Heading 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, timeless design and quality. Porsche 2019 embarked on a new era in 2019 with the Taycan, the first all-electric sports car. The four-door sports saloon is a unique package, offering performance and connectivity with everyday usability.
The company, which has been integrated as a brand in the Volkswagen Group since 2012 and is represented in more than 120 markets worldwide, delivered a total of 280,800 vehicles to its customers and generated revenue of €28.5 billion last year.
2019 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 2019: A total of more than 35,000 people were employed at the sites of the sports car manufacturer. 2,000 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 2019
Porsche is a pioneer of sustainable mobility. Sustainability is part of our brand’s DNA.
On the way to a Zero Impact Factory
As part of Porsche’s efforts to create the factory of the future, all locations are pursuing a wide range of measures at achieving its vision of a Zero Impact Factory, i.e. production without effects on the environment. In particular the new production facilities at the Zuffenhausen plant are a major step toward that. The Taycan is made there in a CO2-neutral manner. Porsche is thereby setting standards in terms of ecological sustainability. The company has set its sights on cutting CO2 emissions for many years: It has reduced CO2 emissions per vehicle manufactured at its production sites by more than 75 percent since 2014, for example. The sports car manufacturer has also cut energy and water consumption at its plants by 20 percent per vehicle manufactured.
The use of solvents has been reduced by one-third over the same period. Increasingly electrified logistics vehicles and rail transport powered by green electricity also cut CO2 emissions in logistics.
Porsche is committed to doing its bit to ensure the climate targets agreed in Paris are achieved and to living up to its responsibility to reduce emissions that pollute the environment. That mission involves far more than simply decarbonization. That is why the “Zero Impact Factory” vision includes 12 fields of action: environmental management / organization, technology & processes, perception of the factory, efficient water use, planning, energy efficiency and climate protection, resource / material efficiency, pollutants, soil, logistics, biodiversity, and operational disruptions.
Since 2017, the company has used electricity solely from renewable sources. With the opening of the Taycan factory in Zuffenhausen, certified biogas has been added as a source for generating power and heat. The highly efficient combined heat and power plants near to the production and office buildings product heat and some of the electricity and expand the eco-friendly energy mix at the location. They have a total efficiency of more than 83 percent. They can leverage their efficiency advantages to best effect if they are operated near to places where a constant amount of heat is required, such as in the vicinity of a paint shop, where immersion baths and drying areas require permanent process heating. Around 90 percent of the heat generated is intended to supply the office and production buildings with heating and warm water. The new combined heat and power plants are operated solely with certified biogas obtained from organic waste and residual materials. In addition, Porsche will also use biogas that the city of Stuttgart will obtain from waste in the future.
The new, energy-efficient buildings are far below the permissible thresholds prescribed by law. They require an average of 15 percent less energy than the previous building standard. Use of waste heat in the paint shop also helps save further energy.
Ferry Porsche Foundation strengthens its engagement
The Ferry Porsche Foundation, which was founded in 2018, lives up to its social responsibility in broad-ranging ways. Its focus is on helping children and youngsters, above all at the company’s locations and the regions around them. The foundation funds projects from the fields of science, research, training and education. It also supports cultural and nature conservation initiatives, and helps people in social hardship.
However, the Ferry Porsche Foundation has also made a mark with its own programs. As part of the Porsche 6-Hour Run, it presented €200,000 to six not-for-profit institutions and associations – “champions of everyday life” – at the beginning of December 2019: the Olgäle Foundation for Sick Children, Stuttgart Children and Youth Hospice, the Gustav Werner School in Zuffenhausen, the Neuwirtshausschule school in Zuffenhausen, the Frühstück für Kinder (“Breakfast for Children”) association, and the Lebenshilfe Stuttgart association were delighted to receive €33,333 each.
Under this slogan “Ferry Porsche bildet” (“Ferry Porsche educates”), the foundation provides around one million euros to support highly talented pupils at schools in problem areas in the Stuttgart region, environmental education projects, inclusion in sport, and education of children and youngsters who are disadvantaged socially and in terms of health.
In addition to education and science, the foundation works in the fields of sport, culture, the environment and social welfare. The new educational initiative is also geared to these subject areas, with the goal of promoting young talents with different situations, conveying knowledge, and giving those more disadvantaged in society better access to means of gaining qualifications and training. In 2019, the Ferry Porsche Foundation launched the Ferry Porsche Challenge, with the aim of supporting social engagement at Porsche’s locations and acknowledging and honoring people who do voluntary work. One vital aspect for the foundation is that the concepts are sustainable, innovative and creative. A total of around 600 associations and institutions have applied for funding. To obtain that, they must meet the key criteria: They must have a non-profit status and ties with the location, and their projects must relate to one of the five fields supported by the foundation. Following the selection process, the foundation will award in 2020 a total of three first places (€100,000 each), six second places (€50,000 each) and ten third places (€25,000 each). Each project nominated for the final receives funding of at least €5,000. In addition, a special prize of €75,000 is awarded among all nominees.
