Porsche 2005 Annual Report Download - page 54

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52
The Cayenne defended its leading position in the gasoline-
powered market segment for sports utility vehicles with
gasoline engines, and with 3,836 sales it made a significant
contribution to Porsche Germany’s operational success.
In order to protect their strong position in individual segments,
German dealers have invested around 100 million Euros in the
brand’s architecture over the last four fiscal years. The dealer
network has been expanded to 86 locations. Success has been
due largely to the systematic implementation of a market-based
sales strategy, which contributes to the high level of stability
in the way Porsche holds its value. In addition, the dealers con-
tinued to become increasingly professional, particularly in the
areas of distribution, management, marketing, after sales and
human resources.
An introductory campaign and a targeted appeal to customers
and potential customers accompanied the launch of the new
models Cayman S, Cayenne Turbo S, 911 GT3, 911 Turbo and
Cayman. In total, over 110,000 guests and customers at Ger-
man Porsche Centers were approached. In addition, for exam-
ple, the 911 Turbo was presented at exclusive and high-quality
evening performances under the motto “Masterwork”. More-
over, 14 Porsche Centers presented the top model jointly in
the theater in Füssen. Approximately 32,000 guests attended
the various introductory events.
The “Porsche Sports Cup” sports tournament was further
expanded in the review year. It bridges the gap between amateur
and professional racing sports and, apart from the fun of driving,
offers an experience for the whole family that includes Porsche
hospitality, Porsche World, Children’s World and exclusive vehicle
presentations. The number of participants in the Porsche Sports
Cup grew to over 700 over the 2005 season. The 2006 Sports
Cup season was held over six weekends on famous circuits,
including the Formula 1 racing tracks the Hockenheim Ring
and the Nürburg Ring and Spa Francorchamps in Belgium.
Great Britain: Still achieving High Sales Levels
Despite a difficult overall political situation, Porsche Cars
Great Britain was able to maintain high sales levels with
9,802 vehicles delivered (previous year: 10,286 units). The
number of deliveries in Great Britain and Ireland, Porsche’s
third-largest market, has grown almost threefold since the
1999/2000 fiscal year. The new 911 models contributed
to this with 3,386 deliveries. The all-wheel drive versions,
the S versions and the top-of-the-range models were
particularly in demand.
The record results achieved by the Boxster/Cayman model
series in the 2004/05 fiscal year (3,596 units) were significantly
outperformed, with 4,428 vehicles delivered. The Cayman S,
which far exceeded expectations with 1,629 deliveries since
its launch in fall 2005, made an important contribution to this.
In studies in the specialist press on customer satisfaction,
the Cayman S received the best grades. It was singled out in
“Autocar” magazine as the favorite model, ahead of its German
and British competitors. In the highly contended SUV segment,
the turbo versions of the Cayenne were particularly able to
hold their own. The results for the Cayenne model series,
amounting to 1,966 vehicles, were, however, lower than in
the previous year.
Currently the greatest challenge for Porsche Cars Great Britain
is to steer the brand successfully through a difficult economic
environment, distinguished by an economic decline, a sharp
drop in consumer trust and tax policies that do not favor car
ownership. The focus of sales in Great Britain and Ireland has
to be consistent market activities, introductory events – in
the review year these concerned the all-wheel versions of the
911 model series and the Cayman S – and the expansion of
existing Centers and development of new Centers. The brand
has also been further strengthened by events held by the
Porsche Sports Driving School, which were attended by over
7,620 people.
The Porsche Retail Group’s own dealer operations in the Greater
London area are among the leading dealerships worldwide, in
terms of both profitability and brand image. These five
Porsche Centers alone accounted for 26 percent of all
sales in Great Britain. There are 34 Porsche dealers in total
in Great Britain and Ireland.
Markets