Porsche’s innovative approach
Porsche has devised a creative strategy to ensure that buyers of the highly sought-after 911 S/T models do not immediately resell them for profit. American customers who purchase the 911 S/T will not have ownership transferred to their names until at least one year has passed after the initial purchase.
The background of the 911 S/T
The 911 S/T, celebrating 60 years of the iconic 911, was designed with the serious driving enthusiast in mind. It features the engine from the GT3 RS, unique suspension, distinctive bodywork, and a blend of luxury and technology suitable for daily driving. However, Porsche’s experience with the 911 R taught them that not all buyers intend to enjoy the driving experience; some purchase these vehicles with the sole intention of selling them at a significant profit once demand soars.
The mechanism behind Porsche’s decision
Frank Moser, head of the 718 and 911 model lines at Porsche, explained the reasoning behind this decision. He mentioned that when the 911 S/T was announced, there was an unprecedented level of interest, surpassing the allocation of cars destined for the US market. Porsche’s goal is to ensure that these vehicles are available to true enthusiasts who will drive and enjoy them for years to come. To achieve this, customers allocated a 911 S/T in the US must adhere to a minimum retention period of one year. In practice, this means that these cars will initially be leased for this period before ownership is transferred.
A unique strategy for the 911 S/T
While this approach is currently unique to the 911 S/T, it sets a precedent for addressing the issue of excessive markups in the automotive market. Porsche is taking a proactive stance to ensure that the vehicles it creates for keen drivers are indeed enjoyed on the road, rather than becoming static investments. This innovative strategy aims to strike a balance between catering to true enthusiasts and curbing excessive price gouging.
Implications for the industry
The implementation of such strategies may inspire other manufacturers to follow suit. Excessive markups have been a recurring issue, and while respecting free-market principles, it’s essential to preserve the intended purpose of special vehicles, which is to provide exhilarating driving experiences for true enthusiasts. This initiative underscores the commitment to making high-performance cars accessible to those who genuinely appreciate them, rather than seeing them as mere financial assets.
In summary, Porsche’s unique approach ensures that the 911 S/T remains in the hands of passionate drivers, aligning with the vehicle’s purpose and spirit. It may serve as a model for addressing similar challenges in the automotive industry, ultimately benefiting driving enthusiasts worldwide.