High levels of customer satisfaction
A focus on customers and customer satisfaction are significant requirements of sustainable growth, which makes them an integral part of Porsche Strategy 2025 Plus. To this end, the company regularly surveys more than 250,000 customers regarding their satisfaction. Additionally, independent third-party studies offer analysis – carried out, for example, by market research institutes that also assess Porsche compared with its competitors. A team from the Sales, Aftersales, Marketing, Customer Relations and Product Quality departments evaluates all results. If necessary, the steering committee for customer satisfaction – which also includes the Executive Board – takes measures aimed at improving quality. Porsche continuously communicates to all employees the importance of customer satisfaction, for instance as part of days dedicated to the topic.
Recognition and awards
Porsche customers are extremely satisfied – this is regularly confirmed by numerous technical magazines and independent studies from the United States, the United Kingdom and Germany, and it also demonstrates the success of the optimisation programme for customer service. In 2019, the well-known US advice magazine Kelley Blue Book bestowed several awards upon the sports car brand, with Porsche claiming not only the “Brand Image Award for Best Performance Luxury Brand”, but also the awards for “Best Resale Value for a Luxury Brand” and “Best Car Styling for a Luxury Brand”. In addition, the company also managed to crack the “10 Most Awarded Brands”. The Macan and Panamera models also received awards in their respective categories for the best resale value as well.
The Porsche 718 Boxster and the 718 Cayman were named among the 10 best vehicles in a reader survey conducted by the US magazine Car and Driver, with the 718, 911, Macan and Cayenne model series also receiving “Editor’s Choice” awards. In 2019, Popular Mechanics – a US magazine for science and technology – recognised the Porsche 911 with the “Automotive Excellence Award” in the “Redesign of the Year” category. The US automotive magazine Motorweek named the Panamera the “Best Dream Machine”.
In the “Automotive Performance, Execution and Layout Study” (APEAL) of the renowned US market research company J.D. Power, Porsche took the top spot in the overall evaluation. The study determines the attractiveness of vehicles on the US market and conducts surveys once a year of people who purchased new vehicles. Porsche managed several wins in this regard: the sports car brand took first place in the “Sales Satisfaction Index” (SSI), which is also determined each year by J.D. Power in the United States. The “SSI” assesses the level of satisfaction of new-vehicle purchasers with their purchase. Representative surveys of new-vehicle owners serve as the basis, in which purchasers and those who chose not to make a purchase share their experiences with dealers. Porsche also took top brand honours in this year’s “Customer Satisfaction Index” (CSI) of J.D. Power in the category of aftersales.
Porsche was also ranked number one by news magazine U.S. News & World Report, with the 718 Boxster in the categories of “Luxury Sports Car” and “Luxury Convertibles”. The magazine evaluates vehicles and brands based on data from studies and expert analyses from the automotive industry.
The all-electric Taycan also won awards in its debut year of its debut, having been crowned the “best premium electric car” in 2019 by the British motoring magazine Autocar.
Porsche also took a top spot with the 718 Boxster in the ranking of the “top 10 best convertibles and cabriolets”. The Porsche 911 GT3 managed to secure the number-one spot in the ranking for the “top 10 best hardcore cars in 2019”.
The category for “sports car of the year” was topped by the 911 Carrera in 2019. In the category of the “top 10 best grand tourers of 2019”, the Panamera left all other cars in the dust.
In Germany, more than 100,000 readers of auto motor und sport voted the 911 and Panamera model ranges into the top spot of the “Best Cars of 2019” in three categories. The 911 was victorious in the category for “sports cars” as in the previous year, and the 911 Cabrio and 911 Targa also won in the category for “convertibles”. The Panamera once again was honoured at the top of the “luxury-class” category.
The Porsche 911 was the overall winner of the Autobild TÜV-Report 2019, a publication that is considered one of the most important sources of advice for drivers and pre-owned-vehicle buyers. In the current ranking of the technical inspection association, Porsche secured the top spot with the lowest rate of severe defaults in all vehicle age groups. The 911 made it to the top position for the first time in all vehicle age groups.
