20 June 2017

Porsche Germany Sales (Model) : 2010-2016

Porsche drivers park poorly. Fact

Porsche is a niche brand in Germany, traditionally selling expensive sports cars. At that time, the marque took about 0.3% of total German sales.  The Cayenne SUV arrived in 2002 and moved the brand into the 0.5% area. When the Panamera 4-door car came along in 2009, 0.7% became the standard penetration. 2014 marked the arrival of the compact Macan SUV so 0.9% became the norm.

From that we see Porsche is a small player in terms of volume, but hardly surprising in view of the premium price of the cars. SUVs now account for just over half of total sales and with the Panamera added, sports cars are solidly below the half way mark.

The data below shows sales by model since 2010. Sales hit about 20,000 in 2012 and would have stayed around that mark but for the Macan. Porsche passed 30,000 sales for the first time in 2016 and the compact SUV was the best selling car for the first time. On a side point, I can't understand why 3.5% of the sales in 2016 are 'Others'.

Summary: The current range of cars seems to suit the marque. I'm not sure where another model would fit into the range. Porsche isn't about chasing every sale but about profitability and per unit I believe it is the most profitable brand there is. So I assume sales will hold at around the 30k mark in Germany for the foreseeable future with fluctuations for model cycles and the market the most likely reasons for variation.

MODEL/YR 2010 2011 2012 2013 2014 2015 2016
MACAN - - - - 5,447 8,056 8,348
911 5,778 6,373 5,974 6,898 7,056 8,143 8,016
CAYENNE 5,266 6,091 8,521 7,076 5,374 6,414 7,168
BOX/CAYMN 2,135 2,215 2,174 3,865 3,660 3,504 4,199
PANAMERA 2,674 3,391 3,489 2,538 2,338 1,751 1,400
OTHER 404 620 358 422 490 675 1,072
TOTAL 16,257 18,690 20,516 20,799 24,365 28,543 30,203
SHARE 0.6% 0.6% 0.7% 0.7% 0.8% 0.9% 0.9%

Data source: KBA.

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