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From Porsche
to Porsche.
The history of an Austrian enterprise.
The story of the Porsche family is profoundly
Austrian. Affected by political upheavals
since the beginning of the 20th century,
influenced by the amazing advances of
technology and by the fascination of the
automobile. This is the story of a family
that has contributed substantially to the
development of motor cars. The history of
the family and that of the enterprise have
been intimately entwined at all times.
The Porsche saga.
The Porsche saga begins with
in the Lohner-Porsche on the occasion
zug“, which has an internal combusti-
Ferdinand Porsche, the ingenious
of the imperial manoeuvres.
on/ electric drive and can thus move
both on the road and on rail. Although
designer.
Porsche in charge of Austro-Daimler.
Prof. Dr. Ferdinand
Porsche, the ingenious technician and
designer, drew his
energy from the creative restlessness that
marked his personality for a lifetime.
The electric wheelhub motor was developed by Ferdinand
Porsche while
employed by Lohner
in Vienna. The
Lohner-Porsche
caused a sensation
at the 1900 Paris
World Fair.
it is wartime, Porsche designs engines
with six cylinders in line and V12 cylin-
The story of the family
starts in Maffersdorf,
In 1903, Ferdinand
der drives, having a capacity of up to
Bohemia on September
Porsche gets married and
400 HP. After the war, Ferdinand Por-
3, 1875. This is the day
in the following year his
sche builds the first two-seater sports
daughter Louise is born.
car, the „Sascha“, which wins the
Ferdinand Porsche is born as the third
child of his parents Anton and Anna
Porsche moves to Wiener Neustadt,
famous Targa Floria right after being
Porsche. At the time the automobile is
where he is to control the fortune of
launched.
being invented, Ferdinand Porsche is
Austro-Daimler, the big Austrian auto-
11 years old. Electricity holds a parti-
mobile company, for the next seven-
cular fascination for him. At the age of
teen years.
Porsche goes to Germany.
In 1923, Ferdinand Por-
13 he installs electric bells in his
parents’ house and provides it with
In 1909, his son Ferdinand, called
sche transfers to Daimler,
electric light when he is 16.
„Ferry,“ is born. During his time at
Stuttgart, where he holds
the position of Technical
Austro-Daimler, Ferdinand Porsche
Daughter Louise
at the wheel of one
of the cars designed
by her father, as early
as 1909.
Ferdinand Porsche
not only designed
cars, but also drove
them. In an Austro
Daimler he won the
most important
motorcar event of
his time, the
Prinz-HeinrichFahrt, in 1910.
Proud owner of a car
at the early age of 11:
son Ferry in a „small“
Austro Daimler,
equipped with
a 3.5 HP petrol
engine, in 1920.
Designed for
Mercedes: the
famous sports cars
of the classes S, SS
and SSK.
In 1893, Ferdinand Porsche starts his
designs automobiles, an aircraft engi-
Director. He is in charge of designing
job career with Vereinigte Elektrizi-
ne and a 6-cylinder engine with 100
trucks, aircraft engines and the
tätswerke Bela Egger & Co in Vienna.
HP, for which he received an honorary
famous sports cars, type S, SS and SSK.
Not more than four years later the hig-
doctorate from the Technical Universi-
As Benz and Daimler merge to esta-
hly talented young man is appointed
ty of Vienna. Also while at Austro-
blish Daimler-Benz AG, Ferdinand
leader of the test centre for electric
Daimler, Porsche designs
Porsche does not renew his contract,
motors, only to become assistant to
a hybrid drive combining
but returns to Austria to take over the
the works manager a short time later.
internal combustion/
management of the Steyr-Werke,
electric components.
Austria’s biggest automobile plant
at the time.
Shortly before the turn of
the century, Ferdinand
His private passion, however, is car
Porsche starts to work for
racing. At the beginning of the 20th
In 1928, daughter Louise marries the
the Lohner Imperial and
century he wins the Semmering
Viennese lawyer, Dr. Anton Piëch. At
Royal Court Coach Factory in Vienna.
Mountain Rallye in a Lohner-Porsche
that time Ferry Porsche attends a pri-
It is there that Porsche develops his
in new record time. The year 1910,
vate school in Vienna and improves
first car equipped with a wheel-hub
however, sees his biggest success in
his technical knowledge at the Steyr-
motor which garnered the praise of an
motor racing, as he wins the „Prinz-
Werke.
international audience at the World
Heinrich-Fahrt“, the top event of the
Fair in Paris. Since wheel-hub motors
time, in an Austro-Daimler, boasting
In the wake of the world economic cri-
were mounted on each of its 4 wheels,
its revolutionary, streamlined, „tulip-
sis, the bank of the Steyr Werke goes
the Lohner-Porsche was the first four-
shaped“ torpedo body.
bankrupt and is taken over by the CA.
Due to the restrictions imposed on the
wheel drive vehicle in automotive
history. I70 years later NASA used the
During World War I, Aus-
development department, Ferdinand
same principle in their lunar vehicle.
tro-Daimler switched to
Porsche turns his back on the Steyr-
military production. For
Werke AG and retransfers to Stuttgart,
the Austro-Hungarian
where he founds his own design office
In 1902 F. Porsche has the honour of
driving the Archduke Franz Ferdinand
army Porsche designs the „Landwehr-
in 1931.
The Porsche saga.
Ferdinand Porsche’s own enterprise.
A Porsche development: the 16-cylinder
mid-engined racing
car for Auto Union,
invented and
constructed by a
team of Austrian
technicians.
Created on the
drawing boards
of the Porsche
design office: the
Volkswagen Beetle,
the world’s most
widely produced car.
Camouflaged in a
saw mill in the
Carinthian Malta
Valley: the Porsche
design office in
1944/45.
June 1948 in Gmünd:
the sports car Porsche
356 is born.
Ferry Porsche’s dream
of his own sports car
has come true. It is
the start of the sports
car legend. Proud of
his son, proud of
their own sports car:
father and son.
wagen plant is laid, and the Volkswa-
internment in France.
gen comes to be called the „KdF“
integrated in the Dr. Ing. h.c. F.
(strength through joy) car. However,
In the meantime, Ferry
Porsche Konstruktionen GesmbH.
the Second World War forced the fac-
Porsche is working in
There Porsche designs all sorts of
tory to convert to military production
Gmünd to fulfil his dre-
technical equipment, such as wind
such as jeeps, like the „VW Kübelwa-
power engines, turbines, as well as
gen“ and amphibious vehicles. Tank
lightweight sports car based on its
engines and prototypes for a number
engines take the place of racing cars
„father,“ the VW Beetle. The sports car
of car manufacturers, like Wanderer,
on the drawing boards of the Porsche
is named Porsche 356, after its desi-
Zündapp and NSU. At that time
Konstruktionen GesmbH.
gner, and is to establish the legendary
a director general for building up a car
am of building a fast and
reputation of the Porsche sports cars.
Ferdinand Porsche is offered the job of
The second part of the family saga.
Well over a dozen of these sports cars
are still manufactured in the Porsche
manufacturing industry in the Soviet
Union. Yet Porsche declines the offer.
While the Second World
workshop at Alpenstrasse, Salzburg, in
In 1933 Porsche designs the legendary
War is still raging, the
the years 1949/1950.
