Porsche announced three new decal options earlier this month for its 911 Dakar, an off-road sports car that debuted in November.
The decals wrap around the car for an effect that looks like paint but can be removed, and mimic the racing liveries of the Porsche 911s that participated in the grueling East Africa Safari Rally in 1971, 1974 and 1978.
After all, anyone who buys the off-road Porsche 911 will want to evoke Porsche’s off-road heritage of winning prestigious desert races.
Prices for the Rallye decals range from $5,260 to $7,510—which is not cheap for stickers.
Porsche knows that the customer who can afford to pay $222,000 for the 911 Dakar, and who has enough standing with their local Porsche dealer to receive an allocation for one, will not blink at the added expense.
It’s part of what makes low-volume, special production vehicles like the 911 Dakar so lucrative. A standard Porsche 911 Carrera starts at $106,100, less than half the price of the Dakar version.
“There is certainly potential revenue here,” says Matt Degen, a senior editor at Kelley Blue Book. “The car piggybacks onto the overall trend of off-roading as its own very special thing—and sometimes, even a luxurious thing.
Porsche have already got the technology, they have got the all-wheel drive systems, so why not make an off-road 911? It’s like that old saying: ‘They do it because they can.’”
Safari-style, Baja-style and jacked-up versions of all sorts of cars from Volkswagen Beetles to Mercedes SLs to Ford trucks have been around for decades and Porsche raced “rally style” 911s with high clearance and roll cages in the ‘70s and ‘80s.
Private, after-market modification products such as the Baja 911 (priced at $700,000) offer full off-road builds, and Keen Project and similar companies have offered specialized kits that allow drivers to traverse mud, shale and snow in vehicles that would otherwise get stuck.