I'll admit I forgot about mobile versions of NFS, and Real Racing. EA does promote Porsche's inclusion in Real Racing, but they certainly don't in Need For Speed. No Limits was released this year for Android/iOS, before that the last mobile game in the series I believe was Most Wanted in 2012. There used to be a console NFS every single year until last. I'm not saying a year or two off is the death knell for the franchise, but clearly it's not the runaway success it was during the last few generations, when they were releasing on an annual schedule. Yes EA obviously makes a lot of money, but that doesn't mean NFS is a significant part of the revenue (especially when they haven't released one in nearly two years). GT also stands as one of the most successful video game franchises of all time, yet GT6's sales were underwhelming to say the least. Just cause you're big at one point doesn't mean you're big forever.
Still, none of that relates to the question I was asking: what does EA get out of this? If Porsche can be directly attributed to NFS sales then I get it, but given the lack of promotion, falling/level sales of the franchise, and the relatively strong sales of other games, especially Forza and Project Cars (which has done very well in Europe), I'm inclined to think Porsche isn't helping as much as EA would like.