Porsche expects U.S. sales to grow to about 50,000 units within 6 years

Article by Anita Panait, on April 10, 2012

The public will have something to look out for in 2012 as Porsche plans to overhaul three cars by the end of the year. The company has already unveiled a refreshed Porsche 911 Coupe and Convertible, which became available to the public on Feb. 4. Four months later in June, Porsche will introduce the third-generation Boxster roadster.

The sport car maker will not end there as it also plans to roll out a redesigned Cayman coupe by the end of the year. The company’s recently unveiled sports utility vehicle, the New York auto show-launched diesel-powered Cayenne, will be made available to the public in September.

Despite having only five model lines, the company plans to launch several variants for the next two years, including the 918 Spyder hybrid supercar, the all-new Macan compact sports utility vehicle as well as new versions of the 911.

The deluge of new Porsche model variants is attributed to the fact that the company expects its U.S. sales to increase to around 50,000 units in the next five to six years, from 29,023 in 2011.

According to Detlev von Platen, chief executive of Porsche Cars North America, the torrent of new Porsche products and anticipated rise in volume means that U.S. dealer profits will grow, allowing them to invest in their dealerships.

Von Platen said that the average Porsche dealership has a 3.2 percent return on sales, higher than the average return on sales for U.S. dealers in 2011 at 2.3 percent, according to NADA industry analysis data.

Despite the rise in new products and volume, the company isn't developing a new facilities program for its 194 dealers, von Platen revealed.  According to von Platen, he and Porsche's top U.S. managers have talked to each dealer about their individual growth and expansion plans, with some dealers having to expand their showrooms.

Porsche Cars North America, meanwhile, is injecting investments of around $100 million to build a new headquarters in Atlanta that features a test track, museum, dealer training center, customer shops and a restaurant. The company’s North American headquarters will also build a "Porsche Experience Center" near the Los Angeles airport on 51 acres.

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