Skip to main content
Sister Publication Links
  • Automotive News
  • Automobilwoche
  • Automotive News Canada
  • Automotive News China
Subscribe
  • Subscribe
  • Newsletters
  • Login
  • HOME
    • Latest news
    • Automakers
    • Suppliers
    • New Product
    • Environment/Emissions
    • Sales By Market
    • On The Move
    • Auto Shows
    • nvidia_0.jpg
      Volvo, Nvidia accelerate race for data-processing power
      Porsche-backed EV maker Rimac warms to SPACs
      France could offer cash to scrap cars for electric bikes
      Most European city dwellers support 2030 ban on combustion-car sales, survey finds
    • Tesla criticizes slow approval process for German factory
      Toyota debuts advanced automated driving
      Alfa Romeo Tonale launch delayed after new CEO demands better performance
      tesla camera story.jpg
      Tesla says interior cameras are not activated in China
    • Chip stock-MAIN_0.jpg
      Renesas resumes operations of damaged clean room
      4BIDEN-MAIN_i.jpg
      U.S. Senate readying legislation on semiconductors, Biden says
      Path out of chip shortage: New capacity, new thinking -- and patience
      Britishvolt's 30 gigawatt-hour plant in Blyth, England, is scheduled to start production in 2023.
      EV battery company Britishvolt looks for a SPAC deal
    • view gallery
      8 photos
      Citroen C5 X
      The C5 X has a fastback body style, along with a high waistline and a distinctive kick above the rear wheels.
      Citroen returns to midsize segment with category-blurring C5 X
      Mercedes EQS camouflaged
      Daimler CEO expects solid returns from flagship EV
      Toyota cuts estimated emissions for full-hybrid Yaris Cross SUV
    • Audi's plant in Gyor, Hungary, VW Group's biggest engine factory, built 1.6 million engines in 2020.
      VW brand will phase out combustion engines, CEO says
      The sales rollout of the ID4 is starting in Europe, the U.S. and China
      The UK's conflicting stance on EVs
      Valeo joins Bosch, GM, others in pledge for carbon neutrality
      GMEVBarra-MAIN_i.jpg
      GM aims to stop selling gasoline vehicles by 2035 in carbon neutrality pledge
    • Spain offers electric car subsidies
      Stellantis brands dominated van sales in EU in 2020, figures show
      VW cars Germany
      German sales rise 36% in March but fall 6% in the first quarter
      Audi car sales
      German auto industry gets spring boost as orders rise
    • Volvo CFO Bjorn Annwall
      Volvo promotes Europe boss Annwall to finance chief
      andersson.jpg
      Bo Andersson steps down from Yazaki
      John-Krafcik-bloomberg.jpg
      Krafcik leaves Waymo after 5 years as CEO
       Daimler's new chairman, Bernd Pischetsrieder, with Manfred Bischoff
      Daimler's shareholders approve former BMW, VW CEO Pischetsrieder as chairman
    • Geneva Auto Show
    • Frankfurt Auto Show
    • Paris Auto Show
    • Beijing Auto Show
    • Shanghai Auto Show
  • Features
    • Long Read
    • Interview of the Month
    • Focus on Electrification
    • Focus on Mobility
    • Segment Analysis
    • Latest Launches
    • Supplier Spotlight
    • Europe By The Numbers
    • Path out of chip shortage: New capacity, new thinking -- and patience
      Apple, Nio, other auto newcomers get creative to avoid Tesla's 'production hell'
      How Amazon, Google are transforming the auto industry
      EV-only future looks closer than ever in Europe
    • Ford of Europe plans more changes to reposition business for EV-focused future
      Renault CEO bets on 'winning horses' for turnaround
      Nvidia CEO says software will soon define the car, drive profit
      Tavares: Keeping PSA, FCA merger on track an 'incredible' achievement
    • Most European city dwellers support 2030 ban on combustion-car sales, survey finds
      MagnaSign.jpg
      Magna will develop and build EV with Israeli startup
      Volvo-S90-plug-in hybrid.jpg
      Once 'green' plug-in hybrid cars suddenly look like dinosaurs in Europe
      Spain offers electric car subsidies
    • France could offer cash to scrap cars for electric bikes
      Toyota debuts advanced automated driving
      Argo AI-MAIN.jpg
      Self-driving startup Argo AI, backed by VW and Ford, may go public to boost funding, report says
      John-Krafcik-bloomberg.jpg
      Krafcik leaves Waymo after 5 years as CEO
    • Smart EQ ForTwo electric being charged
      Minicars race toward electric future
      EVs make huge gains helped by incentives, tougher CO2 rules
