Mildura Weekly : Friday June 6 Vol 8 No 31
www.milduraweekly.com.au 62 Mildura Weekly – 06/06/14 By MIKE COSTELLO PORSCHE Cars Australia (PCA) has taken a remarkable 600 ‘money down’ pre-orders on its new range-opening Macan compact SUV ahead of this week’s official launch, about 70 percent of whom are first-timers to the brand. The launch this week of its long- awaited second SUV line after the larger Cayenne marks not just a new entry point of $84,900 plus on-road costs for Porsche in Australia, but also the next phase of its steady move up the sales charts as it continues to branch away from niche sportscars. This ravenous early demand also means that three-quarters of Australia’s yearly allocation of about 800 cars has been spoken for, meaning a buyer looking to get a Macan into their driveway will be lucky to get behind the wheel before Christmas. Longer term, the company expects the Macan to make a splash against the rival BMW X3 and Audi Q5 in 2015, projecting it could take up to 10 per cent of the sales in its segment with between 100 and 140 monthly deliveries, or between 1200 and 1680 units a year, supply permitting. That said, with global Macan production near the German city of Leipzig pegged this year to 50,000 units (out of a complete range-wide total of 200,000) and growing to about 70,000 in coming years, Australia’s piece of the pie will be limited and the Cayenne is expected to remain the brand’s top- seller – at least for now. For the sake of comparison, Porsche sold 1120 Cayennes last year, up 30.7 per cent, and is on track to deliver about 1500 units this year based on its 32.2 per cent growth to the end of April. Speaking with GoAuto this week, PCA managing director Sam Curtis – three months into his tenure after joining from the retail side of Mercedes-Benz – said the company expected little cross- over between the two SUVs, with the overwhelming majority of Macans to add incremental growth rather than tempting away prospective Cayenne owners. Conversely, the restrictions on Macan supply are in fact expected to drive Cayenne sales, if those people unwilling to wait for the smaller SUV are amenable to being steered into the larger model, which operates under a much smaller waiting time. All told, PCA is on track to smash its Australian sales record in 2014. The company delivered 1905 units last year, but is up 35.3 per cent in 2014, and has around 800 incremental Macan sales to throw into the mix as well. The sales breakdown last year was: Cayenne (1120), 911 (276), Boxster (249), Cayman (179) and Panamera (81). But Mr Curtis said this week that the company was not about “growing for growing’s sake”, and reiterated the internal company motto to build one less car than demand requires. For Porsche, relative exclusivity is too valuable to sacrifice. Interestingly, despite the sharp value equation – prices kick off at $84,900 for the S diesel, $87,200 for the S petrol and $122,900 for the Turbo – Porsche’ s local arm is also keen to emphasise the car’s sporty attributes rather than continuing to promote the bottom line figure. “W ith the new Macan, for the first time you can get a petrol (Porsche) for under $100,000,” said Mr Curtis. “So the question for us was, do we go out with that message? Is that the launch message? Is that the retail message? But we haven’t gone out with that. It’s not about price, it’s about brand.” Mr Curtis said the company had considered launching with a driveaway campaign, but subsequently opted against such a move. Among the 600 pre-orders, PCA says a solid 21 per cent of demand had been for the flagship Turbo, 46 per cent of buyers had opted for the range-opening diesel and the remaining 33 per cent had ordered the S petrol. Though loosely based on the Q5 from fellow VW Group member Audi, Porsche claims the Macan has about 70 per cent new or modified components. It is understood Porsche was directed to limit this to about 30 per cent instead, but put its foot down. As reported, the range comprises a trio of biturbo V6 engines — two petrols and one diesel — matched to a PDK dual- clutch paddle-shift transmission sending power through a rear-axle-biased all- wheel-drive system. Continued Page 65 Porsche’s new SUV in demand NEW MODELS 19 Pine Avenue, Mildura Phone: (03) 5023 5472 Fax: (03) 5023 1039 Email: email@example.com www.d-c-e.com.au SPECIAL OFFERS First in best dressed - Limited Stock! TX3100 PNP Great for moving from vehicle to vehicle! TX3100 $260 INC. GST $270 INC. GST Hard working deals you can’t miss. EOFY deals end soon.
Friday May 30 2014 Vol 8 No 30
Friday June 13 Vol 8 No 32