Taycan preparation in the retail organisation
Professional service and maintenance for customer vehicles is one of the core services provided by Porsche. With its first plug-in hybrid in 2013, the retail organisation laid the foundation for electromobility. However, the launch of the first all-electric Porsche was one of the greatest challenges of recent years. The intense preparation efforts of Porsche and its dealers included, for example, the development of fast-charging infrastructure with 800-volt technology that was set up at many Porsche Centres in 54 markets. At the same time, this makes a significant contribution to the expansion of the public charging infrastructure. The objective is to install some 1,000 charging points by the end of 2020. Each dealer will invest more than a quarter of a million euros by the end of 2020 in the expansion of the charging infrastructure as well as hardware.
More than 30,000 employees from Sales and Aftersales care for customers around the world. To account for the high degree of expertise in the field of electromobility required, they received comprehensive knowledge via in-person training sessions and online courses as part of a broad scope qualification initiative. The main topics included dealing with charging installations for electric vehicles as well as digital services and additional vehicle functions as part of Porsche Smart Mobility. In 2019, some 140 employees became qualified high-voltage experts and underwent successive preparation for their new tasks in the workshops. In consideration of the increasing complexity of advice due to electromobility, smart mobility and digitalisation, Porsche defined 12 new job roles in retail.
Sustainable energy generation
Porsche is already using photovoltaics at many locations to produce electricity from solar radiation. The Shams Dubai Initiative is one example of how renewable sources of energy can also be used to charge electric vehicles. Together with the company TerraStruc, Porsche Middle East and Africa (PME) constructed a photovoltaic installation for its headquarters in Dubai. Each year, it can produce up to 478,500 kWh of electricity, thereby covering some 60 per cent of PME’s energy needs, and the charging stations for electric vehicles are also connected.
Charging offers for electric cars
Porsche offers its customers ideal solutions for charging their sports car with hybrid or all-electric drive. Analyses show that around 80 per cent of charging takes place at home. Porsche offers several intelligent charging solutions for this purpose. All Taycan models are delivered with Mobile Charger Connect as standard, with a charging power of up to 11 kW (or 9.6 kW for the United States). To this end, the Porsche Charging Dock is available upon request to be installed on the wall or on an existing charging station, and the Porsche compact charging station is available for free-standing installation
As an option, Porsche also offers the Home Energy Manager, which optimises charging with regard to output, time and costs. In particular, it controls and manages the charging performance in such a way that the home grid is not over-loaded during charging. The Porsche partners and/or the cooperating service workshops analyse the individual customer circumstances and offer advice on the right equipment.
In the public sector, electric cars in Europe can already use the Porsche Charging Service at more than 100,000 public charging stations, with more being added on an ongoing basis. The offer also includes fast-charging stations with an output of up to 350 kW from IONITY, the joint venture of the car manufacturers of the BMW Group, Daimler AG, Ford Motor Company and the Volkswagen Group with Porsche and Audi. Some 400 fast-charging stations are expected to be operational by the end of 2020. Using the Porsche Charging Service app, Taycan drivers can charge their vehicles at a particularly low price. In the United States and Canada, customers can use the fast-charging networks of Electrify America and Electrify Canada.
An additional option is Porsche Destination Charging, which offers charging solutions at numerous selected premium locations such as hotels, golf courses and restaurants. This service is free of charge for Porsche customers. Expansion is scheduled to increase the worldwide charging stations to 1,800 by the end of 2020.
Global sales network
The year 2019 marked the beginning of the transformation of the “corporate architecture” of the Porsche Centres around the world – from the well-known appearance of the past 20 years to the advanced concept of “Destination Porsche”. This concept is the sports car manufacturer’s response to the challenges that arise from future expectations of customers and the constantly changing competitive environment. Vehicles are presented in an expanded thematic environment with flexible hospitality and experience offers.
A prototype of this approach was ceremoniously inaugurated in March 2019 in Palm Springs, California (USA), followed by the world’s first conversion of a Porsche Centre in Hangzhou, China, in December 2019. The next step involves the first new-build pilot project in Dortmund, Germany, which will be completed by the end of 2020.
“Destination Porsche” goes far beyond pure architecture: physical space is united with the digital world. This results in new IT processes and job roles, which ends in a seamless experience for the customer. All visitors are offered individual opportunities to be a part of the brand – from prospective buyers to existing customers. The Porsche Centre becomes a place of inspiration, communication, experiences and participation.
