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Porsche’s Global Sales Up 10% In 2019

The 2019 sales year was not kind to many automobile manufacturers with the overall Chinese automobile market severely slowing down for the second year in a row, and continued downward trends in car purchases for Europe and North America. Porsche, however, bucks the trend with a huge increase in sales volume in 2019 as compared to the previous year. These numbers were boosted by huge increases in Cayenne and Macan deliveries worldwide, and an appreciable uptick in European sales. Porsche also experienced steady growth across the Americas and Asia.

“We are delighted about this great result, which shows the worldwide customer excitement for our sports cars and we are also proud that we have further strengthened the appeal of our brand and the customer experience with new approaches,” says Detlev von Platen, Member of the Executive Board for Sales and Marketing at Porsche AG. “We are optimistic that we can maintain the high levels of demand in 2020 – also thanks to a host of new models and full order books for the Taycan.”

Porsche sold 99,944 Macan units and 92,055 Cayenne units across 2019, giving the two SUV models a stranglehold on Porsche’s sales. The two models accounted for 68.5% of all Porsches sold worldwide.

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The Porsche 911 Is A Champion of Profitability

Transitioning into building an expanding lineup of electric models is a costly venture. Though the Taycan recently launched, and the next generation Macan is destined for electrification, these models are not expected to turn a profit for some time. Fortunately for Porsche, the bank of 911 is printing money. Though the marque’s top sports car makes up just 11% of Porsches sold, it accounts for an astounding 30% of the company’s earnings. Let that sink in- just over 1/10th of the sales, and approximately 30% of the earnings. The 911 is a veritable machine for profitability.

CNET attributes much of the model’s profit potential to its configurability. While I have bemoaned the excess of variety in the past, it’s hard to argue with reality. Derivatives are relatively inexpensive to implement compared to new models. Options are cheaper still, and Porsche offers a lot of them.

I challenge you, the Flatsixes reader, to try the following. Use the configurator on the Porsche website, and see how high you can spec a base model 992 Carrera. Without breaking a sweat or getting into Tequipment items, I managed to add more than $80k in options to a base model 992, and most of these options can be added to any model in the range.

Of course, this is not to Porsche’s detriment, nor are they just playing a game with the margins. Global 911 sales exceed the combined sales of Bentley, Ferrari, Aston Martin, Ferrari, and Lamborghini. Though Porsche does not artificially limit the global supply of 911s as some other brands do with their models (though some models are specifically slated for limited production), it remains an extremely impressive feat.

Enthusiasts have posited that the Cayenne is a worthwhile vehicle because it lets Porsche make more 911s. Oddly though, it is starting to look like the 911 may not actually need the help. With strong sales and intense profitability, the 911 is truly a juggernaut of the automotive world.

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Porsche Exceeds 250k Deliveries in 2018

2018 was a record-setting year for Porsche, culminating in a gargantuan 256,255 global deliveries. This final sales figure capped a year of month-on-month improvements over the preceding year. December saw a 3.2% improvement over the preceding year in North America. In November, sales were up 2.1% over the previous year. These sales increases were mirrored in most global markets, with the exception of Europe and Germany in particular.

The Panamera saw the strongest year across Porsche models, with a 38% sales increase over the preceding year. Despite the pending introduction of a new generation of 911, 911 sales also increased by 10% to 35,573 vehicles.

By volume, Porsche sport utility vehicles drove the brand. The Macan led the marque in sales with 86,031 total deliveries, followed by the Cayenne with 71,458 deliveries.

Sales Changes By Market

Once again, China and other Asian markets led the world in sales. Growth in the Chinese market hit 12%, with a total of 80,108 vehicles. The United States was the brand’s second biggest sales market, with deliveries increasing 3% for a total of 57,202 vehicles. Deliveries in Europe dropped slightly, with a 3% decrease in the market as a whole and a 4% decrease in Germany. Per Detlev von Platen, Member of the Executive Board responsible for Sales and Marketing at Porsche AG:

“The switch to the new WLTP test cycle and gasoline particle filters in Europe mean that we faced significant challenges in the fourth quarter of 2018, and these will continue to be felt in the first half of 2019. On top of that, we stopped offering models with diesel engines in February 2018. »

 
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Porsche’s First Half of 2018: By The Numbers

We’re well into the second half of 2018 now, and Porsche’s month-to-month growth shows no sign of slowing. Indeed, save for Cayenne sales in North America, all models are up in 2018. The sales figures tell just part of the story, as Porsche’s increasing investments in new fields are beginning to have larger and larger effects on the company as a whole. As Porsche’s investment in electromobility begins to ramp up, other similarly ambitious brands are feeling the pinch. While sales are up about 3%, the total Porsche workforce is up 5%, due in part to the electric initiatives and new facilities. Between the new Panamera, new 718 models, and 70 years of Porsche sports cars, there is much to be excited about from the first half of 2018.

