ATLANTA -- Porsche's U.S. chief is calling for the brand, including its dealers, to improve customer satisfaction ratings.
"I'm not happy about what we have done in terms of customer satisfaction performance," Detlev von Platen, CEO of Porsche Cars North America, told Automotive News this week.
Von Platen expressed disappointment with Porsche's performance in recent J.D. Power survey findings. While Porsche is continuing to improve, "it's not at the speed I wanted to see. And some other competitors were quicker," von Platen said.
Porsche was ninth among luxury brands in J.D. Power's 2015 Customer Service Index study and fifth among luxury brands in the 2014 Sales Satisfaction Index study. Porsche was first in both J.D. Power's APEAL Study and Initial Quality Study in 2014. But even first place is not enough, von Platen said.
"No. 1 is just a baseline, not the target," he said. "The target is the unique customer experience, much more. And we're not reaching this."
Von Platen will address improving that experience when dealers visit Porsche's new headquarters and customer experience center in Atlanta this month. He will pledge improvement from Porsche as well.
"I'm not putting us outside this process," von Platen said. "But together, we need to commit to ourselves to reach this point very quickly. There is no other excuse here."
During the dealer visit, von Platen said, he will talk about training and invite dealers to work with Porsche to find solutions. He expects the experience center, with its test track, restaurants, driving simulators, custom vehicle design studio and other features for customers, to help elevate the brand further.
"At the end of the day, it's a question of mindset," von Platen said. "And I don't see any reason why we couldn't be a benchmark in terms of customer relationship, in terms of customer satisfaction, in terms of customer ownership experience, as what you could see in other industries like airlines or hotels."