Porsche 911, every mention
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every year anyone David Rosenthal 60Doug DeMuro 34Ben Gilbert 20
Verbatim, from the transcripts: the passages where Porsche 911 comes up
Ferrari: What happens when you staple a luxury brand to a sports team? (Audio) · Acquired
- ▶ 2:49:29 David Rosenthal Porsche was the nine 11 company, and now they're the Cayenne and Macan company.
Indian Premier League Cricket (Audio) · Acquired
- ▶ 1:08:29 David Rosenthal Either way, to drive a Porsche, nine 11 in India, period, is like, that's a big statement.
Rolex (Audio) · Acquired
- ▶ 1:12:51 David Rosenthal It's like a Porsche nine 11.
- ▶ 1:24:54 David Rosenthal You can totally see why for the right kind of person, this is like a Porsche nine 11 or like, it's just catnip.
- ▶ 3:13:11 Ben Gilbert Once you create the Porsche nine 11, you should just tweak the Porsche nine 11 once every seven, eight years, and that way you can buy a nine 11 just like your grandfather bought a nine 11.
- ▶ 3:19:10 Ben Gilbert It is, the nine 11 that you could have bought 30 years ago is the nine 11 that you have today, but the one today is better engineered.
- ▶ 3:58:24 David Rosenthal They are comparison shopping with, do I buy this Rolex or do I upgrade my nine 11?
- ▶ 4:11:30 Ben Gilbert Like a Porsche, a nine 11, is not.
- ▶ 4:13:12 Ben Gilbert The Submariner's the nine-eleven.
- ▶ 4:41:04 Ben Gilbert Yeah, you can go spend a lot of money and buy a nine-eleven, but you have the functioning alibi of, well, I needed a car, and I wanted a car I liked driving, or like a handbag.
Microsoft Volume I: The Complete History and Strategy of founding through Windows 95 (Audio) · Acquired
- ▶ 1:14:12 David Rosenthal This is when Bill famously goes out and buys a green Porsche nine 11 and is motoring around Albuquerque, getting all sorts of speeding tickets and, you know, hilarious stuff.
- ▶ 1:14:34 David Rosenthal And there's funny stories of the Albuquerque police thought this, you know, how is a kid driving a Porsche nine 11?
Hermès (Audio) · Acquired
- ▶ 1:13:55 Ben Gilbert Porsche skinnied down the entire lineup to only making the nine 11 because they couldn't justify any of the other products and the whole company was a frickin' mess.
Doug Demuro on Analyzing the Car Industry, Creator-Led Businesses, and Porsche Follow Up (Raw Video) · Acquired
- ▶ 47:24 Doug DeMuro And I'm thinking to myself, you're going to lose so much more money in that family approved new Ford Explorer than you would in a Porsche, you know, Porsche nine, 11.
- ▶ 50:02 Ben Gilbert What's the, what's, so I, I basically like, with the exception of some, uh, I don't know if they're nineties or 2000, but there's some, like, model of the night 11 in the middle that I don't like as much, but with that weird exception,
- ▶ 50:20 Ben Gilbert Uh, what is the like mid, like the oldest safe nine 11 for me to get?
- ▶ 51:12 Doug DeMuro Get a new nine-eleven.
- ▶ 1:31:21 David Rosenthal Uh, if anybody in your audience is looking to get into cars as an asset class, wants to do something on cars and bids, maybe like, what, what would your advice be for somebody that's interested in, oh, I might want to buy a nine, 11 from…
Porsche (with Doug DeMuro) · Acquired
- ▶ 25:20 Ben Gilbert I read a coffee table book that was like the complete illustrated history of the nine 11, because for this episode and this topic, you want a visual history.
- ▶ 49:38 David Rosenthal There's this great, great, great ferry Porsche quote about this, uh, which he would say later about the nine 11, but I, I think this also applies in early form to the three 56.
- ▶ 55:10 David Rosenthal It's not a nine 11.
- ▶ 57:46 David Rosenthal Now he didn't invent the six cylinder Boxster engine, but the engine that ends up in the nine 11 that is like still to this day, the model for the nine 11 engine comes from him.
- ▶ 58:39 David Rosenthal The nine 11
- ▶ 58:41 David Rosenthal Is only called the nine 11 because Peugeot of all companies had a trademark in France for any car with a model name of any number, any Roman number with a zero in the middle and then any other number.
- ▶ 59:31 Doug DeMuro Hence the nine 11.
- ▶ 59:32 Doug DeMuro Hence the nine 11.
- ▶ 1:01:04 Ben Gilbert Car designs that start with nine that are all nine 11.
- ▶ 1:01:22 Doug DeMuro They still call it the nine 11.