16-cylinder mid-engined racing car for
Porsche design company
moves to Gmünd in
Immediately after mass production of
become one of the most
Carinthia. The war being over, Ferry
the Beetle started in the rebuilt Volks-
successful racing cars at
Porsche and his team work on win-
wagen plant in Wolfsburg, Ferry Por-
the time.
ches and tractors and repair former
sche approaches the then CEO of VW,
military vehicles, also in their work-
Mr. Nordhoff, to negotiate the con-
Porsche designs the Volkswagen.
shop in Zell am See.
tracts that have been due for a long
On June 22, 1934 Ferdinand Porsche is
Louise Piëch and Ferry Porsche found
commissioned by the RDA (Associ-
the Austrian company in 1947.
time. After all the Beetle was designed
in the Porsche office.
In preliminary negotiations Ferry
ation of the Automobile Industry of
the German Reich) to develop a car for
Since there was a risk
Porsche achieves an agreement on a
the people, the Volkswagen. Its first
that the occupation for-
licence fee to be paid for every Beetle
prototypes are still built in the Stutt-
ces might seize all their
and wins the approval to build a
possessions, Louise
sports car based on VW parts. At the
gart workshop. Ferry Porsche is entru-
Formula One racing
car from the Malta
Valley, the „Cisitalia“:
one of the first orders
for the young enterprise; a flat, 12-cylinder mid-engine,
4-wheel drive. The
money it brings
in is used to buy the
father back from
internment.
their father can return home from
The young Ferry Porsche is already
Auto Union, which is to
April 1, 1947, in
Gmünd: Louise Piëch
and her brother
Ferry Porsche found
the Austrian
company, Porsche
Konstruktionen
GesmbH.
the foundation stone of the Volks-
sted with the testing of the Volkswa-
Piëch and her brother Ferry Porsche
same time it is agreed that this sports
gen and is the first to cover thousands
founded the Austrian Porsche Kon-
car be sold through VW’s later world-
of kilometres in this car. Yet it is not
struktionen GesmbH in Gmünd,
wide distribution network.
until 1936 that the exten-
Carinthia, on April 1, 1947.
Ferry Porsche also manages to obtain
sive test drives take place
under the supervision of
At that time the company is commis-
the VW general importer’s license for
the RDA.
sioned by the Italian tycoon Dusio to
Austria and eventually this agreement
design an all-wheel drive, formula 1
is signed by Prof. Ferdinand Porsche,
In the same year, Ferdinand Porsche
racing car. However, the „Cisitalia“
Ferry Porsche, Louise Piëch and her
travels to the States, where he fami-
never took part in a race because of
husband, Dr. Anton Piëch in Germany
liarizes himself with the mass produc-
financial problems. Bro-
(Bad Reichenhall). On September 7,
tion of cars. In 1937 Ferdinand Porsche
ther and sister use the
1948, the district administration of
is named director in charge of the
proceeds made with the
Spittal an der Drau, Carinthia, issues
Volkswagen project. On May 26, 1938
Cisitalia as bail so that
a trade license to “deal in motor
The Porsche saga.
In 1949 the company is
transferred to Alpenstrasse in Salzburg. The
Piëch family takes care of
the automobile trade,
while Ferry Porsche
builds up the factory in
Stuttgart. Both
companies remain in the
joint ownership of
brother and sister.
Louise Piëch ran the
Porsche enterprise
for 20 years, thus
creating the basis for
the permanent success of the Austrian
VW distribution
organisation.
vehicles and their spare parts, limited
cars. The seventh car is sold to the first
And Louise Piëch tackles the task with
to products of the Wolfsburger
customer, Viktor Piatnik, the producer
inimitable energy.
Motorenwerke“, (later known as Volks-
of playing cards from Vienna. The new
wagenwerk), to the name of Ferdinand
Beetle becomes his personal ace of
Yet it is not until the liberalisation of
Porsche. The decisive step has been
hearts. In those days no real sales were
automobile imports that business
taken.
made, but business worked on the
starts booming. The real upswing
basis of barter transactions.
comes in autumn 1953. Sales figures
for the Beetle rise from 798 units in
Porsche in Salzburg,
Porsche in Stuttgart.
In 1949 the Porsche company achieves
a turnover of 6,072,000 Austrian shil-
A visible sign
of upturn: the
Porschehof in
Salzburg opposite
the Central Train
Station.
The Beetle made it possible.
Since it is obvious that
lings with its company at Alpenstrasse,
business cannot be con-
its branch establishment in Gmünd
ducted from Gmünd,
and its establishment in Zell am See.
It is the time when Loui-
Louise Piëch and Ferry
In fact the annual turnover of that
se Piëch organizes a
Porsche transfer the company from
time is now achieved by the Austrian
nationwide VW distribu-
Gmünd to Alpenstrasse, Salzburg. On
Porsche concern in not more than 20
February 28, 1949 operations start on a
working minutes.
tion network. All over the
country VW enterprises mushroom,
proudly displaying the brand’s trade-
former training area for pioneers.
On April 16, 1949 the
first 14 Beetles are
delivered to Austrian
customers. This is
how the story of
success is launched in
Alpenstrasse,
Salzburg.
1952 to 2,675 in 1953.
From 1950 onwards, Dr. Anton Piëch
mark. Already at this early stage an
Ferry Porsche, who has already forged
runs the Salzburg company, having
efficient customer service system pro-
big plans in Gmünd, returns to
been formally appointed General
vides the basis for a successful auto-
Stuttgart where he is in charge of buil-
Manager of Porsche Konstruktionen
mobile trade organisation. In 1954 the
ding up the sports car factory. Ferry
GesmbH. The central spare parts
VW marque, holding a market share of
Porsche’s name comes to be insepara-
warehouse is built in Salzburg in 1950,
25.1 % with 5,218 passenger cars sold,
bly linked with the Porsche sports cars
giving proof of the pre-eminently
for the first time rises to the position
– thanks to the sports cars the name
important strategic approach to gua-
of market leader, never to lose it again
Porsche acquires worldwide fame and
rantee optimum support for all VW
after 1957.
becomes one of the best known brand
customers. In the midst of all these
names for motor cars which admirably
activities the family is hit hard by two
Also in Austria the Beetle is considered
combine aesthetics and sportiness.
strokes of fate. On January 30, 1951
the symbol of the economic miracle.
Prof. Ferdinand Porsche dies an aged
The Porsche company in Salzburg
In the meantime the Piëchs are sailing
man. Only one year later, the family is
grew up with the Beetle to become
full speed ahead in Salzburg. However,
afflicted by Dr. Anton Piëch’s sudden
Austria’s most important automobile
both enterprises remain in the joint
death.
company. As early as the beginning of
ownership of Louise Piëch and Ferry
Porsche at all times.
the fifties the Porsche company estaLouise Piëch and her
blishes own retail dealerships.
brother, Ferry Porsche,
Start of the automobile business
are faced with the questi-
The first of them is
in Salzburg.
on, whether to sell or to
Alpenstrasse Salzburg,
continue the Salzburg Porsche com-
followed by the work-
The first Beetles arrive in 1949. On May
pany. They decide to continue and
shop opposite the central
16, the import business starts in
Louise Piëch, a mother of four, takes
train station, next to the customer ser-
Salzburg. At that time 14 Beetles are
over the management of the young
vice building, the Porschehof I, which
delivered via Switzerland, the first six
enterprise. At that time the Porsche
later came to be nicknamed „the blue
of them being used as demonstration
Salzburg staff consists of 71 members.
building“. Due to its colour it stood out
The Porsche saga.
