Automotive News Europe - January 2013 - 11

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Porsche plans a few ‘surprises’ this year
Does this mainly relate to the Macan or new technologies as well, such as the plug-in hybrid that Porsche wants to bring to market? Both. And it is not just investments in buildings and tools but in employees and expertise as well. So will Porsche build the Panamera Sport Turismo with a plug-in hybrid drive, which was on display at the Paris show last year? We have not yet made that decision. We are still doing the calculations and are mainly checking on three things: How is the car’s design being viewed by the public? How can we house new powertrain technologies? New operating interfaces are the third assignment. But the response to the car has been very encouraging. You presented the new Cayman at the Los Angeles auto show. Does Porsche need a relatively small sports car that can be positioned below this model? That consideration is off the table. We are focusing on the models that we have been driving forward. They represent the largest product offensive in the company’s 64-year history. There will be a whole series of 911 models, including GT and turbo versions. We will launch the Macan this year and the 918 supercar at year’s end. We really have our hands full. But is a four-cylinder engine in the Boxster or Cayman a way to fill out the lineup at the lower end? Or an eight-cylinder sports car above the 911 Turbo at the higher end? There are many possibilities. There will be a few surprises from Porsche in the coming months and years. But no final decisions have been made. Complexity in the dealership grows as the number of models and their

German brand’s sales boss cautiously optimistic about 2013
orsche has set ambitious goals for growth, so the sports car brand is massively expanding its dealer network. Dealers will be investing hundreds of millions of euros. Virtual showrooms are expected in major cities, Porsche sales and marketing chief Bernhard Maier said. The former BMW executive moved to Porsche in 2001 and became managing director for Germany. In 2010, he took over responsibility for sales and marketing on the automaker’s management board. He met with Automobilwoche @ Automobilwoche is a sister publication of Automotive News Europe. What do you expect for 2013? Unfortunately, my crystal ball is no better than any other. We are moving ahead carefully. Due to the many products we are introducing, I remain cautiously optimistic. We are well prepared. Porsche wants to double its sales by 2018. Doesn’t your dealer network have to grow along with it? At the end of 2012 we had 780 dealers worldwide. By the end of the decade, the number is expected to rise to 1,000, with 100 in China. But we are expanding our dealer network in India, Brazil, South Korea, South Africa, in short, anywhere we see additional market potential. With its Macan compact SUV, Porsche is introducing another model line, which could become the brand’s most successful series. Will existing dealers have to invest in display space and service for the new model? Not just for that. Existing dealer operations are now being examined for their capacity to handle future volumes and technological challenges. German dealers alone will invest 200 million euros in their operations in the next two years.

Porsche’s sales chief
❚ NAME: Bernhard Maier ❚ TITLE: Porsche Board Member for

Sales and Marketing
❚ AGE: 52 ❚ BASED: Stuttgart

❚ NATIONALITY: German ❚ MAIN CHALLENGE: Push Porsche

to double sales to 200,000 vehicles by 2018 without diluting the brand.

variations rises. Audi and BMW are resorting to virtual showrooms to display the many versions. Are they a model for Porsche? It is an interesting approach. We have built a mobile brand environment that is going on tour this year and will be assembled in individual cities. Last year, we tested it successfully in a Beijing shopping center. It involves presenting Porsche’s history and brand content along with our newest products. We will duplicate it in other cities in China, Brazil and India as well as in mature markets when the opportunity is right.

JANUARY 2013

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Automotive News Europe - January 2013

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