Porsche’s new targets
September 16th, 2009 by Richard Aucock
PORSCHE is now able to review old customer prospects – and be rewarded with the sale of a brand-new car.
This is because, said the firm’s man here at Frankfurt, its product line now includes the cars they want to buy.
‘Previously, car buyers may have been interested, but they were excluded because we, say, didn’t offer a diesel SUV.
‘But now, with cars such as the Cayenne Diesel, we can, we’re finding we’re able to review serious enquiries, often resulting in a sale…’
This is proving particularly successful when looking at Mercedes M-Class and BMW X5 buyers, he said. Proving the worth of not being too severe in your data cleansing?
Interestingly, being able to offer a 500bhp supercar with a manual gearbox – like the 911 Turbo – is also proving to be an advantage. ‘We now have the PDK unit with the new 911 Turbo, but there’s still a hardcore of sporting drivers who insist on a manual.’
Rivals such as Ferrari are retailing their models – like the 458 Italia – with paddle-shift-only gearboxes.
More broadly, he admits 2009 has had its challenges. However, the fact all Porsches are built to order means the company has been able to manage production levels. ‘We’ve never reached distress marketing levels.’
The new range of eco direct-injection Porsches has also had an interesting side effect. ‘Buyers who have needed justification for purpose have responded to the better economy and lower tax of the new cars.
‘Getting below 225g/km was a real bonus for us. What’s more, the VAT reduction meant we were able to offer the new features with no increase in price.’
Porsche waiting lists are back up; it’s four months for the 911, six months for some Panamera – and the GT3 has sold out!
‘The Sport Classic is almost sold out, too. There are only 250 worldwide models – but the UK is hoping to secure a greater proportion of the allocation…’
By Richard Aucock