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How Porsche Priced the 911 into an Icon
In this episode of Pricing Power, Lucas and Luna unpack how Porsche turned the 911 from a race-bred sports car into a cultural icon—and a pricing masterpiece. Starting with the 1963 debut at $6,000 and moving through the 1973 Carrera RS, the 1989 964, the 997, and the current 992 generation, they explore how Porsche uses option lists, limited editions, and heritage to command prices that seem to defy gravity. They break down the psychology of the options catalog, the role of scarcity in the 911 R and 911 GT3 RS, and how the brand's pricing strategy mirrors that of luxury goods like…
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