Porsche 2004 Annual Report Download - page 52

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Markets48
Following the start of market development in India in 2004, the
activities of this regional sales office now extend all the way from
Cape Town to New Delhi. Although there are often significant cultural
differences between the various countries, it has none the less been
possible to achieve unified market presence. 80 percent of the
dealers, for instance, already comply with Porsche’s corporate
identity requirements.
Belgium: Cayenne Leads Growth
With 1,177 vehicles delivered to customers (an increase of 25 per-
cent), the Belgian market, with D’leteren S.A. as its importer, has
passed the thousand-unit target. The Cayenne played a major part in
this success, with 564 deliveries (up by 14 percent), despite the
abolition in the Spring of 2005 of a tax concession that benefited
the Cayenne in many cases. Deliveries of the 911 totaled 411 units
(an increase of 32 percent); 197 Boxsters were delivered (up by
42 percent).
Completion of a new building for the dealer in Liège concluded the
Belgian dealer organization’s extensive construction program.
All seven dealerships in Belgium now comply with Porsche’s current
corporate design guidelines.
Netherlands: Massive Sales Increase
1,181 Porsche vehicles were delivered to customers in the Nether-
lands in the course of the review year, equivalent to an increase of
more than 41 percent compared with the previous year, and the
biggest step forward since the introduction of the Cayenne. In view
of the difficult general economic situation – the Netherlands currently
have the lowest rate of economic growth of any EU country – this
can be regarded as a significant success. Porsche vehicles are sold
in the Netherlands by the importer, Pon’s Automobielhandel B.V.
In addition to the Cayenne, of which 641 or 18 percent more were
delivered, sports car deliveries rose especially steeply. Sales of
the 911 went up to 421 units (82 percent more) and 114 Boxsters
were sold (an increase of 100 percent).
As well as the “Porsche Driving Experience”, a “Cayenne Experience”
was added to the program of driving events. It offers customers and
prospects an attractive means of test-driving this model both on and
off the road. Also in the review year, the “Porsche Cup Challenge”
race series based on Carrera Cup rules was inaugurated as a further
opportunity for the Porsche owner and enthusiast to enjoy active
motor sport.
Austria: Brand Presence Further Improved
In the past fiscal year, Austria was able to maintain the positive sales
trend of recent years. At 888 units, deliveries to customers were
16 percent higher than in the previous accounting period. The figure
of 278 rear-wheel-drive 911 Carrera cars sold, when compared with
the previous year’s total of 81, is astonishingly high for a country in
which the all-wheel drive versions have traditionally accounted for a
large proportion of sales. 158 Boxsters were delivered, 72 percent
more than in the previous year, and Cayenne sales totaled 397 units
(two percent higher).
The Austrian dealer network’s professional standards were further
improved. The completely redesigned Porsche Center in Innsbruck
opened its doors in September 2004. At the same time, construction
work started on new premises in Salzburg. When these are com-
pleted, three quarters of the sales facilities in Austria will comply
with Porsche AG’s architectural guidelines.
In the marketing area too the Austrian dealer organization was
especially active during the review year. Among the highly popular
events it held were the “Porsche Road Show” on the Salzburg Ring
circuit and the now well-established “Power & Snow” customer
event in Kaprun, featuring Walter Röhrl and slalom world cup victor
Heinz Schilchegger.
Latin America: Deliveries Up By Fifty Percent
Despite continuing political uncertainties, the economy in Latin
America gained further in stability during the review year. This had
a positive effect on the demand for automobiles, a situation from
which Porsche Latin America also benefited: deliveries to customers
rose by 50 percent to 1,508 vehicles.