3.6% MSRP increase or Surcharge?

[Tom]

There seems to be some uncertainty or even dishonesty going on regarding Porsche's 3.6% price increases. At least one person I know ordered a car in late '24 (when the MSRP was 3.6% less). The dealer is telling him he needs to pay the MSRP of the car as and when delivered next month --meaning an MSRP that is 3.6% higher than when he ordered it. That part is disappointing but not surprising. However, this dealer also seems to be saying he has to pay 3.6% over the MSRP because Porsche is charging to offset its tariff costs and that, 'if you ask around, you'll understand that Porsche is adding 3.6% to all cars.' I worry they are trading on customer confusion over the 3.6% increase. To me, it seems like whatever PCNA wants to charge is their business, but it would have to be in the MSRP, right? Under the Monroney laws, the MSRP is the MSRP... So if they bump the MSRP by another 3.6% before the car is delivered, that's one thing, but as far as I know that's not what happening. Anyone else experiencing this? My worry is that it's just a dishonest dealer trying to take advantage of the situation to make a buck (for the dealer, i.e., an ADM), under the guise of recouping tariff costs incurred by PCNA... I'm not crazy, right, or am I?

[Larry C]

Porsche of Beverly Hills told me that around half of their Macan inventory are priced at MSRP plus 25%.

[Tom]

Porsche of Beverly Hills told me that around half of their Macan inventory are priced at MSRP plus 25%.

Hmm.... got to wonder about that... 25% ADM on run-of-the-mill Macans?? Even if true, however, if a dealer can ask for and get a 25% ADM on a car, at least the customer isn't being tricked. This is a different situation where the dealer is claiming they need to collect 3.6% to recoup tariff costs, which a lot of consumers might believe, even though I worry it's really just a sleazy dealer story to make a buck (i.e. the dealer is keeping it just like they would an ADM, and Porsche is paying the tariffs themselves). I'm hoping there was just some miscommunication, but curious what others are hearing...

[SouthBoundCJ]

I ordered my 2026 C2 early June 2026 with a late August delivery. At that time, Porsche had already increased the MSRP on the 2026 911's by nearly 6% over 2025 MSRP prices. My car was completed on July 17th and is now waiting transportation to the US. My local dealership Sales Manager called me on Monday morning to inform me of the additional 2026 Porsche MSRP increase of 3.6 % being imposed to my order. For Porsche to impose an increase on an existing order, I believe is totally unethical. Plus, the purchase agreement with the local Porsche doesn't state they can increase except for a tariff increase. Porsche NA stated to me it's a "Routine Price MSRP Increase Based On Market Conditions" and not a tariff increase. I placed a formal complaint with Porsche NA.

[blueline]

Monroney (MSRP) stickers are printed by PCNA after the cars arrive in North America. Cars not yet off the ship can have whatever Porsche (not PCNA) says they want them to be. Historically, they have usually matched the price that was set in the configurator when one's order is accepted. But, there are no guarantees:

Screenshot_2025-07-22_20-59.png (87.12 KiB) Viewed 1708 times

The dealers have absolutely nothing to do with this price increase. Same for PCNA. MSRPs (window stickers) of all incoming Porsches will reflect the new price increases which range from roughly 2% to 4% depending on the model and the option. It's not a line item addition. Rather, every model and every option has had a price increase of some amount. In my case, the increase of the total MSRP over my earlier saved configuration was 3.64%. (Base MSRP increased 3.62%.) For my build, Individual options increased in the range of roughly 3.5 to 3.7%. (I have not broken down every individual option increase - no desire and no time to do so.) By the way, the dollar numbers of all previously configured cars changed immediately when Porsche flipped the switch last week, no matter if you had a saved and accepted order or not. The same is true of all dealer inventory that was not already on the ground at receiving ports. Any new Porsche not already off the ship will have new MSRPs upon landing.

I knew when I got my PTS allocation back in April that pricing was not assured due to tariff uncertainty. Additional cost could have been 0%, 5%, 10%, 15%, 25% or more - whatever. Any number was possible. Many assumed at the time that impacts to customers would likely (hopefully) be limited to under 5%, with 10% tops (a number that would have killed sales), but no one knew. Everyone was in the dark - dealers, customers, PCNA - you name it. Porsche AG had no clue either but they were scrambling big time. There is a lot going on right now.

