Porsche 2003 Annual Report Download - page 41

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together staff from different After Sales areas, we have im-
proved the flow of information to the dealership organization
and simplified coordination. A vital part of the Technical
Competence Center is the Carrera GT mobile service team,
which will assist with on-the-spot repairs.
The value for money represented by spare parts for Porsche
classic cars was greatly improved. The prices charged for
over half of all available classic parts have been substantially
reduced. This will ensure a satisfactory supply of spares for
owners of older vehicles.
Management and Customer Relations
The new cross-departmental Customer Relations Management
function was created in Sales during the review year. It will group
together existing customer relations initiatives in individual
departments and identify measures and programs in the
customer relations management area designed to encourage
greater loyalty to the Porsche brand.
The first projects are already in progress in Germany and
the USA. They will be concluded during this fiscal year and
are expected to offer pointers for future customer-relations
initiatives. We plan to implement a complete, integrated,
customs relations management program within the next three
years. The objective is to improve customer loyalty, new
customer prospecting strength and the competitiveness of
the sales organization.
The Attraction of Porsche Leipzig
The Porsche plant in Leipzig attracts customers from all
over the world. During the year under review, we welcomed
approximately 25,000 visitors – customers collecting their
new vehicles directly from the factory, but also individuals
and groups attending special events or visiting the Customer
Center. Those picking up new cars were particularly impressed
with the vehicle handover and driving demonstration on the
test track and the six-kilometer off-road course.
With 250 events and approximately 10,000 guests, Porsche
Leipzig was almost fully booked. Visitors inspected the Cayenne
and Carrera GT production lines and the Customer Center.
Events ranged from small seminars to major functions for up
to 500 people. Many event organizers took the opportunity to
combine a conference or gala event in the Customer Center
with a driving experience for their guests. The Porsche Sports
Driving School expanded its range of courses during the year
under review. All course levels are now being offered in Leipzig
– from basic instruction to competition driving.
Customizing for Porsche Owners
The interest in Porsche accessories – now being marketed
by the Porsche Lizenz- und Handels GmbH company – and in
vehicle customizing continues unabated. Accessories available
for customizing reflect classic Porsche brand values such
as design, sportiness, innovation and individuality. Expansion
of the Customer Tailoring business area will in future enable
customers to be offered even more opportunities for indivi-
dualization of their cars. To satisfy the increasing level of
demands and wishes expressed by its customers, Porsche AG
has decided to install a Competence Center at its location in
Stuttgart-Zuffenhausen.
Exclusive
The Porsche Exclusive program offers customers a host of
ex-factory customizing options, including interior and exterior
styling and technical specification changes. Porsche Exclusive
offers custom options and accessories for all models, inclu-
ding the Carrera GT, on the basis that Porsche owners deserve
a car that truly reflects their individual character.
To enhance the interior of their vehicle, customers can choose
from high-quality materials such as leather, aluminum, burr
walnut or carbon fiber. Parts with an aluminum finish – and the
look and feel of earlier Porsche competition cars – remain
very popular. For the exterior, there are exclusive wheels,
stainless steel exhaust tailpipes, and Aerokits, as well as engi-
neering options such as sports mufflers or uprated engines
for the 911 Turbo and 911 Carrera. Over half of the 911 cars
sold are fitted with Exclusive options at the factory.
During the year under review, the most popular Exclusive
options for the 911 and the Boxster were the padded leather-
covered steering wheel and the Porsche Communication