Would a Porsche still be a Porsche if it weren't as exclusive? That's the question which industry pundits are asking – and customers may soon as well – as the German automaker emerges from the fringe in pursuit of larger volumes.

A dozen years ago Porsche was barely selling over 50,000 units per annum. In a sales surge that has gathered pace as fast as a 911 Turbo, however, it was already hovering around the 100,000-unit mark a few years later. Last year it sold over 160,000, and has targeted 200,000 units by 2018. But it may not even take that long.

Automotive News reports that Porsche has advanced its targets to reach for 200,000 units by the end of this year or the next. The bump in sales would be driven particularly by the introduction of the new Macan, of which it aims to sell 50,000 units annually, starting next year. The Cayenne currently stands far and away as its most successful model. The 911 and Panamera have swapped second place a few times over the past five years, followed by the Boxster and Cayman.

Porsche's pursuit of higher volumes is mirrored by that of Maserati, which has been pursuing a similar path but at lower volumes. Maserati sold barely more than 6,000 units last year, but with the introduction of the new Ghibli sedan and upcoming Levante crossover, aims to reach 50,000 units next year. Ferrari, conversely, has actually been reducing production in order to maintain exclusivity and profitability.

Will Porsche's drive to 200,000 sales erode its desirability?
Yes. 4701 (47.6%)
No. 4644 (47.0%)
I'm not sure. 541 (5.5%)


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  • 46 Comments
      bleexeo
      • 8 Months Ago

      At this point, Porsche makes many more trucks than sports cars. That's all you need to know about "exclusivity."

      scott3
      • 8 Months Ago

      Porsche needs to tread carefully as they have run aground in these waters before.

      In the 80's the company took the path of higher volumes and cheaper cars like the 944 and 924  and did a lot of damage to the brand. While they reaped profits in the short term it did a lot of damage to the company and luckily they caught on before it all went down the tubes.

      Harley Davidson also did the same path under AMF in the 70's and nearly went under. Both Porsche and Harley returned to higher priced cars and lower volume to reach back to better profits over all.

      Now if most of their production is in the SUV class that will be ok but if they plan to do it with the cars they will pay a price in the long term.

      Ferrari also learned by watching this as they were thinking of following the Porsche path but then they held firm and returned to limited volumes at higher prices and have been a profit center for Fiat.

      If anyone thinks this is good for Porsche just price any of the cars from the 80's and see that they are worthless other than the 911 that is just starting to show some strength in prices with the rise of air cooled prices.


      The 944 today is selling cheaper than well maintained Fiero that was less than half the price back in the day. That is sad.


      Image is easy to lose and hard to gain back. Just look at Cadillac who now has world class cars but still has a lot of work to do to regain the image.

        John Russell
        • 8 Months Ago
        @scott3

        Ever driven a 944?  Didn't think so.  Still regarded as one of the best handling cars of all time.    944 Turbo S 88.5 - 89 smoked Ferraris in that time frame. Had one of those too!  944 Turbo came in 6th overall at 24 Hours of Lemans during that era.  Funny thing, is these cars sucked so much that most have been.. Made into RACE Cars!!  Try a 968 IF you can find one.  The guys at the Porsche dealer love to drive fine examples of this car... which in the coupe is very rare.  less than 2,000 in it's entire production run... '92--95.  Again many made into RACE CARS!

        The 944 Turbo in 1989 was FASTER THAN THE 911 TURBO that year!  Look it up before you make such declarations.  As to the nonsense about Fieros and 944's... Yep a normally aspirated 944 that runs in half decent shape can be had for 5k.   One that needs a lot of work 3,500k... Try even finding a Fiero that runs or is outside the junkyard.  The fact is that over 50% of ALL the Porsches EVER BUILT are STILL ON THE ROAD!  How many Fieros have you seen in the last TEN years?  I've seen exactly ONE! 

        The 944 btw was an extremely safe car as well rated equivalent to a Volvo of the time in crash survivability.  The 944 in all of it's iterations was a GREAT car!  I had an 85.5 model which got 33 mpg and could travel 600 miles on a tank of gas and was as fun a car as you could get at the time. 0-60 7 sec. which was equivalent to a Z 28 at the time. 

        My friend has an '87 w/ 25k miles on it and it is a beautiful museum piece drives like the day it was built and he paid 9,500 for it.  My wife has a beautiful 968 out of Minnesota 1992 vintage with 110k on it that drives AS NEW and is just joy to drive with an engine that is as strong as ever.  Paid 14 K for it.  0-60 about 5.6 seconds!  150MPH!   Where are you going to find that much car for 14 K?  The Honda dealer!!!  Nope!  Cayman S 2007 0-60 4.7 sec 25mpg, 170mph... TIGHT AS A DRUM at 182,000 miles.   Thanks for the opportunity JR

          scott3
          • 8 Months Ago
          @John Russell

          @ sorely misguided john Russell

          Oh stop with the high school like pissing match. This has nothing to do with the care personally.

