Porsche 2006 Annual Report Download - page 67

Kenya. Nevertheless, the development of the sales
network is by no means done. Porsche is continuing
to invest in India, in some African countries and in
the Gulf region to further open up this dynamic area.
Australia
Cayenne is the Driving Force for Growth
The successful market introduction of the new
Cayenne made a remarkable contribution to positive
results at the end of the year. Despite the model
change in the 2006/07 fiscal year, 1,402 vehicles
in total were delivered (1,415 in the previous year).
The high level of customer interest in the entry-level
Cayenne contributed to total sales of 397 vehicles
from the series.
The sports cars in the 911 series were very popular.
Deliveries were up 21 percent in the review year
to 573 units. Demand was especially high for the
top 911 Turbo and 911 GT3 models. In a roadster
segment that continued to decline, 432 units from
the Boxster series were delivered in total.
Porsche Cars Australia made further investments
in the 2006/07 fiscal year to safeguard its market
success, including the purchase of the Porsche Cen-
ter Sydney South. The Porsche Center Melbourne,
also a subsidiary of Porsche Cars Australia, was
renovated. The newly established Porsche Retail
Group Australia Pty Limited, which includes the
Sydney South and Melbourne Centers, accounted for
approximately 34 percent of all sales in Australia.
Asia
Japan: Sports Cars on the Up
With total deliveries of 3,902 vehicles, Porsche re-
corded a ten percent increase in the 2006/07 fiscal
year – even on a market which is notoriously difficult
for imported vehicles. The Japanese dealers delivered
fewer SUVs, with a total Cayenne volume of 848 units,
but this was more than compensated by high sports
car sales, with 3,054 units sold in the review year
(2,391 in the previous year). The 911 Turbo and 911
GT3 played a major role in achieving such success;
with 454 vehicles sold in total, every third 911 deliver-
ed was one of these two top models in the 2006/07
fiscal year.
The Japanese sales network, which includes 42 loca-
tions, was also further renovated during the review
year to be in line with the Porsche corporate identity.
Asia-Pacific/China: Exceeding Expectations
The Asia-Pacific/China region was also a very strong
growth region for Porsche in the 2006/07 fiscal year.
Deliveries increased by 71 percent to 4,907 vehicles.
In China alone, sales doubled to reach 3,105 units
(previous year: 1,613). Customer deliveries of the
Cayenne increased by 92 percent to 2,510 units. But
also the sports cars continued to be a success. Re-
cording an increase in sales of 96 percent to reach
595 units is remarkable in a country with no history
of motor sports.
One reason for such positive development is the
expansion of the dealer network. At the end of the
review year Porsche was represented by 16 Porsche
Centers in 15 Chinese cities. Partners were selected
for five new dealership locations, with construction
of new Centers already underway. Porsche also con-
tinued to step up its marketing activities in China and
was present at 14 Chinese automobile fairs in the
course of the review year. The brand also held five
national driving presentations, welcoming more than
800 participants. The ‘Carrera Cup Asia’ was also
used to arouse further interest in Porsche sports cars.
Four races were held in China in the 2007 season.
On other Asia-Pacific markets, Taiwan, South Korea
and Singapore were the main players in achieving
a 43 percent increase in deliveries to reach 1,802
units. Individually, Taiwan’s sales were up 44 percent
to 253 units, South Korea achieved growth of 74
percent to 293 units and Singapore brought the
2006/07 fiscal year to a close with a 46 percent
increase and total sales of 223 units.
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