While Porsche’s total volume trails other luxury cars, like Mercedes-Benz, BMW and VW’s own Audi, by an order of magnitude, the sports car maker’s growth was faster and its margins are higher — 15.9% compared with around 9% for the other brands.
Porsche introduced its Macan compact crossover last year at a price point beginning at around $50,000, and the company’s chairman said Friday that the car is a “crucial cornerstone” for the company’s success. Porsche delivered 4,500 of the 2015 model-year cars last year.
The company may also be working on an all-electric model to complement its current stable of three hybrids: the 918 Spyder, the Cayenne S E-Hybrid and the Panamera S E-Hybrid. Porsche claims it is the only luxury car maker in the world to offer three plug-in models.
None of the luxury carmakers appears to be taking a foot off the accelerator. According to a report in The Wall Street Journal, the average marketing and advertising spend per car is about €6,000 compared with an average of around €1,500 per car at Ford or GM. An analyst at Bernstein Research noted that the luxury car makers are spending more on advertising than on steel to build the cars.