In 1957 the showroom
at the train station is
opened in the presence of Volkswagen’s
CEO, Mr. Nordhoff.
Louise Piëch and
Ferry Porsche are
rightly proud of what
they have achieved
together. The Porsche
enterprises, both in
Salzburg and in
Stuttgart, are
flourishing.
Motor sports history:
Jochen Rindt wins in a
Formula V, Porsche 917
carries the Austrian
colours to victory in Le
Mans, the Rallye-Beetle
wins the Elba Rallye.
from the other buildings erected later
stir. In addition, the Porsche 908 and
children in each family, begin to pur-
on. Louise Piëch runs the growing ent-
917, racers starting for Salzburg,
sue their own job careers. Ferdinand
erprise with prudence and great com-
perform outstandingly on the
Alexander Porsche, for example, the
mercial skill.
Nürburgring, at Watkins Glen and Le
designer of the Porsche 911, founds his
Mans. They proudly bear the lettering
own design office in Zell am See,
VW – The Austrians’ favourite
„Österreich 1“ and „Österreich 2“ on
Ferdinand Piëch transfers from
car brand.
top of their windscreens. Years later,
Porsche to Audi and makes his way to
the Rally-Beetles of Por-
the very top, becoming Chief Executi-
In 1957 the showroom
sche Salzburg cause a
ve of the Volkswagenwerk AG.
opposite the central train
tremendous sensation
station is opened in the
and win the Elba Rally.
CEO, Mr. Nordhoff. In 1959 Porsche
With new ideas on the
with due respect, the Porsche company
establishes its first branch operation
road to success.
in Salzburg has become an outstanding
enterprise in the automobile sector.
at Wiener Neustadt, which is run by
Louise Piëch’s eldest son, Ing. Ernst
With the introduction of the car rental
Under the guidance of a Management
Piëch. In 1961 an event calls for cele-
service in 1962 and the leasing busi-
Board the company is restructured.
bration in Salzburg: the 100.000th VW
ness in 1966, Porsche starts at an early
Porsche Austria assumes the task of
has just been registered in Austria. At
stage to engage in activities around
importing Volkswagen, the retail activi-
that time VW holds a market share of
the car, thus boosting the customer
ties are consolidated in one corporate
28%, with Fiat (16.8%) and Opel
service sector. However, business is
division and a great number of new
(14.8%) trailing behind at a safe
getting tougher and tougher. The
staff is being recruited. The 500.000th
distance.
Beetle is ageing. The models 411 and
VW is registered. PIA builds dealerships
1500 are not a successful follow-up
in Dornbirn, Graz and Innsbruck, the
to the Beetle.
Audi-NSU establishments in Salzburg
In 1962, the Porschehof II
and Wiener Neustadt join the Group.
in the Fanny-von-LehIn 1962 the
new Porschehof is
built in the Fannyvon-Lehnert Strasse.
Apart from importing
cars, a retail division
is being developed.
After 20 years under the leadership of
their „boss“, as Louise Piëch is called
presence of Volkswagen’s
nert Strasse is built, and
With intensive advertising, Porsche
the blue VW trademark
starts to build up its marketing, which
First steps in the direction of holding
signalises for all Salzburg where VW is
at the time is not yet called marketing
interests in other industries (Portex)
based. The next years see the esta-
but sales support. Among other activi-
show that following this trend of a lot
blishment of retail dealerships in Zell
ties, the „fruit beetles“ are launched,
of enterprises to gain ground outside
am See, Saalfelden, Hallein, Kapfen-
their name deriving from the bright
their core business is not so easy after
berg and Vienna-Arndtstrasse, follo-
colours in which the Beetle presents
all. The Audi NSU impor-
wed by the dealerships of Klagenfurt,
itself for the first time.
ter, however, is a different
Villach and Wolfsberg in the ‘60s. The
retail sector of what is later to become
matter, since at that time
The next step forward.
the Porsche-Inter Auto (PIA), is gai-
it is still a company in
which only an interest is held (the
ning contour. In 1967 construction of
1971 marks a turning point in Por-
other part belongs to the manufactu-
the workshop at Sterneckstrasse Salz-
sche’s history. Louise Piëch and Prof.
rer). For the time being the Audi dea-
burg is begun.
Ferry Porsche decide that all family
lership in Wien-Liesing develops most
members are to give up their operatio-
favourably, later on Porsche becomes
At that time Porsche Salzburg
nal functions both in Salzburg and in
the general importer of all Audi cars.
attracted worldwide attention due to
Stuttgart and are to withdraw – like
its motor sports activities. Formula V
they themselves – to the supervisory
The Salzburg location turns into a
racing cars are built and cause a great
boards of both companies. The four
huge building site. The workshop
The Porsche saga.
opposite the central train station
of the business is done on the Austrian
Porsche gives impetus to
makes way for the Porschehof III,
market, since these two companies
subsuppliers.
which houses the Head Office, but
only supply niches of the European
above all provides room for the new
market with smaller marques of
computing center, which
various manufacturers.
since then has facilitated
Visible growth of the
Porsche company: in
spite of expansion,
office space at the
location near the
train station is
getting scarce.
First steps to go
abroad. Sonauto, the
Porsche importer in
France, develops into
a small but highly
successful importer of
vehicles from various
manufacturers.
Let’s take a short step back into the
seventies. The idea of Bruno Kreisky,
Federal Chancellor at the time, to build
a rapid flow of data.
The Austrian market is of prime
an all-Austrian car, the „Austro Por-
Handwritten notes, blue-
importance.
sche“ eventually fails due to insuffi-
prints and typewriters with correcting
cient distribution opportunities.
ribbons are matters of the past. This
In fact in Austria the introduction of
Nevertheless, Porsche, the biggest
development marks radical changes in
the new VW model generation brings
Austrian automobile importer makes
the work done at Porsche.
about the desired turning point.
tremendous endeavours to get the
The Beetle becomes the most widely
Thanks to the fact that the VAT is
to the manufacturers on track. In retro-
produced car in the world, thus out-
raised, sales rocket, only to plummet
spective Porsche has made a signifi-
stripping the Ford Tin Lizzy. With the
again in the following year. However,
cant contribution to the successful
help of spectacular marketing activi-
these violent fluctuations are an
development of Austrian sub suppliers.
ties, Porsche Austria once more
opportunity for Porsche to further
pushes the aged Beetle to a high. Yet it
improve the swiftness and flexibility
is the takeover of Audi imports by
of the entire distribution network.
Porsche Austria that marks a decisive
Supported by Porsche Austria and
Porsche itself is also active as a sub-
step in the development. Nevertheless
their creative marketing, outstanding
supplier on a small scale. The Porsche
the Austrian distribution organisation
service support and excellent
„Produktions- und Handels-GesmbH“
clearly feels the weaknesses of the VW
foresight, the distribution organi-
with its workshop in Alpenstrasse has
product range, which is why all hopes
sation is able to take an exciting and
from the very beginning specialized in
rest on the new models such as the
successful development.
manufacturing parts for the Porsche
sub-supplying business from Austria
Passat, Golf, Scirocco and Polo. In
Activities in new lines of business.
356, and later on for the Porsche 911,
view of this scenario, expanding the
In 1985 Porsche starts distributing the
supplying them to Stuttgart. By
product range by the Audi models, is a
Seat marque, a completely new
investing in some Austrian industrial
very important move.
distribution network is installed and
enterprises (Fichtel & Sachs, Alu
with the help of the new generation of
Druck-Guss) and later by purchasing
Seat models, the market share can be
the German Zipperle Group (1988),
gradually raised.
