According to Bloomberg Intelligence’s analysis, the sportscar accounted for nearly 30 percent of Porsche’s earnings since it launched, despite making up only 11 percent of sales.
Other vehicles that “punch above their weight” in terms of profit margins include Ferrari’s F8 Tributo, which bears a 50 percent sales margin (although makes up just 17 percent of total vehicle earnings), and Mercedes-Benz’s GLE and GLS, which are expected to account for 24 percent of earnings at the firm in 2020, despite making up a mere nine percent of total volume.
Bloomberg’s forecasts furthermore suggests the BMW X5 is responsible for 16 percent of the Munich-based automaker’s earnings, despite making up just seven percent of BMW’s volumes.
Michael Dean, an automotive equity research analyst for Bloomberg Intelligence, said the aforementioned models each generate “a disproportionately high level of overall earnings”.
“It’s a very simple calculation: the 911 is very profitable in its own form, and when you add the variations, the margins became immense,” Dean said, making reference to the various optional extras offered by the Zuffenhausen-based firm.
“The addition of the Turbo variant is basically pure profit. If you assume they sell 10 000 Turbos anyway, plus GT3 and Turbo S’s, just the Turbo variants of the 911 alone could actually mean half a billion dollars in terms of profit for Porsche,” he added, looking ahead to upcoming additions to the 911 range.
“Given the pomp and ceremony for recent EV launches, Porsche’s introduction of the new 911 Carrera was relatively low key. The sportscar is well-timed, as it will compensate for the transition to battery-electric vehicles, which starts with the new Taycan, its least-profitable model,” Dean said.
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