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Economics Essay

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Porsche optimistic for a successful 2013



Porsche continues to be a tremendous success story, particularly since the launch of the Cayenne SUV. A vehicle that saved the German sports car maker from bankruptcy, in some markets it now accounts for half of the brand’s sales, raising the question, is Porsche too reliant on the demand of Cayenne?
The answer would seem to be arguable. One surprising statistic comes from 2011 sales figures. Porsche Cars USA posted impressive figures with 29,023 units sold, a solid improvement over 25,320 in 2010. If you remove all Cayenne sales from the mix the remaining number is 16,045. What’s so surprising about that? Well, Porsche’s sales in 2002, before the Cayenne joined Porsche, were 21,320 units, meaning that, Cayenne aside, the last time Porsche sold fewer sports cars than they do now was in 1997.

Increased sales of the Cayenne and decreased sports car sales could be entirely unrelated events, though there is the possibility that Porsche customers are foregoing cars like the 911 for the Cayenne. Or, there’s the possibility that 911 customers are just going somewhere else entirely.





This may mean there is a substitute, for example, a change in the price of one of the products, can lead to change in demand of the other product.



Based on these numbers it’s not surprising that the brand has announced another sports car to sit between its upcoming flagship 918 and the 911 range. Until that product gets here, the launch of the 2012 911 models and a new Boxster will certainly bolster the brand’s sports car balance sheet:




Porsche has been a fast-changing automotive brand over the last ten years. In 2002, Porsche sold just the 911 and Boxster. Porsche began selling the Cayenne in March 2003. The Cayman came along in 2006. Finally, Porsche brought the Panamera online in 2009. The 2014 Cajun will further improve Porsche's U.S. sales volume. 

Therefore from 2003 to 2011, a time in which America's car...

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