Why Porsche's Prices Went Up and Sales Didn't

[gtsralph]

https://www.autoevolution.com/news/stuttgart-s-exp...

[Voodoo Blue]

An interesting read, thanks for sharing.

One would hope that another priority for the incoming CEO would be to reset the relationship with his customers.

[JJ77]

Totally correct article. I remember Maura saying as much 6 months ago about the split on the Porsche Board about the price gouging.. I’m sorry but Porsche deserve all this and more, got a huge job to bring back customers to its brand again.

[GT4RS]

JJ77 said:

Totally correct article. I remember Maura saying as much 6 months ago about the split on the Porsche Board about the price gouging.. I m sorry but Porsche deserve all this and more, got a huge job to bring back customers to its brand again.

I think you re spot on with your last point.

The crazy thing is that certain Porsche dealerships aren t focused on reconnecting with past customers, they re still thinking like it s 2022 or 2023, assuming new customers will just keep coming begging for an allocation.

It ll be interesting to see how many cars Porsche sells globally in 2025, compared to their best year in 2023.

Porsche had grown in sales numbers year on year for over 15 years until 2023, they had to come under pressure at some point.

IMO, their drive to push massive sales of EV Taycans and Macans is hitting a wall, and greed per unit has finally gotten the better of them.

Leiters clearly has to be confident he can steer Porsche back on track, the mountain he faces is enormous.

[ChrisW.]

But for somebody with his track record and "confidence" ... the challenge is what drives him. Let's hope it works because Porsche can't keep just increasing the costs of ownership as they apparently are ... parts / service / insurance / finance / when so many brands have this under some control.

[guyvert1]

ChrisW. said:

But for somebody with his track record and "confidence" ... the challenge is what drives him. Let's hope it works because Porsche can't keep just increasing the costs of ownership as they apparently are ... parts / service / insurance / finance / when so many brands have this under some control.

So how does Porsche compare with its rivals in parts / service / insurance / finance ??

[Terminator X]

This bit is so very true.

"The problem is that enthusiasts didn’t sign up for this plan. They came to Porsche because it built emotional machines - cars that vibrate, resonate, inhale, and exhale. Cars that feel alive. And alive is not the adjective most people use when describing 2.6 tons of thermal management systems and torque vectoring algorithms"

TX.

[ChrisW.]

guyvert1 said:

ChrisW. said:

But for somebody with his track record and "confidence" ... the challenge is what drives him. Let's hope it works because Porsche can't keep just increasing the costs of ownership as they apparently are ... parts / service / insurance / finance / when so many brands have this under some control.

So how does Porsche compare with its rivals in parts / service / insurance / finance ??

Just read through these recent threads ... you yourself have confirmed recent service costs which are a huge increase on those of previous years.

APR is higher from Porsche than anywhere else I have found for car finance ...

Insurance costs have increase substantially due in no small part to the high cost of parts ... £25k for a corner on a roundabout damaged 991.2 GT3RS ?? Wing, front PU, lamp unit + bits ...

I believe that covers parts / service / insurance / finance ??? But please feel free to prove me wrong ...

https://www.ebay.co.uk/itm/326331666851?fits=Car+M...

https://www.ebay.co.uk/itm/285425904848?_skw=Porsc...

https://www.ebay.co.uk/itm/285425917506?_skw=Porsc...

Herewith the advertised cost on Ebay of a secondhand front wing ... and front PU ... and bonnet ...

Edited by ChrisW. on Friday 21st November 18:26

[housemouse]

Terminator X said:

This bit is so very true.

"The problem is that enthusiasts didn t sign up for this plan. They came to Porsche because it built emotional machines - cars that vibrate, resonate, inhale, and exhale. Cars that feel alive. And alive is not the adjective most people use when describing 2.6 tons of thermal management systems and torque vectoring algorithms"

TX.

It also overlooks that when Porsche was all about cars for enthusiasts, it was a much smaller company that nearly went bust. And the fact that enthusiasts didn't ask for the Cayenne and Macan, either, but they were still massive money spinners.

