Porsche 2006 Annual Report Download - page 61

Overall, with 98,702 units delivered, Porsche deliveries
to customers were up four percent in the 2006/07
fiscal year. The 911 series was particularly in de-
mand, recording 37,068 sales. Never before has Por-
sche succeeded in selling so many units from this
traditional series. 911 sports cars now account for
38 percent of all customer deliveries – in the previous
year they represented 35 percent. In many markets,
the 911 dominated its market segment.
The new generation of the Cayenne with reduced con-
sumption direct fuel injection also triggered further
positive momentum in the second half of the review
year. Although production of the first generation of
the SUV had already been discontinued in November
2006 and sales of the new generation only began on
February 24, 2007 in Europe and Asia, and March 3
in America, deliveries over the entire 2006/07 fiscal
year still reached the level of the previous year, with
34,745 units delivered. Once again, the Cayenne was
able to exceed the original sales target of 25,000
vehicles per year.
The Boxster, however, encountered dwindling custo-
mer interest in exclusive roadsters. Nevertheless,
while some competitors recorded a massive drop in
sales, the Boxster continued to increase its market
share in the segment. Porsche was also able to
attract more customers with the top-of-the-range
Cayman series. The Boxster and Cayman together
achieved a sales volume of 26,846 units, a new re-
cord for Porsche mid-engined sports cars.
America
North America: Further Positive Results
During the 2006/07 fiscal year Porsche sold 35,398
vehicles in North America. This was just slightly be-
low the high sales volume achieved the previous year,
even though market conditions were very difficult
and Porsche refused to participate in the ruinous dis-
count battle. The Cayenne model change must also
be taken into account.
Success in the USA and Canada was driven by the
traditional 911 models, which broke all previous re-
cords with total customer deliveries of 13,222 units.
The road to success of the new 911 Turbo merits
special mention – it accounted for almost a quarter of
all sales in the 911 series. The Boxster and Cayman
were able to increase their market share in a declin-
ing segment – a total of 10,423 vehicles were sold in
this series. The Cayman and Cayman S proved parti-
cularly popular, together delivering 6,561 units.
As expected, sales of the Cayenne series were affec-
ted by the model change, recording an eleven percent
decrease to 11,739 units. Customer deliveries in the
current 2007/08 fiscal year, however, make it clear
that the second generation of the SUV has been very
well received on the North American market.
Porsche also has big plans for the future in the USA
and Canada. Further investments are being made in
the North American sales network. In the review year,
20 construction projects were completed. The pro-
portion of dealerships with showrooms that conform
to the Porsche design concept has now increased
to 83 percent.
Latin America: Mexico more Important
Although the new Cayenne was only able to fuel sales
after its market launch in March 2007, Porsche was
able to smoothly follow on from its successes of the
previous fiscal year in Latin America. This was be-
cause both the 911 series and the two mid-engined
sports cars, the Boxster and the Cayman, increased
their shares of the market. In total, Porsche delivered
2,010 vehicles to customers in Latin America during
the review year.
Mexico remains an important growth market in Latin
America. In the 2006/07 fiscal year the up-and-com-
ing Central American country recorded 680 customer
deliveries. The opening of a second dealership in
Mexico City towards the end of the review year will
boost sales further. Sales in the Dominican Republic
59
03 ⁄ 04 04 ⁄ 05 05 ⁄ 06 06 ⁄ 07
105,000
87,500
70,000
52,500
35,000
17,500
02 ⁄ 03
23,273 33,106 41,581 44,687 49,258
11,027 12,677 14,154 14,014 14,046
24,745 32,763 33,974 36,669 35,398
Vehicle Deliveries
in units
Other Markets
Germany
North America