Porsche to focus on supporting existing dealers as it chases metrics beyond volume
PORSCHE Cars Australia (PCA) is focusing on supporting its existing network of 14 dealerships through the transition to a heavily electrified line-up and servicing the brand’s growing car parc, rather than eyeing expansion beyond the recently opened Porsche Centre Newcastle.
Speaking with GoAuto at the recent Taycan rear-wheel drive launch in Noosa, PCA head of public relations Chris Jordan said demand was such that several dealerships had installed a new service bay for the all-electric model rather than upgrade existing ones.
He also said a number of customers had already filed expressions of interest in the as-yet unrevealed electric Macan medium SUV and that success of the Taycan in its first year on sale was “a compelling case to say Australians love Porsche sportscars whether they are petrol or they are electric”.
In a decade, Porsche sales have increased almost 230 per cent, from 1343 units in 2011 to 4428 last year – in which Taycan volume alone was equivalent to almost 40 per cent of the 2011 total.
Asked if there was a natural ceiling to the brand’s volume in Australia, or whether this would be capped to maintain exclusivity, Mr Jordan emphasised that Porsche policy was to focus on “customer satisfaction, customer excitement and delivering people their dreams” rather than discussing future sales figures.
“As an exclusive brand, growth isn’t the ultimate goal; there are several measures of our success,” he said.
“Our network development team is always working with our existing Porsche Centres as to how they’re going because clearly, they’ve grown a lot in the last 10 years.
“We’re working very closely with our existing for Porsche Centres, to do everything we can to help them gear up for the increased car parc.”
Mr Jordan said a result of increased demand for Porsche servicing was that “when it came to installing new hoists for Taycan, a lot of Porsche Centres installed new hoists for Taycan rather than replacing hoists because their service businesses were growing”.
In addition to the new outlet in Newcastle that is the first in Australia – and among the world’s first – to adopt the brand’s latest Destination Porsche retail concept, PCA is represented in Adelaide, Brighton (VIC), Brisbane, Canberra, Doncaster (VIC), Gold Coast, Hobart, Melbourne, Parramatta (NSW), Perth, Sydney South, Townsville and Willoughby (NSW).
Mr Jordan explained that PCA’s network development team was discussing each dealership’s plans over the coming 12-48 months “to keep capacity there, so that the customer satisfaction in both sales and service is still really high”.
“That comes into the footprint of the site, training – training is super important for us – so there are a few elements to that,” he said.
“Our priority really is assisting and supporting our Porsche Centres … That’s where the work’s going in our network development team.”
In terms of training, PCA’s purpose-built training facility in the Essendon Fields automotive precinct north of Melbourne is getting a workout as it makes up for time lost to lockdowns and border closures since it opened in May 2021.
“It was developed to be state-of-the-art and ready to do a lot of the Taycan training as well as everything else, even increased Porsche Classic training programs,” said Mr Jordan.
“There is enormous effort this year to do as to do as many training programs as possible – almost every day of the year – to catch up to make sure that we get as many people as possible in all the Porsche centres trained up on all things for all models, especially Taycan.”
As GoAuto reported in late 2020, the Australian Taycan launch had to be delayed due to difficulties with training when much of the country was locked down or unable to cross state borders.
Mr Jordan said PCA is also working to make up for lost time on its apprentice programs and ensuring everyone in the business is up to date on their qualifications.
“There is huge effort in that this year because training is extremely important to us.”
What’s coming from Porsche in 2022:
Keyword: Actions rather than numbers for Porsche