High customer satisfaction
Customer orientation and customer satisfaction are two of the core objectives of the ­Porsche Strategy 2025. They are key prerequisites for value-creating growth. Porsche ­continuously measures the satisfaction of more than 250,000 customers annually through sales and service processes. Additionally, independent external studies are also used to enable comparisons with competitors. The result of these surveys are continually ­analysed by a team of experts from Sales, ­Aftersales, Marketing, Customer Relations and Product Quality. When necessary, the internal Customer Satisfaction Steering Committee, which includes the Board of Management, sets forth measures to improve quality. Porsche regularly conveys to its employees how ­important satisfied customers are to the company – in the context of theme days, among other occasions.

“Excite!” initiative
In the reporting year, Porsche concentrated on enhancing its customer orientation around the world. As part of the initiative, the company launched a series of measures to make processes, programmes, tasks and functions more customer-focussed. Employees were also encouraged to give greater consideration to the topic of customer orientation. One ­example of that is the “Excite! – Empowering Customer Centricity” initiative, which was launched as a pilot project across the entire sales organisation of Porsche Cars North America in 2018. In workshops and coaching sessions, employees, investors and executive managers were prepared to commit to a ­strategic objective: to delight customers with an unmatched product and brand experience – as defined in the Porsche Strategy 2025. This goal is achieved through a resolute focus on the wishes and needs of the customer. Fulfilling those wishes and needs is the principal aim – the “moment of truth” – each time personal contact is made with the customer. The programme will be launched successively in further markets – in each case tailored to the specific requirements. There will also be measures put in place to anchor customer ­orientation in the company culture.

Recognition and awards 
Numerous trade magazines and independent studies in the US and the UK have confirmed the positive impact of the customer service measures. The US consumer magazine ­Kelley Blue Book, for instance, handed Porsche multiple awards in the reporting year: in ­addition to the “Brand Image Award – Best Performance Luxury Brand”, the company was also named the “Best Resale Value – Luxury Brand”. Moreover, the 911, Macan, Panamera and 718 Cayman models each took top honours for best resale value in their respective segments. The 718 Boxster received the “Best Buy Award” in the “Performance Car” category. And the Panamera won the “5-Year Cost to Own Award – High-End Luxury Car”. Readers of the US car magazine Car and Driver selected the 718 Boxster and the 718 Cayman among their ten best cars. 

In the “Automotive Performance, Execution and Layout Study” (APEAL) by the US market research company J.D. Power, the Cayenne took first place in the “Midsize Premium SUV” category in 2018 for the second year in a row. In another J.D. Power survey, the “Sales ­Satisfaction Index” (SSI), the company was named the “Best Brand”. Both studies were based on representative surveys of new ­vehicle owners. The news magazine U.S. News & World Report put Porsche in first place in its list of “Top 10 Best Luxury Car Brands”. The brand led the best-vehicle rankings with five first-place honours: with the 911 in the ­“Luxury Sports Car” and “Luxury Convertibles” categories and the Cayenne in the “Luxury Crossover SUVs”, “Hybrid SUVs”, and “2-Row and 3-Row SUVs” categories. The assessment of the vehicles and brands was based on study data and the perceptions of experts in the ­automotive industry. The US motor racing magazine Autocar named the 718 Boxster the best convertible of the year in 2018. The 911 GT3 bested ten competitors and headed up the list of “Best Hardcore Sports Cars”. ­Porsche scored another first place with the 911 Carrera in the best sports cars ranking. The 911 GT2 RS took the “Motor Week ­Driver’s Choice Award 2018” in the “Best Dream Machine” category. 

In Germany, readers of the trade magazine auto motor und sport voted the 911 Carrera and the 911 Cabriolet into first place in the sports car and convertible categories of the “Best Cars 2018” list for the second year ­running. The Panamera again took top honours in the luxury class.


For the 15th time, Auto Bild and vehicle ­rating firm Schwacke declared their “value champions”. In 13 vehicle segments, the sales prices of all used cars sold in Germany were compared and the model that best retained its value determined in each segment. With a ­depreciation of just 33.5 per cent within the first four years, the 911 GT3 won the title as the car with the best value retention in Germany in 2018. In total, Porsche scored three class wins: in addition to the 911, the Panamera 4 won in the luxury class and the Macan Turbo PDK in the SUV class. The 911 was also ­successful in the TÜV Report for used cars. It became the first vehicle ever to emerge as the overall victor in all five age classes.

