The Ledger
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Gross Margins Across Automakers: BMW 17%, Porsche 29%, Ferrari 48%
“BMW, as we mentioned, 10 times more units of BMW sold than Porsches are down at 17%. In terms of gross margin, so they really aren't marking up much above their cost of goods in order to ship those cars. Mercedes a little bit better at 23%. Porsche is at 29%, …”
Audi Was an Undesirable, Second-Tier Brand Before Ferdinand Piëch's Turnaround
“At that time, Audi was a joke. Audi was not what it is now. Like, now you view Audi as a legitimate competitor to Mercedes and BMW. Back then, it was more like how, Saab would have been treated like it was a absolute second or third tier brand that no one coul…”