A Porsche dealer says the brand retaliated — and the $300M lawsuit is explosive

Shocking $300M Lawsuit: Why One Florida Dealer Suing Porsche is Fighting Back!

A legal battle for the ages has erupted in Miami, exposing the dark underbelly of luxury car sales. “The Collection,” a prestigious dealership known for housing nine premium brands under one massive roof, is now the Florida dealer suing Porsche in a high-stakes $300 million showdown. What started as a disagreement over a building has spiraled into accusations of sabotage, retaliation, and a “civil conspiracy” to choke off inventory.

The Core Dispute: “Build It or Else”

The conflict began with a demand that sounds simple but carried a massive price tag. Porsche reportedly insisted that The Collection build a standalone facility exclusively for the German brand.

This is a common request in the industry, but The Collection refused. The dealership, which also sells Ferrari, Aston Martin, and McLaren, argued that none of its other ultra-luxury partners required separate buildings. They were happy to share the massive, high-traffic space in Coral Gables.

When the dealership said no, things allegedly got ugly.

The Retaliation: Choking Off “Pool Cars”

According to the lawsuit, Porsche didn’t just take “no” for an answer. The Florida dealer suing Porsche alleges the automaker began a calculated campaign of retaliation by withholding “pool cars.”

These aren’t just loaners; they are discretionary inventory units that include test vehicles and, crucially, high-demand models that dealers can sell.

• The Impact: Without these cars, The Collection’s sales numbers began to tank.
• The Drop: In 2018, The Collection was the #3 Porsche dealer in the entire United States. By mid-2022, it had plummeted to #32.

The “Turn-and-Earn” Death Spiral

The lawsuit details a terrifying “death spiral” for any dealership. Porsche uses a “turn-and-earn” system, where future inventory allocations are based on your previous sales volume. By withholding the pool cars, Porsche allegedly forced The Collection’s sales down, which automatically triggered lower allocations for the next year, creating a cascading effect that the dealer claims was designed to break them.

The “Ferrarification” of Porsche

This lawsuit shines a spotlight on a broader, controversial shift in Porsche’s strategy: the “Ferrarification” of the brand.

Post-COVID, Porsche has been aggressively moving toward higher exclusivity and higher prices, mimicking the Ferrari model. However, the Florida dealer suing Porsche claims this strategy has a dark side.

Markups and Preferential Treatment

While Ferrari strictly incentivizes dealers to sell at MSRP to protect the brand, Porsche dealers have become infamous for charging massive Additional Dealer Markups (ADM).

The lawsuit alleges that Porsche actually gave preferential treatment—meaning better inventory—to dealers who were willing to charge these obscene markups over sticker price. The Collection claims it was punished not just for the building dispute, but for not playing this high-markup game as aggressively as Porsche wanted.

Conclusion

This isn’t just a contract dispute; it’s a war over the future of the franchise model. The Florida dealer suing Porsche is seeking $100 million in damages, which, under Florida law, could automatically triple to $300 million.

If The Collection wins, it could send a shockwave through the industry, emboldening other dealers to stand up against factory demands for expensive facilities. For now, the legal battle rages on, proving that even in the world of luxury cars, business can get incredibly dirty.

What do you think? Is Porsche right to demand a separate building, or is this retaliation? Share your thoughts below!

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