Your next Porsche may be half as special as you had hoped
In a sea of U.S. of Japanese cars, seeing a European car in Canada in the 1970s was something rare. Seeing a Porsche was even more special. But if the Volkswagen Group brand meets its sales goals, seeing a Porsche on the road won’t be so special in the future, by about half.
"By 2018, we will sell around 50,000 cars in the U.S.," Detlev von Platen, CEO of Porsche Cars North America, recently told Automotive News.
Last year, Porsche sold 25,320 vehicles south of the 49th. In Canada, that number was a little over 2,000. And according to Porsche Canada, it’s planning on similar growth as its U.S. compadres.
Now if Porsche Canada meets that goal in 2012, it potentially will sell more cars than General Motors’ not-so-special Cadillac. And, as you may have already guessed, most of those extra sales won’t come from what made Porsche “Porsche”: i.e. sports cars.
Oh, for sure. There’ll be a new 911 Carrera arriving next spring, and yet another (GTS) version of the Panamera luxo-hatch. But most of Porsche's growth will be expected to come from a vehicle James Dean wouldn’t be caught dead in: a diesel Cayenne.
Then, in 2013, Porsche will launch its Cajun cute-ute, a crossover smaller than the Cayenne, seemingly targeted to aspiring trophy wives.
So while you may have bought into the Porsche brand because of its exclusivity, how do you feel about the German brand’s push for more volume?
Does selling boatloads of luxury cars and SUVs diminish the brand's special aura?
Or are you quite fine with the idea of a Porsche as a "people's car"?
Sources: Porsche Canada, Automotive News