Canada’s growing prominence as a thriving and independent North American market for automotive products was given yet another boost in February, when German sports car maker Porsche announced the appointment of Christian Marti as chief executive officer for the newly structured Porsche Cars Canada Limited.
Prior to the strategically-timed announcement on opening day of the Canadian International AutoShow in Toronto, Porsche Cars were sold here through the Atlanta, Ga.-based Porsche Cars North America.
“By establishing a stronger and completely devoted organization led by Christian Marti, we are formally recognizing Canada to be an important market for our brand with unlimited potential for success,” said Peter Schwarzenbauer, president and CEO of Porsche Cars North America (PCNA).
“We believe this change will result in increased growth and improved service for both our existing and future customers, as well as for our dealers,” Schwarzenbauer added.
Indeed, Canada is Porsche’s sixth-largest global market and has been for a number of years.
In calendar year 2007, Porsche enjoyed an overall
sales record of 1,987 cars sold in Canada, a six percent increase above the previous years when sales were 1,868.
In many cases involving non-domestic manufacturers, Canada has traditionally been viewed as a satellite to the vast United States market, and Canadian operations have generally reported directly to U.S. head offices.
The “Detroit Three” have for decades maintained operations in Canada run separately from their American counterparts, and where certain “foreign” manufacturers have maintained Canadian headquarters reporting to U.S. HQs, others have recently seen the light, establishing separate Canadian operations.
Most recently Volkswagen, who had for years conducted administrative operations here from U.S. corporate headquarters, established independent Canadian operations reporting directly to head office in Wolfsburg, Germany.
Audi Canada has also followed suit, taking bold and innovative new marketing initiatives here, and naming Diego Ramos, former director of sales and marketing for Audi Latin America as Audi Canada’s first ever vice-president. By any measure, it’s safe to say that Audi is on a roll in Canada.
These developments have had positive and tangible benefits for Canadian buyers, giving Canada better opportunities to bring in the exact products that this market needs without being tied down by U.S. demands.
In the case of Volkswagen, and in recognition of the fact that Canadians buy more economy cars than their American counterparts, the “City” line of Golf and Jetta cars are now sold in Canada.
The City Golf and City Jetta strategy is a prime example of how Canadians are placed first in Canada — previous-generation Golfs and Jettas built in Brazil and Mexico are imported to compete with a host of subcompact and compact cars that include market juggernauts like the Toyota Yaris and Corolla (built in Canada), Honda Civic and Chevrolet Aveo.
Canada has always been a small-car market first and foremost, and the City Golf/Jetta strategy allows Volkswagen Canada to supply a larger car with more features at a small-car price.
Mercedes-Benz, which has administered its corporate operations under the Mercedes-Benz Canada flag for many years, now sells its C230 model in Canada with
that company’s superb all-wheel-drive 4Matic system — making Canada the only
country in the world so blessed with this highly-capable entry-luxury sedan.
Stay tuned to see what initiatives Porsche Cars Canada takes to raise its profile, and to further increase its sales in this country. Given Porsche’s many product innovations over the years, it’s a safe bet they’ll be noteworthy.