The development expands upon the tried-and-tested architecture of today, which means that the changes can be implemented effectively – both for new builds as well as when transforming the existing dealer network of 850 Porsche Centres around the world over the coming decade. In addition to the Porsche Centre as the primary format, other sales and contact points will be added in the future that make the brand more and more an experience.
Online car sales
Nowadays, it is a matter of course that customers navigate between the digital world and the world of physical retail. In October 2019, Porsche teamed up with the 88 German Porsche Centres to open a new digital sales channel as a virtual marketplace for immediately available new and pre-owned cars. It will also include additional Porsche products and services in the future, with the launch in Germany being followed by Europe-wide roll-out in 2020.
Customers can perform the most important steps for car purchase and leasing online – whenever and wherever. Only customer authentication and the final conclusion of the contract will still initially take place at the Porsche Centre. The final conclusion of the contract at the dealer can then be taken care of much more quickly and simply.
New Porsche Studios in Asia
The company continued expanding its global network of Porsche Studios in 2019, opening the Porsche Studio Bangkok in Thailand in March 2019. It offers customers and fans of the brand new possibilities to interact with Porsche and invites visitors to stay for a while with its atmosphere that has the feel of a boutique. The Porsche Studio Cheongdam followed in June, which is located directly in the vibrant Gangnam district of Seoul, South Korea, and stands out with its futuristic showroom concept. The Porsche Studio unites tradition and innovation, and invites Porsche customers as well as fans to experience the brand in a whole new way. Then came the Porsche Studio Taoyuan in December – the fifth Porsche Studio in Asia – located in the Taoyuan Art Plaza, an art district of the metropolis.
The new Porsche Studios take advantage of different digital elements and large screens to address customers. In a relaxing atmosphere, fans of the brand can dive into the world of “E-Performance”, for example. Visitors can customise cars in the “Porsche Exclusive Manufaktur” and they can learn a lot about the history of Porsche across more than seven decades on the “Heritage Wall”. Additionally, the locations can be used to host events geared towards specific target groups. The Porsche Studios are an important pillar of the “Future Retail” strategy with their presence at the centre of vibrant cities in order to reach new target groups.
Sales pop-up: Porsche NOW
With its temporary nature, the Porsche sales pop-up is another of the new sales formats through which the Porsche offer is brought closer to the urban lifestyle of customers and new target groups. A total of five locations were opened in 2019 under the core concept of “Porsche NOW” – and “NOW” is a call to seize the moment.
In Taiwan, Porsche NOW is used as a rolling concept at multiple locations, the first of which is the Xinyi district in Taipei since October 2019. “Porsche NOW” will be there for a limited time at a well-known shopping centre and stands out with its modern and cosy atmosphere. In addition to the exhibited cars, visitors there are able to experience virtual-reality applications and the private configuration lounge. After Taipei, the sales pop-up will make a two-year journey around to the other major cities of Taiwan.
Porsche has experienced increasing interest from dealers around the world in these new retail formats. Sales pop-ups and studios are a modern possibility for reaching out to existing customers and for quickly introducing new target groups to the brand in attractive and market-specific ways – and ultimately to make contact with these new target groups. This also leads to the opening of new markets. The company makes the fundamental concept available, and the dealers implement it in their markets with a targeted thematic focus. This ensures a high degree of relevance for the brand with the respective target groups while also ensuring brand recognition.
SCOPES as an urban event format
A place for encounters, knowledge and personal interaction: with “SCOPES driven by Porsche”, the sports car manufacturer has created a live-event format for young, urban target groups in metropolises around the world. Following Berlin in 2018 and Amsterdam, the Netherlands, in May 2019, the format also launched in Tokyo, Japan, in November 2019. “SCOPES driven by Porsche” stands for a pioneering spirit, innovative design and the coming together of a creative community.
Over a period of more than two weeks, Porsche presents itself at an extraordinary location that represents the culture of the respective city. In doing so, the sports car brand acts as a curator: young, creative companies and partners put on exhibitions, panels, debates and workshops and present themselves through art, technology, live music or fashion. The mixture and the direction are determined in the respective cities by the characteristics of the people who design the content. Also included are brand-typical topics such as innovation and design that are organised by Porsche experts.