Increasing Revenue and Impressive Return on Sales

In the first half of 2018 Porsche saw a return on sales of 17.5%, down slightly from 2017’s peak of 18.1% (for the sake of comparison, Volkswagen’s return on sales in late 2017 was about 7%). Per CFO Lutz Meschke, this result is keeping the brand on target, despite mounting challenges from the global political and economic climate, as well as tightening emissions standards. “Nevertheless, we will continue to pursue our strategic objective of achieving an operating return on sales of at least 15 per cent”, said the CFO. The total operating result and revenue are up 1% and 4% respectively.

A Growing Workforce

Alongside increased sales and emerging model lines comes an increase in global staffing. New facilities are being built to produce Porsche’s new electric models, including the Taycan. With the increase in facilities comes an increase in staffing demand. Perhaps more impressive than 2018’s 5% increase in staffing is the whopping jump from 22k employees in 2014 to more than 30k in mid 2018, shown above.

Increasing Global Deliveries

Sales globally are up 3%, with larger regional increases in the Americas, Europe, and Germany in particular. Sales have fallen in China, the Middle East, Africa, and the Asian-Pacific region, though these losses are offset by gains elsewhere.  The overall trends seen now reflect those from the first quarter of the year.

Per Oliver Blume, Chairman of the Executive Board of Porsche AG. “It is particularly pleasing to note that the iconic 911 is in such demand, given that this year we are celebrating ‘70 years of the Porsche sports car’. We are also continuing to invest in the future of our brand: Electrification, digitalisation and connectivity are major challenges that we are choosing to view as an opportunity. Next year will see the market launch of the Taycan, the first purely electric Porsche. It will set standards for the future of mobility.”

Sales by Model

The Macan continues to be the best selling Porsche model and is also the least expensive, undercutting the base Boxster by about $12k in the US. The Cayenne and Macan together are Porsche’s best-selling lines. Compared to the first half of 2017 the Panamera saw the most explosive growth in the Porsche lineup, with a 91% increase in sales, totaling some 20,500 units. The 911 also saw double-digit growth in 2018, for an increase of 28% over the first half of 2017.

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Porsche Posts Their Best First Half In History

Porsche has seen a slight decline in Asian markets recently, which was more than made up for with nice growth in every other market, accounting for a 3% total increase in unit sales for the first half of 2018 as compared to the first half of 2017. The company’s previous best financial first half was last year, and somehow the Porsche steam engine shows no signs of stopping. Aided by increasingly strong Macan and Cayenne sales, as well as incredible Panamera sales, Porsche is making more cars than ever thought possible.

Panamera models make up a substantial segment of Porsche’s sales with 20,500 units sold, nearly double the number of the sedan and wagon models sold last year. Porsche’s iconic 911, by contrast, is up 28% this year as more production was unlocked by the factory, to sell just slightly better than the Panamera at 21,400 units worldwide. The highest-volume series continue to be the Macan with 46,600 vehicles delivered and the Cayenne with 28,700 deliveries.

China is still the strongest market for Porsche, where it sold 33,363 units so far this year. This number is actually down 7% from 2017 numbers, due in part to a reduction of import tariffs which came into effect on July 1st. Presumably Chinese Porsche buyers were deferring their purchase until after the tariff was removed, and the post-delete sales will increase to reflect that number. The US market for Porsche grew nearly as much as China fell, making up 29,421 units of sales so far.

Detlev von Platen, Member of the Executive Board at Porsche AG:

“In the year of our ’70 years of Porsche sports cars’ anniversary, we are especially pleased that our icon, the 911, continues to enjoy a very strong momentum. That shows how strong and in demand our brand is.

« The political and economic situations in our main markets, especially in China and the USA, are considerable challenges at the moment. In Europe, we are preparing our model range for future emission standards. Due to our positive development in the first six months, we are nevertheless confident that we will reach last year’s high levels this year as well. »

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