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How Porsche Priced the 911 Across Six Decades
In this episode, Lucas and Luna explore how Porsche has maintained pricing power for the 911 across six decades, from its 1963 debut to the 2026 model year. They examine specific price points: the 1964 911 at $6,000, the 1998 996 at $65,000, and the 2026 base Carrera at $120,000. Lucas explains how Porsche uses option packages—like the $10,000 Weissach package—to drive average transaction prices above $145,000 without raising base prices aggressively. Luna highlights the role of the 911 Turbo S, priced at $210,000, as a halo that lifts the entire lineup. They discuss how Porsche's…
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