      EVs, surging SUVs to hit Europe's biggest segment
      Wagons hold market share, but costly EV shift looms
    • Mercedes EQS camouflaged
      Daimler CEO expects solid returns from flagship EV
      Alfa Romeo Tonale launch delayed after new CEO demands better performance
      VW adds sporty crossover with Taigo
      17266_Kia_EV6_GT-Line_0.jpg
      Kia adds powerful GT to EV6 lineup
    • Vitesco's optimism about EV shift grows as spinoff nears completion
      How GKN is transforming to gain from e-powertrain shift
      Marelli CEO expects e-powertrains to provide long-term boost
      Veoneer boss expects to reach key milestone this quarter
    • Europe sales by model, February: Tesla, Ferrari, Lotus, Aston Martin rise despite down market
      Nissan Qashqai
      Turkey sales, February: Nissan, Fiat, Skoda report strong gains
      Top 10 sellers by market, 2 months: Skoda Octavia makes the cut in 18 out of 27 countries
      Russia sales, February: Market bounces back with small increase
  • Opinion
    • Blogs
    • Commentary
    • Guest columnists
    • Volvo Google infotainment
      Volvo expands upon positive Google experience
      Volvo front grille
      Volvo targets top talent in U.S., China with generous parental leave policy
      Great Wall ORA R1 at 2019 Shanghai auto show
      ZF exec on why China's auto shows will survive
      The sales rollout of the ID4 is starting in Europe, the U.S. and China
      The UK's conflicting stance on EVs
    • Understanding the impact of design on marketing, brand and user experience
      Ex-Aston Martin CEO Palmer calls on UK to intensify battery commitment
      Why Apple must target the $230B luxury car market
      Apple car: Who will build it? Magna Steyr possible candidate
  • Photos
    • Photo Galleries
    • Geneva Photo Gallery
    • Beijing Photo Gallery
    • Frankfurt Photo Gallery
    • Paris Photo Gallery
    • Shanghai Photo Gallery
    • mercedes_eqs_int_6.jpg
      view gallery
      12 photos
      Mercedes EQS Interior
      Green Peugeot 308 1.jpg
      view gallery
      17 photos
      Peugeot 308
       bmw_i4_6.jpg
      view gallery
      6 photos
      BMW i4
       aygo_x_6.jpg
      view gallery
      15 photos
      Toyota Aygo X Prologue
    • koenigsegg-gemera-front-quarter-passenger-01.jpg
      view gallery
      14 photos
      Koenigsegg Gemera
      view gallery
      21 photos
      Fiat New 500
      view gallery
      11 photos
      Aston Martin V12 Speedster
      view gallery
      13 photos
      Audi A3 Sportback 2020
    • At the Beijing show, sales rebound and EV boom mix with murky outlook
      3BEIJING-MAIN_i.jpg
      Beijing show to highlight competition for local EV makers
      Beijing auto show delayed due to coronavirus
      Maserati will unveil Ghibli hybrid at Beijing show
    • view gallery
      11 photos
      Mercedes-Benz Vision EQS
      view gallery
      11 photos
      Renault Captur
      view gallery
      5 photos
      Mercedes-Benz AMG GLB 53
      view gallery
      10 photos
      Mercedes-AMG GLE 53 Coupe
    • view gallery
      8 photos
      VinFast Lux SA2.0 SUV
      view gallery
      8 photos
      VinFast Lux A2.0 sedan
      view gallery
      7 photos
      Toyota Corolla station wagon
      view gallery
      9 photos
      Seat Tarraco
    • view gallery
      4 photos
      Nio ET Preview
      view gallery
      7 photos
      Infiniti Qs Inspiration concept
      view gallery
      5 photos
      BMW 3-series LWB
      view gallery
      9 photos
      Mini Clubman
  • Podcasts
  • Car Cutaways
  • EVENTS
    • ANE Congress Conversations
    • ANE Shift
    • ANE Rising Stars
    • ANE Eurostars
    • ANE Leading Women
    • Watch Again
      • July 9: EU green deal in the COVID-19 new normal
      • July 16: Assisted or Autonomous Driving
      • July 23: Challenges in Electrification
      • July 30: The Road Ahead for Europe
    • Meet the 2020 winners
    • Watch the 2020 Rising Stars awards again
  • More
    • Publishing Partners
    • Social Media
    • Contact Us
    • Media Kit
    • About Us
    • Capgemini: Cloud: A springboard for future competitiveness
    • Capgemini: Securing the industry's future through a radical rethink
    • Capgemini: Succeeding with the automated driving journey through AI
    • Toyota Europe
    • UFI Filters
    • Facebook
    • Instagram
    • LinkedIn
    • Twitter
MENU
Breadcrumb
  1. Home
  2. Interview of the month
July 14, 2020 12:00 AM

