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RC
I have to disagree (for the most part) with the idea that the Cayenne steals sports car sales, at least in the US anyway.
Unfortunately it did and I'm sure Porsche is aware of that.
Don't forget that a lot of people are driving a Porsche sports car because it is a Porsche. Not because they appreciate the special driving feel, the sound of the engine or the technical specs. I call these people "posers" and there are lots of them, in the US and also here in Germany.
It is pretty easy to identify them, they don't have a clue about the technical specs of their car, they don't have a clue about Porsche history and tradition and they usually aren't driving faster than 100 mph (US) and 200-220 kph in Germany.
I know that even 100 mph aren't legal in the US but I have lots of friends with Porsches in the US and most of them exceeded speeds of over 140-150 mph once in a while. And it isn't only about speed but also about enjoyment. I have a family friend who bought a Porsche because he always wanted one. The funny thing is: he never drives faster than 140 kph (88 mph) because he's afraid(!) of fast driving. And he gets bored pretty fast driving a car, he actually keeps his Porsche in the garage and uses it on special occasions only. He's now thinking to sell it and get a Cayenne V6 (not an S and not a Turbo) because he can move his family too.
Don't get me wrong: I don't expect all Porsche sports car owners to drive to the track or to violate speed limits but I happen to own a Mercedes E55 AMG and this is a much better car for daily driving than a Porsche sports car. Honestly.
I can't imagine why somebody would prefer a 911 C2 instead, quality on the E55 seems much better than on the 911, drive comfort is better and it is as fast as a 911 Turbo.
For me, buying a Porsche is a philosophy, a commitment to life and to having fun. Even buying a Cayenne is something special because the Cayenne can be considered to be the sports car of the SUVs. But one really has to ask himself: why do I want a Porsche? Do I like the brand name, do I appreciate certain qualities, do I want to fullfill a dream and so on. Maybe not all people considering a Porsche are thinking that way but they should.
To get back to the Cayenne hurting sports car sales theory: it is interesting that since the Cayenne showed up, 911 sales dropped. Boxster sales dropped before but the 911 was selling pretty well until the Cayenne showed up.
I also talked to various dealer who confirmed that they have a bunch of customers who exchanged their 911 for a Cayenne or who considered to buy a 911 but went for a Cayenne instead. You owned a Mercedes before, so maybe you understand that a lot of Mercedes owners don't have a clue about their car. And maybe they really don't have to have a clue, they just want to drive it. To enjoy a Porsche, you have to love it, not only enjoy it. You have to love it because it has little interior room, quality sometimes sucks (well, it is much better now), the dealers are very often damn arrogant and the mechanics don't have a clue about these cars (some of the US dealers are servicing VW, Audi and other brand names...with the same mechanics
). Not to speak about the operating noise (exhaust, engine, tires, etc.). I won't forget this guy at my dealer who wanted the Porsche OEM sport exhaust removed because it is too loud for him.
And last but not least, the Boxster: a lot of Boxster owners drive one because they always loved to own a Porsche but can't afford the 911. Don't get me wrong, the Boxster is a fine Porsche. Porsche actually views the Boxster as a "911 entry" model and why not?.
Long post, short meaning: Porsche attracted a lot of new customers by introducing the Cayenne but they also gave existing customers a way to pose without compromising interior room, comfort and noise level. Most people I know can only afford
one Porsche and having a family makes their decision pretty clear.
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Thanks for the whole article, GM. I've been looking for it for a few days, as it was on Automotive News a few days ago but you have to do the full subscription (as opposed to just registration) to view the whole article, and they gave you enough just to whet your appetite.
). Also interesting: people who owned a Porsche sports car before don't seem to like it too much either. Just my personal experience, it doesn't have to be true.
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