If you’re a Star Trek fan, you know that the day that Star Trek II: The Wrath of Khan was released was a watershed moment for the sci-fi franchise. With the movie—thank you Ricardo Montalban—Star Trek came alive again, and fans came flocking back to the Enterprise and her crew.
1986 Porsche 924S: Favorite Car Ads
Almost a Revolution
That was in 1982. Four years later, German sports-car maker Porsche enjoyed a similar moment of Renaissance-like magic, though the moment was sadly fleeting. And while Wrath of Khan would open the door to 11 more theatrical releases, and nearly as many TV series, the Porsche 924S would last but two model years.
Porsche 944
To understand the 924S, and the print ad shared here, one must first understand the 944. Successor to the largely unloved 924 (no “S”), the 944 would earn praise and purchase recommendations from the likes of Car and Driver, Road & Track, and Motor Trend.
The rear drive sports coupe was only Porsche’s third water-cooled model, and featured a rear transaxle and revvy 2.5-liter 4-cylinder engine. And, starting at $22,900 in 1985 (about $72,750 today), the 944 was far more affordable than the brand’s iconic air-cooled 911, which started around $31,950 ($92,900).
Handling and Style
The 944 was best known for its excellent handling, but was also quick for the day, and artfully assembled to a very high standard. As such, the 944 became the brand’s best-selling model, and, if you were around at the time, seemed to be available only in red. (In reality, plenty of white, yellow, and black examples were sold as well.)
Pricey
Though a bargain by Porsche standards, the 944 was still expensive compared to the likes of Chevrolet Camaros and Ford Mustangs, even in topline Z28 and GT trim respectively. And while Porsche had no intention of competing with those cars directly, it could—at least hypothetically—steal a few sales from Chevy and Ford. Maybe.
Bargain Porsche
Enter the 924S.
Designed to closely replicate the performance of the 944, but to priced closer to the 924 which preceded it, the 924S struck a chord with enthusiasts, thanks in large part to its sub $20,000 price tag. New for 1986, and sold alongside the 944, the 924S was fitted with cast-iron suspension bits in place of the ‘44’s pricier aluminum parts. The 924S’ cabin was also less luxuriously outfitted, and the 944’s blistered front and rear fenders were deleted, giving the 924S a simpler, less-aggressive look.
Consumer Interest
As you might expect, the 924S was something of a hit. The buff books loved it, Porsche intenders on a budget considered it, and the car performed well enough to protect the brand legend. What could go wrong? Well, two things went wrong—one more dire than the other.
Currency Crises
Preventing the 924S from achieving “Khan”-like franchise importance was, wait for it…the Deutsch Mark. You see, long before the Euro, Germany ruled the European currencies roost with the very strong and stable mark. But, sadly for American’s interested in German cameras (used to be a thing), machine tools, and, of course, cars, the mark had a bad habit of growing too strong, making the nation’s products expensive in other countries, including the U.S.
That Darn Deutsch Mark
Here’s what happened in the mid-Eighties: Around the time the sub-$20,000 924S was launched in 1986, the mark was trading at 3.17 to the dollar. But, by 1986, the mark has strengthened to 2.44. Given that, even at Porsche, margins in the auto industry can be thin, there was no longer any making money on the 924S. For 1987, Porsche raised the price of its entry-level sportster to $21,440, and continued to enjoy robust sales, but the inertia was only temporary.
During 1987, the mark strengthened further, to a near-record 1.92 to the dollar. It would go on to hit 1.59 in 1988. Seeing the profitless writing on the wall, Porsche killed the 924S after the 1987 model, having sold fewer than 9000 examples.
944 Sales
A lesser issue was the 924S’ impact on 944. Porsche retailed roughly 11,000 944 models in 1986, but just 8800 in 1987. More importantly, combined 944/924S sales rose only slightly from about 14,000 units in 1986, to about 15,000 units in 1987. This means that though volume rose, the product mix was skewing to the lower-margin 924S, a thing not good for Porche’s bottom line.
Now, mark-related price increases on the 944 also took a toll on shopper interest in the car, so it’s difficult to get a truly clear picture of what was happening at the time. But it does seem as though some would-be 944 customers chose to save a little money and opt for the 924S in its stead.
No Wrath of Khan Moment
As for this ad, it represents but a brief moment in Porsche history. It also represents a Wrath of Khan moment that might have been. After the 924S, Porsche avoided the “entry-level” market, and stuck with what it was best known for: pricey and supremely competent sports cars.
Note that today you can purchase a Porsche Macan small crossover for about the starting price—inflation adjusted—of a 1985 Porsche 924S. Sure, the Macan isn’t a sports car, but it is a Porsche. Click here to enjoy more classic-car ads.
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1986 Porsche 924S Pictures
Click below for enlarged images