With a routine that’s quickly setting itself in stone, Porsche’s Canadian arm announces record-setting sales.
In April, this was especially true. “Porsche Canada reports best sales month in its history,” read the subject line of last month’s press release. Porsche Canada announced best-ever March results one month earlier; best ever January and February results earlier in the year.
April 2014 wasn’t just a best ever April: with 467 sales over 30 days, Porsche sold more vehicles than in any other month in the company’s history.
Again, this is a trend, not a fad. 2013’s record-setting annual pace followed consecutive record-high years for Porsche. Year-over-year, annual Porsche volume has increased in each of the last five years and in each of the last 28 months.
Strange as it sounds now, Porsche sold only 92 vehicles per month in the final quarter of 2011. That monthly average more than tripled in the fourth quarter of 2013.
Yet, this is Porsche, right? Niche automaker, seller of high-end European sports cars, builder of supercars with $63,000 paint jobs. Aren’t record Porsche sales a lot like record Gulfstream sales? You’re still not seeing one on every corner, or on every corner of the tarmac.
In the case of the automobiles, you are beginning to see the Porsche emblem with actual frequency, relatively speaking. Porsche outsold Land Rover, Mini, and Volvo in April. 5% of the VW Group’s April sales were Porsche-derived, up from 4.6% a year ago.
Although sales of its most iconic nameplate are down slightly year-to-date, Porsche sold more 911s in April – 118 – than in any month in the model’s illustrious history. Boxster sales have dipped, but Cayman volume has more than doubled. Even the Panamera, one of the slower sellers in the large luxury category, is on track to top 400 units for the second time in the nameplate’s brief history.
Nevertheless, it all comes down to the Cayenne. 56% of the vehicles sold by Porsche so far this year have been Cayennes. Never were more Cayennes sold in a single month than in April 2014. It ranks among Canada’s 20 top-selling premium brand SUVs/crossovers, and its year-to-date 28% increase far outpaces even the fast-growing overall utility vehicle category.
The Cayenne, on its own, found more Canadian owners in 2013 than the whole brand did as recently as 2010. A Porsche SUV seemed a strange notion when the Cayenne was introduced a dozen years ago, but Porsche is quickly becoming a company that makes sports cars on the side.
We’re not exaggerating. The upcoming Macan, a smaller sibling to the Cayenne, is expected to become the brand’s top seller. The Macan should help Porsche sales rise exponentially by 2015.
In pure volume terms, Porsche isn’t about to battle Mercedes-Benz, BMW, and Audi in a premium popularity contest. Mercedes-Benz outsold Porsche by a 6-to-1 count in Canada in April, for example. But gone is the era when multiple Porsche sightings made for an usual day.