Porsche is a leading manufacturer of exclusive sports cars and one of the world’s most profitable car makers. Porsche sports cars have always been synonymous with performance, unmistakable design and quality. Now the Taycan – the first all-electric prototype from Zuffenhausen – is revving up for the future.
The company, which has been integrated as a brand in the Volkswagen Group since 2012 and is represented in around 130 markets worldwide, delivered a total of 256,255 vehicles to its customers and generated revenue of €25.8 billion last year. 2018 was thus the most successful fiscal year in the company’s history and the eighth record year in succession in terms of revenue, operating profit and deliveries. Apart from countries in Western Europe, China and the USA are the key sales markets. Porsche also chalked up a new record for the number of employees in 2018: A total of more than 32,000 people were employed at the sites of the sports car manufacturer. 1,500 new jobs will be created in Zuffenhausen as a result of the Taycan’s launch. The sports car manufacturer is putting enormous changes into effect with large investments, new production methods and an extensive qualification drive, underscoring its future viability with this clear commitment to e-mobility.
The three highlight projects 2018
“70 years of Porsche sports cars” – Porsche is creating a sustainable foundation for sports cars of the future in its anniversary year.
Investments in the future: Taycan production site
Apart from producing the traditional two-door sports car models, Porsche’s headquarters in Stuttgart-Zuffenhausen are also embarking on the age of electric mobility: Preparations for start of production of Porsche’s first all-electric sports car are in full swing in the reporting year. The new production sites for the Taycan are being erected at headquarters while normal operations continue.
The move to e-mobility entails investments totaling six billion euros by 2022. Of that figure, €700 million alone will be spent on establishing production facilities for the Taycan in Zuffenhausen. Not only is the existing body shop being expanded at headquarters as part of that. A new paint shop, an e-motor and component production facility, and a new assembly plant are also being created.
Under the name Porsche Production 4.0, the company is committed to connected, transparent and state-of-the-art production. One of the many innovations accompanying launch of production of the new electric Porsche is what is termed
“flexi-line”. The vehicles are guided through the production process by means of a driverless transport system (DTS). The systems eliminate the need for the double flooring the traditional conveyor belt requires. With flexi-line, Porsche unites the advantages of the conventional flow principle and the benefits of adaptive assembly. As a result, not only the buildings, but also the production steps can be designed to be far more variable. That results in enhanced workplace ergonomics, as well as better product quality and greater cost-effectiveness. Porsche is the first automobile manufacturer to use this path-breaking production technology.
Porsche’s goal is to achieve carbon-neutral production of its vehicles. The Taycan is setting a good example: Production of the model at the new facilities in Zuffenhausen will be completely CO₂-neutral. For two years now, Porsche has used green power from regenerative sources to make the models 911, 718 Boxster and Cayman, Macan, Cayenne and Panamera. A biogas power plant at Zuffenhausen will complement the eco-friendly portfolio in the future: The urban plant generates electricity by fermenting organic waste and so optimizes the energy mix.
Porsche establishes the Ferry Porsche Foundation
The sports car manufacturer from Stuttgart is launching the Ferry Porsche Foundation to mark its anniversary celebrating “70 years of Porsche sports cars”. It will mainly support projects from the fields of science, research, training and education, fund cultural and nature conservation initiatives, and help people in social hardship. The foundation will initially be endowed with a sum of €10 million. That will be supplemented by a further €10 million euros in a second stage at the end of the year.
“We at Porsche believe that economic success and social responsibility are inextricably linked,” says Oliver Blume, Chairman of the Board of Management of Porsche AG. “With the Ferry Porsche Foundation, we’re strengthening our existing social activities lastingly and independently of our everyday commercial business.” Further capital from Porsche AG’s profits are to be contributed to the foundation every year. Porsche has invested up to €5 million in funding social and cultural institutions in the past years.
“Foundations are particularly important in times of very dynamic change: They are a rock in the storm, a constant. They advocate thinking and acting in terms of longer time frames,” stated Wolfgang Reimer, President of the administrative district of Stuttgart, as representative of the state government of Baden-Württemberg at the ceremony to present the certificate of the foundation’s recognition. Anyone supporting a good cause through a foundation helps shape society lastingly – regardless of political vogues and economic constraints.”
