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VW makes $23K on every Porsche sold, more than Bentley or Lamborghini
By Chris BruceRSS feed
Posted Mar 14th 2014 6:31PM
88090
Comments87
It's a good time to be in the luxury car business. In Volkswagen Group's financial report for the 2013 fiscal year, it is revealed that that Porsche enjoyed an operating margin of 18 percent. That means the Stuttgart brand made on average about $23,200 per car sold, according to BusinessWeek. Bentley wasn't far behind, and Audi (which was combined with Lamborghini) posted a 10.1 percent margin. This compares to only around 2.9 percent for the Volkswagen brand.
"Luxury brands are on fire," said Dave Sullivan, an industry analyst at AutoPacific. He said that the average profit margin is between six and eight percent. Brands like Porsche and Bentley have the benefit of competing in rarefied markets. Buyers looking at one their vehicles have fewer models to shop against and don't care as much about price. They can also charge more for options, which further boosts income, according to BusinessWeek.
In a way, we should be more impressed by the continued success from Audi. Its models generally have direct competitors in every segment from the other premium automakers. Plus, their buyers aren't the captains of industry who are shopping for a Bentley. Still, the Four Rings is leading rivals in sales so far this year.
Don't expect premium car sales to begin falling anytime soon. The world economy is slowly improving. "As developing nations develop and people start new businesses there is a growing demand for status," said Sullivan. VW Group isn't stagnating either. It announced plans in the report for 10 new models by the end of next year, including higher-end entries like the Audi A4, Q7, Porsche Macan and plug-in hybrid Cayenne. It clearly knows which vehicles are keeping the lights on.
By Chris BruceRSS feed
Posted Mar 14th 2014 6:31PM
88090
Comments87
It's a good time to be in the luxury car business. In Volkswagen Group's financial report for the 2013 fiscal year, it is revealed that that Porsche enjoyed an operating margin of 18 percent. That means the Stuttgart brand made on average about $23,200 per car sold, according to BusinessWeek. Bentley wasn't far behind, and Audi (which was combined with Lamborghini) posted a 10.1 percent margin. This compares to only around 2.9 percent for the Volkswagen brand.
"Luxury brands are on fire," said Dave Sullivan, an industry analyst at AutoPacific. He said that the average profit margin is between six and eight percent. Brands like Porsche and Bentley have the benefit of competing in rarefied markets. Buyers looking at one their vehicles have fewer models to shop against and don't care as much about price. They can also charge more for options, which further boosts income, according to BusinessWeek.
In a way, we should be more impressed by the continued success from Audi. Its models generally have direct competitors in every segment from the other premium automakers. Plus, their buyers aren't the captains of industry who are shopping for a Bentley. Still, the Four Rings is leading rivals in sales so far this year.
Don't expect premium car sales to begin falling anytime soon. The world economy is slowly improving. "As developing nations develop and people start new businesses there is a growing demand for status," said Sullivan. VW Group isn't stagnating either. It announced plans in the report for 10 new models by the end of next year, including higher-end entries like the Audi A4, Q7, Porsche Macan and plug-in hybrid Cayenne. It clearly knows which vehicles are keeping the lights on.
