Porsche sales soften

PORSCHE has predicted slower sales in Australia during the second half of 2008 on the back of weaker consumer sentiment, and now it has forecast a decline in sales of its flagship 911 sportscar in the current fiscal year ending on July 31 following falling demand in the lead-up to the launch of facelifted versions.

The German maker, which celebrates its 60th anniversary this year, said at the launch of its facelifted 911 Carrera coupe and cabriolet last week that it would not match the record 37,415 figure achieved by the 911 in fiscal year 2006/07.

“We won’t achieve this in full due to the model life cycle, but it will still be over 30,000,” said Porsche AG executive vice-president Wolfgang Durheimer, who added that 130,000 sales of the 997-series 911 was still a record number for the model.

Porsche AG has predicted its total sales for fiscal year 2007/08 will remain flat at around 97,500 vehicles, meaning it will have to wait at least another year to reach its milestone of 100,000 annual sales.

Left: 2008 Porsche Cayenne.

Porsche has described the Cayenne as the model that would make it recession-proof, and when asked if the economic downturn in the US would put it to the ultimate test, Mr Durheimer responded: “That’s a very difficult question. We can’t tell the future, but we’re looking at order banks and we’ve never had so many orders.

“(The) 911 is the icon and so far it has not been affected by the economic setbacks in the US. The cars that are a bit more sensitive to economic conditions are the Cayman and Boxster. Obviously they’re a bit more affected, so we’ve got to be careful with those models.”

Locally, Porsche Cars Australia will not better its record total of 1350 sales in calendar year 2007, with 2008 sales expected to be either side of 1300.

As previously reported, PCA’s national retail network will expand to 13 outlets in early 2009 when a second Melbourne dealership opens. Around the same time, the service-only Porsche centre in Cairns will expand to become a full sales outlet, bringing the number of Australian Porsche dealerships to 13.

That number will not change in the medium term despite the addition of a fourth model line within 18 months, but the four-door Panamera will be the catalyst for a nationwide dealer facility upgrade when it arrives in late 2009.

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