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How the Porsche 911 Pricing Built a Legend
In this episode of Pricing Power, Lucas and Luna revisit the iconic Porsche 911 and unpack how its pricing strategy turned a sports car into a cultural institution and a profit engine. They trace the 911's evolution from the 1960s through today, showing how Porsche has masterfully balanced exclusivity with volume, optioned up buyers, and created a resale market that props up new-car prices. The conversation lands on specific numbers—like how options can add 30 percent to the base price—and the psychology of a waiting list that makes the car feel rarer than it is. Lucas argues the…
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