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I think Porsche has always tried to be somewhat affordable for the average person, with the 912's, early Boxsters, 924, 914, etc. although one could argue that all were some form of sports car/coupe.
It seems recently the Boxster has really crept up in price and performance, and a new entry level car is needed, but will always be a premium brand, although still short of the Ferrari, Lamborghini, Bugatti's of the world.
Making luxury sporty cars and SUVs for the masses is a smart move. It's nice to have niche market, but they still have to pay the bills.
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