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    Porsche Sells Record Number of Cars in 2013: Crisis For Luxury Cars Seems Over

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    Porsche sold over 162,000 cars worldwide in 2013, a 15% increase over 2012, with profits up over 25%. Porsche aims to sell around 200,000 cars annually by 2018. Porsche focuses on quality, durability, and profitable growth over sales volumes alone. Thanks to expanding its model range in recent years to include four-door models and SUVs, Porsche has attracted new customers while retaining existing customers.

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    Porsche Sells Record Number of Cars in 2013: Crisis For Luxury Cars Seems Over

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    Porsche sold over 162,000 cars worldwide in 2013, a 15% increase over 2012, with profits up over 25%. Porsche aims to sell around 200,000 cars annually by 2018. Porsche focuses on quality, durability, and profitable growth over sales volumes alone. Thanks to expanding its model range in recent years to include four-door models and SUVs, Porsche has attracted new customers while retaining existing customers.

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    Porsche sold over 162,000 cars worldwide in 2013, a 15% increase over 2012, with profits up over 25%. Porsche aims to sell around 200,000 cars annually by 2018. Porsche focuses on quality, durability, and profitable growth over sales volumes alone. Thanks to expanding its model range in recent years to include four-door models and SUVs, Porsche has attracted new customers while retaining existing customers.

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    23 views2 pages

    Porsche Sells Record Number of Cars in 2013: Crisis For Luxury Cars Seems Over

    Uploaded by

    fid0dido_grl
    Porsche sold over 162,000 cars worldwide in 2013, a 15% increase over 2012, with profits up over 25%. Porsche aims to sell around 200,000 cars annually by 2018. Porsche focuses on quality, durability, and profitable growth over sales volumes alone. Thanks to expanding its model range in recent years to include four-door models and SUVs, Porsche has attracted new customers while retaining existing customers.

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    Crisis for luxury cars seems over

    Porsche sells record number of cars in 2013


    Porsche sold no less than 162,145 cars worldwide in 2013, an increase
    of 15% in comparison with 2012. Turnover increased by 27% to 13.9
    billion euro, compared to 2012. Profit shot up to 1.84 billion (2012:
    1.46 billion). All employees work at the dream of the founder of the
    company Ferdinand Porsche every day: creating the ultimate sports
    car.
    Porsche set themselves the target to sell about 200,000 cars in 2018,
    but those sales volumes are expected to be achieved in 2015 already.
    Porsche are mainly active in America, Asia and China. Porsches top
    executive Bernard Maier emphasizes that sales volumes are not the focal point. Its the result of the
    actions we take. The most important of those are quality, durability and profitable growth. Next to
    that we should not lose sight of the exclusivity of our brand.
    The passion for the ultimate sports car is leading for the actions of the administration, engineers and
    all Porsche employees. This passion transcribes into principles that rest on: tradition, innovation,
    design, functionality, performance, exclusivity. Every idea, every development and every model
    should meet these principles. Research & Development is crucial. Thanks to mass customization
    every car is unique and fully adapted to the customer. Anyway, all cars are being built in Germany.
    The management board Porsche defines a long-term strategy with an overview of 4/5 years, for
    which they can be held responsible: both towards the board of the Volkswagen Group and the
    employees within Porsche. Once the strategy is clear, the management rolls-out the strategy within
    the company.
    An essential part of the Porsche organization is the dealers web. The dealers also have to share the
    passion for sports cars, that is so characteristic of Porsche. Since 1990 Porsche have been operating
    in China. They have invested a lot in a good dealer organization. That pays off nowadays, as China
    account for 1/3 of the sales: in 2013 37,425 cars compared to 31,205 pieces in 2012
    Every customer can make his or her dream come true with Porsche. At which they are provided with
    a sports car for everyday use. Anyway, 49% of the Dutch people think of a good-looking but also
    arrogant person, who likes to be seen as a successful entrepreneur or businessman/-woman.
    Amongst consumers with an annual income of at least 60,000 euros Porsche have the best
    reputation of all car brands. The car models of Porsche are considered to be of high quality, very
    exclusive and elegant. Consumers think positive of the price-performance ratio and the social
    acceptance of the Porsche-models.
    Thanks to the extension of the range of models over the past years Porsche have managed to find
    new clientele and to hold on to customers. Sporty drivers that look for a spacious family car, can also
    call on Porsche nowadays.

    Meanwhile the model range of


    Porsche consists of six car models.
    To its base there are the two-seated
    sports cars: the Boxster, the Cayman
    and the legendary 911. Four-door
    models have been added to this
    range since 2002. In the SUVsegment that was growing rapidly
    then and in which Porsche were not
    yet active at that moment, Porsche
    introduced the Cayenne. The
    Porsche Panamera was the first
    Figure 1 - The Porsche Cayenne is the best selling car of Porsche
    real four-seat sports car to come
    onto the market. In 2013 the
    Porsche Macan mid-SUV was introduced, that was positioned just underneath the Cayenne. All
    models have one important similarity: they are the most sporty models in their segments. The
    Cayenne is the bestselling model of the brand.
    Important developments at this moment are the reduction of CO2-emissions and the switch to
    alternative fuels. Therefore a hybrid version of the Porsche Cayenne is expected soon.
    Porsche are part of the Volkswagen Group. After Toyota this is the second largest car brand in the
    world and they saw turnover increase by 2 percent to 197 billion euros. Volkswagen are represented
    in every market segment. For instance, they sell the car brands Audi, the less expensive Skoda and
    Seat and the luxury and sporty makes Lamborghini and Porsche and the exclusive makes Rolls Royce
    and Bentley.

    This case is based on diverse news articles, but rewritten and therefore highlights topics for didactical reasons.

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