Porsche Targets 1,000 Dealerships Worldwide by 2018
Porsche plans to expand its global dealership network from 750 to 1,000 outlets by 2018, focusing on growth in China and emerging markets with €200 million annual investment.
Porsche will increase its global dealership network from 750 to 1,000 outlets by 2018, driven by rising demand in China and other emerging markets. The company confirmed an annual investment of €200 million for this expansion, aiming to support its broader sales targets and strengthen its presence in key growth regions.
The push to 1,000 dealerships is part of Porsche’s plan to lift annual sales to 200,000 units by 2018. In 2012, Porsche delivered 143,096 vehicles worldwide, a 22% increase on the previous year, and reported an 18% rise in global sales for February 2013. The expansion of the dealer network is intended to support this growth, particularly in markets where the brand is still establishing its footprint.
China and emerging markets drive expansion
China is central to Porsche’s strategy, with a new Porsche Centre opening almost every month according to the company’s plans at the time. By 2018, China is expected to account for about 10% of Porsche’s global dealerships, reflecting the country’s growing appetite for premium vehicles. Other emerging markets are also targeted for new outlets as Porsche seeks to diversify beyond its traditional strongholds in Europe and North America.
Supporting new models and sales ambitions
The dealership expansion coincides with Porsche’s product roll-out. The brand introduced updated versions of the Cayman and Boxster in 2012, and planned the launch of the Macan compact SUV for 2014. These models are expected to broaden Porsche’s appeal, particularly in markets where SUVs and sports cars are in high demand.
- 2012: Launch of new Cayman and Boxster models.
- 2014: Planned introduction of Macan compact SUV.
- 2018: Target date for 1,000 dealerships and 200,000 annual sales.
Porsche’s network growth is designed to ensure that new and existing customers have access to sales and aftersales support as the company’s product range and customer base expand. The strategy reflects a broader trend among luxury manufacturers to invest in local infrastructure to capture rising demand in developing economies.
The expansion is part of Porsche’s wider growth strategy for the decade leading to 2018, aligning with Volkswagen Group’s ambition to become the world’s largest carmaker in the same timeframe.