Why Porsche sales boss von Platen is feeling optimistic

Luca Ciferri
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print

    "We are seeing demand return, especially in China, where May was a record month," Porsche sales boss Detlev von Platen told Automotive News Europe. But he added that Porsche "will not hesitate to reduce production again rather than push sales if there is a stronger hit to the economy."

    While Porsche's global sales took a hard hit in March and April because of the coronavirus outbreak, the Volkswagen Group subsidiary is now seeing a "very strong" recovery. "That gives me cause for optimism," Porsche sales boss Detlev von Platen said. Despite the positive indicators, von Platen said the pandemic has been a game changer for the company. He explained why in an interview with Automotive News Europe Associate Publisher & Editor Luca Ciferri and Correspondent Christiaan Hetzner.

    How has the pandemic affected Porsche?
    The actual consequences are not yet foreseeable -- this applies to Porsche, for the economy and society. At the same time, we also see the corona crisis as an opportunity, with game-changing characteristics. There are initial signs that individual mobility will gain additional relevance. We often hear that people want to drive their own vehicles rather than use mass mobility. Moreover, the virus will also be a huge accelerator in terms of the digitalization of media. The world will be different one year from now.

    Meet the boss

    NAME: Detlev von Platen
    TITLE: Porsche Board Member for Sales & Marketing
    AGE: 56
    MAIN CHALLENGE: Reducing wait times for the full-electric Taycan.

    What does that entail?
    We shifted to more online media and marketing initiatives that customers could experience at home, offering stories about Le Mans and developing interactive games for kids as two examples. The way we interact has changed and was perceived in a positive way. This will have long lasting effects. In the future, our team will make decisions where we need to be physically able  to engage with the customer, and where we can be virtual.

    Why did you decide to work in your office at Porsche headquarters throughout much of the lockdown?
    While I did work a bit from home, I was here about 80 percent of the time. I felt it was important to send the signal that people could find me easily if they needed anything.

    How to subscribe

    To be among the first to get stories like this, subscribe to Automotive News Europe's new targeted digital products by clicking here.
     

     

    How much vehicle production did you lose during the shutdown?
    I can’t give you specific numbers because it’s not the same for all the models. We are trying to catch up as much as possible. We have continuously ramped up production. And, in less than four weeks, we have reached regular capacity utilization.

    Are you making a larger number of zero- and low-emissions vehicles such as the full-electric Taycan available in Europe at the expense of other markets to avoid being a burden on parent Volkswagen Group’s CO2 targets for 2020?
    European fleet emissions are something we take very serious, but if we already have a situation where Taycan supply cannot cope with the order backlog, our first priority is to the customer.

    How has demand developed?
    We saw a clear hit to the configurations on our web sites in March and part of April, but we are seeing a very strong recovery, not only in Internet traffic but also at our dealership as they re-open. That gives me cause for optimism.

    Could you elaborate?
    We are seeing demand return, especially in China, where May was a great month for Porsche in terms of deliveries. Global volumes are still lower. However, the increase both in terms of deliveries and order intake that in May amounted to a 35 percent rise on the level seen in March.

    Do you have a sales target for this year?
    We were very bullish at the start of this year because of our fresh product range, which includes many 911 derivatives and the full-electric Taycan launched in 2019. Although we are seeing signs of recovery in China and Europe, we are still assessing the situation month by month. Most important for us is balancing supply and demand.

    Porsche has a higher build-to-order ratio than most automaker, but key markets such as the U.S. are still predominantly build-to-stock. How are your inventories?
    At present we don’t have too many cars on lots. We might even have too few in some cases.