As for price gouging, a new Golf GTI was £33,460 in 2020. Today it is £41,810. That's a 25% increase. In the same period, a base 911 has gone from £82,793 to £103,700, an increase of...25%! Oh and according to the BoE inflation calculator, the £56k base price of a 993 in 1995 works out to over £115k today. In other words, most cars from most brands have gone by a similar amount.

The price of Porsches dipped in the 2000s to mid 2010s in real terms. But today's prices are in line with most of the company's history. Porsches, generally, have been expensive. The thrust if that story, the whole (to quote) "a base 911 - formerly the people's sports car" thing is basically bks. Base 911s have usually been very expensive and synonymous with significant wealth.

Anyway, Porsche probably pushed a bit too hard, too soon on BEV. But product planning in the car industry right now is a total nightmare and Porsche still has a far, far stronger business today than for much of its history.

[Trikster]

This is the first time in 25 years I haven't had a Porsche or two (or even three!) in the garage.

I'd love another but the ownership cost and proposition just don't grab me - when i bought my first one it was from Porsche Bournemouth, owned by Brian Dekes, and it was a fantastic experience, as were the ones after that, until one of the big groups took over and seemed more worried about the tea spoons than customer experience and some of the great staff moved on.

Then I moved, not too far from Bournemouth but the lack of warmth going in meant I just bought future cars from the nearest dealer, or who had stock/shortest leadtimes (rather than asking Bournemouth to track something down for me)

I've had a couple of 'GT' cars before the influencers stepped in and, as I've bought cars from various dealers and don't post loads of pics on the socials, I haven't been able to get one for quite a few years.

Now going into their new showrooms - recently Reading, Guildford, Cambridge, and Bournemouth,I feel more like a stat than a customer enthused about the brand.... and now the prices.... i just can't justify it.....

Grumpy old man, but not surprised, hope it comes back to something more normal as I'm sure I've more than a couple more Porsches in me...... I even like the idea of the EVs....

[bennno]

housemouse said:

As for price gouging, a new Golf GTI was £33,460 in 2020. Today it is £41,810. That's a 25% increase. In the same period, a base 911 has gone from £82,793 to £103,700, an increase of...25%!.

To spin that another way, in 5 years .

Golf GTI has gone up £8,350. Porsche 911 has gone up £21,000.

Porsche needs to revisit its past, a 911 Carrera Club Sport with a 4L non turbo engine, in 2 colour ways, stripped out, with sports suspension and a velour interior priced slightly above a base car would sell like hot cakes.

It makes zero sense why they are seeking 12.9% Apr on new cars either, needs to be half that to get their stock moving.

[peterdent]

Since I bought a 964RS , Porsche has been fun and visiting the showroom a pleasure . Now cannot be bothered there mentality changed post the influencer boom time

[WG]

Trikster said:

This is the first time in 25 years I haven't had a Porsche or two (or even three!) in the garage.

I'd love another but the ownership cost and proposition just don't grab me - when i bought my first one it was from Porsche Bournemouth, owned by Brian Dekes, and it was a fantastic experience, as were the ones after that, until one of the big groups took over and seemed more worried about the tea spoons than customer experience and some of the great staff moved on.

Then I moved, not too far from Bournemouth but the lack of warmth going in meant I just bought future cars from the nearest dealer, or who had stock/shortest leadtimes (rather than asking Bournemouth to track something down for me)

I've had a couple of 'GT' cars before the influencers stepped in and, as I've bought cars from various dealers and don't post loads of pics on the socials, I haven't been able to get one for quite a few years.

Now going into their new showrooms - recently Reading, Guildford, Cambridge, and Bournemouth,I feel more like a stat than a customer enthused about the brand.... and now the prices.... i just can't justify it.....

Grumpy old man, but not surprised, hope it comes back to something more normal as I'm sure I've more than a couple more Porsches in me...... I even like the idea of the EVs....

Another "Grumpy Old Man" here and I share your sentiment. I have been driving Porsches for over 35 years - currently on my 12 th and 13th . In the last couple of years though I think that their pricing for new models and servicing costs have got out of hand . Thankfully I missed the worst of the price increases with my current cars having bought them 3 and 4 years ago. I also moved from Sussex to Dorset a few years
ago - I had a great relationship with Mid Sussex Porsche having dealt with them fro 25 years and always had 5 star service from them. I cannot seem to get the same " feeling" with the local OPC's and I have had a few service issues with work being done incorrectly or (minor items) not at all ! It has got the point now that for the first time I am looking to a local independent to take over the servicing. I am sad that it has all come to this as I have " lived and breathed" Porsche for so long but I really am having serious doubts about buying another - at least I can look back on the enjoyment I got from some great cars.

