Porsche underlines 911 focus

PORSCHE promises not to lose focus on its core sportscar range, even with the advent of a second SUV series from mid 2014 that is expected to be the company’s global best-seller.

Speaking to journalists at the launch of the new Cayman this week, Porsche Cars Australia managing director Michael Winkler said expansion models such as the forthcoming Macan compact crossover would not take priority over icons such as the 911.

This is despite the fact that the Macan and its existing Cayenne big brother will account for more than 60 per cent of Porsche’s total annual volume.

The Macan is charged with driving Porsche’s worldwide sales from the record 141,075 last year to well over 200,000 units in 2018.

“We have to make absolutely sure from a brand perspective that the 911 remains the icon of all sportscars, because that is what drives everything else that we do,” Mr Winkler said.

“I think the Boxster and Cayman have grown up to the point where they can take part of that mantle, because in their own right they are very unique in their segment and from a performance perspective there is no room to argue with that.



From top: Porsche Cars Australia managing director Michael Winkler, Porsche Boxster and Porsche Cayman.

“Clearly from a branding and strategic perspective the absolute imperative is to concentrate on the 911 and other products in that range whatever else they may be (and the 918 is a good example of what you would do for the halo of the brand).

“We just have to keep on doing what we’re doing and focus on the 911, because people buy Cayennes because of the 911, not the other way around.

“It is that simple. We’re a sports car company that has to make other vehicles as well.”Speaking of hero and halo models, Porsche expects an important sales and profit lift from the upper-echelon 911 variations in the next couple of years.

“The 911 Turbo is coming later this year, and the GT3 is arriving January/February, which will give us a full model proliferation for the 911 going into next year.,” said Mr Winkler.

“We’ve always done well with the top-end 911 models, so I think next year will be a very good sportscar year for us, given also the upgrades that the other sports cars have undergone, the Boxster and Cayman as well.” Meanwhile, the much-speculated on-again/off-again sub-Cayman/Boxster sportscar appears to be on hold.

“Some things were mooted in the press over the last couple of years – such as a smaller sports car certainly a number of ideas have been discussed, but at this point the product plan as you know it is what it is going to be,” Mr Winkler said.