Porsche 2004 Annual Report Download - page 50

Markets46
Six dealers joined the North American sales organization, making
209 in all: Porsche now has 198 dealers in the USA and eleven in
Canada. Contracts were signed for seven additional territories.The
proportion of dealers whose showrooms comply with the Porsche
architecture concept has now risen to about 40 percent.
The strategic decision to divide the North American sales territory
into four regions contributed significantly to the North American
subsidiary’s success. This re-alignment made it possible to supervise
the work of associated dealers more effectively and provide better
support for dealers’ local marketing activities.
Great Britain: More than 10,000 Vehicles Sold
Deliveries to customers in Great Britain and the Republic of Ireland
went up by 16 percent to 10,286 vehicles. Exceeding the 10,000-unit
mark, which would have been considered scarcely possible only a
few years ago, was equivalent to an almost threefold increase in
sales volume since the 1999/2000 business year. Deliveries of 911
models totaled 3,842, 44 percent higher than in the previous year.
Boxster sales, which reached a record level of 3,368 in the previous
year, went up yet again to 3,596 cars delivered. The car press awar-
ded top rankings to the new Porsche sports car models: the Boxster,
for instance, won the Roadster category in a poll conducted by the
magazine “Auto Express”.
The Cayenne’s success also continued in Great Britain, with 2,827
of these sports off-road vehicles sold in the review year (previous
year 2,807).
These successes in Great Britain are all the more impressive in
view of the fact that the economy showed signs of weakening after a
number of boom years. This trend was counteracted by intensive
market activity, with the main sales emphasis on launching the new
911 Coupe and Cabriolet and the new Boxster on the British and Irish
markets. The brand was also strengthened by holding Porsche Driving
Experience events, which were attended by more than 4,500 people.
Systematic implementation of dealer architecture standards also
enhanced Porsche’s positive image in Great Britain. The Porsche
Retail Group dealerships in the Greater London area are among the
world leaders in terms of profitability and active market presence.
These five Porsche Centers alone accounted for 24 percent of all
sales in Great Britain. Altogether, 34 dealers sell Porsche cars in
Great Britain and Ireland.
Italy: Dealers Very Satisfied with the Brand
At the end of the review year, Porsche was able to announce new
record deliveries of 5,157 cars (previous year: 3,733) in this, the
home market of Ferrari and Maserati.
Even before the launch of the all-wheel-drive versions, which tradi-
tionally have a strong following in Italy, 911 Carrera sales in the
review year went up by 46 percent compared with the previous year,
to a total of 1,944 cars. With deliveries of 820 cars, the Boxster
achieved an increase of 62 percent. The Cayenne built on its already
dominant position in the gasoline-engined Sport Utility Vehicle
segment, with 2,379 deliveries (plus 26 percent).
Porsche’s Italian dealers confirmed their satisfaction with the brand.
In the annual survey of the automobile trade conducted by “Automotive
Dealer Day” in conjunction with the Ca’ Foscari University in Venice,
Porsche again took first place in the manufacturers’ rankings. It is
therefore not surprising that in the past fiscal year Italy’s Porsche
dealers again invested considerable sums in their businesses. A new
Porsche Center was opened in Palermo and new dealers began
work in Arrezzo and Trento.
Japan: Market Presence Built Up Again
The focus of market activity last year having been the introduction
of the Cayenne version with six-cylinder engine, it was the launch of
the new 911 Carrera and Boxster in Japan that stimulated strong
customer interest during the review year and led to a further increase
in deliveries to customers. In addition, two new Porsche Centers
were opened, making a total of 42 now in Japan.
Although the general business mood tended to be restrained, the
Japanese sales organization succeeded in increasing deliveries by
16 percent to 3,045 cars (previous year: 2,632). Introduction of the
new model generations led to deliveries of the 911 rising by 39 per-
cent to 1,235 cars, and those of the Boxster by 6 percent to 714
cars. With 1,090 deliveries (previous year: 1,072), the Cayenne
contributed strongly to total Porsche sales in Japan as elsewhere,
and accounted for a 36 percent share of the total.
France: Success in Difficult Conditions
Porsche France resisted the influence of the poor general economic
situation and surpassed the already outstanding result achieved in the
previous year by 28 percent; 2,874 cars were delivered, a new record.
Deliveries of the 911 to customers, at 891 cars, were no fewer than
63 percent higher than in the previous year. The Boxster too, which
had its world premiere at the Paris Motor Show early in the 2004/05
fiscal year, recorded in its third sales year, the Cayenne was purchased
by 1,574 customers (plus 11 percent). This is an impressive result in
view of the preponderance of diesel engines in vehicles of this type
sold on the French market, which account for some 70 percent of
total registrations. French Porsche dealers also continued to invest
in their facilities, with either new or enlarged premises opened in
Bordeaux, Lyon, Arpajon, Pontoise and St. Germain.
Switzerland: Strong Demand for the 911 Carrera
AMAG, the Porsche importer in Switzerland, continued the brand’s
success story in the review year: 1,769 cars were delivered
(12 percent more). The launch of the new 911 Carrera in particular
was extremely successful.