By on August 13, 2015

2015 Porsche Macan S

In July 2015, for just the second time since arriving in America 15 months ago, the Porsche Macan outsold its bigger brother Cayenne.

Also in July 2015, for the first time since arriving in America 15 months ago, the Porsche Macan was the best-selling Porsche in America.

But is Porsche just using the Macan to appeal to Cayenne buyers who want something smaller or less expensive, thereby cannibalizing Cayenne volume in the United States?

TTAC Cayenne vs. Macan sales chart

This chart aims to answer that question. Here are the numbers behind the red, green, and blue lines.

In the 15-month period leading up to the Macan’s launch, Porsche sold 23,126 Cayennes in the U.S. Alongside the Macan for the last 15 months, Porsche has sold 19,560 Cayennes, a 15-percent decline in a booming utility vehicle market.

2015 Porsche 911 GTS

Has the Macan eaten into the Cayenne’s share of the Porsche pie? Undoubtedly. But the Macan has more than made up that 15-percent gap. Up from the 23,126 Cayennes sold in the 15 months leading up to the Macan’s launch, Porsche has sold 34,582 Cayennes and Macans in the last 15 months, a 50-percent improvement in Porsche’s utility vehicle total.

More recently, the Cayenne has clawed back some of its lost volume even as the Macan continues to strengthen. Year-over-year, Cayenne sales are up 1 percent over the last three months. And while the Macan climbed to the top of Porsche’s U.S. sales leaderboard in July, the Cayenne is the consistent leader, with 1,693 more sales than the Macan over the first seven months of 2015; 3,624 more than the third-ranked 911.

Speaking of the 911, it was last Porsche USA’s top-selling model in October 2014. As Cayenne volume dropped to a 32-month low and the Macan’s low stock saw sales of the smaller utility fall to its second-lowest total ever, the 911, Porsche’s longest-running model, was the brand’s best seller.

It was short-lived, of course. 911 sales are down 3 percent through the first seven months of 2015. The Macan, on the other hand, achieved its highest U.S. sales total yet (1,537) in April of this year and nearly matched that figure with 1,533 sales in July. More than 1,000 Macans have been sold in the U.S. in each of the last five months, something Porsche hadn’t done in any of the previous nine tries.

2015 Porsche Cayenne S

As for their standing in the broader SUV/crossover marketplace, the Cayenne and Macan, while huge profit generators for Porsche, aren’t among the most popular premium utilities. (Year-to-date, they rank 66th and 72nd overall, respectively.)

BMW sold 35,162 X5s in the first seven months of 2015, nearly four times the Cayenne’s total. The Mercedes-Benz M-Class is more than twice as common as the Cayenne. Cadillac has sold 19,241 regular and long-wheelbase Escalades already this year. Mercedes-Benz GL sales are up 10 percent to 14,693 units, 1.6 times the Cayenne’s 9474-unit total. The Lexus GX460, Land Rover Range Rover Sport, Land Rover Range Rover, and Audi Q7? They all outsell the Cayenne, as well.

Then there are a wide array of entry-level premium crossovers which routinely outsell the Macan: RDX, Q5, NX, GLK, X3, XC60, MKC. They’re hardly comparable, of course, as their average base price is 30-percent lower than the Macan’s $52,600 MSRP.

The degree of frequency with which Porsches of all stripes are commonly seen on your school run continues to correlate quite directly to your zip code. Yet while the two most popular Porsches remain rare by the high-volume standards of ubiquitous BMW and Mercedes SUVs, they’re clearly driving the brand forward.

With 50 percent of the brand’s volume coming from the Cayenne and Macan, Porsche set an annual U.S. sales record in calendar year 2014. Through the first seven months of 2015, brand-wide sales are ahead of last year’s record-setting pace by 10 percent and the two utilities now collect 58 percent of Porsche’s U.S. volume. For the first time in the brand’s U.S. history, Porsche topped the 5,000 sale mark in April 2015, a period during which the Cayenne and Macan accounted for 63 percent of all Porsche sales.

0.13 percent of the new vehicles sold in America in the first seven months of 2015 were Porsche passenger cars. Porsche’s overall market share, however, increased to 0.30 percent through the end of July, up from 0.28 percent in the same period one year ago, 0.27 percent in 2013, 0.24 percent in 2012, and 0.23 percent in 2011.

Timothy Cain is the founder of GoodCarBadCar.net, which obsesses over the free and frequent publication of U.S. and Canadian auto sales figures. Follow on Twitter @goodcarbadcar and on Facebook.

Get the latest TTAC e-Newsletter!

Recommended

22 Comments on “A First: Macan Is Porsche USA’s Best Seller In July 2015...”


  • avatar
    VoGo

    Good data. Stacked columns would really make it sing.

  • avatar
    Roberto Esponja

    That grille that Porsche has put on the Macan and now the Cayenne has got to be the ugliest, cheapest, most unimaginative one ever put on a vehicle. Looks like something that would be attached on a ThermoKing refrigeration unit.

  • avatar
    TrailerTrash

    Here is what little I have to say.

    Porsche proves that no matter how much I study and listen to experts about the these and those pluses and minuses of a car.
    No matter how much I hear about the waste of money for badge jealousy and image…Porsche is the one car I can purchase simply because it controls all my emotional heart strings.
    Any one of them. And this tiny one is my very fav. Perfect in size and looks.
    No idea about performance. Don’t seem to care. It grabs at a totally different need in me.

    With or without the approval of any peers or experts.
    Porsche cars simply grab something inside f me and makes me want to have one.

    I understand they are VWs!!! But to me they are not. They are awesome designs. Don’t know anything about how they drive…never had the opportunity. This lust is simply from the looks and years of looking since childhood.

