From Stuttgart across the world
Right from the start, Porsche has been a dynamic brand with an international clientèle. The very first 356 vehicles were delivered to Switzerland. After Porsche was unveiled at the exhibition in Geneva in 1949, importers from other European countries – including the Netherlands, Great Britain and Sweden – began to take an interest in the Porsche sports car. In 1950, Ferry Porsche agreed a delivery contract with American importer Max Hoffman, which helped him to gain a foothold in the USA and led to a permanent place in the premium segment.
Since those early days, Porsche has remained a company that focuses strongly on exports. Once cemented, its reputation as a sporty lifestyle brand quickly spread. As opportunities to establish a sales structure arose in countries around the world, the company jumped at the chance to add more and more export countries to the list. Up to and including the 2014 financial year, the USA was the most important export market for Porsche, followed by the European market as a whole. Political and economic developments then shifted the balance. As a market that was both enormous and extremely receptive, China took first place in terms of sales figures from the 2015 financial year onwards, overtaking the USA, even as the USA set yet another record for unit sales.
But as well as exporting vehicles, Porsche also exports knowledge around the world. Porsche Engineering, a subsidiary of the brand that is continuing the traditions of the original Porsche design office, develops technical components and concepts on behalf of international customers. Porsche Consulting advises customers around the world using the knowledge that the sports car manufacturer has acquired since the introduction of lean production. But above all, Porsche continues to maintain its international and versatile brand experience; for example, through its Driving Experience Events and the Experience Centres in Los Angeles, Le Mans and Shanghai.