Porsche strengthens cross-industry initiative value balancing alliance
Together with the Volkswagen Group, Porsche is now the first automobile manufacturer to become a core member of the recently founded value balancing alliance e.V.. The aim of this cross-industry alliance is to develop a standard that creates visibility in terms of the ecological, human, social and financial value contributed by companies as well as assessing the consequences for society and the ecosystem.
Within three years, the value balancing alliance intends to develop a model for calculating multidimensional value creation, test this model in practice, and further develop its publication and reporting obligations accordingly. The new methodology aims to formulate standardized and therefore comparable indicators. The aim of that is to make the actual value contributed by companies transparent to society.
The values alliance is supported by the OECD as well as the auditing firms Deloitte, EY, KPMG and PwC. The founding members of the non-profit organization are BASF, Bosch, Deutsche Bank, LafargeHolcim, Novartis, Philip Morris International, SAP and SK.
Stakeholder communication and dialog
Porsche’s business activities impact on the interests of many people worldwide. The company is especially committed to proactive dialog with its stakeholder groups and expanding that continuously. Porsche believes that open and transparent sharing of information and arguments is the foundation for mutual understanding and acceptance. The holistic approach as part of Porsche’s stakeholder management aims to systematically identify the expectations of the individual stakeholder groups and use the feedback for a critical reflection on its strategic planning processes.
Stakeholder survey and materiality
Since 2013, Porsche has asked its stakeholders every two years to formulate their assessments and expectations in relation to the issues of “sustainability” and “future challenges.” Various stakeholder groups were asked for the third time for their assessment of Porsche’s sustainability activities in an anonymous, international online survey held in the fall of 2019. A total of 1,459 persons from Europe and China gave their assessments. Around 79 percent of the responses came from European markets and approximately 21 percent from China. In addition to customers, business partners, analysts/investors, politicians and representatives from public authorities, the media, non-governmental organizations and academia/science, Porsche employees were also surveyed extensively for the first time.
A workshop with the members of the Sustainability Expert Group and representatives of relevant departments at Porsche was staged in the fall of 2019. The impact of Porsche’s business activity on the environment, employees and society was assessed in a multi-stage process in the context of the 18 defined subject areas. The importance of the issues for the business activity of the sports car manufacturer was also assessed. Porsche pooled the results in the reporting year in the form of a materiality matrix, identified the key issues, and defined the links between them. The findings will be used to continuously further develop the company’s sustainability strategy. In this reporting, Porsche refers to all issues derived from its corporate values, the Strategy 2025 Plus, and the risks and opportunities for the company and its objectives.
Awards for sustainability
- Platinum award from the German Sustainable Building Council (DGNB)
Awards for vehicles/customer satisfaction
- Popular Mechanics: “Automotive Excellence Award” – “Redesign of the Year”: Porsche 911
- Motorweek: “Best Dream Machine”: Porsche Panamera
- J.D. Power: 1st place: “Sales Satisfaction Index” and “Customer Satisfaction Index” Aftersales
- Autocar Best Premium Car 2019: Porsche Taycan
- AUTO BILD TÜV Report 2019: Overall winner Porsche 911
Awards for products
- auto motor und sport “Best Cars 2019”: Porsche Panamera, “Luxury” category
- auto motor und sport “Best Cars 2019”: Porsche 911, “Sports car” category
- auto motor und sport “Best Cars 2019”: Porsche 911 convertible/Targa, “Convertible” category
- Top Gear Award 2019: Porsche Taycan “Game Changer of the Year” and “Car of the Year”
- Top Gear Award 2019: Porsche 935 “Racecar of the Year”
- AUTO BILD: Porsche Taycan Connected Car Award 2019 “Premium class” category
Awards as an employer
- Trendence Awards: Audience award “Best Cultural Fit Campaign”
- AutoVision: Grand Prix for the best film at the International Motor Show (IAA) and Otto Car in the category “Internal Communication, Human Resources”
- Three awards from the Art Directors Club Germany
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
- Red Dot Design Award: 2018 Annual and Sustainability Report
- Automotive Brand Contest: Winner: NewsTV, Christophorus, Carrera, Annual and Sustainability Report
- Automotive Brand Contest: Brand of the Year: Brand image as part of “70 years of Porsche sports cars”
- Communicator Awards: Award of Excellence: Back to Tape, Porsche Art Book, Christophorus #389, 2018 Annual and Sustainability Report