          Have I driven a 944, Yes! have I driven a 944 turbo Yes! have I driven a 924 Yes! have I driven a 928 Yes! and have I driven a 911 Ye!

          Hell we bought a 944 and made it into a track day car with a full cage and racing interior. I still have the seats mounted on casters for people to sit in in the garage. Why did we choose it because it was a decent car on the track but mostly be cause it was cheap!

          We are not speaking of the cars performance here but we are talking business cases here.

          Just go price all these higher volume Porsches and the supplies way out numbers the demand and the cars are mostly worthless right not with little hope of gaining much ground in the future.

          Only the recent spike in demand for the air cooled 911 have save the prices there for those avoiding the much more expensive to maintain water cooled cars.

          As for Fiero's I just used them as an example for price as see them regularly here in the mid west. I also just saw a nice 1988 sold for $14K. Collectors are now starting to buy them and the prices are on the rise even the most lowly 4 cylinder like the one in Hemmings feature last month brought more money than a 928 price wise.

          The bottom line here is that Porsche over produced the product in the 80's and ran into trouble and they are planning to do the same again if they are planning to not make most of these numbers with SUV models.

          It as nothing to do with the cars performance but it has a lot to do with the supply and demand of the said cars.

          When was the last time you saw a 923 in the mid west on the road..... Pretty hard to find not rotted away even if you want one. Or a cheap fuel pump for a 928 as in some cases they can cost 1/3 of the cars value.

          Oh by the way I was also in back in the day a 924 Carrera plaid interior and all. Few were built to homologate them for several racing series. They were the car that lead to the 944 turbo.

          I know Porsche and like Porsche but I also understand history of the company and know where they almost damaged themselves to the bring back in the 80's with over production. Supply and demand is a killer for values and that is one part of Porsche owners have always treasured in most of their models. You mess with that you risk damaging relationships with many of the owners and repeat owners.

          John Russell
          • 7 Months Ago
          @John Russell

          Porsche produced a lot of cars 944's in the 80's.  That I do not dispute.  They also SOLD a lot of those cars.Yes a piece of crap 944 that needs a whole lot of work will bring 3K.   You guys (Modotaku) did not read everything I wrote.  "A really nice plain 944 is 10K w/ low mileage."  My friend has one!   I trust that building some SUV's is not going to harm sports cars that are as durable as I have documented from my own experience, win races and are as fun to drive as again is well documented.  Scott, You cite volume... Well how many 911's and Caymans are being sold?  BTW... which car company TOPPED JD Powers survey of initial quality? PORSCHE!    BTW I erred on the percent of ALL Porsches EVER built still on the road... 70%!  

          I do not see a "944problem" of overproduction of sports cars.  I could care less about SUV production and by all accounts the Macan will be a nice upscale vehicle that probably will be top dog in the smaller SUV class.  BTW a 924 was crap from the get go w/ an Audi truck engine.  Until '89 when it had the 944 engine it was a zero.  Faster top end than a Normally aspirated 944 in '89 due to lower Cef of drag. 

          BTW, as far as 928's in the mid west... I don't think a 928 ever saw much in the way of cornfields!   The folks in the mid west generally prefer tractors and pick up trucks historically. 

          So back to economics... if they built tons of 944's and 928's and a fair number were allowed to go to hell from an economic standpoint given that you agree that in excellent condition these are all desirable and unique cars... The ones that remain that are in excellent condition are and will continue to be worth a few bucks?  Very few legit 944 Turbo S cars remain in good stock condition.  Value of those in the best condition continues to rise.  A really nice low mileage example requiring nothing is close to 20K. 

          Who btw in their right mind wants to collect a Fiero? 

          As of April 2014 per Porsche Panorama 1361 Boxters, 3494 911's, 1250 Caymans, 1983 Panameras sold. 

          NEWS: Cayman is likely to be produced in 4 cylinder 395 HP GT4 version down the pike.  How HOT do you think that car is going to be?  WICKED!  Lighter and quicker!  Ridiculous!  Too much car for most drivers for sure!  Oh, and they last too.  Any consideration what the return of Porsche to the TOP tier of sports car racing is going to do for the brand?  Seen a 918?  Saw one the other day.  I cannot afford 850K but some people can! 

