Porsche 2009 Annual Report Download - page 117

Canada: continued success
With 1,823 vehicles, sales in fiscal 2009/10
were up twelve percent on the prior year (1,622 vehi-
cles). The Panamera contributed significantly to this
growth, with exactly 354 units delivered since Sep-
tember 2009. 661 Cayennes (prior year: 776) went
to Canadian customers. Sales of the 911 series grew
from 480 to 501 units. Sales of the Boxster and
Cayman models totaled 307 units (prior year: 366).
Latin America: Brazil drives growth
During the reporting period, Porsche in-
creased the number of vehicles sold in Latin America
by five percent to 2,222 (prior year: 2,123). The new
Panamera achieved 282 deliveries. Despite the model
changeover, sales figures for the Cayenne series re-
mained relatively stable at 1,079 units (prior year:
1,301). The new models, which were only introduced
in June 2010, accounted for 282 of this total. Boxster
and Cayman deliveries were up by twelve percent to
454. The number of 911 sold was 407 (prior year:
418). With 781 units, Brazil has replaced Mexico (435
units) as the largest individual market. The third-
largest market is Chile, with 225 vehicles.
Europe
Germany: sports car segment under pressure
In an environment that remains challenging
and fiercely contested, Porsche succeeded in defend-
ing its strong position among the relevant competi-
tors. In addition, the Panamera successfully estab-
lished itself in the German market. However, due to
the declining SUV and sports car segment, it was not
possible to repeat the prior-year’s figures. The
11,911 vehicles delivered represent a slight drop of
five percent (prior year: 12,506 units). The new Pa-
namera achieved 2,411 units and the Cayenne 3,064.
Sports car deliveries amounted to 4,614 units for the
911 and 1,822 for the Boxster/Cayman series.
United Kingdom: strong growth
Following the end of the recession in the
fourth quarter of 2009, Porsche rapidly emerged
from the economic crisis in the UK, selling 6,157 ve-
hicles in the reporting period, 25 percent more than
in the prior year. A ten percent increase in sales of
the 911 and Boxster/Cayman series underscored the
United Kingdom’s importance as a key market for
sports cars. With 818 units delivered, the Panamera
immediately achieved a market share of almost ten
percent in its segment. The Cayenne also clocked up
a slight increase, with 1,183 vehicles sold (prior year:
1,128).
Italy: reluctance to buy sports cars
In fiscal 2009/10, Italy continued to feel the
effects of the economic and financial crisis. However,
with 3,655 vehicles delivered, Porsche sales ap-
peared to have bottomed out. Following this seven
percent decrease on the prior year, incoming orders
for the new Cayenne hold hope of recovery. The
sports car segment saw a drop in sales which also
impacted the Porsche’s 911 series (1,198 deliveries;
prior year: 1,938) and the Boxster and Cayman series
(397 deliveries; prior year: 639). With 783 vehicles
sold, the Panamera successfully positioned itself in
the market. 1,277 Cayennes were sold (prior year:
1,351).
France: emerging from the crisis stronger
Although France experienced the sharpest fall
in GDP since World War 2, Porsche can look back on
a very successful fiscal year in that country. The ex-
tension of the sales network and introduction of the
Panamera enabled sales in France to be increased by
21 percent over the prior year to 2,432 units. The
new Panamera accounted for 609 of these units and
the Cayenne for 838. Sports cars deliveries totaled
657 (911 series) and 328 (Boxster/Cayman).
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