Doğuş Oto Kartal, a new showroom located on Istanbul's Anatolian side, opened on August 15, raising the number of Porsche sales points to eight in Turkey.
Performance of models
Porsche's best-selling model in 2016 was again Macan with 514 units, increasing its market share in the compact SUV segment by 19% year on year. Macan was followed by Cayenne with 232 units, and 911, which sold 28 units, and increased its market share by 35% in the premium sports car segment. The 718 Boxster / Cayman models that play an important role in the sports car segment with the 2.0-liter engine option sold 27 units, and the Panamera model 26 units in 2016.
As advertising and digital marketing activities gained prominence throughout 2016, ads were placed in 45 magazines and 12 press events were held with the participation of 34 people. Adopting the language of the digital world in advertisement communications, different reader audiences were offered for the Macan 2.0 model presented with hologram technology, and the new 911 Carrera 4S model with the blippar app.
A year full of press launches
Porsche kicked off 2016 with the International Porsche Carrera 4/4S, Targa 4/4S and Turbo/S press launch event in Johannesburg, South Africa on January 26-27 January, and continued with the Porsche Ice Force 2016 Winter test drive press event in Levi, Finland on January 31 - February 2 with the participation of four members of the press. The new 2.0-liter engine 718 Boxter Technology Workshop press event was held in Marseille, France on February 23-24. Then came the test drives at the Porsche Driving Center for the new 911 press launch on March 14-15, followed by an event for female press members only on March 16-17, and finally another event on June 7-9, offering members of the press to experience all Porsche models on the track. The new Panamera's world premier took place in Berlin on June 28.
As the PR activities continued at full speed in the second half of the year the events included: Cayenne & Macan GTS Romania press trip on July 10-13; 718 Cayman International press day on July 14-15 in Sweden; the new Panamera TV press tour on August 28-30 in Munich; and the new Panamera press launch on October 23-25 in Poland.
Experiential marketing strategy
All Porsche models were tested by a total of 241 guests during the "'Porsche on Track"' driving events on March 26-27, June 12, and November 4-9 at the Porsche Driving Center.
Porsche Driver's Selection boutique products were promoted throughout the year at various sponsored events such as The Palm at the Four Seasons Hotel on May 17, and the Zubizu Summer Shopping at the Les Ottomans Hotel on June 7.
The new 718 Cayman launch was organized within the scope of the summer venue sponsorship from June 18 to August 28.
Porsche sponsored the Antonis Remos concerts on September 2-3 at Angelique in Bodrum Palmarina where Porsche 911 Carrera 4S was displayed.
A Porsche test drive event accompanied by a brunch was hosted on Sunday, September 25 at Kemer Country with the participation of members from the Porsche Club, and Young Businessmen Association of Turkey.
Porsche Golf Cup World Final took place in Mallorca on May 9-12 with the participation of the 2015 Porsche Golf Tournament winners, and later on the 2016 Porsche Golf Tournament was hosted on October 8-9.
Marketing activities of 2016 ended with the Porsche Club New Year's party on December 23.
The magazine advertisement of Macan 2.0 featuring a hologram was an exclusive project that won the Bronze Apple in the "Best Media Application" category at the prestigious Crystal Apple advertising awards.
The launch event of the new 718 Cayman within the scope of summer venue sponsorship was recognized in the "Outdoor Application of the Year" category at the ODD Sales and Communication Awards, making Porsche Turkey one of the 2016 Gladiators for the first time in its history.
Embracing the digital world
The Porsche Driver's Selection boutique products as well as the Porsche original accessories were integrated to the Porsche online sales system, and offered to the consumers online.
In a world of ever increasing digitalization dominated by smart phones, the Porsche iOS app, was offered to Porsche users and fans in 2016. Porsche iOS app featuring Doğuş Technology offers Porsche customers detailed information on their vehicles and matching accessories, and provides non-Porsche customers with detailed information about the brand.
Records in aftersales services
With aftersales service campaigns aimed at Porsche's car park, which grew 6% by the end of 2016, and Porsche Accessory-Boutique marketing activities, year on year accessory sales increased 10%, boutique sales 15%, and the number of work orders by 10.5% respectively. The customer loyalty rate for Authorized Aftersales Services was 79%, while the customer satisfaction survey score rose to 110.8 as a result of the customer-focused approach in the aftersales service centers.
Porsche Turkey continued to improve customer satisfaction in through sales, marketing and aftersales service actions designed in line with the global digitalization strategy, and innovative support systems adapted to the models in the product range, and sold a total of 827 vehicles in 2016.