Porsche aims to double sales but won’t offer model cheaper than Boxster

Article by Anita Panait, on June 21, 2012

Porsche is not planning to sell a car that would cost less than its Boxer model, since doing so may compromise the brand’s exclusiveness, Bernhard Maier, the carmaker’s head of sales and marketing, told the Automotive News Europe Congress. Maier said that building a Porsche for EUR30,000 currently does not fit the brand.

He emphasized that the extraordinary purchase experience that a buyer could have is not for free. He likewise remarked that the entry price for Porsche is currently covered with the Boxster and by the Macan in the future.

According to Maier, Porsche plans to double its sales volume and at the same time, retain the brand's exclusiveness. The company aims to sell 200,000 cars annually by 2018. Porsche posted an 18 percent increase in sales in 2011, selling 117,000 units.

According to Maier, the company’s Strategy 2018 began by defining the brand strategy, which is "No matter what we build – we build sports cars." He revealed that the brand had been called in to question every time Porsche launched into a new segment.

The carmaker will unveil next year the Macan sports utility vehicle, which he described as the sportiest and most exclusive vehicle in the segment.

The other SUV in Porsche’s line-up, the larger Cayenne, is currently its best selling unit, accounting for around half of the carmaker’s sales in the first three months of 2012.

Maier said that despite the increase in volume, exclusivity is still achievable. According to Maier, this is achievable by offering one car lower than what the market is able to handle.

Porsche’s head of sales and marketing said that world markets grow to 100 million units in 2018 and Porsche would sell 200,000 units, getting a global market share of 0.2 percent. He remarked that this means the brand would still retain its exclusiveness.

Topics: porsche, sales

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