Luxury automaker Porsche AG is set to return to the 2011 North America International Auto Show in Detroit after a three-year hiatus.
Porsche pulled out of the show in 2008, citing a desire for “more personal, direct ways to reach out and communicate to its potential customer base.” But in a setback to Detroit show organizers, the German automaker continued to participate in the Los Angeles auto show.
Porsche's improved financial position and sales outlook, and desire to reinforce brand awareness around the world, prompted the decision to return to the Detroit auto show for 2011, a company spokesman said.
"Raising the visibility of (our) growing product portfolio at important auto shows such as Frankfurt and Paris in Europe and Beijing and Shanghai in China is part of the strategy," Porsche U.S. spokesperson Tony Fouladpour said in a statement. "Detroit is clearly of the same caliber within North America."
Porsche also wants to take advantage of the large contingent of international journalists that cover the Detroit show, he said.
Several other brands also have dropped out of the Detroit show in recent years, including Ferrari, Infiniti, Land Rover, Mitsubishi, Nissan, Rolls Royce and Suzuki.
"The demand for space is very strong. People see the market coming back,” Bill Perkins, co-chairman of the Detroit auto show, told the Detroit Free Press.
Perkins said several other carmakers are negotiating to return to the show, but he declined to provide specifics due to unsettled details. Show organizers also plan a major electric-car exhibit for 2011.
Porsche plans to release the new 911 Carrera GTS in 2011. The new 911 features a 3.8-liter flat-six engine with direct fuel injection, and 408 hp -- 23 hp more than the 911 Carrera S. The 2011 North American International Auto Show will run Jan. 10-23 and feature 500 brands.