Here's Edmunds' take on the forthcoming Porsche Panamera: "Building a sedan might seem like Porsche is stretching beyond its limits, but the Cayenne's success proves that it can build more than just sports cars." Purists might argue with the use of the word "might;" for them, a Porsche sedan is like a Steinway electric piano. (Ferrari may make some fine GT's, but they never moved past a four-door mock-up, so to speak.) As for the Porsche SUV's "success," if we're talking sales, there's no argument there. Statman Frank Williams reports that U.S. Cayenne sales rose 10.1 percent year-to-date. While we're only contemplating the difference between 8877 vs and 8060 units ('07 vs. '06), that compares to 9833 911s (up from 9162). Equally important, Boxster and Cayman sales are relatively tiny– and falling. Boxster sales sank 24.1 percent (2832 in '07 vs 3729 in '06), while Cayman sales crashed 12.1 percent (4732 in '07 vs 5382 in '06). Mind you, ALL of these cars are wildly profitable. But given the fact that the current Boxster and Cayman are two (one?) of the best cars Porsche has ever built, perhaps two of the best sports cars EVER built, one wonders if Porsche should have put more money into promoting their "entry level" models rather than adding a four-door sedan. Oh well. Onwards and upwards.
[For more of Andrei Avarvarii's photochoppistry, click over to www.avarvarii.com.]
Looking at Avarvarii’s site, one sees what is called the Porsche GT Coupe. Should it be technically related to the Panamera, then we have a closer idea of what Porsche is doing: developing a large car platform for several models.
That sounds very profitable to me, as well as considerably more compatible to Porsche brand values than the Cayenne ever will be. But of course, I am just speculating.
A sporty 4/door might help steal some sales from Audi S4 and S6 buyers….
Hard drives, coffer makers, boats, planes or cufflinks – I don’t care what Porsche makes as long as its good. And they always are.
Is the Panamera platform being co-developed with the VW Group?
Is it me or is the following speculation believable:
-Porsche needs to create an 8-cyclider 911 to maintain supremacy.
-The current 911 rear engine layout must be reaching its development limit.
-The Cayman has shown that a mid-engine layout is ideal (so has the R8.)
Is a future 2-door Panamera the 928 reborn?
It seems to me that the 911 needs to be pushed up market to make room for the coming Panamera/928. Otherwise it will be the old internal Porsche future direction battle of the 911 vs. 928 all over again…
I think it’s prudent for Porsche to explore segments it’s not currently deploying products in – even if it does mean diluting the purity of the brand and products to a certain degree. It is, first and foremost, a business. I still don’t like the Cayenne, but I understand their direction and how the Cayenne product would help to support the continued development of its sports cars as well as allow support of its motorsport programs around the world.
The Panamera could spawn two product lines that fill in two niches rather neatly: a sporting saloon and a luxury coupe.
Porsche does not currently have any direct answers for products from MB, BMW or Audi in the sporting saloon segment. It could easily steal sales from the E63/S63 AMG, M5 and S6/S8 offerings – and would be a natural extension for owners of the 911/Boxster/Cayman to have as daily drivers for those who need a 4-door, as I do. As I am seriously considering the purchase of a 911 soon, I would definitely consider the Panamera when the lease on my E63 AMG ends in 30 months or so.
Similarly, Porsche could extend the platform to a large, luxury coupe to take on MB’s CL lineup and again, would offer a great competing product in the segment for the owners who demand it.
As recent published report suggests, Porsche still has the top automotive spot in people’s minds for luxury and prestige, and providing more products in more segments would only further solidify its position in the pantheon of automotive manufacturers – and continue with its highest profit per vehicle trend so envied by the other manufacturers in the industry.
Robert,
Do you believe it’s the price point that is hurting the Boxster/Cayman sales, or cooler than expected response to a design that’s now 10 years old (or thereabout)?
Maybe it’s just a saturated market.. I’d be curious to know how many Z4’s and SLK’s moved in the last 2 yrs and if the trend is similar for them. TT might not be a fair comparison as it’s a new design for ’08.
“As recent published report suggests, Porsche still has the top automotive spot in people’s minds for luxury and prestige, and providing more products in more segments would only further solidify its position in the pantheon of automotive manufacturers – and continue with its highest profit per vehicle trend so envied by the other manufacturers in the industry”
Porsche enjoys that perception because it has had a consistent focus on being just that. Maybe if they deployed those vehicles with the same level of class leading performance and reliability they could keep this image. However, once they enter more competetive segments with slimmer margins and higher standards for reliability, will they be able to maintain the same focus? As they share more VW parts? If they don’t the damage will be felt across the company.
In addition to styling and performance, most folks want a car that will carry some stuff and/or friends. In my opinion, limited storage space is the main reason Boxter and Cayman sales are declining and will continue to do so. The 911, on the other hand, has always had room for a couple of golf club bags or a few small suitcases without sacrificing either performance or styling. I’ll bet Porsche won’t be able to build Panamaras fast enough to meet demand.
Makes sense. Look at the sport compact market – it went to sedans in the ’90s. Maybe people became practical and boring for some reason… whatever happened, the coupe market has never been the same, and it’s foolish to fight in a burning house, as they say.
I dunno. The Porsche faithful have unceremoniously rejected most of Zuffenhagen’s efforts to do something that departed from the 911 formula (914, 928). There does seem to be a certain market for the super-premium sedan, if the number of Maserati Quattroportes I see is any indication, but I wonder if maybe they shouldn’t try to call it a Porsche.
I think there’s a market for a 4-door Porsche (as well as a latter day 928 style coupe), but as other sources have repeatedly pointed out, the 4-door sedan prototypes that have been spyed so far are all decidely UGLY and at this point I’m worried for Porsche.
guyincognito:
i agree that porsche enjoys it’s spot at the top of the prestige and luxury mountain because of its unapologetic adherence to divine sports cars (period). part of what makes a porsche luxurious is the understanding that the driver doesn’t need a sedan. Or, perhaps more accurately, the driver has the means to have a luxury car and a sports car in his/her stable. sport sedans are by definition compromises between practicality and performance. The market for them has created competition that has greatly decreased the compromise, but it still remains. No one would argue that their M5 is equal to their neighbor’s 911 turbo in pure sports car standards. The M5 gives a little in that department in order to take three friends along for the ride. So, by porsche entering this market it is diluting its “pure” line of sports cars. I think this is a mistake. However, if anyone can shock the world with a truly uncompromising sports sedan, porsche can.
While it is a “compromise” of the Porsche image to cough up a sedan, it makes perfect sense. They can poach the Bentley Flying Spur/S63/Maserati Q-Port crowd with a car that doesn’t require a an environmentally hostile V/W-12 mill to give fun loving plutocrats their daily grins on the way to the top office. It’ll sell. In a time period when German = unreliable it shouldn’t be all that hard to convince people to ignore the gremlin plagued Audi and MB offerings to drop 100+ stacks on a car that will still give up the snob appeal without paying the price in a waiting room at the stealership’s maintenance garage…