Porsche 2003 Annual Report Download - page 49

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Turbo model. The Cayenne in general exceeded all expecta-
tions and has won over completely new customer groups in
Switzerland.
The extensive series of driving events was extended to in-
clude activities such as competition driver training on the
Hungaro Ring. This forms an important element in the target-
ing of new customers and also in generating repeat business.
Spain and Portugal: Focus on Porsche
During the year under review, Porsche Ibérica handed back
the complete wholesale operation for the Saab brand, for
which it had previously been responsible, to General Motors in
order to concentrate exclusively on Porsche merchandising.
The success of this strategy is clear from the 74.8 percent
increase in deliveries to a total of 2,077 units.
The Cayenne established itself in this market with great suc-
cess. With 1,341 units sold, sales exceeded the figure plann-
ed for. There was also strong demand for the 911 and Box-
ster, with 731 deliveries, a similar total to the preceding year.
Australia: Success on Difficult Terrain
Porsche acquitted itself well in the difficult Australian market
with a total of 1,309 units sold (a 50.9 increase). Although
the overall trend in the entire SUV segment was less positive
than expected, Porsche was still able to increase sales to
664 Cayennes (following 140 units in the preceding year).
The success of the Cayenne is also clearly demonstrated by
its 30 percent share of the high-quality SUV market. Sales
of sports cars remained almost the same as the preceding
year with 726 units sold, the specific totals being 390 for
the 911 (a reduction of 0.8 percent) and 336 for the Boxster
(a 14.7 percent reduction).
Dealers’ market presence was further enhanced. The new
Porsche Centre in Brisbane opened in March 2004. The
Carrera Cup Australia represented another important land-
mark in brand presence. In the 2004 season there were
30 participants, once again the largest field anywhere
in the world – evidence of strong interest in motor sport
in Australia and the strength of the Porsche brand.
The Middle East and South Africa:
Deliveries more than doubled
Despite continuing political instability in the region, deliveries
more than doubled during the year under review, with a total
of 2,779 units delivered (compared with 1,127 vehicles in the
previous year). The Porsche Cayenne made a considerable
contribution to this success, with 2,157 units sold, but sales
of the 911 and the Boxster also increased by 10.2 percent to
616 units.
During the review year, new importers started business opera-
tions, for instance in the Yemen, and further improvements
were made to the Porsche dealer network in various markets.
New or refurbished dealerships were opened in Kuwait, Abu
Dhabi, the Lebanon and Egypt.
India: The Cayenne creates new Opportunities
Porsche’s Cayenne SUV is creating new opportunities for the
company in India, which is an important new market. In the
past fiscal year, two official importers were appointed in New
Delhi and Mumbai, thus laying the foundations for further
growth in the region. The first new cars were delivered in June
2004. Further dealerships will opend during the current fiscal
year in addition to those in New Delhi and Mumbai. The Indian
market is looked after by the Porsche Middle East & Africa
regional office, based in Dubai.
Belgium: Encouraging Business Developments
After economic and political turbulence in the previous year,
the general situation has once again stabilized in Belgium.
Porsche brand sales were correspondingly positive, with 945
vehicles sold (previous year 676 units) and 493 Cayennes
delivered, compared with 163 in the preceding year. Of the
total number of vehicles delivered, 451 were sports cars
(a 12.1 percent reduction).
Porsche took part in many activities in Belgium, a particular
highlight being its stand at the Brussels Motor Show, which
yielded excellent sales results. The opening of the new
Porsche Center in Liège concluded the successful reorgani-
zation of the Belgian dealer network.