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Porsche Historical Sales Recap – Special Edition

 

 

CBA Releases Porsche Special Edition 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 third in a three part 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 dealers in North America … so just how much in sales have Porsche and their North American dealers generated selling these Special Edition models? …. let’s find out and tally the total at the bottom of this post!

Carrera GT (2004-2006)

  • North America Units Sold: 676
  • Average MSRP: $445,446
  • Total Model Retail Sales: $301.1 million
  • Our comment: The Carrera GT was a process, a supercar and a marketing challenge. A very expensive mass production car for Porsche – their highest ever at the time. Originally limited to 1,500 units worldwide a three year run could only produce 1,270 units of global sales. The next in line from the venerable GT-1 but with a V10 engine and no race series to support … it was seemingly a throwback to some of Porsche’s engineering wonders (some 70 patents were issued on the CGT) yet financial fiascos of the past (i.e. the 959). Left hand drive only, by far North America was the largest market.

    997 Speedster (2011)

  • North America Units Sold: 107
  • Average MSRP: $206,534
  • Total Model Retail Sales: $22.1 million
  • Our comment: A marketing department exercise with production limited to 356 units worldwide. But at least they hit our shores unlike other limited editions of the time such as the Sport Classic.

    918 Spyder Base (2015)

  • North America Units Sold: 155
  • Average MSRP: $903,541
  • Total Model Retail Sales: $140.0 million
  • Our comment: If past is prologue the 918 was the new Carrera GT, a vastly expensive (in Porsche terms) highly engineered marvel with initially far less takers than anticipated. I recall seeing the engineless shell at Rennsport IV in 2011 at Laguna Seca – no engine because although the car was being presold, it had not yet been fully developed. The need for deep pockets to take up these cars led to the 997 Turbo S 918 Spyder Edition offer and the VIP program – incentives to create buyers for a global production limited to 918 units – a production which was both not selling and delayed. It was the third supercar in line from the GT-1 and Carrera GT (some might say fourth if the 959 is included) and in the end they did all sell out … but even though it had racing series to support it, it was not an overnight success by any means. It’s not clear how profitable Porsche’s 918 investment was but profits cant just be measured in dollars and euros, there is branding, prestige, bragging rights etc. … either way I am sure that Porsche will think long and hard before undertaking the next ‘supercar’, which makes this car very ‘limited’ indeed.

    918 Spyder Weissach (2015)

  • North America Units Sold: 174
  • Average MSRP: $982,529
  • Total Model Retail Sales: $171.0 million
  • Our comment: See the 918 Base .. but it is interesting that more Weissachs were built than Base models – one would have thought the other way around. The Porsche marketing department stepped up their game throwing in the right bells and whistles and standard equipment for the price upgrade (read about that here). But in the end the combined sales for North America (Base plus Weissach) in dollars were less than the 991.1 GT3 run from 2014-2016 (see our prior blog post) – of course they produced both concurrently, but which model was more profitable and easier to execute might be the better question?

    991 911R (2016)

  • North America Units Sold: 323
  • Average MSRP: $217,374
  • Total Model Retail Sales: $70.2 million
  • Our comment: Love it or meh … its either the greatest or totally overrated. It’s the singular pure experience or it’s being quickly supplanted by the new 991.2 GT3 (Touring). Either way its an edition limited to 991 units worldwide with nearly one third here on our shores. Porsche did a great job at selling them out, but if the new ‘limited’ means just a little less than 1,000 units worldwide, the term ‘limited’ may start to lose its luster.

    Grand Total North America (2004-2016)

    Porsche continuing to produce limited models which are interesting, historically themed and engineered to be superior to rest of the then current line up is a good sign – if it makes economic sense. As long as they can profitably sustain these programs Porschephiles are rewarded (albeit not cheaply). So maybe this group, though the lowest in aggregate monetary sales and most probably lowest in unit profit, is your father’s Porsche afterall. Damn be the accountants (profits) – bring on the engineers (and ok, the marketers too)!!

  • Total North America Units Sold: 1,435
  • Average MSRP: $490,900 (not weighted)
  • Total Models Retail Sales: $704.4 million
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