Porsche makes headway also in this
Porsche crosses borders.
The Porsche Holding is
line.
taking shape, in France
Opening the new spare parts distribution
the Sonauto company (a
centre is a milestone in the field of logi-
Since Porsche has utilized the maxi-
joint venture of the Por-
stics, which proves as an advantage in
mum of opportunities in the Austrian
sche AG) is placed under the direct
competition as Porsche moves into
automobile business – as the superior
control of Salzburg and a few years
countries of the former Eastern bloc.
market leader holding a market share of
later, the newly founded Porsche
The „Allgemeine Leasingzentrale“
about 20 %, this position can hardly be
España joins the Porsche Group.
(Central Leasing Company) is replaced
surpassed with the current model range
by the Porsche Bank AG and the Por-
– it makes sense to engage in the sub-
Porsche has embarked on the way to
sche Insurance AG, which develop into
supplying business so as to have a
becoming a European trading com-
a highly specialised company providing
second leg to stand on. The purchase of
pany. It is true that by far the majority
all financial services related to cars.
Taylorix AG and the expansion of EDP
The Porsche saga.
Setting standards in
the reform countries
– Porsche Hungaria,
the parade horse
among the
subsidiaries. Porsche
takes shape as a
European enterprise.
great ingenuity and know-how, the
exactly at that time that worldwide
newly founded Skoda importer deve-
restructuring in these two lines of
lops a distribution- and marketing
The Porsche Holding has long realized
business leaves no stone unturned. A
concept tailored to the needs of the
that the chance to grow lies in the
few years later the Porsche Holding
marque. It is with this concept that in
reform countries, where there is a
gradually withdraws from these fields.
no time Skoda, still more of an out-
great desire for mobility, yet the possi-
sider, first becomes a coveted car
bility for people to buy a private car is
among insiders and later on, after
still a long way off due to the lack of
qualitative improvement of the model
purchasing power. It is in these coun-
range, literally sells like hotcakes.
tries that all European car manufactu-
The chance of the century.
Growth in Slovakia.
The importer
Porsche Slovakia and
the retail dealership in
Bratislava.
The political changes in Eastern Euro-
rers are eager to build up distribution
pe afford a once-a-century chance for
Porsche. As the borders come down,
In Czechoslovakia, the
networks so as to have a foot in the
vast opportunities suddenly open up
VW importer of the
door for the long-term development of
for entrepreneurial development. This
manufacturer com-
future sales. Porsche Holding takes a
is particularly true in view of the fact
missions the Austrian
pioneer role in these markets and
that due to establishing a distribution
Porsche Group to establish retail dea-
invests in long-term development of
network in the new German states and
lerships for VW and Audi, both in Pra-
its car trading activities. Having been
due to the purchase of Skoda, the
gue and in Bratislava. As the country
commissioned to establish a distribu-
Volkswagen AG does not have any
splits into a Czech and a Slovak Repu-
tion network in Romania
management resources left to become
blic, the supply channels that had
(1997) and the joint ven-
active in the reform countries
been built up laboriously by the local
ture in Croatia (1999) are
straightaway.
VW importer break down, whereupon
This is why the Volkswagen AG com-
Porsche starts
importing to
the southern
neighbour Slovenia.
further proof of the suc-
Porsche also wins an importer’s con-
cessful course Porsche has been stee-
tract for the Slovak Republic.
ring in these countries since the
beginning of the ‘90s. In 2004 Porsche
missions the Porsche Holding to set
Also in Romania
Porsche builds up a
distribution network
for the marques of
the VW-Group.
Growth in the East.
activities provides a third pillar. But it is
up a distribution network for the VW
The disintegration of Yugoslavia and
Holding takes up its automobile tra-
Group marques in Hungary. Sharing a
the ensuing war cut Slovenia off from
ding activities in Serbia and Montene-
similar mentality with the neighbou-
the supply of VW and Audi models,
gro as well as in Bulgaria. 2005 sees the
ring states and understanding the
which had so far been handled by the
start of business activities in Albania
needs of the people in these countries
manufacturer’s importer in Sarajevo.
and Macedonia. In 2008 Porsche Holding starts its trading activities in
predestines Porsche to lay a sound
basis for a successful future. The over-
Porsche applies to be entrusted with
riding aim is to build up national ent-
the import business, with the advanta-
erprises and to staff them with local
ge that it can point to its outstanding
employees up to the top echelons.
success both in Hungary and in Slova-
Ukraine.
Growth in the West.
With the help of an outs-
kia. Porsche fulfils the task in record
As to internationalisation, the Porsche
tandingly successful coa-
time.
Holding made an early start back in
the seventies in France, where it acted
ching system, Porsche
Not later than six weeks
as an importer for a variety of minor
model company among the foreign
after having been com-
marques from all over the world.
subsidiaries.
missioned, all supply
However, the Holding saw itself
channels from the parts
confronted with more and more pro-
Hungaria becomes the
At the same time Porsche manages to
distribution centre in Salzburg are
blems, because in France, which is
reanimate the Skoda marque in Aus-
working and the new car business
one of the biggest European automo-
tria and is highly successful. With
starts in Slovenia.
bile markets, practically all major car
The Porsche saga.
manufacturers are represented by
Growth in Austria.
Porsche Holding, one of the most
their own subsidiaries. This is why the
The beginning of 1998 marks the festi-
successful European automobile
possibilities for the Porsche subsidi-
ve opening of the new Porschehof,
trade companies.
ary, Sonauto, which in its best times
which now provides sufficient space
had been able to sell up to 40,000 new
for some 750 staff.
cars and 60,000 motorcycles, became
nings, Porsche has become one of
more and more limited.
The Austrian Porsche
the most successful European auto-
dealerships have made a
mobile trade companies.
considerable leap in gro-
The Porsche Holding
The PGA acquires
an interest in the
Dutch automobile
dealership chain
Nefkens.
wth, since in the era of
therefore sought other
Concentration on the core business
opportunities for retail
Ferdinand Piëch the Volkswagen
activities around the automobile,
business in this big
Group perfected its multibrand stra-
opening up of Eastern European
Western European market. By holding
tegy thanks to the spectacular TDI
markets, the strong market position
interests in the PGA, one of the most
technology and to innovative produc-
in Austria and the new retail activi-
successful automobile retail chains in
tion techniques, while at the same
ties in France and in Holland afford
France, the Porsche Holding has esta-
time expanding the range of products
the enterprise further possibilities to
blished a totally new platform in this
to reach also market niches. Whereas
grow.
country.
at the beginning of the nineties a market share of 20% seemed to be the
In the 62 years since its foundation,
Strengthened by the new partnership,
very peak of aspirations,
Porsche has sold more than 4 million
the PGA first expanded their business
Porsche Austria (VW, Audi), Allmobil
cars. Porsche is extremely successful,
to Holland, where they acquired an
(Seat) and Intercar Austria (Skoda)
be it in the highly developed markets
interest in the renowned Dutch car
have expanded their market radius far
of Central and Western Europe, be it
trading chain Nefkens (2001). One year
beyond 30%.
in the Eastern European markets that
later (2002) PGA bought the French
In 1998 the new
Porschehof
is opened.
