One of the establishments in the Dubai Airport Free Zone (Dafz) enjoying big-brand recognition, Porsche Middle East and Africa, has achieved outstanding success since opening its base there in 1999.

Within a span of six years, the regional operation has become the fifth largest subsidiary for Porsche worldwide.
Porsche Middle East and Africa posted a new sales record for the 2004/2005 financial year with 3,811 deliveries to customers in the region, an impressive increase of 37 per cent on the previous year.
“The future looks very good and the Porsche sales target for the current year will continue to grow as demand is increasing,” says Deesch Papke, managing director of Porsche Middle East & Africa.
“This year is a very interesting one for Porsche with many models to be revealed,” he said.
For the first time, Porsche AG conducted an international press launch for its new top-of-the range Cayenne Turbo S in the Middle East in Dubai in February. This model had been unveiled for the first time at the 2006 Los Angeles Motor show and Detroit Motor show in January. Generating 521 horsepower, the new Cayenne Turbo S is the second most powerful road car ever built by Porsche after the Carrera GT.
“In addition, Porsche will be introducing a fourth model series into the market as of 2009: the Porsche Panamera,” said Papke. “The name of this new car has been derived from the legendary Carrera Panamericana long-distance race, and all its DNA naturally comes from Porsche. In terms of performance, design and driving dynamics, our four-seater and four-door sports coupé will therefore offer all the characteristics you expect of a Porsche.”
With this in mind, the company has set an ambitious sales target. It plans to sell a minimum of 20,000 Panameras each year, thus continuing what it started out with the Cayenne by placing Porsche’s model range on an even wider base and thus becoming even more resistant to the usual ups and downs in sales markets.
Porsche Middle East’ strength lies in its dedicated and professional team and a very strong relationship with its partners in the region that is built on trust and respect. The recent and planned investments of its importers in state-of-the-art facilities show how committed they are to Porsche.
Commenting on the regional market, Papke says Porsche Middle East & Africa operates in the entire Middle East, the Subcontinent, Kenya and South Africa. Growth is evident in the big markets such as Dubai, Abu Dhabi, Saudi Arabia and Kuwait.
Giving figures for UAE sales, he says the company sold 1,438 vehicles, a 42 per cent increase over the previous year. Growth was as high as 82 per cent for Cayenne sales.
The UAE market sales figure of 1,438 units represents 38 per cent of regional sales.
For Dubai alone, the 2004/2005 sales were 972 vehicles, out of which 81 per cent were Cayenne.
Porsche, which recently launched its Cayman S sports car in the region, says that following the success of the Boxster, the company expects to exceed the outstanding success of the Boxster and Boxster S which it had over the past six years. “By introducing a new coupe, which is very stylish and offering strong sporty characteristic, we expect to further round up our sports cars offerings that appeal to relatively young affluent customers,” says Papke.
The company hopes to sell 342 Cayman S units throughout the 16 markets where it operates, including the entire Middle East, the Subcontinent, Kenya and South Africa, during the current financial year.
On the company’s sales effort, he says “We have a very focused and strategic plan on how to present the brand to the target markets and we use the basis of getting the demand for the car before growing into any market. We strongly believe that we are well represented to meet market demands.”
Regarding the company’s Dafza operations Papke says: “Porsche Middle East & Africa FZE has been associated with Dafza since 1999 and during that time we developed a very good working relationship. At the time of starting the association with Dafza, it was the obvious choice for our business model and over the years it has proven to be the correct choice as the professional environment and services offered reflect the values of the Porsche brand.
“We are currently 22 young members from different nationalities at Porsche ME with a 267 per cent increase since the opening of this regional office back in 1999. We had five employees back then.”