PCA gears up for Porsche’s international plansPorsche Cars Australia sets sights on growth
Porsche Cars Australia (PCA) has commenced action to increase annual sales locally to beyond 2,500 units with pricing adjustments across its entire two-door sports car range as well as entire Cayenne range.
The pricing move – in conjunction with the imminent introduction of the Porsche Macan fifth-model line in 2014 – will put PCA in a strong position to double sales before the end of the decade.
Porsche dealers will also contribute to the growth plans with investments in their showrooms and workshops to accommodate the arrival of the Macan in little over one year from now.
“The arrival of the exciting new Macan SUV is key to driving growth in Australia,” says PCA’s Managing Director, Mr. Michael Winkler.
“But we are not waiting until next year when the Macan comes. We are activating our growth plans now with what is currently the best range of Porsche models we have ever had.”
The new 911 and Boxster and Cayman pair have been met with outstanding acclaim, while the Cayenne continues to be a strong seller and an updated Panamera range led by the world’s first plug-in Hybrid luxury car is due in a few months.
“Porsche globally has set its sights on sales beyond 200,000 cars before the end of the decade, and we in Australia have now commenced our contribution to that goal,” added Mr. Winkler
The pricing adjustments – ranging from 7.5 per cent to 13 per cent on 911 models, a flat five per cent on the new Boxster and Cayman models and 10 per cent across the entire Cayenne range – has the full support of Porsche AG.
Porsche models have traditionally maintained a steady position within their respective premium segments, with PCA believing it is now primed to increase market share with what is the best line-up of Porsche cars in the German company’s proud history.
The variable price adjustments take into consideration each model’s sales performance and what PCA sees as realistic opportunity for responsible growth. In determining the price adjustments considerable consideration was also given to protecting as best it could residual values of recent and current model cars.
Mr Winkler is at pains to note that Customer Loyalty and maximising Residual Values – cornerstones to Porsche’s long-standing success in Australia – will not be forsaken.
“Exclusivity is determined not by volume but by ensuring we always sell one car less than the market demands,” explained Mr. Winkler. “This has long been our business approach and will continue to be.”
Commensurate with adjusting the retail price on new cars, Porsche aims to lower ownership costs for all customers by reducing by 25 per cent the price of all high-demand genuine Porsche parts sold through Official Porsche Centres.
“Porsche is heading for an exciting time in Australia,” said Mr. Winkler. “Deliveries of the exciting all-new Cayman commence later this month, we have the updated Panamera range coming and all-new versions of our 911 performance icons – the GT3 and Turbo –arriving by early next year.
“Add the Macan into the mix and it’s not difficult to see why our team and our dealers are excited about the future.”