The ‘profit warning’ is a counterintuitive concept in the modern corporate world. Seems a bit like the idea of a well-signed, buried treasure-related trip hazard, or the threat of sudden and unexpected happiness.
But it means the opposite of all that: and, as we now know, even the most ‘bankable’ of automotive brands can be vulnerable to one. Few brands in the automotive industry have flexed quite as much profit-making power since the turn of the 21st century as Porsche.
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