- ▶ 1:01:29 Doug DeMuro And so if you're really into it, you gotta know not just that it's a nine 11, but which
- ▶ 1:01:35 Ben Gilbert And not all nine 11 say nine 11 on the back.
- ▶ 1:02:06 David Rosenthal If you see a nine 11, you know instantly.
- ▶ 1:02:09 David Rosenthal That it's a nine 11.
- ▶ 1:02:31 David Rosenthal The three 56 in 1965, and so 66 is the first year that's fully nine 11 for Porsche production.
- ▶ 1:02:49 David Rosenthal Like a thousand total, so they're now 13 x in 10 years, and that number of almost 13,009 11 they sell was 15% more than their best year with only the three 50 sixes, like. thousand
- ▶ 1:03:01 David Rosenthal Like, what is, what, what makes the nine 11 so special?
- ▶ 1:03:18 Doug DeMuro And I think a lot of people would, if you were told to mention a sports car, they would say the nine 11.
- ▶ 1:03:40 David Rosenthal To my thinking, the flat six boxer engine, which was a great engine that Ferdinand Pietsch designed to go in this first nine 11.
- ▶ 1:05:10 David Rosenthal It had four cylinders, uh, and so now the nine 11 have six cylinders, and like you said, like, it's not a world-class, powerful, fast car, but it's, it elevates the three 56 into a much more, like, you can really achieve a lot more with…
- ▶ 1:05:35 David Rosenthal They priced the nine 11 about 50% higher than they had the three 56.
- ▶ 1:05:50 David Rosenthal So they do a stop gap at the same time that they introduced the nine 11.
- ▶ 1:05:54 David Rosenthal They also introduced the nine 12 and the nine 12 is a nine 11 with the old three 56 four cylinder engine in it.
- ▶ 1:06:03 David Rosenthal The, uh, uh, they, they downgrade the nine 11 to be the entry level model only as a stop gap.
- ▶ 1:06:11 David Rosenthal They sell about three quarters of the units are the nine 12, the cheaper four cylinder ones, and one quarter of their sales are the more expensive nine 11.
- ▶ 1:06:20 David Rosenthal The profit margins though on the nine 11 are so much higher.
- ▶ 1:06:34 David Rosenthal Our performance, real enthusiast customers who are willing to spend, and that we're going to make great margins on those models, that's going to be the nine 11.
- ▶ 1:10:10 David Rosenthal The nine 14 goes on to be a huge success, sells way more units than the, than the nine 11, which was the whole strategy.
- ▶ 1:10:19 David Rosenthal We're making our profits on the more expensive nine 11.
- ▶ 1:10:43 Doug DeMuro Porsche's previous to this had all been rear engines, the nine 11, the three 56.
- ▶ 1:11:47 Doug DeMuro But it's controversial because the nine 11 is the Porsche.
- ▶ 1:13:17 David Rosenthal Interestingly, nine 11 sales stay relatively robust throughout the seventies because it's a luxury good, right?
- ▶ 1:14:24 David Rosenthal I mean, he designed the nine 11, maybe the most iconic car design ever.
- ▶ 1:18:46 David Rosenthal I mean, designed the God in the nine 11 for God.
- ▶ 1:24:37 Doug DeMuro So like people, people were like, yeah, we'll, we'll, we'll take this as the entry Porsche of, of the time, but it wasn't a nine-eleven.
- ▶ 1:24:43 David Rosenthal It wasn't a nine-eleven and it wasn't a nine-fourteen either.
- ▶ 1:24:57 David Rosenthal Uh, he says the nine-twenty-four is aimed at new clients who either can't afford a nine-eleven
- ▶ 1:25:04 David Rosenthal Or are not necessarily looking for the performance of a nine 11.
- ▶ 1:25:41 David Rosenthal So Furman makes a decision as the new CEO of the company that it's time to replace the nine 11.
- ▶ 1:27:15 David Rosenthal Porsche nine, 28 with the stated intention that this is going to eventually replace the nine, 11.
- ▶ 1:27:21 David Rosenthal They keep selling the nine, 11.
- ▶ 1:27:22 David Rosenthal He says, we'll keep selling the nine, 11 as long as we get demand for, I think it was at least like 10,000 units a year or something like that.
- ▶ 1:27:29 David Rosenthal But you know, once the nine, 20 eight's on the market and demand dips for the nine, 11, we'll stop making them.
- ▶ 1:27:41 Doug DeMuro When we look back on it now, it seems insane that the nine 11 would go away.
- ▶ 1:27:57 Doug DeMuro And for the nine 11, it only made sense at some point the nine 11 would also go away.
- ▶ 1:28:55 Doug DeMuro It went from like a little fun sports car, like the nine 11 to a big V eight kind of relaxed leather luxury cruiser, that sort of thing.
