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High Macan Sales Help Blunt Porsche's Sliding Sales

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On: Tue, May 5, 2015 at 1:27PM | By: Carl Malek

High Macan Sales Help Blunt Porsche's Sliding Sales

Throughout its history, Porsche was always known as a company that has produced some of the world's greatest sports cars. The company only recently entered the SUV and CUV market segments with the Cayenne and the recently launched Macan CUV.  However, the company's April sales figures appear to reveal that Porsche has transformed into a company that relies on its SUVs for strong sales versus its traditional sports car lineup.

When the Stuttgart-based firm's sales figures were released at the end of last month, Porsche executives boldly claimed that the company had sold more than 5,000 vehicles which helped smash the company's record for single month sales. However, when one looks beyond that lofty figure, as well as the celebrations that ensued, a completly different picture gradually emerges and suggets that the company's overdependence on SUV sales could hint at broader problems down the road. For example, while Porsche did see its overall April sales grow by 28%, sales of its non-SUV models (Cayman, Boxster, 911, 918, and Panamera) were consistently down year after year which actually amounts to a 10-percent drop in sales, if only these marques were spotlighted.

So how did the company still record strong dales despite the shocking drop in its car lineup? The answer lies with Porsche's newest offering the Macan CUV. This potent crossover was responsible for 1,537 units sold for Porsche during April with this figure topped only by the bigger Cayenne and its slightly higher 1,773 units sold. Furthermore, because the Macan was a relatively new launch and was not avalible during this key month, it is solely responsible for raising Porsche's sales percentage as a whole, which is an impressive achievement for a crossover offering. In fact, with the Macan now fully intergrated into the sales picture, both it and the Cayenne are responsible for a combined 63% of overall sales, a noticable change from the 45% that was achieved back when the Cayenne was the only utility vehicle in Porsche's lineup.

These strong SUV sales will certainly play a key role in providing funding for Porsche's future vehicles, but the strong showing by its SUV lineup also candidly reveals (albeit indirectly) that the company's sports car lineup, as well as its broader core buisness in the sports car segment, appears to be stuck in park. While this could be a short-term consequence of the Macan's launch, it does raise questions about the future, especially if gas prices were to spike and bring these strong sales crashing down onto Porsche's coffers.


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