[GT4P]

WG said:

Trikster said:

This is the first time in 25 years I haven't had a Porsche or two (or even three!) in the garage.

I'd love another but the ownership cost and proposition just don't grab me - when i bought my first one it was from Porsche Bournemouth, owned by Brian Dekes, and it was a fantastic experience, as were the ones after that, until one of the big groups took over and seemed more worried about the tea spoons than customer experience and some of the great staff moved on.

Then I moved, not too far from Bournemouth but the lack of warmth going in meant I just bought future cars from the nearest dealer, or who had stock/shortest leadtimes (rather than asking Bournemouth to track something down for me)

I've had a couple of 'GT' cars before the influencers stepped in and, as I've bought cars from various dealers and don't post loads of pics on the socials, I haven't been able to get one for quite a few years.

Now going into their new showrooms - recently Reading, Guildford, Cambridge, and Bournemouth,I feel more like a stat than a customer enthused about the brand.... and now the prices.... i just can't justify it.....

Grumpy old man, but not surprised, hope it comes back to something more normal as I'm sure I've more than a couple more Porsches in me...... I even like the idea of the EVs....

Another "Grumpy Old Man" here and I share your sentiment. I have been driving Porsches for over 35 years - currently on my 12 th and 13th . In the last couple of years though I think that their pricing for new models and servicing costs have got out of hand . Thankfully I missed the worst of the price increases with my current cars having bought them 3 and 4 years ago. I also moved from Sussex to Dorset a few years
ago - I had a great relationship with Mid Sussex Porsche having dealt with them fro 25 years and always had 5 star service from them. I cannot seem to get the same " feeling" with the local OPC's and I have had a few service issues with work being done incorrectly or (minor items) not at all ! It has got the point now that for the first time I am looking to a local independent to take over the servicing. I am sad that it has all come to this as I have " lived and breathed" Porsche for so long but I really am having serious doubts about buying another - at least I can look back on the enjoyment I got from some great cars.

+another
I have bought 4 new Porsche in the last 20 + years as second fun cars and it was always a fantastic experience and the running costs were pretty decent ie cost to purchase (cash never pcp) servicing, rfl etc.
Haven’t owned one for few years then started looking circa 2021 so ordered a couple but then pulled out as the goal posts kept moving . So I decided my next fun car was going to be my only car and something I could use every day so I was lucky this year to purchase a new GR Yaris which ticks all the boxes for me.
I still love Porsche cars but not at the current cost to purchase or running costs ie servicing.
But looking to the future with the amount of GT products turned out of the last decade I can see a huge softening of prices as demand wanes. But I am sure the cars and coffee owners who do less than a 1k miles a year will be along soon (especially the 718 gt4 owners who spend more time looking at residuals than driving)telling us how few are for sale and prices are firming etc lol

[housemouse]

bennno said:

To spin that another way, in 5 years .

Golf GTI has gone up £8,350. Porsche 911 has gone up £21,000.

Porsche needs to revisit its past, a 911 Carrera Club Sport with a 4L non turbo engine, in 2 colour ways, stripped out, with sports suspension and a velour interior priced slightly above a base car would sell like hot cakes.

It makes zero sense why they are seeking 12.9% Apr on new cars either, needs to be half that to get their stock moving.

That would certainly be a way to "spin it" if you wanted to be grossly misleading!

It's also worth noting that Porsche sold 37,806 911s in the first three quarters of 2025, only slightly down on 2024, and 2024 was a record year for 911 at just over 50k units. 2023 was a few units lower but still just over 50k. In short, 911 sales in the least few years are at record levels, far higher than ever before.

