Porsche is a name that evokes passion, performance, and prestige among car enthusiasts. The Stuttgart-based company has a rich history of producing some of the most iconic and desirable sports cars ever made, such as the 911, the 918 Spyder, and the Carrera GT. But Porsche is not just a carmaker but also a business powerhouse that has consistently delivered impressive results and growth.
In fact, Porsche is now the most valuable car brand in the world, according to a recent announcement by its parent company Volkswagen (VW). VW said it would sell up to 25% of its luxury sports car brand Porsche in an initial public offering (IPO) that could value the company up to $75bn. That would make Porsche worth more than Toyota, Tesla, or any other carmaker in the world.
But how did Porsche achieve this remarkable feat? And what are the implications of its IPO for the future of the company and the industry? Here are some key points to consider:
Porsche has a loyal and growing customer base. Porsche has a reputation for delivering high-quality products that combine performance, design, and innovation. Its customers are willing to pay a premium for its cars, which range from $50,000 for the entry-level Porsche Macan SUV to over $1 million for the limited-edition Porsche 911 Speedster. Porsche also has a loyal fan base that spans generations and geographies. According to a 2020 study by Brand Finance, Porsche ranked first among car brands in terms of brand loyalty, with a score of 88.4 out of 100. Porsche also has a strong presence in key markets such as China, the US, and Europe, where it sold over 270,000 vehicles in 2020, despite the impact of the Covid-19 pandemic.
Porsche has a profitable and diversified business model. Porsche is not only a carmaker but also a provider of mobility services, financial services, and lifestyle products. Its mobility services include subscription models, car sharing, and digital platforms that offer access to its cars and services. Its financial services include leasing, financing, and insurance solutions for its customers and dealers. Its lifestyle products include clothing, accessories, watches, and even e-bikes that bear the Porsche brand. These businesses generate additional revenue streams and enhance customer loyalty and engagement. Porsche also benefits from its synergies with VW, which owns 100% of its shares. VW provides Porsche with access to its resources, technologies, and platforms, while Porsche contributes to VW's profitability and innovation. In 2020, Porsche accounted for 12% of VW's revenue but 28% of its operating profit.
Porsche has a clear vision and strategy for the future. Porsche is well aware of the challenges and opportunities that lie ahead in the automotive industry. The company has a clear vision to become "the most successful brand for exclusive and sporty mobility" by 2030. To achieve this vision, Porsche's strategy focuses on four pillars: product excellence, customer experience, sustainability, and digital transformation. Product excellence means developing cars that meet or exceed customer expectations in terms of performance, design, and quality. Customer experience means creating memorable moments and emotions for customers throughout their journey with Porsche. Sustainability means reducing the environmental impact of its products and operations and contributing to social causes. Digital transformation means leveraging data, artificial intelligence, and connectivity to enhance its products and services.