With the introduction of the new Porsche Macan and continuing success of the Cayenne, the German sportscar maker runs the risk of turning into an SUV manufacturer as its core models begin to form an ever smaller part of its sales volume.
Despite the launch of new 911 models this year, the Cayenne still dominates sales while the 800 Macans expected to find new customers before Christmas will only further push the SUV volume for the brand.
Porsche Australia expects 100-140 monthly Macan sales from 2015, which will see Porsche’s model volume mix consist of nearly 70 percent SUV sales. With those figures in mind, how does a brand that has built its reputation entirely on its two-door sportscars continue with such prevalence in the SUV market?
“I don’t think it’s working against us. At the end of the day it’s the commercial reality of the business” Porsche Cars Australia Managing Director, Sam Curtis, told CarAdvice at the local launch of the Porsche Macan this week.
“I don’t think that detracts from the heritage and sporty DNA of Porsche. That will always be present whether it’s a two door or a four door and I don’t think in any way it does a disservice to the brand.”
Porsche maintains a goal of remaining one of the most profitable car manufacturers in the world, helped by its high-end vehicles like the 911, but high-volume models such as Macan and Cayenne will only further add to the brand’s bottom line and Curtis admits its what the shareholders want.
“At the end of the day its what makes sense to shareholders, to compromise in some areas.”
Nonetheless, that compromise will have no affect on the research and development budget of cars such as the 911 and halo models like the 918 Spyder according to Curtis.
“There would never be a compromise in the development and technology of 911. That’s something that Porsche is committed through and through in terms of what the 911 represents. Promoting the 911 and building technology in that car is what will helps us sell the Macans, Cayennes and Panameras so we need that as the beacon of the model range.”
Porsche Australia’s director of public relations, Paul Ellis, told CarAdvice that the net effect of growing SUV sales is actually beneficial to the two-door sportscar range.
“It’s the revenues that we get from SUVs that helps give our engineers the budgets to make sure the 911 remains the best sports car in the world.”
Porsche Australia expects its long term volume to reach around 4,000 cars a year but Curtis insists the growth will be done organically and not for growth’s sake.