Starting out from humble begin-
are just beginning to develop, and
retail chain CICA and took a financial
By adding the distribution of Bentley (in
thus proves to be able to respond to
interest in the retail group GGBA. The
2000) and of Lamborghini (in 2001) to
the distinctiveness of the markets, to
PGA expanded its sphere of action in
the business, the Porsche Holding is
the diverse pace of development and
France & bought the car trading chain
now represented in a further, highly
to the varied wishes of its customers.
SAIP (2006) & SAS Carlet (2007).
exclusive segment of the market. In
April 2006 the subsidiary became an
Thanks to new information techno-
In the year 2006 Nefkens bought the
authorized distribution partner of the
logies, to comprehensive financial
Ekris Group in the Netherlands. In
Bugatti marque in Austria and in the
services around the car, to the right
2008 “Ellada” – the new subsidiary of
South Eastern countries of Europe.
feeling for changing customer needs
the PGA Group – starts in Greece. The
and, above all, being lucky enough to
PGA Group acts as a totally indepen-
New Opportunities in China.
have the best product range, Porsche
dent company and to date encompas-
In 2004 the Porsche Holding started a
has gained an outstanding position
ses close to 300 enterprises.
pilot project with one retail joint ventu-
in the European system of automobi-
re in China. The Chinese subsidiary
le trade.
These companies are part of the distri-
Hangzhou Jun Bao Hang exclusively
bution network for the marques Peu-
retails premium marques at seven loca-
The credo of the Austrian founders to
geot, Citroën, Renault, Mercedes,
tions at present. This pilot project ser-
seize new chances and to be at the
BMW, Mini, Volkswagen, Audi, Ford,
ves the Porsche Holding as a test field
disposal of the customers will always
Opel, Jaguar, Toyota, Landrover,
for new opportunities in automobile
be part and parcel of the company’s
Nissan and Honda.
retail in the booming Chinese market.
philosophy.
Chronicle.
1947 Porsche Konstruktionen Ges.m.b.H.
founded in Gmünd, Carinthia. • Development of the Formula I racing car „Cisitalia” •
Development of finger bars for harvesters,
winches, turbines for generating electricity •
Workshop in Zell am See for repairing the
VW jeeps „Kübelwagen“
1948 First racing car bearing the name
Porsche built: Porsche 356
1949 Porsche Konstruktionen Ges.m.b.H.
moved to the Alpenstrasse in Salzburg •
World premiere of the Porsche 356 at the
Geneva Motorshow • Austrian importer’s
contract for VW signed • Porsche 356 „Nr. 1“
wins the first car race in Innsbruck (driver:
Herbert Kaes) • First VW Beetles delivered to
customers • Production of Porsche 356 convertible in Salzburg • Ferry Porsche prepares
for establishing an own sports car production in Stuttgart
1950 Importation of first Beetle convertibles • Porsche 356 offered for sale • Central
spare parts warehouse set up in Salzburg •
Sports car manufacturing plant founded in
Stuttgart • First Porsche 356 leaves the Stuttgart plant
Chronicle.
1956 Customer service
building and
repairshop (Porschehof I) built in KarlWurmb-Strasse, opposite the Salzburg Central Train Station
at Le Mans – first Porsche victory in its class •
Professor Ferdinand Porsche dies in Stuttgart and is laid to rest in Zell am See
1952 New sales outlet in Franz-Josef Strasse, Salzburg • Dr. Anton Piëch dies, Louise
Piëch takes over the company in Salzburg •
Porsche Salzburg and Porsche Stuttgart
jointly owned by Louise Porsche-Piëch and
her brother Ferry Porsche
1953 VW insurance company founded
1954 VW becomes most widely sold car in
Austria • 10,000th VW imported to Austria
• Audi 90 added to the model range • Part
sales centre opened in Wals, Salzburg (ATS
300 million investment) • Allmobil Autohandels Ges.m.b.H. established to import
SEAT cars
1978 The Rabbit is born • Golf emerges for
1985 Complete range of catalytic converters available • Jetta Cat succeeds in market •
Product range expanded by Golf syncro •
Seat Malaga launched
in Austria and has kept this position ever
since
1959 Zell am See holiday home (later
1972 500,000 cars imported so far • Audi
Hotel Porschehof in Schüttdorf) opened •
Porsche Konstruktionen KG, Wiener Neustadt, starts operating
80 added to model range • Dealerships opened in Wien/Liesing and Dornbirn • Accessories wholesaler Auto Z founded
1960 Annual VW Beetle sales top 20,000
1973 Start of the new VW model generation: Passat added to the range • Porsche
Graz opened • A Salzburg Rallye Beetle wins
the European championship on Elba (driver:
Warmbold)
the first time as market leader • Mechanical
engineering and tool making company, Porsche Maschinen- und Werkzeugbau GmbH,
incorporated • Establishments in Klagenfurt, Salzburg-Samergasse, Villach, Wiener
Neustadt and Zell am See expanded • Majority of shares in Sonauto S.A., Paris, taken
over
1974 Scirocco and Golf introduced in Aus-
1979 Golf convertible launched • Iltis, an
1963 Porsche Zell am See and the branch
tria • Porsche Holding established • VW and
Audi importing businesses merged to create
Porsche Austria Ges.m.b.H. & Co • Distribution system consolidated • Porschehof III
built
in Saalfelden opened • The „Bayrischer Hof“
hotel acquired in Salzburg
1975 Stocks of VWs and Audis top 500,000
off-road vehicle, added to model line-up •
Newly built Porsche Innsbruck facility opened • Zimmer Co. acquired • An auto express
service and used car outlet opened in the
Sterneckstrasse in Salzburg • ALZ representative office opened in Innsbruck • Golf market share tops 10% for the first time
1957 Volkswagen becomes market leader
units for the first time • VW 1600 imported as
the third model, joining the Beetle and the
VW van
1961 VW car rental company established •
Porschehof II built in Fanny-von-LehnertStrasse
1962 Porsche 356 succeeded by Porsche 911
VW Jetta and Passat II added to
model range • Porsche Wörgl and Autohandels GmbH Graz opened • Smoliner & Kratky acquired • ALZ representative offices in
Linz and Klagenfurt
1965 Beetle wins the Danube Rallye • VW
for the first time • Polo added to model lineup • The VW 412 and K70 models discontinued • Auto Concord opened in Vienna • Auto
Danner GmbH acquired and incorporated
into Porsche Leibnitz • PIA Wien/Simmering
opened • Special stamp „100th birthday of
Prof. Ferdinand Porsche“ issued
leasing system introduced • Dealership established in Kapfenberg
1976 Porsche 924 introduced • Lease of
1981 Audi Quattro celebrates sensational
premiere on rallye circuit • Audi 100, with
revolutionary aerodynamic design
Alpenstrasse workshop expanded • New
motor sport activities: Formula V racing cars
from Salzburg
1967 Porsche apartment house built in
Salzburg • Central spare parts warehouse
opened in Wiener Neustadt • Workshop in
Sterneckstrasse, Salzburg, built • Sports car
division with Formula V and Rallye Beetle
