexed at unveiling event at Diner
Tesla CEO Elon Musk denies ridiculous Gigafactory Shanghai rumor
![Tesla Optimus Gen 3 [Credit: Tesla]](https://www.teslarati.com/wp-content/uploads/2026/03/tesla-optimus-gen3-diner-80x80.jpg)
