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Porsche Middle East and Africa FZE delivered 6,841 sports cars across the region in 2021, marking a 10 per cent increase compared to the previous year and the second highest retail result in the past seven years.
Orders for new models rose 37 per cent, representing the highest order intake since 2012. This high demand and attraction that enthusiasts hold for Porsche’s products gives the marque a strong start into 2022.
The ever-popular Cayenne premium SUV continued to win over customers with 2,427 sales representing 35 per cent of total volume. It was closely followed by the Macan which maintained strong growth with 34 per cent of total sales amounting to 2,359 units. The brand’s compact SUV recorded a 25 per cent increase over the previous year despite a 2022 model year update in the final months of 2021.
The top three volume markets for the regional office were the United Arab Emirates, the Kingdom of Saudi Arabia and Kuwait, with the highest growth recorded in India, Morocco and Saudi Arabia.
Dr Manfred Bräunl, Chief Executive Officer at Porsche Middle East and Africa FZE, said: “We are very pleased with the growth we have seen during the past 12 months, given the challenges many industries continue to face. With over 70 years’ experience of building benchmark sports cars, our brand appeal is exceptional. Thanks to our continuous investments in our product range and individualisation programme, more than 6,800 customers took delivery of their dream Porsche in 2021. Without the strong support, professionalism, and passion of our importer network this result would not be possible, so I thank every member of the Porsche team out there for the support.”
Demand for the iconic 911 remained strong with deliveries accounting for 14 per cent of total sales representing close to 1,000 units. The purist, high-performance GT models are in high demand; more than a quarter of future deliveries will sport the GT badge.
The expansion of the Tayc an range, Porsche’s first fully electric sports car, will continue across the region through 2022, yet it has already accounted for seven per cent of total sales, making it the preferred four-door limousine. The Porsche Panamera enjoyed a 190 per cent growth in demand over 2020 resulting in a five per cent model share. With its recently announced introduction of the new Platinum Edition, this model is set to continue its positive trajectory.
HIGHLIGHTS OF 2021
For Porsche Middle East, last year was an opportunity to expand on ways to engage with customers and enthusiasts through online and innovative interactions.
Dr Bräunl added: “We are the first Porsche organization in the world to develop a virtual sales consultation programme where people can discuss their model of choice directly with a Porsche expert and enjoy a personal tour of a vehicle on display from the comfort of their home via livestream.”
The year concluded with the hugely successful ‘Icons of Porsche’ festival in November. It was the biggest automotive event held by a manufacturer in the region, attracting over 7,000 visitors and more than 1,000 new and classic Porsches from the road and racetrack. This was the organization’s first event to celebrate art and culture, designed to bring communities together.
Moving into 2022, Porsche Middle East and Africa has a busy year ahead, spurred on by the highest order bank since 2012. With the expected arrival of many new models, namely the latest generation Macan, the all-new GTS version of the Taycan saloon, the 911 GT3, the 718 GT4 RS and the Panamera Platinum Edition, securing Porsche and its regional importer network a confident business outlook for the coming 12 months, he said.
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