established • Jochen Rindt wins on the Bahamas in a Salzburg Formula V
1968 VW 411 added to the model range •
1955 Porsche Konstruktionen KG founded
1971 VW K70 added to the model range •
handels Ges.m.b.H. (used cars) established
in Vösendorf • Leasing agencies (ALZ) set up
in Vienna and Graz • „Prof. Ferdinand Porsche Award“ of the Technical University,
Vienna, granted for the first time – this best
endowed automobile construction award in
the world is handed out every 2 years to
„inventors“ of important technological
innovations
Self-service restaurant on the Areitalm in
Zell am See • Car rental service transformed
to „interRent“ • New Audi general import
company established together with Audi
Ingolstadt
1964 Dealership established in Hallein •
1951 Porsche 356 produced in Austria wins
1970 VW Porsche 914 launched
Porsche businesses opened in Klagenfurt,
Villach and Wolfsberg
Upper Austrian AVEG Group with bases in
Linz, Wels, Steyr and Kirchdorf • Recreation
company Freizeit 2000 established (transformation of the A. Zierler KG, in which an interest had been held since 1973)
1977 VW Beetle imported from Mexico •
First 5-cylinder engine in Audi 100 • Sales
boom due to impending increase in value
added tax • Derby added to the model range
• Retail car dealerships consolidated to create Porsche Inter Auto • Allmobil Fahrzeug-
1980
Porsche Systems Engineering (CH) established
1984 All Audis available with quattro drive
1986 Audi 80 with new aerodynamics
added to sales line-up
1987 Catalytic converters become mandatory for Austria • Last VW Beetle registered in
Austria • Porsche Bank AG and Porsche Versicherungs AG established • Porsche Linz opened
• Audi 80 with quattro drive • Baumgartner
& Baumgartner Wiener Neudorf brought
into the Group • VOWA Innsbruck and Hall
taken over • Porsche España S.A. established
as Spanish car importer
• Passat III added to model range • Autohaus
Union opened • Construction of Porschehof
IV begun • Stake in Taylorix Stuttgart acquired • PRZ Salzburg integrated into Porsche
Group • Porsche Holding transformed into
Porsche Holding OHG
1989 Group restructured • Porsche-Inter
Auto Oberlaa opened • Stake acquired in the
Zipperle company • InterRent transformed
into ARAC • Launch of environmental diesel
versions of Golf and Jetta
Hallein, Hohenems and Oberpullendorf •
Porschehof IV opened • Launches of new
Polo and new delivery van • Environmental
award for „Eco“ Golf • Porsche Hungaria
established • Majority stake acquired in
Joham • Soft-Warehouse established • Externa relocated to Bergheim
1983 VW, Audi and Porsche: Group models
delivered top 1,000,000 • Golf II launched
successfully • AVEG Group restructured •
1992 Intercar founded to act as Skoda
importer • Introduction of VW Vento • Merger of Porsche Computer Services and Externa • Euro-Elan project started • Externa
Linz and Externa Graz commence business
operations • Autohaus Retzer taken over •
Externa largest IBM PC dealer in Austria •
ARAC launches Hungarian operations • PPH
founds JIPO subsidiary in Czechia • Launch
of Porsche-Inter Auto Bratislava • PorscheInter Auto Praha begins sales operations •
Sonauto subsidiary Chrysler CSFR established • Scrap-car recycling: VW Importer and
shredders plan pilot facility • New dealership
opened in Budapest
1988 Audi V8 and Corrado added to line-up
1990 New car outlets built in Saalfelden,
1982 VW Santana added to product range
Externa Innsbruck opened • New Audi 100
presented at the Hofburg in Vienna • Market
launch of SEAT Toledo • Porsche Leibnitz
newly opened • Launch of Audi convertible •
ARAC concludes licensing agreement with
EuroDollar • Austrian launches of Golf III,
Audi 80 and Porsche 968 • Autohaus Mayer
and Autohaus Gerstinger taken over
1991 Porsche Hungaria starts sales • Sales
centre for Porsche-Inter Auto Innsbruck and
1993 Porsche Hungaria: Audi showroom in
Budapest opened • Special model Golf convertible Classic • Golf syncro and Golf 16V in
Austria • Zimmer Hungaria founded • Porsche Speedster in Austria • Foundation of
Externa Brno, Bratislava and Prague • Porsche Ljubljana established, moving into TAS
offices • PIA Pest established • PIA Simmering newly built • New Seat Ibiza in Austria •
Porsche Ljubljana becomes importer for
Slovenia • Vento Europe added to the model
line-up • Used car campaign „Weltauto“
launched • Porsche Hungaria: new spare
parts sales centre opened • Zipperle: majority stake acquired by Magna
1994 Diesel engine boom: VW brings TDI •
Porsche Slovakia Importer moves into new
premises • Externa Budpest founded • Seat
Cordoba presented • Skoda Felicia launched
• Porsche Bank Hungaria chartered • Porsche 911 convertible presented • Golf Variant
VAN added to the model range • Audi Avant
RS2 launched • Porsche Holding restructu-
Chronicle.
Chronicle.
Die Chronik.
red • PIA Kufstein opened, Seat Wiener Neustadt opened • PIA Bratislava expanded •
Audi A8 and Audi A6 launched • Seat Toledo
16V • Seat Linz opened • Porsche Insurance
Agency starts operating in Hungary • Auto Z
expands to Hungary, Slovakia and Slovenia •
Porsche Tiptronic introduced to market •
90,000 people attend Pink Floyd presented
by Volkswagen in Wr. Neustadt • Porsche
Carrera 4 presented • New Polo added to the
model line-up • Porsche Hungaria: official
opening of new Porschehof and PIA Pest •
New Audi A4 comes out • VW: VR6 syncro
launched
1995 Audi A4 TDI and Audi A4 1.8 Turbo
new in Austria • Golf Rabbit in GTI look •
Porsche 911 Turbo and Carrera 4S presented
on the Salzburgring • VOWA Innsbruck opened • Externa split into system development
and IT • Turning the first sod for new dealership and Porschehof (digging up a Beetle)
• Retail dealership Porsche Ljubljana opened
• Rolling Stones in Zeltweg presented by VW
• Golf TDI convertible and Audi TDI convertible join the model range • SDI engine for
Golf and Vento • Treasury Division POFIN in
Freilassing • Great ARBÖ Automobile Award
goes to Audi A4 • Seat bases: AVEG Linz,
VOWA Innsbruck, PIA Wien-Liesing, Seat
Samergasse • Skoda Felicia estate car presented • Start to build Porsche Slovenia
retail dealership and importer • New Seat
Toledo and Seat Inca
1996 Externa Kfz (passenger cars) transformed to Porsche Informatik • Skoda Pickup
comes to Austria • VW bus/van T4 comes to
Austria • Special model Felicia Bully on the
occasion of Icehockey WC in Vienna •
500,000th Golf in Austria • Polo Classic available • Porsche Boxster in Austria • New VW
Passat • New Audi A3 • PPH and JIPO sold •
Exchange of shares: Sonauto 100% Porsche
Holding, Porsche España 100% Porsche AG,
Stuttgart • Seat Alhambra launched • New
VW LT programme • Audi A3 wins the Great
Austrian Automobile Award of ARBÖ •
Impending „NOVA“ tax rise (tax based on
standard fuel consumption) causes sales
boom • TDI Grand Prix: lowest consumption
for Audi A4 at 2.0 l • Training Centre „Ost“
