Porsche 2008 Annual Report Download - page 103

101
America
The United States:
largest market despite the crisis
The situation on the US market continued to
deteriorate in the course of fiscal 2008/09.
The severity of the economic crisis led to a
dramatic fall in sales in the automotive market.
Porsche was unable to escape this downward
trend, with the delivery of 19,024 units re-
presenting a significant drop on the prior year
(31,818 units). Nevertheless, the US remained
Porsche’s biggest single market.
Despite sliding to 8,650 deliveries (prior year:
12,904), the Cayenne remained the bestselling
series. The Cayenne GTS even improved on
the prior year with 1,953 units sold. In a highly
competitive market, the Boxster/Cayman
series managed sales of 3,806 units (prior
year: 8,718). The 911 also suffered, making
just 6,568 deliveries (prior year: 10,196).
With more than 200 dealerships, Porsche
offers its US customers a strong dealership
network. In order to further improve the supply
of original parts to the north-east of the US
and Canada, a new parts warehouse with inte-
grated training center was set up in Easton,
Pennsylvania.
Canada: encouraging start
for the new company
In the reporting period, 1,622 vehicles were
delivered to customers in Canada, down from
1,874 in the prior year. This decline is mode-
rate in comparison to other markets. This
represents a successful start for the newly
established Porsche Cars Canada Ltd. The
subsidiary has handled the sale and distribu-
tion of Porsche vehicles for Canada since
August 2008.
With 776 vehicles delivered, the Cayenne only
fell just short of the prior-year figure of 796
units. Among the sports cars, 480 vehicles
of the 911 series and 366 mid-engined sports
cars were sold.
Latin America:
Porsche weathers the crisis
Thanks to the sales success of the Cayenne,
Porsche was able to deliver a total of 2,123
vehicles to the Latin American markets in fis-
cal 2008/09 (prior year: 2,712), 1,301 of which
were accounted for by the sporty off-roader
(prior year: 1,691). 418 units of the 911 series
(prior year: 523) and 404 vehicles of the
Boxster and Cayman mid-engined sports car
series (prior year: 498) went to customers
in the region. The largest single market is
Mexico with 645 deliveries, followed by the
growing market of Brazil (579 units) and
Puerto Rico (159 vehicles).
Porsche Latin America engaged new import-
ers in Guatemala, Puerto Rico, the Dominican
Republic and Trinidad. Overall, the distribu-
tion network in Latin America grew to 15 im-
porters and 36 dealerships.
Europe
Germany: still on the right track
In Porsche’s home market, the 2009 scrappage
scheme led to a rush on small cars. The luxury
segment, meanwhile, declined sharply. In this
challenging environment, Porsche was able to
improve its position relative to its competitors.
In fiscal year 2008/09, deliveries fell just seven
percent to 12,506 units (prior year: 13,510).
The 911 increased its share of the market seg-
ment to more than 50 percent with 6,322 ve-