Is Porsche Purposely Keeping Sports Car Inventory Low?
Porsche Cars North America is reporting record sales, but buying a new Porsche sports car remains a frustrating experience.
Porsche Cars North America (PCNA) recently announced strong U.S. sales through Q3 of 2023. The Macan and Cayenne lead the way, but the 911 and 718 line also had significant sales increases year over year. Through the end of September Porsche sold 12,189 cars between the 911 and 718. And they sold 35,757 SUVs between the Macan and Cayenne. So, the SUVs outsell the sports cars by about three to one. That is not anything new, or unexpected. The Porsche SUVs are extremely profitable for the company. But I am in near disbelief seeing that Porsche sold that many 911s and 718s. Who is buying these and how? Porsche dealers have no sports cars on the lot to sell, and no allocations to offer. It is a frustrating experience for customers. Is Porsche doing this on purpose?
To research this article, I visited the websites of the four Porsche dealerships closest to me. I looked at the new car inventory they had listed for sale. I focused on the 718 and 911 for the sports car side and the Macan and Cayenne for the SUV side. The four dealers had 322 vehicles in stock between those four models. And 314 of them were either a Macan or a Cayenne. 98 percent of the Porsche models I was looking at were SUVs. There are 40 SUVs in stock for every Porsche sports car. How can this be?
SUVs
First of all, I have nothing against the Porsche Macan or Cayenne. They are wonderful vehicles for what they are. And with them being so profitable, I can understand why Porsche tries to get as many of them on the dealer lot as possible. But can the company maybe prioritize the sports cars just a little bit more? 314 SUVs to 8 sports cars is a bit ridiculous. Porsche has become an SUV company. I realize that, but they got here on the strength of their sports cars, and there are many of us out here who would still like to buy one.
Allocations
OK, so just because a Porsche sports car is not sitting on a dealer lot doesn’t mean you can’t get one, right? Well, forget the special models, like the 911 Dakar or the 911 S/T. And forget any of the RS models. These cars go only to collectors, people willing to spend six figures above MSRP, and those who have purchased 20 cars from the dealership previously. And don’t hold your breath for a GT3 or a 911 Turbo S or any GTS models either. Frustrating, but whatever.
How about a regular 911 Targa? I have been trying to get an allocation for one for a year. No local dealer will even take a deposit from me because I am told they have an order list that extends for years. Last week I went to one of my local dealers and asked if I could order a Boxster. Not a Spyder RS, or a GTS, or even an S model. Just a simple base Boxster. Nope. Again, would not even take my money as they told me they simply can’t get one. While I appreciate them not holding my money forever, how can the company that won Le Mans more times than anyone else not have a sports car to sell?
Excuses
Since the pandemic we all heard all about supply chain issues causing delays in production. And while the world is not quite back to normal, that situation is easing. Afterall, my local dealers have over 300 SUVs in stock. Is it really that much harder to build a base Boxster or Cayman compared to a Macan or Cayenne? If anything, the demand is even stronger for the SUVs, so you would think if there was a shortage of models it would be for those vehicles.
The Ferrari Model
For years people hated on Ferrari because they purposely produce fewer cars than the buying public demands. And ordering a new Ferrari is supposedly this incredibly difficult process. My local Ferrari dealer invited me to the unveiling of the new Roma Spider recently. I was told that if I wanted, I could order one right now. They would take my deposit and I would have a car in two years. Now, the Roma Spider might not be the most desirable Ferrari model in the lineup. And two years is a significant wait time. But a base Boxster is not the most desirable Porsche either. Yet, between the two, the Ferrari is the car that I can order. Is Porsche trying to be more like Ferrari by restricting the number of sports cars they produce?
Special Models
Porsche seems to release a new limited edition 911 every few months. That is fine. But why are they doing this when they can’t even build enough sports cars today? We already know that “normal people” can’t buy the special editions. So, how about building enough of the regular sports cars to meet demand? I know the SUVs are profitable, but you can’t tell me that Porsche doesn’t make plenty on the base Boxster, or 911.
Risk Losing Enthusiasts
Porsche makes magical cars. And their SUVs are exceptional as well. But the company built a reputation on sports cars. There are Porsche enthusiasts out there that want to buy a new Porsche sports car. If Porsche continues to make it this difficult for these enthusiasts to do that, they may jump ship to other brands. Porsche might be sitting on top of the world at the moment. But frustrating your biggest fans has a way of coming back to haunt you.
Images: Porsche
Join the Rennlist forums!
