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How Porsche Prices the 911 Across Generations
In this episode, Lucas and Luna explore Porsche's pricing strategy for the 911 across model generations. They break down how Porsche uses incremental improvements, option packages, and heritage branding to command premium prices. Specific focus on the 992 generation launched in 2019, where the base Carrera started at $97,400 and option packages can push a build past $200,000. Lucas explains Porsche's 'option theater' — how buyers perceive customization as value creation — and how the 911's pricing has outpaced inflation over time. Luna challenges whether the strategy…
The skinny
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