/
Analysis

Porsche Plants the Seed for Mexican Market Success

Mon, 09/01/2014 - 13:23

The story of Porsche in Mexico began in the early 1960s when foreign sports cars were first brought to the country. Soon enough Porsche’s models became favorites in the Mexican market but for the next 30 years, all its vehicles had to be imported as the OEM had no dealerships here. Porsche finally established its first Mexican dealership at the end of the 1990s, as part of a push for growth in emerging markets, where improving purchasing power had given rise to a desire for the most advanced sports cars. Moving to today, Porsche has 11 dealerships in the country, located in the cities of Puebla, Cancun, Guadalajara, Leon, Merida, Monterrey, and Torreon, as well as four in Mexico City.

As the most recent of these to open its doors in May 2014, Porsche Center Santa Fe offers a complete experience to its customers and visitors. Located in the Santa Fe district of the capital, an important finance and business area, the dealership has a distinctive architecture in which cars are displayed at an intersection between indoors and outdoors. Passers-by can appreciate, or at least gawk enviously, at models such as the Cayenne, the Boxster, the Cayman, and the 911 Carrera. However, no model takes pride of place above the new Macan, a model recently launched in Mexico and that is currently under the spotlight in Porsche Center Santa Fe’s exhibition area. This vehicle has an aluminum body that contributes to weight reduction and fuel efficiency, both characteristics that Porsche has perfected over years of development. The Macan is available in three versions: Macan S, Macan S Diesel, and Macan Turbo. The first is equipped with a twin-turbo V6, 3l engine that generates 340hp and features active all-wheel drive with electronically controlled multi-plate clutch. The Macan Diesel S version is suitable for long distances and has a V6 3l turbo diesel engine. The main model, the Macan Turbo, is equipped with a twin-turbo V6 3.6l engine and can generate 400hp.

Prior to the opening of the Porsche Center Santa Fe in 2014, the company made its interest in Mexico quite clear throughout 2013 with the broadening of its product and services portfolios. Its Mexican dealerships now offer Porsche Assistance, a service for roadside assistance without mileage limit for five years. Additionally, it offers a ten-year guarantee against body corrosion, beyond normal maintenance. These efforts, coupled with the opening of two new dealerships and the launch of the Macan in Mexico are all signs of the German luxury brand’s growing interest in the Mexican market.