Porsche 2005 Annual Report Download - page 59

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57
Asia-Pacific/China: Sales exceed all Expectations
With 2,877 deliveries to customers, growth of 36 percent
was achieved in the Asia-Pacific/China region. The systematic
expansion of the dealer network as well as intensive training
of our new partners in China played a particularly important
role in this success.
Porsche is represented in eleven Chinese cities by twelve
Porsche Centers. A further two are already being built. The
Porsche Centers in Wuhan, Shenyang and Dalian were opened
in the review year. A further eight locations should be added
in the 2006/07 fiscal year.
Vehicle sales in China increased more than threefold in the
review year, with 1,613 units sold (previous year: 526 vehicles).
A particular success was the high number of sports cars sold –
303 (previous year: 148 units) – in a country with no history of
motor sports and a clear preference among the target group
for luxury limousines. Sales of the Cayenne increased by
247 percent to 1,310 vehicles.
In the other Asia-Pacific markets, with 1,264 vehicles (previous
year: 1,356 units), sales stabilized at more or less the previous
year’s levels, despite the continued uncertain political conditions
in some countries. This positive result was due in particular to
Hong Kong with 485 sales, Taiwan with 176, Singapore with
157 and the significantly growing sales in the South-Korean
market, where there were 172 deliveries (previous year:
130 units).
The Carrera Cup Asia Pacific was one of the most impor-
tant marketing instruments for positioning the brand in the
2005/06 fiscal year. In the 2006 season, four races were
held in China, in order to create a foundation for Porsche’s
long-term success there.
Australia
Growing Market Shares
By systematically prospecting the market, Porsche Cars
Australia (Australia and New Zealand) was able to significantly
improve its position among competitors, selling 1,415 vehicles
in the review year compared with 1,219 in the previous year.
A total of 473 units of the 911 were delivered to customers.
The successful market launch of the Cayman S led to sales
increases of 70 percent for the Boxster model series, with
465 units sold. And with 477 vehicles delivered, sales of the
Cayenne continued to match the previous year’s high level.
In order to further optimize the brand’s presence, new Porsche
Centers were opened in Adelaide and Darwin. To respond more
effectively to the high expectations of customers in Australia
with an interest in motor sports, the product portfolio for the
Porsche Driving Experience was extended by the “GT3 Cup
Experience” program. Accompanied by a professional trainer,
participants are given an initial taste of motor racing in a GT3
Cup vehicle. The above-average number of participants at the
Carrera Cup Australia was evidence of the customers’ huge
interest in motor sports and the importance of this Cup for
communicating the Porsche brand values.