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Porsche China enjoys a successful 2016 – makes new sales recordOver 65,000 vehicles delivered
Shanghai. For Porsche, 2016 has proven to be yet another remarkably successful year. China is once again the strongest individual market for Porsche worldwide, delivering 65,246 vehicles to its customers across mainland China, Hong Kong and Macau, an increase of 12 per cent year-on-year. With the overwhelming contribution of Porsche China, Porsche AG far exceeded its 2015 record, delivering 237,778 vehicles worldwide, up by 6 per cent year-on-year. With this performance, Porsche reinforced its position as the world’s leading luxury sports car manufacturer.
“Porsche has set another record in China,” said Mr. Franz Jung, President and Chief Executive Officer of Porsche China. “It continues to remain the largest single market worldwide for Porsche, and this achievement is driven by the consistent strength of the brand, unparalleled product line-up, steady expansion of the dealer network and the exceptional loyalty of our customers.”
Strong product line-up
In 2016, the legend of the 911 continued: ever since the new 911 series was launched this year, it has been receiving a lot of positive feedback from the market and has maintained its leading position in its segment, with a delivery year-on-year growth of 11%. The brand new 718 Boxster and 718 Cayman once again strengthened Porsche’s position as an authentic sports car brand. With over 1,300 deliveries, the four-cylinder flat turbo-charging sports cars were enthusiastically welcomed by the younger generation in China since they were available in the second half of 2016, which had a considerable effect on the result.
A major highlight of this year was the launch of the new generation Panamera, which perfectly combines the performance of a sports car and the comfort of a luxury saloon. The new Porsche Panamera range now comprises seven variants in China, and all are available for order. This model, which captured the spotlight and received excellent response, provided an additional boost to Porsche’s luxury sports sedan segment.
In the SUV segment, Porsche China performed remarkably well: the Macan and Cayenne provided a source of significant growth. The dynamic Macan delivered over 34,000 vehicles, the year-on-year growth reached to over 22%, reinforcing its position as the best-selling Porsche car. Sales of the Cayenne also increased around 5.5% compared to the previous year. Special editions, including the Cayenne Platinum Edition, Macan GTS and Macan Turbo with performance packages were also introduced in the Chinese market.
Motivated dealer network development
The strong performance was due to the strength of the brand and an exceptionally motivated dealership network. By the end of the year, in response to the excellent level of demand, Porsche increased the number of its Porsche Centres in China to 96, which include four Porsche owned retail operations. To enhance dealer’s professionalism and competency to meet the needs of our rapidly expanding customer, our world’s largest Porsche Training Centre - the Porsche Training Centre Shanghai Waigaoqiao provided 1,100 training courses to dealer employees in 2016, reaching 25,000 man days. Together with Porsche Business Excellence consulting program and wholesale financing plans, the brand further underscored its continuous support and commitment to dealer partners. Additionally, Porsche also expanded into new business areas such as used car business and retail finance.
Sports car for the racetrack, race car for the road
As a brand that originated on the race track, Porsche’s passion for motorsports is legendary. At the Le Mans 24-hour race, the 919 Hybrid featured in a repeat of the marque’s triumphant win last year by sealing Porsche’s 18th Le Mans victory. In addition, Porsche emerged victorious in the FIA World Endurance Championship, by claiming the manufacturers’ title for the second time in a row.
Porsche is making every endeavor to promote its sports car culture in this promising market. With its world-class platform, Porsche aims to bring the marque’s competitive spirit and sporty lifestyle to its owners and enthusiasts. The Porsche Carrera Cup Asia (PCCA) stepped into its 14th season in 2016. 7 Porsche China dealer teams participated in the Asia’s top single model motorsports championship. With 12 races across 6 countries, the 14th season of the Porsche Carrera Cup ended up on the Shanghai International Circuit, leaving behind countless thrilling moments and classic memories. Transferring cutting-edge racetrack technology to the production car is the backbone of the Porsche quality, that’s why More than 70 per cent of the vehicles ever produced by Porsche are still running today. Porsche earned the customers’ appreciation by ranking highest in the “2016 China Initial Quality Study (IQS)” conducted by J.D Power, for the third time consecutively. Porsche also ranked highest in the J. D Power Appeal Study for the 12th time in a row. The Porsche 911, Boxster and Macan scored highest in each category in the J. D Power Appeal Study.
Fulfilling its corporate social responsibility
Porsche’s CSR programme reflects its strong future-oriented strategy and responsibility to society: Working with the United Nations International Children's Emergency Fund (UNICEF), Porsche has devoted itself to the cause of improving education and living conditions of children in remote areas. By the end of 2016, Porsche China had donated funds on a national scale, amounting to approximately RMB 60 million to programmes in collaboration with UNICEF. A total of 915 project schools, with approximately 310,000 students and 13,300 teachers, have benefitted from these donations.
Based on its successful experience over the past years, the 2016 Porsche "Empowering the Future" Art Contest was optimised to higher standards of selection, higher quality of art works and richer rewards. Following that, the 2016 Porsche “Empowering the Future” Young Talent Art Exhibition was also upgraded. For the first time, the exhibition was held independently at well-known museums in first-tier cities. It set sail in Shanghai followed by Beijing and will travel across Guangzhou for around six months.
In regards to the marque’s outlook for 2017, Mr. Franz Jung, President and Chief Executive Office of Porsche China remarked: “We will remain cautiously optimistic given the highly competitive auto market and complex business environment. Porsche will continue to initiate more brand experience activities to spread its sports car culture in China, and develop world-class products to meet the discerning demands of our customers. With our future-oriented approach, we will continue to scale greater heights both in China and globally.”
2/15/2017
Further information and pictures for journalists and media representatives can be found on the Porsche press database at http://presse.porsche.de/.