2024 Porsche 911 S/T Configurator Is Live; Let's Talk Planned Rarity and Business Wizardry

This timeline we live in has been wild but rewarding for gearheads, especially recently. I, for one, am ready to take a bow. Master strategists run Porsche. The entire company and its dealership network seem to function in unison, like a high-end Swiss timepiece mechanism.

But maybe that's intentional. The German marque is mirroring a Rolex Day-Date as of late. The watch was first launched in 1957 and represented the Swiss company's unexpected desire to outdo itself. You see, Rolex had the Datejust in its portfolio a couple of years before the Day-Date's release. That model premiered the self-winding chronometer wristwatch, which displayed the date in a small window between two and four o'clock.

Unwilling to reach a plateau, Rolex kept innovating and striving for perfection. It eventually figured out how to keep the window showing the date while adding a separate mechanism showing the day of the week. Another small window was added on the dial, just under the midnight/noon hour marker. It may sound simple but for a mechanical watch… It just isn't. By that year's standards, it was a breakthrough.

Anticipating a solid increase in popularity, Rolex made the elegant and gorgeous timepiece exclusively from gold or platinum. Eventually, this watch and its three-piece bracelet design became known as the "Rolex Presidential." JFK's successor, Lyndon B. Johnson, wore one. Warren Buffett, Donald Trump, and James Gandolfini (who played Tony Soprano in 'The Sopranos') were also seen with one hooked to their wrists.

Made-to-measure luxury

But revised versions of the Rolex Day-Date also made their way to people like the Dalai Lama or Rihanna. It wasn't popular just with a select group of people. Moreover, as time passed, the watch was revisited and updated to match the latest industry standards.

Today, you can configure your own Rolex Day-Date. But the chances you'll actually get to wear one in a reasonable amount of time are slim. The Swiss watchmaker has said on many occasions that production is swamped, and they cannot move any faster.

That's not because Rolex wouldn't have the funds to build another factory, train the right people, or get watchmakers to work overtime. It's all about the preservation of goods. Scarcity enhances demand for luxury goods because they exude exclusivity, which, in turn, raises the brand value. Simply put, this is how a business maintains its swanky products relevant to the targeted customers.

And that brings us back to Porsche.

At the time of writing, there are 26 versions of the iconic 911 (992). The 26th was just recently introduced, and, to put it simply, it's a GT3 RS without the crazy aero work (including the large wing) and the well-known seven-speed PDK transmission. The two-seater manual 911 S/T is yet another Porsche that few people will ever drive on public roads. And that's a shame because this is a driver's car.

Moreover, the materials used to make this 911 will be enough to entertain any conversation and spark a healthy discussion with nearly anyone. Who wouldn't like to hear about a combination of carbon fiber, magnesium, lightweight glass, and ceramic?

Reasoned madness

So, why limit the model's production? Well, it's pretty straightforward - the car's an instant collectible. Besides having an MSRP of $290,000, the automaker decided to make only 1,963. That's Porsche's way of saying "Happy Birthday" to the 911, which turned 60 this year. Owners will also be invited to buy a $13,000 Porsche Design Chronograph 1 watch to help them remember how lucky they are even when they're not behind the wheel of this fantastic machine. Yes, this one can be configured as well.

Enthusiasts will know that this supercar should've been named the 911 R. But thanks to Andreas Preuninger, who's been in charge of Porsche's GT cars for 22 years, we know why that's not the case – the marque didn't want to dilute the 911 R designation. It's also a way to keep special models' production going predictably and to allow previous customers to enjoy the rising value of their supercars.

The racing-only 1971 ST replaced the original 1967 911 R. It weighed 2,120 lb and was in production for just one year. But it was enough to have it shine at various racing events like the Daytona 6 Hours, the Sebring 12 Hours, or the Targa Florio. The car has a special place in Porsche's history because it's considered the forerunner of the mighty popular 911 Carrera RS.

The 2024 911 S/T is the lightest of all the 992-generation models – it has a curb weight of 3,056 lb, no all-wheel drive, and no rear-wheel steering. Curb weight includes a full tank of gas and all the standard equipment. It does not account for passengers, cargo, or optional extras. Given today's auto trends, this is a major success!