    German car retailers have warned there could be a wave of insolvencies in that sector because of the crisis. Will this also affect Porsche dealers?
    In cases like these timing is essential. Therefore, we reacted very quickly to first and foremost help guarantee the safety and health of our dealers and their staffs. We simultaneously took steps to sustain their businesses by helping them conserve their liquidity and engage their customers.

    You don’t expect any of your dealerships to fail?
    No.

    Porsche had been planning to roll out the first major redesign in your stores in 20 years under the “Destination Porsche” format. Are you now relaxing these mandatory corporate identity investments at your retailers?
    From the outset we have been pragmatic, letting them know that they could postpone invests after the peak of the pandemic. Those that had already started, however, chose not to postpone.

    What did Porsche do while its assembly plants were shut for six weeks?
    We helped our home states of Baden-Wuerttemberg and Saxony acquire personal protective equipment for hospital staff using our supply network. This provided a number of ideas that we disseminated across all our dealers, so they could in turn provide food or mobility to their communities during this time of need.

    Von Platen said that roughly half of all buyers of the Porsche Taycan electric car are customers who have never owned a Porsche.

    Taycan volumes seem disappointing with roughly 1,400 sold in the first quarter. Are you worried?
    Because of our order books, I am not worried at all. Furthermore, the factory [in Zuffenhausen, near Stuttgart] was closed for six weeks, meaning global demand is now clearly outpacing supply and leading to long wait times, especially in the U.S. Since we restarted the factory, we have not only reached the daily output level that we had planned before the crisis, we are still ramping up Taycan production.

    Porsche collected 30,000 deposits for the Taycan before you started selling the car. Half of those deposits were converted into orders. What happened to the other 15,000? Did these customers cancel because of the six-figure price?
    Intentionally, we employed a top-down strategy with the Turbo and Turbo S. Our dropout rate was minimal. This suggests the other depositors are waiting for lower priced versions. I cannot say, however, when these will launch globally.

    How many Taycan buyers are already Porsche customers? Are they swapping their current Porsche for the Taycan or keeping both?
    Roughly half are customers who have never owned a Porsche. Many of them are young. The other half already have a Porsche in the garage, and most are adding the Taycan rather than making a trade-in for one. This indicates that our new EV has gained acceptance among our traditional clientele.

    Could you foresee bringing back diesel powertrains if they are made cleaner and more efficient than gasoline?
    We are investing roughly 15 billion euros over the next five years into electromobility, digitalization and sustainable production. For a small company such as Porsche, it’s clear we need to prioritize and focus efforts on our core strengths. Consequently, we won’t reconsider this decision.

    How many customers left Porsche when you discontinued sales of diesel models?
    We might have lost some in markets such as Spain or Italy, but overall we were able to more than offset those losses. Since our exit from diesel, sales have continued to grow thanks to models such as the the plug-in hybrid versions of the Panamera and Cayenne.

    Porsche will soon open its eighth experience center, which will be in Italy. Have these centers provided a return on your investment?
    Using two of the centers that I know particularly well, which are Atlanta and Los Angeles, we were able to attract more than 440,000 people since we opened them. Those two are absolutely breaking even in terms of cost and revenue.

    What benefit do you gain from your Porsche Studios?
    They are meant to welcome and provide great experiences for people and spark interest in the brand. We must ensure Porsche remains relevant to the younger demographics. To create relevance you need proximity. Dealerships should remain the final destination.

    How much of a role will online sales play in the future?
    By 2025, we might see 25 percent of our customers using digital channels either to start, continue or complete the transaction online. We want dealers to spend as little time as possible filling out paperwork. That way they can concentrate on providing training, service and an emotional experience when the car is finally delivered to the customer.

    Your U.S. subscription model Porsche Drive Subscription (formerly Porsche Passport) allows users to switch between various models for a monthly fee. Will we see this in Europe?
    This pilot has offered the brand access to entirely new customers that I don’t think we would have gained without it. We are looking at this for Europe as well, because we believe there is a market. Porsche Drive will be the umbrella term for new mobility services such as these subscription models.

