Porsche 2013 Annual Report Download - page 38

Download and view the complete annual report

Please find page 38 of the 2013 Porsche annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 132

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76
  • 77
  • 78
  • 79
  • 80
  • 81
  • 82
  • 83
  • 84
  • 85
  • 86
  • 87
  • 88
  • 89
  • 90
  • 91
  • 92
  • 93
  • 94
  • 95
  • 96
  • 97
  • 98
  • 99
  • 100
  • 101
  • 102
  • 103
  • 104
  • 105
  • 106
  • 107
  • 108
  • 109
  • 110
  • 111
  • 112
  • 113
  • 114
  • 115
  • 116
  • 117
  • 118
  • 119
  • 120
  • 121
  • 122
  • 123
  • 124
  • 125
  • 126
  • 127
  • 128
  • 129
  • 130
  • 131
  • 132

036 // ANNUAL REPORT PORSCHE AG 2013
The new Macan is my Porsche because
with it, we are safeguarding our success
for the future. Porsche is the world’s most
successful manufacturer of exclusive sports
cars. With the fifth model series, we are
gaining new customers, tapping new mar-
kets, and taking over a new segment. We
are entering the Macan in a very promising
growth market. For this compact sport utility
vehicle (SUV) segment, experts are projecting
5 percent growth annually by the end of the
decade.
SUVs are clearly making inroads on all key
markets in Europe, the Americas, and Asia.
That is why, after the Cayenne, the Macan is
the logical and consistent second stage in
“Macan customers want to drive
a sports car and still have the interior
space of a compact SUV.”
the expansion of our product line. The Macan
will draw a new group of customers who will
be buying a Porsche vehicle for the first
time. These men and women want to drive
a sports car while having the interior space
of a compact SUV. With the Macan, we have
the car to fit the bill, designed for the young,
up-and-coming business elite, a group that will
hopefully also include more women over time.
Our market research has shown us that many
customers will be aged below 45 and will fall
under a higher education and income bracket.
However, the Macan will appeal to all age
groups. A key customer group will consist of
established Porsche customers over the age
of 55, who want to drive a Porsche SUV but
Bernhard Maier
Member of the Executive Board
Sales and Marketing