Porsche goal: Double U.S. sales by 2018
Von Platen: 50,000 U.S. sales by 2018
LOS ANGELES -- Porsche AG aims to double its annual U.S. sales within seven years by dramatically expanding its product lineup -- while keeping its U.S. dealer body at about the same size.
"By 2018, we will sell around 50,000 cars in the U.S.," Detlev von Platen, CEO of Porsche Cars North America, said.
Last year, Porsche sold 25,320 vehicles in the United States, a market that represents 28 percent of its global sales. Von Platen expects sales of "more than 29,000 units" this year and counts on a strong product offensive to boost volume.
Porsche will launch three U.S. models next year: the redesigned 911 in February; the 430-hp Panamera GTS, which arrives next spring; and a Cayenne diesel, Porsche's first diesel-powered model offered in the United States, which arrives in the second half of the year.
Porsche expects the Cayenne diesel to account for about 15 percent of the SUV's total sales, a volume similar to that expected for the Cayenne gasoline-electric hybrid, which launched a year ago and now makes up about 12 percent of total Cayenne sales.
For the recently launched Panamera hybrid, von Platen also expects roughly 15 percent of the total flagship's sales volume. He said Porsche has not decided whether to introduce a diesel version of the Panamera in the United States.
In 2013, Porsche will start selling the Cajun, a crossover that will be a smaller sibling to the Cayenne.
Von Platen confirmed the automaker is looking into "slightly consolidating" its U.S. dealer network over the next few years. In April, Bernhard Maier, Porsche's global sales and marketing chief, told Automotive News that the network may be reduced to 190 outlets from 200.
"We have to ensure the consistency of the brand's representation and customer experience," he said. "On average, our dealers now earn a 3.6 percent return on sales. And we want to keep it over 3 percent."