          It is all good so long as Porsche continues to make REAL Porsches.  If the SUV's help the sports cars then I am all for it.  Complaining about used fuel pumps for 928's tells me that you're not going to be restoring a 928.  Neither am I but some people will. That is all that matters.  JR

      funguy6713
      • 8 Months Ago

      Where I live there are lots of Cayennes and Panameras but don't see as many 911s though...

      PorscheTech
      • 8 Months Ago

      Most of the comments here are likely from people who dont either own or have driven many Porsches. 250,000 units a year to account for only 6 models (7 if you'd like to count the 918..which only 918 will be built..id say thats the very definition of exclusivity) is still very exclusive. You drive a Porsche and you'll likely not want to drive anything else...Bleexeo below me actually was dumb enough to say they make many more trucks than sports cars...wtf if wrong with people. educate yourselves for effs sake.

        Michael Bradley
        • 8 Months Ago
        @PorscheTech

        So true.

        Whenever I drive my  Boxster S into a tight turn, I feel very exclusive

        Ronfellow
        • 8 Months Ago
        @PorscheTech

        Owned three Porsche.  Still have my 997 4S but rarely drive it after getting a Tesla P85+.  A way faster and more fun to drive car despite that it can can carry  whole lot more people and cargo.  The 911 is like it's made by the cavemen.

      Rochester
      • 8 Months Ago

      That picture... Porsche line techs look like Ompahloompahs.

      Joe Liebig
      • 8 Months Ago

      A 911 will always be a 911. It doesn't matter how many 911s are sold. It doesn't matter how many SUV with some Porsche badge are sold.

      budwsr25
      • 8 Months Ago

      They sell everyone they build. The thing Porsche has going for it is that people who buy them don't buy a basic factory spec car. They buy add on's that are installed in the factory make every car built different and unique. In short Porsche's ala carte program is keeping the brand going.

      Hernan
      • 8 Months Ago
      Cayennes, Macans and Panameras look nothing like the 911 and Boxster/Cayman, and the sports cars are still EXTREMELY expensive for the average person, so I think their exclusivity (unless you live in FL where they literally seem to fall from the trees) will remain.
      ffelix422
      • 8 Months Ago

      I said yes because even the new 911 doesn't "wow" me like all Porsche's did when I was a kid.

      And at 51, I am old enough to remember the mid-80's when Porsche said; "an entry-level Porsche is a used Porsche."

      Strangely, the Panamera always looks like a "BOSS" to me as it rides down the road.

        pavsterrocks
        • 8 Months Ago
        @ffelix422

        Back when I was shopping for one, in 2008, a 911 was an easy choice over the Cayman.  It just looked classic.  The new 911... looks longer, bigger, not as athletic, while the new Cayman has gotten more gorgeous.  I would probably make a different choice if I was shopping today.  


        Choosing between Panamera and Cayenne though, I would pick Cayenne every time.  If the goal is utility might as well go all the way.

      Gator
      • 8 Months Ago

      No, look at BMW. Shittier cars = more buyers. You got to sell the dream.

      v6sonoma
      • 8 Months Ago

      There are already cars that are far better and more reliable for less money. If it wasn't for the fact that it was a Porsche people would buy one of them.

        skoobey
        • 8 Months Ago
        @v6sonoma

        Show me an SUV that drives better than Cayenne, especially for the same money? GR-R looks like an afterthought compared to the 911, and Ferraris and Lamborghinis are more upmarket. Boxter has no ompetition, Cayman either.

        Macan is also the best to drive in it's SUV size, and has the best interior by far.

        So, we're left with a very competitive brand, and all they need to do is keep making amazing supercars like the 911 and 918 and make all the other models reflect those, and Porsche will be considered an exclusive product.

        pavsterrocks
        • 8 Months Ago
        @v6sonoma

        I test drove every car under the sun hoping to find something better than a 911, and alas, I failed.  Go take one for a spin or better yet rent one for a week.

        superlightv12
        • 8 Months Ago
        @v6sonoma

        Of course. The brand is the most important thing to people that want to try and impress others. Don't fool yourself into believing that Porsche doesn't make some excellent, reliable cars, because they do. How many Ferrari's and Lamborghini's are sold to people that really want to drive real fast? How many owners will use 1/2 of the potential of the car? The same number that will use the 707 hp of the Hellcat....very few.

        John Russell
        • 8 Months Ago
        @v6sonoma

        Name one!

      sparrk
      • 8 Months Ago

      Exclusivity has nothing to do with quality. No matter how many cars Porsche is selling, they should keep selling quality products. People will buy them because they are good, not because they are exclusive.

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