But in an exclusive interview at the Geneva Motor Show, Adrian Hallmark told Auto Express that he was comfortable the car is priced at the correct level.
"The product is absolutely outstanding," he said. "This car is not a Porsche Boxster." The Boxster starts at just £37,589.
"For the money there is nothing that can do what the F-Type does in terms of performance, design and technology. In fact, if you look at the Boxster S, it's possible to exceed our entry price for the F-Type if you fit a PDK box and add a few extras."
"I think what we have done in terms of pricing for the F-Type is what Porsche would do if it didn't have the 911 to worry about. The F-Type can do everything an £81,000 911S can do."
And as excitement mounts prior to the launch of the F-Type later this year, Hallmark says it has already achieved its key aim of raising brand awareness.
"Absolutely, yes in terms of awareness, familiarity, relevance and consideration," he said. "And it's even been particularly so in markets with no sports car heritage like China, India and Russia. It is critical in this respect as it sets the stage for our next step."
