Porsche 2006 Annual Report Download - page 78

76
5,600 square meters and appear to hover over the
first floor as a single structure in its own right. The
museum, designed by the famous Viennese archi-
tects Delugan Meissl, will house 80 valuable Porsche
models as well as 200 further exhibits covering
Porsche’s rich and varied history. The opening is
planned for the end of 2008. The photographs
beginning on page 78 of this Annual Report provide
an insight into how construction is progressing.
Well-informed Customers and Employees
The customer magazine ‘Christophorus’, one of the
first publications of its kind in the motor vehicle in-
dustry, has proved an important instrument for pro-
moting customer loyalty since 1952. In the review
year, the magazine underwent further improvements.
It aims to provide customers with information about
the technology of new Porsche models as well as
on a variety of lifestyle issues and now offers further
benefits, such as advice on restaurants and events.
‘Christophorus’ is now more international than ever
before. Porsche’s customer magazine appears every
two months in twelve markets and is now published
in nine languages, with recent additions including
Mandarin, Japanese, Korean and Russian. A tenth
version in Arabic is on its way. The circulation figures
are also impressive – more than 300,000 copies are
now printed.
Just as the customers are kept well informed,
Porsche ensures that its employees are aware of
everything worth knowing concerning the company’s
achievements. The employees’ newspaper is called
‘Carrera’ and has now been making an important
contribution to employee motivation every month for
more than 23 years. Well-informed employees feel
that they are taken seriously and their knowledge of
events gives them a sense of belonging to in the
company and identification with shared goals. The
newspaper, which is very popular among employees,
turned even more attractive in early 2007 thanks
to improvements in layout and visual language.
‘Carrera TV’, specifically for employees, also plays
an important role in communication. Broadcast on
a monthly basis, it provides interesting news about
the company.
Award-winning Marketing Communication
Porsche Communication once again received inter-
national awards for its excellent publicity films. The
company celebrated great achievements at the 42nd
Chicago International Film Festival ‘Intercom’ com-
petition held in the review year. In the ‘Sales & Marke-
ting – Product’ category, the golden plaque was awar-
ded to ‘Different’, a very emotional film about the
911 Turbo. Porsche also won three silver plaques,
two for the technical films ‘Inspiration’ and ‘Master-
werk’, which featured the Cayman and 911 Turbo
respectively, and one for the image film ‘Okay, Then’.
One further award went to the 911 GT3 film, ‘Origin
Motorsport’.
Highly Successful Cayenne Campaign
In the focus of the 2006/07 fiscal year was the global
market launch of the new Cayenne. The advertizing
campaign began with a teaser showing the new model
in semi-darkness during the final stages of develop-
ment. This formed the basis of a comprehensive
direct marketing campaign, which stimulated high
customer interest in the new Cayenne already at a
very early stage. Along with the more athletic design
and increase in power output in the new model, mar-
keting highlighted the significant reduction in fuel
consumption made possible by modern direct gaso-
line injection technology. The introductory event for
the global distribution organization in Baja California,
Mexico, allowed enthusiastic participants to see for
themselves what the new Cayenne has to offer.
The market launches of the entry-level Cayman and
the overworked Boxster, both with modern, reduced
consumption ‘VarioCam Plus’ engines, had the slogan
‘Center Forward’. The campaign highlighted the
models’ unique position in their segment as mid-
engined sports cars. Along with Porsche Centers
offering the opportunity to take a test drive, this
drummed up further interest in the sports cars.
Porsche also introduced the 911 GT3 RS as a more
racing sport version of the traditional 911 featuring
Communication
In honor of Pope Benedict XVI’s 80th birthday, Porsche provided support for a
performance by the renowned Stuttgart Radio Symphony Orchestra in the Vatican.