But enough talking about it. Let's build one!

Spoiling ourselves

First thing first, colors. We must choose between standard, special, Paint to Sample, and Paint to Sample Plus. Money being no object, we go straight for the $43,390 option. Unlike McLaren, Porsche doesn't allow you to name the color you're creating, but we know that an Ocean Jade 911 S/T would look fantastic. We selected the Olymp Blue 914 color for illustration purposes, which seems quite close to our ideal paint finish.

The silver wheels are gorgeous and work perfectly with our chosen color. There's no need to go for grey or black wheels.

Inside, the black leather interior with white contrast stitching looks great. We ditched the bucket seats for the four-way adjustable sport ones to keep this vehicle driveable on all kinds of roads.

Next, no Heritage or Exterior in Black packages for us. However, we get the lower side mirror housings in Olymp Blue 914 to add extra color.

If we got the more comfortable seats, then the front axle lift system, the extended range fuel tank, and the LED Matrix headlights with PDLS+ are also a must. Who knows when we might get the sudden desire for a trip on US Route 101, right?

Add a little bit of... Spice!

Since the upholstery is rather basic, we didn't refrain from choosing more contrast stitching. It makes the cabin better and pairs well with the Yellow Racing seatbelts. This 911 is a limited-edition Porsche, so we personalized the vehicle key, pouch, and carbon fiber door sills. It's nice to remember what money can buy with every ingress and egress.

But few people know that Porsche can cater to the wildest requests. The Exclusive Manufaktur program knows no limits if you're willing to splurge. Reach for the sky without any worries!

Surprisingly, some driver-assistance systems are optional. But they might add more weight to this supercar. Thus, even though they could prove helpful, we ditched them. We did the same for ambient lighting but couldn't ignore the front and rear preparation for a dashcam. That might come in handy and may even be an insurer's request in some jurisdictions.

The last step of our configuration process is choosing where we want to take delivery of this vehicle. It's cool to dream about owning one, but we have already seen Porsche dealers telling prospective buyers not to call or text. But for the sake of it, we went with the European delivery.

Our 2024 Porsche 911 S/T costs $332,550 before any taxes and fees. The dealer markup is, of course, not included. It could go above the $400,000 mark in some cases unless Porsche has convinced dealers not to tax selected customers.

Peculiar technicalities that might not matter much

The 26th version of the 992-generation 911 is a very special one. It got us thinking - is this Porsche's way of making a lot more profit, or is it a magnificent business strategy that may confuse unsuspecting enthusiasts?

For someone not interested in keeping up with everything about the Stuttgart-based carmaker, so many 911 variations may feel excessive. Some may even claim that Porsche's diluting its most iconic car. Bet they'd be very wrong.

Porsche's giving other automakers a masterclass about remaining successful over the years as a luxury automaker. It's a combination of planned rarity and meticulous planning. The German marque could make all the 911s customers ask for. It would see short-term gains with each new generation. But that wouldn't be sustainable for a family-owned business that's part of a massive automotive group.

So, Porsche keeps 911 production at satisfactory levels. You'd have to wait 12 to 18 months for a Turbo S. For an enthusiast, that makes sense. They don't need a Turbo S; they desire one.

But Porsche also has Macans, Cayennes, and Taycans in its portfolio. To ensure customers also buy these cars, it creates limited-edition 911 units. You'll make your family drive Porsche just to have a shot at getting something like the 911 Sport Classic, 911 Dakar, or the star of this piece, the 911 S/T. And when you get such an allocation, you won't hesitate to spend a lot more than it's necessary.

On a macro level, human psychology is simple. Businesses anticipate our wants and try to meet them. When they find a successful recipe, they keep on refining it. Porsche knows it has a reliable customer base. That's why it allows most of them to dream about becoming members of the elite social circle of limited-edition 911 owners. Once you're in, you may not feel as special. But for those willing to splurge, it's the hunt to get there that matters.

Thus, expect to see more special 911s along the way. But is that a problem? Not at all. It's great that Porsche figured out a way to thrive. Let's hope this strategy keeps working because this brand is an emblematic member of the automotive industry.

Long live Stuttgart's proudest son!