911 GT3

Charging infrastructure for Porsche Turbo Charging
As preparations for the production start of the Taycan are under way at the main production plant in Zuffenhausen, Porsche is preparing its worldwide dealer organisation for the establishment of a charging infrastructure. In June 2018, the first fast charging park with Porsche Turbo Charging started operation at the ­Berlin-Adlershof site. With its 800-volt technology developed by Porsche Engineering, the system enables extremely fast charging of electric vehicles. A modular Flexbox system also factors in the available input voltage, visitor frequency and space constraints. Economic viability and user-friendly design are brought together in a well-conceived charging solution that will help e-mobility gain acceptance. The module range also includes a Charge Box, which is used when the available mains connection is not powerful enough. In addition to the power unit, the box contains an additional buffer battery. This buffer battery is charged when no vehicle is using the charging pedestal – a process that can also be carried out at the dealer’s using a solar power system. The storage battery makes it possible to provide the customer with high output for a fast charging procedure in spite of a weak grid. Training for the use of the new charging ­technology for the installation partners of the ­international dealer organisation has been ­under way since 2018. The foundations for a charging infrastructure in the Porsche dealer organisation have already been in place since the introduction of the first plug-in hybrid models in 2013. It is now possible to build on that experience. Since the decision to move forward with series production of the Taycan, the existing knowledge base is being expanded systematically.

Digital charging service for electric vehicles
With the Porsche Charging Service, the sports car manufacturer has offered an online platform since June 2018 that covers all charging procedures for plug-in hybrid and electric ­vehicles. The innovative service searches for suitable charging stations and takes care of the invoicing by using centrally stored payment details, in any country or currency. This obviates the need to register with all the different providers. A free app and the Porsche navigation system direct customers to the selected charging pedestal. Using the app, information concerning the location and availability of charging pedestals as well as the price of one charging process can be called up in real time. At the charging pedestal, identification is ­carried out either by using a QR code with the app, or with the Porsche ID Card, which users receive free of charge after registering for the service.

Porsche Charging Service

Aftersales: professional service
The Aftersales department also undertook ­intensive preparations for the market launch of the Taycan and the associated charging ­infrastructure in the reporting year. Repair procedures were developed, spare parts defined and new logistics concepts promoted for the electrically powered sports car. Porsche has also developed solutions for the safe shipments and proper storage of the Taycan batteries. Moreover, workshop personnel worldwide will be familiarised with the innovative technologies of the electric vehicle on the basis of newly developed qualification concepts. 

In close collaboration with the other Sales ­departments and Development, Porsche has forged ahead with the series production-­readiness of the charging technology to enable fast and convenient charging at home as well. The use of various “over-the-air” (OTA) services, which vehicles can use to receive software updates and the like wirelessly, have also been prepared. To optimise the maintenance and repair work on all models, Porsche launched a pilot project for the use of augmented reality in the workshop. In the future, a tablet computer will visualise complex repair procedures step-by-step on a real vehicle that is actually present: in the vehicle image captured by the tablet camera, the system will use augmented reality to display, for example, where a part being searched for is located, or how a screw connection should be unfastened. A revised feedback system establishes the prerequisites necessary for service and workshop employees to work in an efficient and customer-oriented manner, even in times of rapid growth and technological change.

Expansion of the worldwide sales network
The Porsche Studios are dedicated to creating a comprehensive brand experience. With this innovative sales format, the sports car manufacturer is addressing new target groups directly in their urban living environments. In centrally located spaces, Porsche is show­casing its complete range of services. The ­focus is on the personal encounter and the emotional brand experience. After being launched in 2017 with “Porsche in Sylt” and the “Porsche Studio Guangzhou” in China, four further locations were added in 2018. The “Porsche Studio Beirut” has ensured a stronger presence in the Middle East since January 2018, and the “Porsche Studio Cape Town” was opened in July 2018. The special highlight of both locations is the platform used to showcase the sports cars, which is reminiscent of the fashion industry. Sounds and fragrances augment the visual experience and activate all the senses. In Cape Town there is also a spacious lounge area with a café. Fascinating sports cars and exclusive lifestyle products under a single roof – this enticing combination has been offered by Porsche and its subsidiary Porsche Design in Milan since June 2018. Centrally located in the fashion capital, the Porsche Studio in Milan is the first in which both Porsche vehicles and the complete collection from Porsche Design are being presented together. A month later, the second Porsche Studio in China opened in Ningbo. It is situated amid high-class residential properties and in the immediate vicinity of the most important shopping mall in the new city centre.

Sales pop-up: new sales concept
Spontaneously appearing right where the ­people are – this is the basic concept behind the sales pop-up format. The Porsche brand pops up briefly at a hot-spot or place with a whole new type of customer potential. The sales pop-ups are operated by the local ­Porsche Centres. The company has developed a modular equipment concept for the innovative marketing format. This makes it possible for the different locations to use the concept in a market-appropriate manner regardless of size – be it indoors or under the open sky. The focus is the quality of the experience: the idea is for customers, prospective customers and random passers-by to feel as comfortable as possible. Blumenau – an up-and-coming ­major city in the south of Brazil – was the first place to host a Porsche Sales pop-up between mid-October and the end of December 2018. Over a space of 225 square metres, the ­centrally situated pop-up offered space for two exhibition vehicles, a configuration area and a lounge. The second Sales pop-up – dubbed “La Mer” – opened on one of the most popular beaches in Dubai at the end of October 2018. Through to mid-January 2019, ­Porsche showcased a constantly changing line-up of sports car models beneath the open sky. The exhibition space was surrounded by a large lounge area. 