The Ferry Porsche Foundation primarily aims to provide support at the plant locations in Stuttgart, Weissach and Leipzig and surrounding regions. It will also fund projects at the international sites. Its main focus is on young people. Porsche is also planning to create more of its own programs under the foundation in the future.
Compensating for CO₂ emissions with “Porsche Impact”
Porsche Impact enables compensation of the carbon footprint produced from driving a car. The calculator uses the annual mileage, model and vehicle’s features to determine the amount Porsche customers can invest in a climate protection project in order to compensate for their emissions. Users themselves decide which of the internationally certified projects they wish the calculated amount to be donated to. The projects are spread all over the world and focus on water, wind and solar energy and forest protection. Porsche Impact was launched to coincide with the world premiere of the new 911 and is initially available to customers in Germany, the UK and Poland.
Porsche also uses the offering: The CO2 emissions of its entire fleet, numbering almost 6,100 vehicles, have been compensated for since the end of November – and they naturally include Porsche’s sports cars, too.
Stakeholder communication and dialog
Porsche believes it is very important to nurture and continuously expand dialog with relevant stakeholder groups. The company is aware that its business activities impinge on the interests of many stakeholders. Their expectations must be taken into account in addressing key issues. Open and transparent sharing of information and arguments is the foundation for mutual understanding and social acceptance. At the same time, this dialog provides the company with important suggestions and fresh, stimulating ideas. In the reporting year, Porsche once again constantly pursued its goal of conducting fertile, gainful dialog for all parties and intensified its associated work aimed at improving relationships with stakeholders. The Porsche Sustainability Days were held for the first time and promoted proactive exchange with employees. The company also pressed ahead with its involvement in initiatives, associations and working groups dealing with the subject of corporate sustainability.
Materiality analysis and stakeholder survey
Porsche conducted a materiality analysis in the 2017 reporting year to continuously align its own sustainability activities and determine the content relevant to reporting. An extensive process comprising a broad-scale external stakeholder survey, an internal workshop and detailed expert interviews with the members of Porsche’s Sustainability Council identified the key issues for the company. In the stakeholder survey in the fall of 2017, around 950 external representatives from relevant groups – including many customers, business and social partners, sustainability experts, politicians, and representatives from associations, trade unions and non-governmental organizations – took the opportunity to voice their assessments and expectations relating to the subject of sustainability at Porsche. The survey gave the company valuable insights into the perceptions of stakeholders on a diverse range of subject areas. The survey found 89 percent of participants do not see any contradiction in principle between sustainability and manufacturing premium sports cars. More than two-thirds of those surveyed are “satisfied” or “very satisfied” with Porsche’s sustainability performance – an improvement of 12 percentage points over the last survey. The external stakeholders regarded the most important aspects as being vehicle safety, fuel consumption, vehicle emissions, and long-term customer relationships.
Awards for vehicles/customer satisfaction
- J.D. Power: Sales Satisfaction Index among luxury brands
- MarkenMonitor: Overall winner in the category “Best niche product”
- Brand of the Year readers’ choice: “Brand of the Year” cup
- Auto Bild: The best brands in all classes Convertibles above €50,000; quality/design Sports cars; quality/design Sporty cars
- Automobilwoche: “Car Dealership Award” for sales rep performance
Awards for products
- Auto Bild: Macan Connected Car Awards for midrange models
- Auto Bild: Panamera 4 “Value Champion 2018” in the luxury class
- Drive: Cayenne S Drive Car of the Year, best luxury SUV
- auto motor und sport: 911 “Best Car 2018” in the sports car category
- auto motor und sport: 911 “Best Car 2018” in the sports car category
- auto motor und sport: 911 “Best Car 2018” in the convertibles category
- auto motor und sport: Panamera chosen by readers as “Best Car 2018” in the luxury class
- Autocar: 911 GT3 “Britain’s Best Driver’s Car”, overall winner
Awards as an employer
- HR Excellence Award 2018 for Employer Branding
Awards for communication
- Fox Finance Award: Silver award for the 2017 Annual and Sustainability Report
- The Communicator Awards: Award of Excellence for the 70 Years of Porsche sports car film
- Best of Content Marketing: Gold award for the 9:11 magazine, episode 5 (GDR Porsche)
- Best of Content Marketing: Gold for internal communication and cross-media
- Automotive Brand Contest: Best of best Christophorus Website #385, Carrera magazine 02/2018, 2017 Annual and Sustainability Report