How do Porsche and Audi stack up?

Introduction

Porsche is an almost niche brand and has a near exclusive range that makes it hard to compare the car maker with other brands. I chose BMW the last time around in an attempt to compare two German brands. This time I’ll be comparing Porsche with Audi and the two brands only really compete in two narrow segments (Audi Q5 vs Porsche Macan and Audi R8 vs Porsche 911 4S: both comparisons from the price point perspective) as the offerings are usually geared towards different segments.

Context

Porsche is an exclusive brand that caters primarily to the 30-60 male demographic with an average income of $300,000. Porsche has an average per-car profit margin of €23,000 and has a long tradition as a premium car brand. Audi on the other hand, despite its long history does not have Porsche’s racing pedigree. Audi in comparison is less exclusive and caters to a wider range of demographics with cars that start off at $22,000. In contrast, the cheapest Porsche starts out at $52,000. Audi has an average profit margin of €1,500 per car sold. Both brands are owned by the Volkswagen Group.

Social Media Presence

As Porsches practically sell themselves, my expectation was that there would be more Audi related chatter but more interest (views) for Porsche, on social networks and that seems to mostly be the case as seen in the following measurements.

Keyhole.co

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Keyhole.co (Instagram, Facebook and Twitter) shows that Audi has more posts and users associated with its brand but Porsche’s reach dwarfs Audi here.

IceRocket

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Social Mention

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Conclusion

In sum, the numbers shown above support the hypothesis that even there is more noise/chatter around the Audi brand, the Porsche brand shows more strength/reach and the proof is in the pudding if you consider the profit margin per car for each brand.

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