New Porsche Centre in Hamburg
Some 800 invited guests celebrated the grand opening of the new Porsche Centre in Hamburg in July 2018. It is among the most modern sales locations worldwide. At the Lübecker Tor junction, Porsche is exhibiting the entire model range as well as all products and services associated with the brand. The 10,900-square metre grounds include a roughly 2,100-square metre showroom for up to 50 new and used vehicles. The workshop area is equipped with 25 lifting platforms. There are twelve charging pedestals for customer vehicles in front of the centre, with fast charging pedestals to be added in 2019. In the customer consultation area, a Customer Concierge is supported by a technology expert who can advise customers on questions of digitalisation and connectivity. Also new is the “Valet Parking Service”.

Other Porsche Experience Centres
Experience the fascination of Porsche at first hand. This slogan typifies the new Porsche ­Experience Centre in China, the first centre of its kind in Asia. The centre, located in direct proximity to the Shanghai International Circuit, is the sixth such site in the world. The 110,000-square metre grounds offer customers and fans a handling track, an offroad course, a restaurant, a café, conference facilities and a Porsche Driver’s Selection Store. The grand opening was celebrated by some 300 invited guests in April 2018. The seventh customer experience centre from Porsche is now in the works: the groundbreaking ceremony in the heart of the Hockenheimring was held in October 2018. Over the next two years, the roughly 160,000-square metre section of the grounds will see the construction of a modern building complex, a handling track, various driving dynamics tracks and an offroad course. The new Experience Centre is slated to begin operations in late 2019. Porsche is implementing the project together with ­Emodrom GmbH, which is responsible for the strategic development of the Hockenheimring.

Porsche Experience Centre Hockenheim

Factory collection in Zuffenhausen at historic Plant 1
Historic Plant 1 in Zuffenhausen re-opened for customers in 2018. Porsche Exclusive opened factory collection and customer consultation services in the historical brick building in ­summer 2018. Plant 1 has continued to unite tradition and the future down the ages: in 1938 Professor Ferdinand Porsche and his ­design office moved from central Stuttgart to the building in Zuffenhausen. Since the early 1950s, the plant has served the sports car manufacturer as its central administrative hub – surrounded by the factory halls in which ­Porsche builds its two-door sports cars. With the start of production of the Taycan, Porsche will begin the next chapter in its company ­history at the Zuffenhausen location in 2019. 

Pilot programme in the USA: Porsche starts peer-to-peer sharing programme
Imagine having the opportunity to drive a ­Porsche when and as needed without having to buy or lease it – this is exactly what the “Host” pilot programme launched by the sports car manufacturer in the USA in 2018 makes possible. “Host” arranges short-term use of privately owned Porsche vehicles. After the ­introduction of the “Porsche Passport” subscription model, this peer-to-peer service is the next step toward new mobility concepts. The pilot programme also draws in customers of other brands, allowing them to get a taste of the sporty driving experience offered by the Porsche brand. 

The “Porsche Passport” allows customers to sign up for a monthly subscription. It enables frequent vehicle changes, unlimited mileage and on-demand access to up to 22 different Porsche models. The pilot program started in 2017 and will continue to be rolled out in ­successive steps. 

Mission E via augmented reality
A virtual experience of the technology of ­tomorrow today – augmented reality makes it possible: as part of a collaboration with Google, Porsche has developed an augmented reality app that shows the Mission E. Different ­viewing modes allow the user to discover the brand’s first all-electric sports car digitally. The app is for AR-capable smartphones with the Android and iOS operating systems from Google and Apple respectively, and is free to download and use.

Augmented reality app

VR glasses and Porscheplatz app
In July and August of 2018, a pair of VR glasses transported visitors to the Porsche Museum back to the year 1948 and the village of Gmünd, Austria. That is where the first Porsche workshop was established 70 years ago. The workshop and the surrounding areas were ­reconstructed with painstaking attention to detail as an virtual landscape experience. The VR experience is the latest building block in the digital experience concept in Zuffenhausen. Also new is the Porscheplatz app: it is available for free in German and English versions for ­Android and Apple devices and includes all ­information, activities and services relating to the main production plant in Zuffenhausen, as well as the audio guide for the museum. A ­digital assistant answers questions.

