He explains the company’s ingenious approach to managing all the changes affecting the industry. “In 2018, Porsche had one of its best years in Canada, selling over 8,900 vehicles.” Why? In part because of the popularity of SUVs, the growing appeal of luxury products, an enthusiastic Asian clientele and, finally, a particularly high-performing dealership network.
MAKING THE HIGH-END ACCESSIBLE
The affordable Macan model has in fact introduced the brand to new markets, notably female drivers, notes Ouayoun, formerly the Managing Director of Porsche France. “The Macan offers the Porsche attributes of quality and aesthetics, along with the SUV benefits of drivability and safety.”
PREPARING FOR THE FUTURE, NOW
To reflect current consumption patterns, the brand is also increasing its diversification and marketing efforts to target younger generations, among others. For example, the Porsche Drive program, launched in 2018 in Brossard, Quebec, offers rental options ranging from a period of four hours to one month. Initially launched in Germany, this initiative enables the brand to reach first-time Porsche drivers. “We want to prepare for the world of tomorrow, that is, self-driving cars, electric cars and the use of different forms of mobility.” Eventually, Porsche would like to “dissociate the brand experience from vehicle ownership.”
“ THE MOMENT YOU TURN ON THE ENGINE, IT BECOMES EMOTIONAL. ”
CREATING HUMAN ADVENTURES
The exploration does not stop there. The Porsche Travel Experience, a tour of some of Nova Scotia’s most scenic drives, is aimed at new communities of car enthusiasts. “We would like to organize a Cayenne driving tour in the Yukon,” notes Ouayoun.
For the past nine years, the Ice Experience at Mecaglisse has also been very successful. Behind the wheel of the Porsche 911, instructors trained in Germany teach drivers from around the globe how to drive on ice.
The Porsche Passport program, available in several cities, including Atlanta, is the brand’s new lease alternative subscription program. Members can have the Porsche model of their choice delivered to their door, changing models as their mood or season dictates!
Where will Porsche be in 10 years? “Fully 50% of the cars sold each year will be electric,” believes Ouayoun. The 2019 arrival of the 100% electric Taycan model is an illustration of this trend, which will likely accelerate.