New Porsche Experience Centre
Porsche opened its seventh “Porsche Experience Centre” (PEC) worldwide at the Hockenheimring as part of a “Sportscar Together Day” in mid October 2019. Covering an area of around 170,000 square metres, the premises at the heart of the racetrack is a new hub for customers and fans from all over Europe. It includes a Customer Experience Centre, handling course, driving dynamics areas and an off-road track. The festivities of the opening weekend attracted around 70,000 visitors, 9,000 of whom arrived in their own Porsche cars.
The eighth Porsche Experience Centre is being built alongside the racetrack in Franciacorta, Italy. Porsche Italia began renovating the circuit and building the customer centre in 2019. The opening is planned for early 2021.
Expansion of mobility services
Porsche pursues the vision of being the most successful brand for sporting and exclusive mobility. In order to account for the diverse range of needs of its customers with the fitting offer, the company develops various new mobility concepts.
“Porsche Passport” offers an extremely flexible vehicle subscription. Following its debut in Atlanta in late 2017, the service has been available in four other cities in the United States and Canada since September 2019: Las Vegas, Phoenix, San Diego and Toronto. Using an app, customers can switch vehicles flexibly to meet their needs, with a selection of up to 20 different models. The vehicle is delivered to any location within the contractual territory and handed over personally by the concierge.
The premium car rental service “Porsche Drive” offers customers the ability to rent Porsche cars from all six model series – for a few hours and up to 28 days. Upon request, the car can be delivered and picked up. With the expansion into further cities, the range of the offer has increased significantly to a total of 19 locations in Germany, the United States, Canada, Switzerland and France. Additionally, the first Porsche Drive location in Asia opened in December 2019 in Tokyo, Japan. In addition to “Passport” and “Drive”, Porsche has introduced Porsche Host in the United States in collaboration with car-sharing platform provider Turo. Since October 2018, private individuals have been able to use the Turo peer-to-peer sharing platform for short-term access to Porsche vehicles of other private individuals.
Additional services such as the flexible use of pre-owned vehicles at a fixed monthly package price were piloted in the reporting year.
Cooperation with Boeing
Porsche and Boeing signed a memorandum of understanding to explore the premium urban air mobility (UAM) market. This partnership will see both companies leverage their unique market strengths and insights to study the future of premium urban air mobility vehicles. As part of the collaboration, an international team is dealing with various aspects of urban air mobility, including analysing the market potential for premium products and determining possible areas of application. Boeing, Porsche and Aurora Flight Sciences, a subsidiary of Boeing, are also developing a concept for a fully electric vertical take-off and landing vehicle. Engineers from both companies, as well as the Porsche subsidiaries Porsche Engineering Services GmbH and Studio F.A. Porsche, will implement and test a prototype.
Porsche Heritage Design strategy
In 2019, Porsche Exclusive Manufaktur began working together with the Style Porsche design department on an extraordinary concept. Within the framework of the Heritage Design strategy, the partners reinterpret exclusive 911 models featuring iconographic elements from Porsche cars dating from the 1950s through to the 1980s. Equipped with cutting-edge sports car technology, these special models introduce the lifestyle dimension – boasting particularly emotive concepts and references to history within Porsche’s product strategy. Last year, the 911 Speedster with Heritage Design package offered an initial outlook. Additional special models are to follow at certain intervals and in limited numbers. Selected elements from the corresponding decades will also be available as options for 911 models as part of Heritage Design packages. The Heritage Design models take the brand values into the future and complement today’s hybrid and electric vehicles, where the main focus is on technical innovations. At the same time, the project brings back iconic looks from various epochs that shaped Porsche vehicles.
The focus is on special colours and materials that, in addition to special paintwork and foil graphics, shape the appearance of the special models. For this, the designers sought inspiration from the old colour and equipment cards, museum cars and design elements from various other decades. The textile materials in the interior play a significant role. Key stylistic elements – cord velvet and patterns like houndstooth, pasha or tartan, for example – are redesigned with modern materials for the special models as well as thoroughly tested and produced.