- ▶ 1:29:03 Doug DeMuro And so it made sense that Porsche would maybe want to head in that direction also and start thinking about moving past the nine 11 just as they had moved past the three 56, you know, 20 years before.
- ▶ 1:29:52 David Rosenthal Seems like a good time for fast cars, and indeed it was, including for the nine 28 and the nine 24, succeeded by the nine 44, and still the nine 11 people still wanted them.
- ▶ 1:30:28 David Rosenthal Famously, he comes in and he redraws the nine 11 production line, and Doug, I know you have some, uh,
- ▶ 1:30:50 Doug DeMuro It never felt like the right car to especially the employees who had kind of fallen in love with this nine 11 and had been in production now at this point for probably 20 years, 25 years maybe.
- ▶ 1:31:02 Doug DeMuro The nine 11 was Porsche to a lot of these people.
- ▶ 1:31:15 Doug DeMuro And so the great story is that, uh, the, you know, the nine 11, everybody knows the impending cancellation is coming.
- ▶ 1:31:47 Doug DeMuro They know that the company wants to keep the nine-eleven, even though it, you know, it should be replaced because it's old.
- ▶ 1:32:05 Doug DeMuro Like, it has shown up to replace the nine 11 in the spirit of these other cars of the time V eight front engine.
- ▶ 1:32:25 Doug DeMuro All the way onto the wall and extends the nine eleven's timeline, you know, indefinitely, including onto the literal wall.
- ▶ 1:32:36 Doug DeMuro Like, Peter Schultz, the American CEO, saving the nine 11 in this moment.
- ▶ 1:34:27 Doug DeMuro But the problem with this decision was the company was planning on ending the nine 11.
- ▶ 1:35:02 David Rosenthal And on the back of, you know, these go-go years and success, they're selling the nine 11, they're selling the nine 20, they're selling a lot of nine 44.
- ▶ 1:36:21 David Rosenthal The nine 11 was pretty robust.
- ▶ 1:38:24 David Rosenthal And again, the nine 11 isn't threatened by this.
- ▶ 1:38:43 Doug DeMuro Then there was the nine-eleven, which was actually the nine-six-four, nine-eleven by that point.
- ▶ 1:39:10 Doug DeMuro You had to like, and by the way, the nine 11 all said Carrera on the back.
- ▶ 1:39:14 Doug DeMuro So everybody's like, what the hell is the nine 11?
- ▶ 1:39:17 Doug DeMuro You know, is this a nine 11?
- ▶ 1:39:21 Ben Gilbert All Carreras are nine 11, but all nine 11 are not Carreras today.
- ▶ 1:47:39 Ben Gilbert And so you're like, you know, there was really something about this particular nine 11 in this year.
- ▶ 1:48:14 Ben Gilbert Like, the design language that they use, what the nine 11 is, you mentioned earlier they don't really change it that much from
- ▶ 1:48:46 Doug DeMuro If you as a child wanted a nine-eleven,
- ▶ 1:48:54 David Rosenthal I feel like the sales cycle for a nine 11 has got to be.
- ▶ 1:49:56 David Rosenthal oh my god, Furman wanted to kill the nine 11.
- ▶ 1:50:02 David Rosenthal The natural thing would have been to kill the nine 11.
- ▶ 1:51:28 David Rosenthal He cuts the product lines down to just the nine 11.
- ▶ 1:51:42 David Rosenthal He takes everything back down to just the nine 11 and like analyst people like car, you know, magazines ask him, um, what's your strategy for an entry level Porsche?
- ▶ 1:52:01 David Rosenthal So, by the 95, 96 production year, the nine 11 is the only Porsche model left on the market, which hasn't been the case since the three 56.
- ▶ 1:52:48 David Rosenthal I think nine 11 enthusiasts are
- ▶ 1:52:50 David Rosenthal Less enthusiastic about this, but he decides that rather than the old strategy for the entry-level model of sharing a platform with Volkswagen, what if we have the new entry-level model instead share a platform with the nine 11?
- ▶ 1:53:07 David Rosenthal And so what he does is he says, let's take the front end of the nine 11 of the next generation nine 11, the nine nine six.
- ▶ 1:53:50 Doug DeMuro In fact, if you get into a Boxster, which was a two seater car, it has a coat hook on the back of the seat because the nine 11 had a coat hook on the back of it.
- ▶ 1:54:16 David Rosenthal Not that stupid quote that Furman had of like, this is for people who don't want a nine 11 and don't care about performance.
- ▶ 1:54:39 Doug DeMuro The answer is make it look like a nine 11 and make it literally, literally share.
- ▶ 1:54:59 Ben Gilbert So Doug, what's the difference then at this point in time between the nine 11 and the new box?
- ▶ 1:55:03 Doug DeMuro The thinking was that they would continue to move the nine 11 up market, more expensive, more power.
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