Porsche 2005 Annual Report Download - page 64

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Porsche’s enthralling technology was
presented to journalists at a technical
workshop in the Weissach development
center. One highlight was the newly
developed variable turbine geometry.
A significant factor in Porsche’s corporate success is the ex-
cellent reputation that the company enjoys. Public relations
promotes Porsche’s high standing by raising social acceptance
of the product, the company and the brand. The results of sur-
veys on the company’s image impressively confirm the success
of this communication strategy in stimulating the public per-
ception of Porsche. In January 2006, Porsche ranked among
the leaders in the renowned “Image profile” study for the fourth
time in succession. This study is complied for “Manager Maga-
zin” every two years by Emnid, the market research institute.
Compared with the previous ranking two years earlier, Porsche
increased its lead and clearly outperformed 176 major compa-
nies from a total of 16 sectors.
International rankings also acknowledge the excellence of
Porsche’s image. In the review year, Porsche took pole position
for the best reputation among luxury car brands in a US survey
conducted among top earners. The premium brand outshone
its competitors from all over the world in the representative sur-
vey conducted by the Luxury Institute, New York. The brand’s
‘uniqueness and exclusivity’ were among the reasons cited by
the Institute for Porsche’s success.
With its clear views and courageous standpoints, Porsche
repeatedly expresses its independence on economic and
socio-political topics. Forgoing subsidies and the refusal to
publish quarterly reports are issues on which Porsche has
taken an unequivocal stance, thereby earning the public’s
respect. Its explicit commitment to Germany as a manufactur-
ing location has also strengthened its reputation.
Supporting the Next Generation
In global competition, knowledge is the biggest trump held by
German industry. That is why Porsche’s social commitment ex-
tends to supporting young engineers. Once again, we awarded
the Ferry Porsche Prize to the best school-leavers from Baden-
Württemberg whose main subjects were physics/technology
and mathematics. This year, 198 young people received awards.
A further five scholarships for a four-week traineeship at an
international Porsche sales subsidiary were awarded at the
prize ceremony at the Weissach Development Center. More-
over, creativity is highly rewarded at Porsche. Thus, the
company also fosters young, international producers of ad-
vertising films. In June 2006, the prize in the “Porsche Inter-
national Student Advertising Film Competition” was awarded
for the third time by the Ludwigsburg-based Film Academy.
A first-class, international jury of specialists rewarded four
exceptional creative achievements with three main prizes and
a special prize. All four winners also received a “David” trophy
in recognition of their work. The trophy is designed to recall
Porsche’s own principle that a small company can not only
take on large enterprises but can also triumph over them.
Driving Presentations for Enthusiastic Journalists
Driving presentations of Porsche’s new models are always
very popular with press representatives. In the 2005/06 fiscal
year, there were two highlights on the agenda – events that no
participants will ever forget: the presentation of the Cayenne
Turbo S in Dubai and the 911 Turbo in Andalusia. With an output
of 521 hp, the world’s most powerful sports utility vehicle
was presented to journalists in the Dubai desert on the Arabian
Peninsula in February 2006. A circular route across numerous
small and large sand dunes required advanced driving skills
from the press representatives. Seemingly unstoppable, the
Cayenne Turbo S’s performance on this tricky terrain was more
than impressive.
The same could also be said – although on asphalted roads –
for the new 911 Turbo, which Porsche unveiled in May 2006
in the scenic setting of Andalusia. Journalists were invited to
accompany rally champion Walter Röhrl on test-drives along
a closed road. The former champion gave a breathtaking de-
monstration of the 911 Turbo’s potential when being driving at
its limits.
The numerous press and television representatives who attend-
ed also wrote most knowledgeably about the driving presen-
tations of the Cayman S in October 2005 in Siena and the basic
version of the Cayman in July 2006 in Königstein. The positive
reports about both versions of Porsche’s new mid-engined
coupé appeared in both cases over several weeks in the interna-
tional media. Equally informative and impressive was Porsche’s
Technical Workshop in the review year. This is held each spring
at the Weissach Research and Development Center. This year
the event focused entirely on the 911 Turbo, and the company’s
engineers explained the new sports car’s fascinating technology
and aerodynamics to selected specialist journalists.
Impressive Exhibition Attendance
The Frankfurt International Motor Show has often provided a
platform for thrilling new Porsche models. In the review year,
our company delivered one of the exhibition’s highlight: the
Communication