Porsche 2003 Annual Report Download - page 60

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In addition, readers of the American publication “Automobile
Magazine” voted the 911 Carrera the best GT and the 911
Turbo the best supercar.
The Boxster, in its eighth year, collected another prize:
The Porsche roadster models Boxster and Boxster S were
chosen as the best sports cars by “Automobile Magazine”.
In association with their All-Star Awards 2004, the specialist
monthly with a circulation of 500,000 awarded the roadster
the title of “Best Sports Car” – and this was before its
replacement by a new model generation.
Well-received Trade Fair Appearances
Nothing reflects the appeal of a company as effectively as its
own products.This makes it all the more important to ensure
that the new models and their variants are suitably presented
to the public – a central element of Porsche’s communication
strategy. In the year under review, there were five new model
variants of the 911 aspiringing to outshine each other at the
German ‘IA A’ Motor Show in Frankfurt – and also a world premiere
to celebrate: On the occasion of the 40th birthday of the classic
Porsche sports car, the special “911 40th anniversary“ edition
was launched at the IAA in September 2003. The next world
premiere took place just four months later – the Boxster S
special edition “550 Spyder 50th anniversary” was exhibited
at the Detroit Motor Show.
Whether in Frankfurt, Detroit or at other trade fairs – one
Porsche model above all others has a magnetic effect on the
public: the Carrera GT. This high-performance sports car drew
crowds of car enthusiasts on every occasion to the Porsche
stand. It ranked amongst the vehicles most photographed and
discussed by visitors, thus confirming once again the appeal
of a brand rich in tradition.
There was another exhibition highlight in September 2004.
The new Boxster was presented to the world press for the
first time in the exclusive surroundings of the Pavillon Gabriel
near the Champs Elyseés. At this event, held on the evening
before the first press day of the Paris ‘Mondial de l’Automobile’
exhibition, the second model generation of this roadster
attracted much attention. But this was not all: In addition to
the Boxster’s world premiere in Paris, the new 911 was also
on display to the public for the first time at the Mondial.
Close Contact with Investors
Porsche considers intensive dialogue with participants in the
financial markets, i.e. private investors, institutional investors
and analysts, to be very important. Open, personal contact
strengthens the positive image that the company and brand
enjoy with investors around the world. Whether in Zuffenhausen
or at road shows held in the most important international
financial centers – Porsche seeks communication with market
participants. An additional central component of investor
relations activities during the year under review was the con-
tinuous, comprehensive flow of information regarding the
company’s corporate development that appeared in many
publications. Integration of the Investor Relations department
into the Public Relations division ensures that investors and
journalists receive the same information with the same basic
content wherever possible.
New Layout for Christophorus
The long-established customer magazine “Christophorus”
was extensively redesigned at the beginning of 2004. The
layout is now clearer and even more uncluttered. The presen-
tation is modern, but not fashion-driven, in line with the spirit
of the times but not slavishly adhering to ephemeral trends.
The new layout draws the reader’s attention to individual
articles on subjects such as Porsche products and technology
or corporate development. The magazine also regularly
takes lifestyle themes as its subject matter.
“Christophorus” was founded in 1952, which makes it the
oldest customer newsletter in the automobile sector. The
editorial team is based where the sports cars are built – in
Zuffenhausen. In spite of this close link to Porsche Group
headquarters, the selection and range of subjects always
has an international flavor. The magazine appears six times
a year, is printed in five languages and has an international
circulation of 260,000.
Communication 2003 ⁄ 04
At the driving event in Hameln,
the new 911 impressed journalists
and finance analysts.