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How Porsche Priced the 911 into an Icon
In this episode of Pricing Power, Lucas and Luna explore how Porsche turned the 911 from a sports car into a cultural icon through pricing strategy. They trace its evolution from the original 1964 model at $5,990 to today's eight-figure collector market, examining the role of scarcity, heritage, and the base-plus-options model. They discuss how Porsche manages demand through careful production limits and how the 911's pricing reinforces its exclusivity without alienating its core enthusiasts. Along the way, they touch on the psychology of option pricing, the secondary market…
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