Anyway, I had (and still have) the option of not taking the car when it arrives (as does everyone I suppose) in the event of a massive tariff surcharge or for any other reason. However, this increase, while steep, now represents a locked price that will be honored by Porsche no matter what happens with tariffs. I'd rather face the known as opposed to a possible 10% or more tariff surprise.

This is key. At this point (and maybe never) will Porsche say that the roughly 3.6% is to cover tariffs because they don't want to cause friction in Euroland or the U.S. They also don't want to alienate customers further by whining about the situation. I was told that Porsche gambled and settled on a price increase number that they feel will not only protect them somewhat from more huge tariff induced losses, but was also one close to where they feel they need to be once the tariff clouds have settled. In other words, Porsche has read the tariff tea leaves and come up with what they feel is a realistic number. It's a gamble but one that may work out ok in the end. Porsche SE and all the brands and marques under that umbrella are already facing significant and serious issues - lots of headwinds to overcome. I think they chose to present new numbers as a simple price increase with a desire to move forward.

While my car has gone up considerably from where it was last week ($8,720 to be exact), I am nevertheless at least relieved that I now have a (hopefully) firm MSRP which is far better than the complete unknown I was dealing with before. (I say hopefully just because life happens and I've learned to take things as they come and deal with them then.) I expected an increase and am glad to have it known and out of the way.

[Larry C]

Once I make a deal, I expect the other party to honor the deal regardless of the tariff situation or any other unforeseen event. The same thing applies to me, the buyer. If I agree on a price, it wouldn’t be appropriate for me to change my offer after the deal is made. Maybe that’s too simplistic but that’s how I roll.

[Larry C]

Porsche of Beverly Hills told me that around half of their Macan inventory are priced at MSRP plus 25%.

Hmm.... got to wonder about that... 25% ADM on run-of-the-mill Macans?? Even if true, however, if a dealer can ask for and get a 25% ADM on a car, at least the customer isn't being tricked. This is a different situation where the dealer is claiming they need to collect 3.6% to recoup tariff costs, which a lot of consumers might believe, even though I worry it's really just a sleazy dealer story to make a buck (i.e. the dealer is keeping it just like they would an ADM, and Porsche is paying the tariffs themselves). I'm hoping there was just some miscommunication, but curious what others are hearing...

Tom, I agree with your assessment 100%. If a dealership chooses to add another 3.6% to the MSRP for any reason, it needs to be disclosed before a deal is reached. Once the buyer and seller agree on a price, neither party should be playing any games. Can you imagine calling the dealer and saying that you’ve decided that you’re only willing to pay 3.6% less than the agreed price because the stock market went down? Maybe I’m old school, but a deal is a deal. If the dealer tried to change the price after the deal, I’d walk each and every time.

[blueline]

Once I make a deal, I expect the other party to honor the deal regardless of the tariff situation or any other unforeseen event. The same thing applies to me, the buyer. If I agree to a price, it wouldn’t be appropriate for me to change my offer after the deal is made. Maybe that’s too simplistic but that’s how I roll.

I agree but that doesn't apply to these situations. It was explicitly stated that the prices were not set. The configurator says the same. No one, not Porsche, PCNA or the dealer would commit to a price.

Different story had they done so. If a dealer presents a valid buyers order and a price is accepted by both seller and buyer, then there is something to grab hold of. Of course, if an ordered car with no VIN, it becomes a bit muddy I guess.

PS: If SouthBound CJ has figures in writing or even a verbal guarantee, then he definitely has a right to demand that the agreement be honored. Whether that would happen or not is another story.

[Larry C]

Tim, you are absolutely correct. If the buyer agrees to a “floating price” then all bets are off. This is all new to me. Every car that I’ve purchased since 1977 has had an out the door price that the seller and I agreed upon. I don’t think I’ll be buying another Porsche until the uncertainty dust clears….

[blueline]

Gotta stress that the dealers are NOT adding 3.6%. (Actually, 2% to 4%, depending). Rather, the increases are reflected in the MSRP (Monroney) window stickers as stipulated by Porsche and printed/applied by PCNA. The only party to blame is Porsche AG. (Throw in Porsche SE too, I suppose).