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Porsche Historical Sales Recap – Turbo

 

 

CBA Releases Porsche Turbo Model Historical Sales Statistics!

 

What’s this about?

The PORS9 database contains 20,000 Porsche vehicle profiles for North America from the Carrera GT through the 911R. This includes summary MSRP data which we have compiled and are releasing publicly for the first time. This is the first in a three part blog series of releases that covers the Turbos (2007 – 2013), GTs (2007 – 2016) and Special Editions (2004 – 2016) of the PORS9 database.

There are 189 Porsche franchise dealers in North America … so just how much in sales have Porsche and their dealers generated selling these Turbo models? …. let’s find out and tally the total at the bottom of this post!

997.1 Turbo Coupe (2007-2009)

  • North America Units Sold: 5,166
  • Average MSRP: $137,045
  • Total Model Retail Sales: $707.9 million
  • Our comment: Pretty strong sales numbers and a step up from the 996 which was more raw but nowhere near as strong in sales – tiptronic plus advanced features opened the market up.

    997.1 Turbo Cabriolet (2008-2009)

  • North America Units Sold: 2,465
  • Average MSRP: $151,808
  • Total Model Retail Sales: $374.2 million
  • Our comment: Surely Porsche wished it could have sold more cabriolets at a 10+% premium over coupes – cabriolets numbered less than half the coupes sold but more than 50% of the total retail value of the coupe market.

    997.2 Turbo Coupe (2010-2013)

  • North America Units Sold: 832
  • Average MSRP: $152,969
  • Total Model Retail Sales: $127.3 million
  • Our comment: Gen 2 sales are typically less than Gen 1 most likely as these cars tend to be evolutions not revolutions and sales do tend to drop off at the end of a model run as the new model (991 in this case) is expected to arrive soon – but these include the last of the manual standard turbos and even though Porsche left that sort of dangling at the time it didn’t seem to help increase sales at the end (only 44 units sold in 2013). Gen 2 starting in a historically bad economy didn’t help. See below, Turbo S sales may have eaten into these numbers.

    997.2 Turbo Cabriolet (2010-2013)

  • North America Units Sold: 656
  • Average MSRP: $163,702
  • Total Model Retail Sales: $107.4 million
  • Our comment: See all prior comments on Gen 1 v. Gen 2 and coupe v. cabriolet (note: only 33 units were sold in 2013). Turbo S sales may have eaten into these numbers.

    997.2 Turbo S Coupe (2011-2013)

  • North America Units Sold: 1,267
  • Average MSRP: $170,433
  • Total Model Retail Sales: $215.9 million
  • Our comment: This car was highly anticipated and actually sold very well given it was the first serious PDK only foray by Porsche – which is now seemingly common place, PDK only. At only $17k average MSRP more than a standard turbo these sales probably cannibalized standard turbo sales.

    997.2 Turbo S Cabriolet (2011-2013)

  • North America Units Sold: 1,066
  • Average MSRP: $181,387
  • Total Model Retail Sales: $193.4 million
  • Our comment: As a percentage of total sales cabriolet’s were stronger than typical with this model – seems with PDK only they were seen as a good alternative to coupes for the everyday buyer.

    997 GT2 (2008-2009)

  • North America Units Sold: 237
  • Average MSRP: $206,646
  • Total Model Retail Sales: $49.0 million
  • Our comment: Economic nervousness in 2008/09 probably led to lower sales – which it seems would have been higher, but then that makes this iteration of a Porsche Turbo GT car all that much more desireable. If we accept that North America has for some time been around 30% of Porsche’s global market for hi value cars then we can extrapolate that this model may be one of the rarest of the era – built in numbers that are now considered ‘limited’ production (est. less than 800 built worldwide).

    997 GT2 RS (2011)

  • North America Units Sold: 141
  • Average MSRP: $262,427
  • Total Model Retail Sales: $37.0 million
  • Our comment: At the time the highest priced Porsche road car since the Carrera GT – Porsche limited global production to 500 units which was probably a smart move although they probably could have sold more as it was the end of the 997 line – and of the manual Mezger turbo powertrain derived from the venerable GT-1 (which itself was derived from the 964 block btw).

    Grand Total Turbo Models North America (2007-2013)

    This was a very good period for Porsche and despite the economic collapse that occured in the first third of the period and the winding down of model woes at the end … sales were record setting. The period turned the company around and although it would struggle at times to place its Special Editions – as we will see in later editions of this blog series – sales of Turbo based models were robust and far beyond anything Porsche had generated in the past.

  • Total North America Units Sold: 11,830
  • Average MSRP: $153,179 (not weighted)
  • Total Models Retail Sales: $1.81 billion
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