opened in Wien-Liesing • Bon Jovi at Wiener
Neustadt and Wels presented by Volkswagen
1997 Pilot start of CROSS dealer system •
Skoda Octavia launched • New Porsche 911 •
New Audi A6 • New Passat estate car • New
Golf • New Seat Arosa • Skoda Munich East
and West start operating • 2,000,000 cars sold
by Porsche in Austria • New management
structure Porsche Holding • Porsche turns
50, 50 additional apprentices admitted •
Audi A8 TDI launched • PIA St. Pölten opened • New distribution network, separation
of brands completed • World premiere: Golf
with TDI engine takes part in Semperit Rallye for the first time • New part of PIA Prague
opened • Last Night Party at the old Porschehof
1998 Opening ceremony of new Porschehof and dealership • Openings of Porsche
Bratislava II, Porsche Maribor, Porsche
Ljubljana, AVEG Linz-Leonding • Porsche
Wels (former AVEG) goes purely VW, Porsche
Wels Thalheim (former Retzer) becomes
exclusive Audi Centre • New Golf convertible
• Quickservice starts as pilot project • Audi
A6 estate car launched • Porsche 911 convertible launched • Prof. Ferry Porsche dies at
the age of 88 in Zell am See • Passat TDI with
monobloc injection technology • New Golf
4motion • Wholesale and retail business
starts in Romania • Externa sold to debis •
Audi TT launched • Openings of Porsche
Wien-Donaustadt, Porsche Graz-Liebenau, •
Porsche Slovenia and Porsche Ljubljana,
Porsche Slovakia and Porsche Bratislava II •
VW Lupo, VW Bora launched • 3 l Lupo wins
the ARBÖ Environment Award • Group’s
market share rises from 29.1% to 31.5%
1999 New VW Beetle launched • Louise
Piëch dies aged 94 in Zell am See • New Audi
A4 • Porsche Klagenfurt opened • Porsche
Holding holds interests in PGA, a French
automobile retail chain • New Seat Toledo •
Audi TT quattro and Roadster • Porsche Holding starts joint venture in Croatia as importer of Skoda • New Golf and Bora estate cars •
Porsche top model 911 GT 3 • First 4-wheel
model of Skoda: Octavia 4x4 • 3 l Lupo launched • New Seat Ibiza and Cordoba • Porsche
Boxster S • Skoda Fabia added to the model
range • Great Automobile Award of ARBÖ
won by Audi TT • New VW Polo • International expert jury elects Prof. Ferdinand Porsche „Automobile Designer of the Century“,
and his grandson Ferdinand Piëch „Automobile Manager of the Century“
2000 Joint Venture in Croatia is extended to
the brands VW, Audi and Seat • PZ-Auto
takes over Porsche imports to Croatia • New:
Audi A2 and allroad quattro • New Seat Leon
• Special model Golf Rabbit and almost all
VW models equipped with ESP as standard •
Exclusive Cars takes over Bentley and Rolls
Royce distribution in Vienna • Porsche
Wien-Hitzing opened, former „Gerstinger“
turned into Porsche Wien-Pragerstrasse •
New Seat Alhambra • Seat Cordoba WRC
wins the National Rallye Championship •
Porsche M5 opened in Budapest • 50 shilling
coin: „125 years Prof. Ferdinand Porsche, 100
years Lohner Porsche“
2001 PGA acquires an interest in the Dutch
car dealership chain Nefkens • Skoda opened in Salzburg • New VW Centre at Asten •
A2 1,2 TDI, Audi’s 3 l model presented • VW
enters the top segment: Passat W8 • Prag
Proscz opened • Porsche launches the GT2,
the fastet 911 • Skoda among the five best
selling brands in Austria • Seat Alhambra
used as „Taxi Orange“ in the TV series of the
same name • Exclusive Cars Vienna takes up
direct selling of Lamborghini • New exclusive dealership for Seat and Audi in Graz • Porsche Budweis opened • Audi R8 wins at Le
Mans with FSI technology • Fourth Polo
generation presented • Skoda Zagreb opened • Warranty period for VW, Audi, Skoda
and Seat extended to 24 months • 100,000
Skoda models sold in Austria since 1992 • PIA
acquires 4 premises in Munich for the distribution of Skoda and Seat • New Seat Arosa
sche due to the Cayenne • After three declining years overall passenger car market
picking up again
2002
PGA buys the French retail chain
CICA • A&S opens new locations in Munich •
New Ibiza boosts sales at Seat • New Management Board of 3 for Porsche Holding • PIA
founds Apprentice College • VW Phaeton
presented in Geneva • Construction of retail
dealership in Bucarest started • VW presents
the world’s first 1 litre car • New Porsche
Boxster presented • Considerable recession
of the market • VW training for car salesmanship certified by the Chamber of Commerce • Golf supersedes the Beetle as the
world’s most produced car • Audi convertible launched • Regulations for tax-saving
trucks reintroduced • FSI, the new petrol
direct injection, started • The Golf R 32 introduced • New No Exemption Regulation
takes effect • World premiere of the new Audi
A8 • Porsche Cayenne waiting to be launched
2003 Porsche Slovenija takes over Skoda
imports • Relaunch of Seat Córdoba • VW
gains new market segments with the Touran,
the New Beetle Cabriolet and the Touareg •
Autohaus Strolz in Bregenz becomes a PIA
enterprise • World premiere of Porsche GT in
Geneva • Audi launches the new A3 • 5th
generation of the VW Transporter and the
new Multivan introduced • Parts Center
Budapest opened • Production of VW Beetle
phased out after 68 years • 5th Golf generation celebrates its world premiere at the IAA •
Worldwide Dealers’ Convention for the new
Golf with 8,000 participants takes place in
Carinthia • Launch of Lamborghini Gallardo
• Block Exemption Regulation (BER) becomes effective as from October 1, 2003 • Professor Ferdinand Porsche Award goes to Uwe
Borchers, designer of the comfort seat, of
Johnson Controls • Extension of Parts Center
Salzburg opened • First ranks of Autorevue
Award for Audi A3, A4 and A8, as well as for
VW Polo and Sharan • Smoliner Vienna
opens Audi and Seat Center • New Golf introduced on the market • Record sales for Por-
2004 Porsche SCG takes over import of VW,
VW light commercial vehicles, Audi, Seat
and Porsche for Serbia/Montenegro • Porsche Romania invests EUR 25 million in new
company HQ in Bucharest • Porsche takes
up import of VW and VW light commercial
vehicles with new subsidiary in Bulgaria •
PIA becomes active in Italy and takes over
the automobile company Meroi with three
locations in Friuli • New Porsche showrooms
opened at Porsche Wien Liesing and Innsbruck Mitterweg • Four PIA branches open
new Audi hangars: Leibnitz, Oberwart,
Wolfsberg and St. Johann • PIA Croatia
opens Porsche Zagreb Jankomir • Porsche
Bank Romania established • Weltauto starts
in Croatia and Romania • 100 years Louise
Piëch: big birthday party in honour of the
company’s founder • First VW models equipped with series diesel particle filters: Passat
2.0 I TDI PD, Phaeton and Touareg 3.0 I TDI
V6 • Austrian premiere of the new Golf
4MOTION • A myth is back: the new Golf GTI
• World premiere of Golf Plus in Bologna •
Gold for Golf: ARBÖ Award goes to the Golf
for the 3rd time • International press presentation of Audi A8 W12 • Model fireworks at
Audi: new A6, A3 Sportback and the new A4 •
