History & sales
Porsche entered the Indian luxury car market in 2004, with initial sales handled through select dealerships. [2] In its initial years, the brand faced challenges due to high import duties and a limited service network. To strengthen its presence, Porsche formally established its own subsidiary, Porsche India, in 2012. [3]
Early sales were dominated by the Cayenne SUV, which accounted for approximately 85% of the brand's volume, as its performance and practicality resonated well with Indian consumers. [4] By the end of 2012, Porsche had delivered a cumulative total of 1,052 units in India since its market entry. [4]
In January 2013, Porsche announced an aggressive expansion strategy to become the leading luxury automobile brand in India. This involved establishing new dealerships, termed "Porsche Centres," in major metropolitan areas such as Delhi, Mumbai, Bengaluru, Hyderabad, and Kochi. [4] The company also focused on expanding its service network and introducing models like the Macan compact SUV, which was launched in India in 2014 to tap into the growing demand for luxury SUVs. [5]
Sales figures showed significant growth following this expansion. For instance, in the 2015 financial year, Porsche India reported a 32% year-on-year increase in sales. [6] The brand also introduced the Panamera and expanded its range of sports cars, including the 911 and Boxster/Cayman models, to diversify its portfolio beyond SUVs. [4]
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