The "2018 Strategy" is the brand business development goal set by Porsche. Its planned sales and operation return rate is at least 15%, maintaining the status of the world's most profitable automobile manufacturer. At the same time, by 2018, Porsche plans to increase its global sales to approximately 200,000 units. To this end, Porsche is committed to improving and expanding its full range of models, and the Chinese market as the most important market in the world. Porsche Global Executive Board Chairman Mr. Matthias Müller told Netcom: "We hope to introduce more of the charm of releasing the potential of the Porsche sports car track, which is one of the important measures to achieve Porsche's global 2018 strategy." As part of Porsche's comprehensive China strategy, Porsche's new Chinese head, Mr. Fang Zhiyong, will officially take office on June 1; in addition, this year Porsche will also bring a variety of new cars and continue to strengthen channel construction.
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In this personnel adjustment, Fang Zhiyong (Franz Jung, 52 years old) will replace Mr. Deesch Papke, 53, who is the chairman of the Porsche China Board of Directors on June 1. Prior to joining Porsche, Mr. Fang Zhiyong worked for Land Rover and BMW for several years. He served as President and CEO of the Nordic Group of the BMW Group, President and CEO of the Nordic Group of the BMW Group, and President and CEO of the Nordic Group of the BMW Group. During his time at BMW, Fang Zhiyong had a working experience in China. Fang Zhiyong, a former senior vice president of BMW Brilliance Automotive Co., Ltd., was mainly responsible for sales, marketing and after-sales service. He is quite familiar with Chinese affairs.
In the first quarter of this year, Porsche's cumulative sales in China were 13,286 units, a sharp increase of 34.4% compared with 9,885 units in the same period of 2014. Compared with the 11,430 vehicles in the United States in the same period, Porsche's sales in China are significantly exceeded, which makes China the largest market in the first quarter of the world. In this regard, Porsche CFO Lutz Meschke said: The first quarter results reflect Porsche's healthier cost structure and higher profitability, the company will maintain at least last year's profit level in this fiscal year, the strategic efficiency goal is maintained at 15%.
In terms of dealer construction, Porsche currently has more than 70 Porsche Centres in China. According to Porsche's plan, by the end of 2015, it is expected that this number will reach about 100. How to develop a more suitable model for the Chinese market is the next task that Porsche needs to accomplish, and the incoming Porsche China head Fang Zhiyong Franz Jung faces both the opportunities and the challenges of the competitively motivated Chinese market.
At the Shanghai International Auto Show just past, Porsche brought its four new cars to the show. These include two world-first Style Edition models: the 911 Carrera Style Edition, the Boxster Style Edition, and two Asian-first 911 cars: the 911 GT3 RS and the 911 Targa 4 GTS. “China is Porsche's second largest market in the world after the United States and is likely to be replaced in the near future.†Mr. Mullen, Chairman of Porsche Global Executive Board, did not hide his confidence in the Chinese market.
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