Go back to say, 2017 and Porsche sold 32k 911s. In 2018, it was 35k units. So, Porsche has already beaten those figures with a full quarter to spare. There's a real disconnect here between the reality of Porsche sales and the perception. Sales have come off a bit, but they are still higher than the imagined golden age people are invoking and the idea that Porsche desperately needs to "get their stock moving" when, for instance, 911 sales are only very slightly off an all time high doesn't make much sense.

Certain models are struggling, like the Taycan, and the next few years will be tricky as the pivot back to ICE won't happen overnight and the period with no ICE Macan will be a bit painful. But I think the implied narrative of some kind of a sales implosion is overstated.

[Terminator X]

housemouse said:

Terminator X said:

This bit is so very true.

"The problem is that enthusiasts didn t sign up for this plan. They came to Porsche because it built emotional machines - cars that vibrate, resonate, inhale, and exhale. Cars that feel alive. And alive is not the adjective most people use when describing 2.6 tons of thermal management systems and torque vectoring algorithms"

TX.

It also overlooks that when Porsche was all about cars for enthusiasts, it was a much smaller company that nearly went bust. And the fact that enthusiasts didn't ask for the Cayenne and Macan, either, but they were still massive money spinners.

As for price gouging, a new Golf GTI was £33,460 in 2020. Today it is £41,810. That's a 25% increase. In the same period, a base 911 has gone from £82,793 to £103,700, an increase of...25%! Oh and according to the BoE inflation calculator, the £56k base price of a 993 in 1995 works out to over £115k today. In other words, most cars from most brands have gone by a similar amount.

The price of Porsches dipped in the 2000s to mid 2010s in real terms. But today's prices are in line with most of the company's history. Porsches, generally, have been expensive. The thrust if that story, the whole (to quote) "a base 911 - formerly the people's sports car" thing is basically bks. Base 911s have usually been very expensive and synonymous with significant wealth.

Anyway, Porsche probably pushed a bit too hard, too soon on BEV. But product planning in the car industry right now is a total nightmare and Porsche still has a far, far stronger business today than for much of its history.

The world went SUV mad though so I guess it had to be done. 911 (not there yet I appreciate albeit GTS is hybrid) and Cayster would be a big mistake.

As for your analysis above perhaps Porsche stuck the increases on the options? £10k or more extra seems to be the norm. Also quality has arguably gone down during that period too.

Who'd be a car manufacturer today, its absolute carnage everywhere you look.

TX.

[GT4P]

housemouse said:

That would certainly be a way to "spin it" if you wanted to be grossly misleading!

It's also worth noting that Porsche sold 37,806 911s in the first three quarters of 2025, only slightly down on 2024, and 2024 was a record year for 911 at just over 50k units. 2023 was a few units lower but still just over 50k. In short, 911 sales in the least few years are at record levels, far higher than ever before.

Go back to say, 2017 and Porsche sold 32k 911s. In 2018, it was 35k units. So, Porsche has already beaten those figures with a full quarter to spare. There's a real disconnect here between the reality of Porsche sales and the perception. Sales have come off a bit, but they are still higher than the imagined golden age people are invoking and the idea that Porsche desperately needs to "get their stock moving" when, for instance, 911 sales are only very slightly off an all time high doesn't make much sense.

.

What you need to factor in was how many certainly for this country were pre registered and then discounted? I have never seen so many 911 series preregistration discounts as per the 992.1 and very health discounts at that.

[hornbaek]

I have met Michael Leiters a couple of times and he has the appropriate background and passion to steer this ship back on course. The previous management was a disaster. To believe that you can straddle your time between a luxury brand and a mass brand is just naive and arrogant. I heard a podcast with Oliver Blume where he was asked about his double CEO-role and he argued that he was the one to call time on which brand he should concentrate on rather than the Board or the owners. His days are numbered.

I think the main problem of all sport car manufacturers is that the market they are serving is slowly but surely decreasing. That combined with ever increasing legislation makes the statement that the best car has already been built ring true. I have two Porsches in my garage without any hybrid nonsense and I will never change them. I don t need hybrid, 800hk and/or all the electronics.

[GT4P]

I would go further and say that the best cars Porsche made were pre 2018 and GPF

[GT4P]

This is the current number of new cars for sale listed on autotrader ( you can guarantee there are lot more out there) Never seen so many new 911 freely available!