    And wanting.

    IF I was a religious guy, which I am not, I would seriously consider looking around the Yellow pages and darker alleys of the neighborhood for the Devil to try to cut a deal. It might be worth the soul. I am pretty sure he would tell me…”No Deal. Do I have something of value to offer….”

    • 0 avatar
      Cactuar

      Your comment made me think of other things people say sometimes… I replaced two words in your comment as an experiment:

      Apple proves that no matter how much I study and listen to experts about the these and those pluses and minuses of a gadget.
      No matter how much I hear about the waste of money for badge jealousy and image…Apple is the one gadget I can purchase simply because it controls all my emotional heart strings.
      Any one of them. And this tiny one is my very fav. Perfect in size and looks.
      No idea about performance. Don’t seem to care. It grabs at a totally different need in me.

      With or without the approval of any peers or experts.
      Apple gadgets simply grab something inside f me and makes me want to have one.

      • 0 avatar
        TrailerTrash

        um…what is your point?
        I think if an apple product worked me over emotionally like a Porsche does, I would get it.
        You can’t substitute Apple and Jelly Beans and Adidas Tennis shoes ar anything material like you would Porsche.
        Or Honda jets or whatever….
        See…real money plays a part in this selling of my soul.
        Who would sell their soul for an Adidas tennis shoe?

        • 0 avatar
          TonyJZX

          uh yeah you can

          Porsche and Apple are two of the most valuable and recognised brands in the world.

          There are many many many people who badge worship them and anything they make, they will sell (to a degree… lets not get into the iwatch).

          Now obviously the barriers to entry of a Porsche is much higher than an iphone but really… a $1,000 iphone is as foreign to me a Porsche GT3.

          I am a 911 fan and I really dont like anything other than 911s (not even 918s and that sort) but IMO the Macan and Cayenne arent the worst things in the world… hell, the Cayennes have fallen in price so much you can buy a 2005 Cayenne GTS for about the price of a new Kia… buy would you? WOULD YOU? nah…

    • 0 avatar
      stuki

      They’re tuned. Not simply engineered.

      For the CUVs, VW does the boring engineering. then hands them to the hooners to do the best they can with the plebian underpinnings. So, you end up with what is genuine car guys’ ideas of how to best re-purpose a common CUV to their liking. Rather than a bunch of engineers’ and marketers’ idea about ow they should engineer a car to appeal to “those car guys.”

  • avatar
    Fred

    Do people drive these things to PCA events?

  • avatar

    I know there are a thousand reasons I should loathe the Macan, but I actually think it’s kind of a sharp looking ride.

  • avatar
    CoreyDL

    Tell you what, I don’t even -like- the 911 in general, but that GTS is very sexy (and would be greatly improved in a dark navy metallic). The only other 911 I fancy is the one from the mid 90’s that was so chubby.

    Also, I’m glad the Macan is selling well. It’s a premium product which actually looks premium and well-made. And by all accounts, it’s fun to drive as well. The Cayenne is a big blob of meh, and they don’t age well.

    https://upload.wikimedia.org/wikipedia/commons/1/11/2003-2006_Porsche_Cayenne_(9PA)_S_wagon_03.jpg

    Ew. That looks like it’s for BHPH people.

    —-

    And since we’re talking luxury SUV’s, look what Lexus did to the new LX for next year.

    http://truckyeah.jalopnik.com/2016-lexus-lx-gets-evil-cheese-grater-face-and-a-sweet-1723622428

    They managed to make the BACK look like predator too, even if the interior is vastly improved (and I’m sure the old one is just fine.) Toyota staahp.

  • avatar
    FractureCritical

    what a gold mine. Porsche can actually REMOVE standard options from an SQ5 (albeit with different motor), make it uglier, and charge more, just by changing the dealership that craps it out.

  • avatar
    RideHeight

    If the human head is approx. 1/7th of total body height, that bald creature driving this Macan is about 4’7″. Fascinates me how manufacturers manipulate little people in their ads to pretend interior spaciousness.

  • avatar
    VenomV12

    I don’t get the point of the Macan, it about the same price of the Cayenne but can barely fit anyone or anything into it, why wouldn’t you just get a Cayenne? I sat in one awhile back and I found the interior space or lack of it atrocious and I’m not that tall.

    • 0 avatar
      ex007

      You’ve obviously have not driven both or you wouldn’t ask the question.

      The Cayenne drives like a truck. The Macan drives like a Porsche. In my view, the Macan is a practically perfect vehicle. It certainly fills all of our family’s needs (and wants). I’ve had my Turbo for almost one year and it has been nothing but pure joy to drive.

  • avatar
    reclusive_in_nature

    I don’t know why, but I can’t resist the urge to point my fingers at all the Porsche “purists” and laugh and laugh and laugh…

Read all comments

Back to TopLeave a Reply

You must be logged in to post a comment.

Recent Comments

  • thegamper: Looks really good. Sufficiently different to announce its electrified powertrain which seems to be what...
  • PrincipalDan: Do you know the Lyriq? Nah but if you hum the tune I can fake it.
  • Lie2me: I actually like the way it looks, but whether anyone will want one, we’ll see
  • N8iveVA: New e-tron starts at $67k. Model X starts at $80k, Model X performance model is $100k. yikes
  • EBFlex: TTAC is probably right. The Mustang isn’t profitable yet they still make that. Or maybe only at Ford they can...

New Car Research

Get a Free Dealer Quote

Who We Are

  • Matthew Guy
  • Timothy Cain
  • Adam Tonge
  • Bozi Tatarevic
  • Chris Tonn
  • Corey Lewis
  • Mark Baruth
  • Ronnie Schreiber