    Can Porsche credibly offer a full-electric 911 given its identity is so closely connected to its unique rear-mounted, flat-six engine configuration?
    Let’s cross that bridge when we come to it. The 911 is an icon and the center of gravity for the brand. We will keep this alive as long as we can, because we will be able to meet the fleet CO2 targets on our own. This is one reason why the Taycan is so important. It is the first real sports car in the electric vehicle segment and it helps maintain the viability of the 911.

    Sustainability is a word people don’t associate with Porsche, but it is now a strategic pillar of your midterm strategy. Do you have to push your customers in this direction or are they the ones pushing you?
    Both. The Porsche brand is still the first motivation for someone to buy a 911 or a Cayenne. To ensure that Porsche remains desirable in the future, we have started to look more deeply into the idea of purpose. Younger consumers want to know what contribution you make to society. If we don’t have a proper answer, we risk losing relevance with this key demographic.

    RECOMMENDED FOR YOU
    Volvo, Nvidia accelerate race for data-processing power
    Recommended for You
    Volvo, Nvidia accelerate race for data-processing power
    Volvo, Nvidia accelerate race for data-processing power
    Porsche-backed EV maker Rimac warms to SPACs
    Porsche-backed EV maker Rimac warms to SPACs
    France could offer cash to scrap cars for electric bikes
    France could offer cash to scrap cars for electric bikes
    Cloud: A springboard for future competitiveness
    Sponsored Content: Cloud: A springboard for future competitiveness
    Sign up for free newsletters
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    Get Free Newsletters

    Sign up and get the best of Automotive News Europe delivered straight to your email inbox, free of charge. Choose your news – we will deliver.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    SUBSCRIBE TODAY

    Get 24/7 access to in-depth, authoritative coverage of the auto industry from a global team of reporters and editors covering the news that’s vital to your business.

    SUBSCRIBE NOW
    Connect with Us
    • Twitter
    • Facebook
    • LinkedIn
    • Instagram

    Founded in 1996, Automotive News Europe is the preferred information source for decision-makers and opinion leaders operating in Europe.

    Contact Us

    1155 Gratiot Avenue
    Detroit MI  48207-2997
    Tel: +1 877-812-1584

    Email Us

    ISSN 2643-6590 (print)
    ISSN 2643-6604 (online)

     

    Resources
    • About us
    • Contact Us
    • 2020 Media Kit
    • Advertise with Us
    • Ad Choices Ad Choices
    • Sitemap
    Awards
    • Rising Stars
    • Eurostars
    • Leading Women
    Legal
    • Terms and Conditions
    • Privacy Policy
    • Privacy Request
    Automotive News Europe
    Copyright © 1996-2021. Crain Communications, Inc. All Rights Reserved.
    • HOME
      • Latest news
      • Automakers
      • Suppliers
      • New Product
      • Environment/Emissions
      • Sales By Market
      • On The Move
      • Auto Shows
        • Geneva Auto Show
        • Frankfurt Auto Show
        • Paris Auto Show
        • Beijing Auto Show
        • Shanghai Auto Show
    • Features
      • Long Read
      • Interview of the Month
      • Focus on Electrification
      • Focus on Mobility
      • Segment Analysis
      • Latest Launches
      • Supplier Spotlight
      • Europe By The Numbers
    • Opinion
      • Blogs
      • Commentary
      • Guest columnists
    • Photos
      • Photo Galleries
      • Geneva Photo Gallery
      • Beijing Photo Gallery
      • Frankfurt Photo Gallery
      • Paris Photo Gallery
      • Shanghai Photo Gallery
    • Podcasts
    • Car Cutaways
    • EVENTS
      • ANE Congress Conversations
        • Watch Again
          • July 9: EU green deal in the COVID-19 new normal
          • July 16: Assisted or Autonomous Driving
          • July 23: Challenges in Electrification
          • July 30: The Road Ahead for Europe
      • ANE Shift
      • ANE Rising Stars
        • Meet the 2020 winners
        • Watch the 2020 Rising Stars awards again
      • ANE Eurostars
      • ANE Leading Women
    • More
      • Publishing Partners
        • Capgemini: Cloud: A springboard for future competitiveness
        • Capgemini: Securing the industry's future through a radical rethink
        • Capgemini: Succeeding with the automated driving journey through AI
        • Toyota Europe
        • UFI Filters
      • Social Media
        • Facebook
        • Instagram
        • LinkedIn
        • Twitter
      • Contact Us
      • Media Kit
      • About Us