Porsche is zipping along in Latin America, a region where the Luxury carmaker has dramatically grown over the past decade. The German automaker has seen its Latin America and Caribbean sates jump tenfold--from 269 vehicles in 2000 to 2,569 last year.
Matthias Bruck, president and managing director of Porsche Latin America, attributes the growth to network development; new model lines; and market development in key countries.
"We started with a handful of dealers who were technically importers," he says. "Now we have 17 importers servicing over 25 countries with 40 dealers."
Porsche Latin America's headquarters in Miami has nearly tripled (from 6 to 17 employees) but the single biggest driver of unit sales has been the introduction of a Line of sport utility vehicles, the Cayenne, which fired up Porsche's regional standing.
"It's perfect for Latin America -suited to the road conditions and safety conditions," Bruck says.
In 2010, Cayenne models accounted for 60 percent of all Porsche units sold in Latin America, equivalent to 1,374 SUVs. Within that, the V6 model is the best-seller.
The SUV segment is hotly contested, Bruck notes. "We have very strong competitors with very good cars," he acknowledges. "We try to find our niche."
He has high hopes for a smaller SUV that Porsche will introduce at the end of 2013.
Porsche continues to sell the sports cars for which it is globally renowned. Volume Levels...