Transitioning into building an expanding lineup of electric models is a costly venture. Though the Taycan recently launched, and the next generation Macan is destined for electrification, these models are not expected to turn a profit for some time. Fortunately for Porsche, the bank of 911 is printing money. Though the marque’s top sports car makes up just 11% of Porsches sold, it accounts for an astounding 30% of the company’s earnings. Let that sink in- just over 1/10th of the sales, and approximately 30% of the earnings. The 911 is a veritable machine for profitability.
CNET attributes much of the model’s profit potential to its configurability. While I have bemoaned the excess of variety in the past, it’s hard to argue with reality. Derivatives are relatively inexpensive to implement compared to new models. Options are cheaper still, and Porsche offers a lot of them.
I challenge you, the Flatsixes reader, to try the following. Use the configurator on the Porsche website, and see how high you can spec a base model 992 Carrera. Without breaking a sweat or getting into Tequipment items, I managed to add more than $80k in options to a base model 992, and most of these options can be added to any model in the range.
Of course, this is not to Porsche’s detriment, nor are they just playing a game with the margins. Global 911 sales exceed the combined sales of Bentley, Ferrari, Aston Martin, and Lamborghini. Though Porsche does not artificially limit the global supply of 911s as some other brands do with their models (though some models are specifically slated for limited production), it remains an extremely impressive feat.
Enthusiasts have posited that the Cayenne is a worthwhile vehicle because it lets Porsche make more 911s. Oddly though, it is starting to look like the 911 may not actually need the help. With strong sales and intense profitability, the 911 is truly a juggernaut of the automotive world.