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James May's 1984 Porsche 911 is priced to sell at Goodwood

James May needs money. He's out of work, has payments to make on his Ferrari, and has resorted to doing less than stellar work to make ends meet. He and his colleague Richard Hammond sold their motorcycles to raise some extra scratch, and now Captain Slow is selling his Porsche, too. Of course, with years of paychecks form Top Gear and other TV appearances, several books, and a weekly column in The Daily Telegraph, it's unlikely that May is worried about debtor's prison. Mostly because that doesn't exist in the UK anymore, but also because he's probably loaded. The vehicle in question is a 1984 Porsche 911 Carrera, complete with air-cooled 3.2-liter flat-six. He became acquainted with the car in 2007 when he borrowed it from specialist Paul Devyea to record a Radio 4 documentary, and evidently fell in love, so he bought it. He even had it on air for a couple of specials for Top Gear and James May's Toy Stories. He loaned it to his dad for a while, but with his time on Top Gear now at an end, he's consigned it to Bonhams (the same house that handled his bike sale) to auction off at the upcoming Goodwood Festival of Speed. Its pre-sale estimate is quoted at GBP28,000-34,000 ($44-53k), which would seem a bit low – especially considering its celebrity provenance and low 55,000 miles on the odometer. Bonhams specialist Sholto Gilbertson tells Autoblog that "the estimate placed on the car has been designed to attract interest and ultimately achieve a stronger price for Mr. May."

Porsche 911 tops a list of must-have classics, but No. 2 is more of a surprise

No surprise here: In Europe, the Porsche 911 is the most sought-after classic car. Surprise here: Slip-streaming the 911 in the most sought-after chart compiled by the Car & Classic marketplace is the Ford Mustang. Using the Google search engine as a means to pick the winners, as well as the average prices achieved on the “Car and Classic” website, the venerable 911 was tagged 1.45 million times per month according to data stretching back 15 years. The number of 911Â’s sold though the C&C marketplace was 21,141, at an average price of 58,409 pounds, or $74,300. FordÂ’s pony car, still a popular choice for buyers in Europe, placed second on the list with 1.2 million monthly searches. The average sales price over 15 years was 31,107 pounds ($39,570), and the number of older Mustangs sold reached a total of 8,332. Models that also finished among the charted top 10 include the Land Rover Range Rover, the Corvette, the ultra-classic British favorite Jaguar E-Type and the BMW 3 Series. “Whilst a 1973 Porsche 911 Carrera 2.7 RS could set you back the best part of GBP500,000 ($636,000), there are many more affordable models, which bring the average sale price of a 911 on Car & Classic to GBP58,000 ($73,800) – the third highest average selling price of any make and model on the site,” explained Dale Vinten of Car & Classic. According to the site, the Jaguar fetched the highest average selling price: a whopping 89,000 pounds, or $113,000. But thatÂ’s peanuts compared to a Series 1 Roadster in excellent condition, said Vinten. For that, “you can expect to spend up to GBP250,000 ($318,000), A Series 2 or 3 will cost less, as they are not as desirable, but in decent condition you can expect to pay around GBP40,000-GBP50,000. Even a barn find 1969 E-Type Series 2 Roadster can set you back to the tune of GBP33,000 ($42,000)." Launched in 2005, Car & Classic is among EuropeÂ’s most popular classic car clearinghouses. It also runs a stand-alone auction site.

VW makes $23K on every Porsche sold, more than Bentley or Lamborghini

It's a good time to be in the luxury car business. In Volkswagen Group's financial report for the 2013 fiscal year, it is revealed that that Porsche enjoyed an operating margin of 18 percent. That means the Stuttgart brand made on average about $23,200 per car sold, according to BusinessWeek. Bentley wasn't far behind, and Audi (which was combined with Lamborghini) posted a 10.1 percent margin. This compares to only around 2.9 percent for the Volkswagen brand.
"Luxury brands are on fire," said Dave Sullivan, an industry analyst at AutoPacific. He said that the average profit margin is between six and eight percent. Brands like Porsche and Bentley have the benefit of competing in rarefied markets. Buyers looking at one their vehicles have fewer models to shop against and don't care as much about price. They can also charge more for options, which further boosts income, according to BusinessWeek.
In a way, we should be more impressed by the continued success from Audi. Its models generally have direct competitors in every segment from the other premium automakers. Plus, their buyers aren't the captains of industry who are shopping for a Bentley. Still, the Four Rings is leading rivals in sales so far this year.