In 2021 J.D Power conducted its annual U.S. Brand Loyalty Study. The study measures the percentage of vehicle owners who choose the same brand when trading/purchasing their next vehicle. Not surprisingly, Porsche’s loyal consumer base was ranked amongst the top 2, being narrowly beaten out by Lexus (51.6% vs 50.2%). During a year with production challenges, Porsche was still able to increase not only their brand loyalty but also their delivery rate. Porsche reported an increase of 11% in deliveries worldwide in 2021 – over 300,000 vehicles. Coupling my love of travel and marketing background, I was curious who and what consumers were purchasing world-wide.

1. North America:  The U.S continues to be Porsche’s second largest single market.  Last year, the Macan continued to be a top seller while the Taycan’s sales rate doubled from the previous year.  Not surprisingly, almost 30% of all Taycans delivered were within the state of CA. In Canada, the Macan & 911 took the top two spots. 

2. Europe:  Approximately 40% of all Porsche deliveries in Europe were either a hybrid or all-electric vehicle, signaling a higher demand for electric vehicles than the previous year.  The breakdown to each country was a bit more interesting:

• • Germany: The 911 was the top selling car, followed by the Macan, Cayenne and Taycan, collectively allotting for approximately 60% of car sales. 
  • UK: The Taycan was the market winner with the 911 coming in second.
  • Italy: With its beautiful roads that pepper through vineyards, it is no wonder that almost 40% of all 911s purchased were either a Targa or Cabriolet model.  Though Italians predominately purchased the 911, the Taycan still enjoyed a rise in popularity.   
  • France: The Cayenne dominated the market.
  • Switzerland: The Macan took first place followed by the 911

3. Asia-Pacific, Africa and the Middle East

• • China: Since delivering its first sports car to China in 2001, Porsche’s presence has continued to grow steadily.  Since 2015, China has become Porsche’s biggest market.  In 2021 alone, Porsche delivered over 95,000 vehicles to the country. The 911 continued to be the top seller with the Macan gaining popularity as well. 
  • South Korea: The Porsche brand increased in popularity with an overall 7% increase in ownership.  This increase can be attributed to the 2020 launch of the Taycan, which stole 2nd place as the most purchased car behind the Cayenne
  • Japan: The Macan was the most popular model
  • Middle East: The Porsche brand continues to increase its popularity in the Middle East with a 15% YOY sales, but no single Porsche model was credited with the #1 spot.
  • Africa: Porsche’s presence in this market seems to be growing, although slowly.  With approximately 2k deliveries, no one model was identified as a top sell. 

4. Australia: 2021 marks the 70th year anniversary since Porsche was first introduced into the country . The Macan was a popular choice with a steady increase in demand for the Taycan.

Porsche’s presence and demand continues to grow worldwide.  But beyond the fleet’s impressive performance and design, I can’t help but speculate that part of that loyalty is cultivated by the culture fostered by the owners.  

In the U.S., CVR has earned the distinction of being the largest and most active chapter.  This issue alone is filled with 17 articles showcasing the events, activities and people that embody the brand.  The true value of the Porsche brand is exemplified by its drivers. This issue of Challenge showcases all aspects of Porsche ownership – from DE events,  Concours, AutoX, Community Service and Club Race – there is something for everyone.  As you read through this issue, I hope you contemplate the phrase: “It’s not just the cars, it’s the people.”