New Sales Record For Porsche In 2012
|   Saturday, January 19, 2013
Luxury car brands continue to defy crisis. Last year, Porsche has sold 141,075 cars worldwide, exceeding the absolute record sales achieved by 2011. Thus, the German manufacturer can boast an increase of 18.7% in deliveries. This result is more than spectacular if we consider the decline in the European market, its traditional market.

The key to success in 2012 was the launch of the new generation of 911 and Boxster, models of traditional volume range, which had an excellent reception by the general public.


Despite the unfavorable economic climate, European customers have registered 13.7 percent more Porsches more than in 2011. The success in Europe is not at all unique. The Porsche brand registered consistent increases, double-digit, from around the world markets. At the top, we find the Asia-Pacific area, with a plus of 23.6 percent and the North America area with 19.5 percent.

"Volume is not a main target for us—you have to focus on product, have a tough brand which is powerful," said Matthias Muller, the chairman of the Porsche AG board of management in a intreview. "It's not so much important whether we should have 35,000 or 36 000 [cars in the US sold]. Important is that the brand and the product are sexy."

There are other aspects involved too. Gaining fans in China is a big challenge for Porsche, especially now that Europe faces continued economic and political unease. China and the US will be Porsche's largest markets in the following year, with Europe lagging behind in third position. Normally, sales across the three regions used to have a 1/3 split, but that's not the case anymore.

By strengthening the growth in China, Muller says the company can compensate a bit for the uncertainty in Europe. Education is crucial: Porsche will open new dealerships there, and is building racetracks as well to show Chinese buyers "how to drive fast," Muller says.

Because in China they buy Panameras and Caymans because true prestige in China is to be driven around in a big sedan, not drive yourself in a sports car. Muller wants to change that.

"We have to explain what Porsche is and the history," he says. "Hopefully in the future they will be buying the 911—it's just a matter of time.

The most popular Porsche model was, on a global scale, the Cayenne SUV. In the compact SUV segment, the Macan model will be representing Porsche from 2013, and it will be positioned below the current Cayenne. The Porsche Macan will be 4.5 meters in length (about 25 centimeters shorter than the Cayenne) and will be built on the platform its Audi Q5 cousin uses from which it willl take technical basis and of course, part of the powertrains.

The name, Macan, has a exotic resonance, being borrowed from faraway South-East Asia, specifically in the Indonesian language, a term that translates into tiger.

The Macan will be built in 2013 at the Leipzig factory where currently Porsche is building the Panamera sedan and Cayenne SUV. In this situation, the constructor is to start investing half a billion euros in parallel with the creation of new jobs.
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