Record Porsche Sales In 1999

Stimulated by new model launches and price realignment Porsche sold 3707 vehicles in the UK in 1999. The highest annual sales volume in Porsche's 50 year history in this country.

The two model Porsche range - Boxster & 911 - sold in equal numbers during the year, but highlights of '99 include:

  • Strongest first half year performance in companies history
  • The introduction of an upgraded entry model Boxster featuring a larger 2.7 litre engine and higher standard specification at the same price as in 1996
  • Launch of the all-new Boxster S featuring a 3.2, litre 252bhp engine, a high specification interior and competitive price attracts enough orders to last until 2001
  • Price re-alignment in July 1999 of up to £4300 across the whole 911 range to undercut all its major competitors. Porsche Cars Great Britain was the first UK importer to take this action

Porsche bucked the trend as the rest of the industry saw a decline in sales during the year. Even normally buoyant niches like the sportscar and roadster segments saw a decline but Porsche saw an overall increase of almost 10% in sales over 1998.

New Customers - Same Profile

The new Boxsters and 911 continues to draw new customers to the marque - over 70% of all new Porsche customers have not owned a Porsche before. However their profile remains consistent with 40+year old, small business owning men, making up the majority of owners - a consistent Porsche statistic. Women owners are on the increase however still make up for less than 10% of owners.

Global Success

This sales success in the UK reflects the global position of Porsche AG who reported a record production of cars during its 99 financial year with a 20% increase in production and over 25% increase in Group turnover.

Residual Values And Lead Times Increase

Price and volume changes in July 1999 has seen residual values strengthen across the Porsche range. In the past few weeks 911 second hand values have risen up to £1500. Lead times on the 911 remain manageable at 4 to 6 months, however Boxster and Boxster S waiting times at over a year remain an issue, and Porsche Cars Great Britain and Porsche AG are committed to reduce these to a maximum of 6 months.

Published 14 January 2000 Melanie Carter
 

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