The Porsche 968 sold poorly, with only 12,780 units produced (compared to 170k+ 944s) across its production run from 1992 till 1995. The coupe outsold the convertible as expected and the 968 CS also sold well. Given just how great this car was, it is sad that more weren’t made.
The Porsche 968 coupe was the “entry level” Porsche for the 4 years of its production. When it was first introduced it was hyped as an “affordable” sports car with its new low base sticker price of $39,950 in the United States. While sales started decently well, it did not sell anywhere near well enough to justify keeping the model running.
Production started in August 1991 for the 1992 model year but press and public reaction was mixed. Sales were disappointing; Porsche would have have expected to shift three times the 3,260 Coupes and 2,093 Cabriolets produced in year one. Things got even worse for the 1993 model year when just 1,871 Coupes and 1,045 Cabriolets were built. Production figures continued to decline during the 1994 model year when 1076 Coupes and 869 Cabriolets were manufactured.
To stimulate demand in the UK, Porsche Cars Great Britain requested a Sport variant that sat between the Club Sport and standard 968 Coupe. As a result of disappointing sales, Porsche decided to effectively withdraw the 968 from the market one year earlier than expected. The 1995 model year saw 258 Coupes delivered to the USA along with 367 Cabriolets.