The eighth generation of the iconic Porsche 911 marketed since last spring is by far the most profitable car in the world. It is ahead, according to a ranking by Bloomberg, the Ferrari F8 Tributo, the Aston Martin DBX, the Mercedes-Benz GLE and the BMW X5.
According to this study, the sportswoman – which accounts for only 11% of sales – brings nearly a third of the income to the manufacturer of Stuttgart. For its part, the Ferrari F8 Tributo brings only 17% of the total gains of the mark to the prancing horse. Another nugget, the BMW X5. The big SUV represents 16% of the revenues of the German manufacturer with 7% of the volume of BMW.
For Bloomberg analysts, the base model of 911 is already very profitable. By 2018, sales of 911 had seen double-digit growth to reach 35,573 copies sold. But Porsche has the ability to live its model in the long term by offering almost constantly changes or options. This is the case today with the release of the Carrera version a bit cheaper by 15 000 euros compared to the Carrera S.
The options jackpot
"It's a very simple calculation: the 911 is very profitable in its own form, and when you add the variations, the margins become huge," says Bloomberg. This is the case when the car is for example equipped with ceramic brakes, a version equipped with a turbo … "The addition of the Turbo variant is fundamentally a pure profit. If you assume that Porsche will sell nearly 10,000 copies of its Turbo versions, plus the GT3 and Turbo S, this could represent half a billion dollars in profits for Porsche. "
In addition, unlike general manufacturers who when renewing one of their models are forced to tighten costs by roughly offering prices comparable to older versions, Porsche has the opportunity to increase the rates with each renewal.
The icing on the cake, even if the Chinese car market down, Porsche should not be affected by a decline in sales in contrast to Mercedes or Volkswagen.
Thanks to this performance, Porsche will be able to compensate for the expected losses on its new Taycan electric model that has just been presented at the Frankfurt Motor Show. In fact, Porsche, which invested 6.6 billion dollars for its electric sport, plans to sell only 20,000 to 30,000 copies at a price of 155,000 euros. Even if Porsche also conducts an intelligent strategy by promoting its high-end electric version, the "turbo", to try to limit the breakage.