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How profitable are luxury carmakers?

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Ever wonder how much money BMW, Bentley or Ferrari makes every time they sell a new car? I forget the exact numbers, but a few years ago, like four, luxury cars accounted for roughly 30% of sales world-wide, yet represented over 50% of the profits generated in the entire industry.

A recent study performed by the Duisburg University economics professor Ferdinand Dudenhöffer shows that if your product sports the right logo on it, you can make big bucks. However, the logo is no guarantee that money will be made. The sums disclosed are an average amount per transaction.

Let’s start with the big losers. Surprisingly, Bentley drops 17,000 euros per car sold – this is mostly due to the large electrification investments currently in the works at Volkswagen.  You’ll probably have guessed that Tesla’s not generating huge profits especially after once more announcing the loss of over seven-hundred million dollars in the last quarter. Every time Elon sells a new car, he squanders 11,000 euros. Ouch.

Some that post an operating profit per delivery are not exactly making billions. At Jaguar Land Rover, only 800 euros are made per transaction. Audi, BMW and Mercedes pocket at the very least 3,000 euros per car sale while Maserati takes home 5,000 euros.

And then, we have the big, BIG winners. If Bentley loses 17,000 euros, Porsche levels off VW’s bank account. As for Ferrari, ever wonder how such a small car company can spend as much as they do in various racing series, namely F1? Ah, they can because every new Ferrari sold delivers a monster 69,000 euros in operating profits!

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