“Sportscar Together Day” worldwide
To mark the “70 Years of Porsche Sports Cars” anniversary, customers and fans of the brand were invited to join together and celebrate the fascination of Porsche in early June 2018. “Sportscar ­Together Day” events were held at the brand’s sales locations all around the world. One highlight was the “Sportscar Together Day” at Cannstatter Wasen in Stuttgart, in which more than 40,000 Porsche fans took part – including US actor Patrick Dempsey, “Urban Outlaw” Magnus Walker, Le Mans winner Marc Lieb and race engineer Norbert Singer.

AvD-Oldtimer-Grand-Prix: Porsche Classic celebrates an anniversary
In August 2018, Porsche Classic celebrated 70 years of living sports car history at the AvD-Oldtimer-Grand-Prix on the Nürburgring. Standing in for the successes of the classics from Zuffenhausen, another anniversary was also in the spotlight: the 30-year anniversary of the 964 generation of the 911. Motor racing fans were delighted by the participation of Derek Bell, the five-time overall winner of the 24 Hours of Le Mans. He started in a 911 from 1965 in the “Gentlemen Drivers” class. In addition, for the first time the Oldtimer-­Grand-Prix held two races in the current ­Porsche ­Carrera Cup Deutschland.

Porsche at the Techno Classica with a new stand concept 
In the reporting year, Porsche Classic ­appeared at the Techno Classica with a new stand ­concept, many product highlights and special vehicles. Spread over more than 1,500 square metres, the brand celebrated two anniversaries in one fell swoop: 70 years of Porsche sports cars and 30 years of the Porsche 911 Type 964. The brand presentation focussed on genuine parts, new services and restorations. The visitors had the chance to see for ­themselves the quality of Porsche Classic works restorations in the impressive form of a completely restored Porsche 959 and the body-­­in-white of a Porsche 356. Moreover, 13 Porsche Classic Partners from seven ­European ­countries exhibited cars for sale and provided information about their services.

“Project Gold”: 911 classics made of Genuine Parts 
Highly attractive collector’s item: Porsche Classic built the last 911 Turbo with an ­air-cooled engine – 20 years after the end of series production. The one-of-a-kind 911 ­Turbo of Type 993 was built on the basis of an original body-in-white. The extraordinary ­nature of its creation is matched only by its ­appearance: visually, the classic car in Golden Yellow ­Metallic draws on the design of the 911 Turbo S Exclusive Series of the Type 991.

Project Gold

The black wheels feature design lines in golden yellow, the seats and interior are black with golden yellow appliqués. The body features the characteristic side air intakes of the Type 993 Turbo S, which were also available as an option for the 911 Turbo in 1998. The 331 kW (450 hp) sports car classic celebrated its world première at the Porsche Rennsport ­Reunion in Laguna Seca (USA) on 27 September 2018. On 27 October 2018, the one-off classic, which can only be driven on private ­circuits, fetched USD 3.1 million in a RM ­Sotheby’s auction at the Porsche Experience Centre in Atlanta. The proceeds benefit the charitable Ferry Porsche Foundation.

Project Gold

3D printer provides spare parts for historic models 
“No longer available” – for collectors of rare classic cars, the unavailability of spare parts can quickly become a problem. In the worst case scenario, it can mean decommissioning. The sports car manufacturer is coming to the rescue: Porsche Classic manufactures extremely rare parts that are only needed in small quantities using 3D printers. All spare parts that are produced this way are true to the original, from both a technical and a visual perspective.

Consumption data

Macan: Fuel consumption combined 8.1 l/100 km; CO2 emissions 185 g/km
718 Cayman: Fuel consumption combined 8.1 l/100 km; CO2 emissions 186 g/km
718 Boxster: Fuel consumption combined 8.1 l/100 km; CO2 emissions 186 g/km
911 GT3: Fuel consumption combined 12.9 – 12.7 l/100 km; CO2 emissions 290 – 288 g/km
911 GT2 RS: Fuel consumption combined 11.8 l/100 km; CO2 emissions 269 g/km
911 Carrera S: Fuel consumption combined 8.9 l/100 km; CO2 emissions 205 g/km
911 Carrera 4S: Fuel consumption combined 9.0 l/100 km; CO2 emissions 206 g/km
911 Carrera S Cabriolet: Fuel consumption combined 9.1 l/100 km; CO2 emissions 208 g/km
911 Carrera 4S Cabriolet: Fuel consumption combined 9.0 l/100 km; CO2 emissions 207 g/km
Panamera 4 E-Hybrid: Fuel consumption combined 2.7 – 2.6 l/100 km; CO2 emissions 62 – 60 g/km; electricity consumption (combined) 16.1 – 16.0 kWh/100 km 2)
Macan Turbo with Performance Package: Fuel consumption combined 9.7 – 9.4 l/100 km; CO2 emissions 224 – 217 g/km