Feature shared by the new Audi generation:
the single frame grille • Altea and Toledo
usher in new design era at Seat • New generation of Skoda Octavia and Octavia station
car • Successful introduction of the new VW
Caddy • Award for Transporter T5: “Van of
the Year 2004” • New at Porsche: 911 Carrera,
911 Carrera S, 911 Turbo S; Boxster and Boxster S • Bentley introduces Continental and
Arnage T • New Lamborghini Murciélago
Roadster
2005 Offensive at VW: Golf Plus, Passat,
Polo, Fox, Jetta, New Beetle, Passat Variant •
Audi gains strongest in the Austrian automobile market • VW, Audi, Seat and Skoda first
brands to offer solution for a backfit particle
filter in Austria • Skoda introduces new Octavia station car • Porsche brings out new 911
and new 911 convertible and presents Cayman • A&S Munich buys the company Bauer,
thus acquiring additional dealers in Greater
Munich • New four-heads management of
Porsche Holding and structuring of VW
world and multi brand world • PGA buys
BMW dealer in Warsaw • 25th anniversary of
quattro • Model change Altea and Toledo •
Prof. Ferdinand Porsche Award goes to developer of synthetic fuels • Porsche Holding
starts up in China opening their first showroom at Hangzhou • Porsche Holding
founds new subsidiary in Albania and shows
the brands Audi and Seat at Porsche Tirana
2006 • Porsche Bank and Porsche Informatik celebrate 40th anniversary • Eurocar Italia
buys VW dealers located in Triest and Gorizia • Polo fever at VW: CrossPolo, Polo BlueMotion, Polo GTI • New construction and
reconstruction of PIA branches in Zell am
See, Steyr, Leibnitz and Wolfsberg, Maribor,
Rijeka, Bratislava, Olomouc, Landsberg, Prague, Plzen and Budweis • Porsche Hungaria
reports new record sales of almost 44,000
vehicles • VW and Skoda make up police car
fleet und Porsche Bank takes care of entire
fleet management • Driving fun with Audi
S3, S6 and S8 • Premiere of VW Eos • Restored
in new splendour: Porsche Alpenstraße opened • Porsche Tirana gets new Skoda showroom • PIA plans five new Skoda dealerships
in Czech Republic • Glamorous market entry
for R8, RS 4 Avant and Cabrio, TT Coupé and
Roadster • VW Multivan once more best van
of the year •Historical victory in Le Mans
with Audi R10 TDI • Skoda premieres: Octavia Scout, Octavia Laurin & Klement and
Roomster • SEAT’s ‚Formula Racing’ concepts: Altea FR and León FR • Porsche Bucuresti Vest I opens VW and Skoda showrooms
• Porsche Graz Kärntnerstraße celebrates the
opening of Austria’s largest showroom •
Model fireworks à la Porsche 911: GT3, GT3
RS, Turbo and Targa • VW commercial
vehicles have had the second best year in
their history in Austria with a market share of
Chronicle.
Chronicle.
Die Chronik.
28.2% (incl. minibuses) • LT successor Crafter launched • New showrooms for Audi and
Skoda at Porsche Kufstein, InnsbruckMitterweg and Deutschlandsberg • PGA
buys two new car dealer groups • Eurocar
Trieste opens Audi showroom • Skoda:
Motor of the 2006 Cycling WC in Salzburg
and main sponsor of the Tour de France •
New location in Serbia: Porsche Beograd Ada
• 1001 HP celebrate a premiere on Austrian
roads: Bugatti Veyron • Biggest automobile
centre in Dalmatia: Porsche Split inaugurated
2007 • Porsche Österreich celebrates its 60
years anniversary • Splendid annual balance for the Porsche Bank Group with 250,000
contracts • „Professor Ferdinand Porsche
Preis 2007“of the TU Vienna awarded to
Dipl.Ing. Hans-Michael Güther, who developed the carbon-ceramics brake • PGA buys
car dealer group SAS Carlet in Central France • Volkswagen celebrates 25 million Golf
cars • Two new models in SEAT’s B segment
heralded for 2009 • Audi R8 enters the automobile stage • New Audi Hangar of Porsche
Sofia Zapad opened • The Audi A5 and S5
models celebrate a glamorous launch •
100.000th Audi A4 delivered in Austria • Audi
takes part in the Wörthersee Tour for the
first time • Audi Tradition celebrates jubilee
of its predecessor brand: 100 Years DKW •
A&S Landsberg opens new VW Piazza • 75th
anniversary of Four Rings: In 1932 the
brands Audi, DKW, Horch and Wanderer
merged • Audi heralds the world’s cleanest
diesel to be produced in series as from mid
2008 • SEAT presents first 4x4 model the
Altea Freetrack • The New Small Family presents itself: Up!, Space Up! and Space Up!
Blue • Audi secures second TDI victory in
the Le-Mans 24-hour race • A&S moves to
new premises in Munich • Porsche St.
Johann celebrates 20th anniversary • Porsche Inter Auto buys Autohaus Stipschitz •
New generation of best selling Skoda model
version: the Fabia station car • 911 GT2 with
530 HP most powerful 11 model so far •
Volkswagen Commercial Vehicles celebrates „60 years with Bulli“ • First victory for
the SEAT Leon WTCC with TDI engine •
Augsburg group Schwaba joins A&S Munich
• First details concerning the Cayenne
Hybrid: fuel consumption to be reduced by
some 25% • Presentation of the new Tiguan •
25 years of Caddy at Volkswagen • Eurocar
Trieste opens new VW showroom • Tribute
to a Porsche racing sport classic of the sixties: Boxster RS 60 Spyder • Porsche Maribor
opened • New VW dealer opened in Landsberg • Porsche Holding reaches new business year record with a turnover of Euro 11.83
billion • New location for Porsche Zell am
See • Porsche Macedonia takes over Skoda
imports • Porsche Leibnitz opens new VW
Piazza • Porsche Part Center Budapest gets
bigger by doubling its capacity • 30 years of
Golf being number 1 in model ranking • Porsche Informatik introduces CROSS throughout Eurocar Italia • Spare Parts System – SPS
- introduced in Serbia, Kosovo, Bulgaria and
Macedonia • SAP starts at Porsche Slovenija
and Porsche Bank Hungary • Weltauto starts
in Italy and Slovenija • Europcar is number
1 in Austria • New Ecologisation Act passed •
Automobile year 2007 closes at 30% market
share for the brands of the Volkswagen
Group • Golden steering wheel for VW Tiguan, Audi A4 and Skoda Fabia • Bentley Continental GT Speed: With 610 HP the fastest
Bentley ever built in serial production
2008 • 60 years of Porsche sports cars •
New Skoda dealership for Porsche Ceske
Budejovice • First four-door VW Coupé:
Passat CC • New: Porsche Cayenne Turbo S,
Boxster and Cayman • Skoda Fabia Combi ,
Fabia Combi GreenLine and Superb launched to the Austrian market • Porsche Holding expands business with China • New:
Seat Ibiza as SportCoupé and Cupra •
Comeback of a sports car legend: VW
Scirocco • New: A3, S3 Sportback, A4, A5 and
S5 • 20th anniversary of VW California • TVZ
Salzburg takes over parts supply for all
brands in Croatia • “Blue” campaign with
Sharan, Touran, Caddy box van und Caddy
station car as TDI BlueMotion, as well as
Passat BlueTDI • Dynamic driving pleasure:
Audi Q5 • Entire Skoda model line-up with
Electronic Stability Program – ESP – as standard equipment • 911-generation change
for Carrera, Carrera 4 Targa and Targa 4S •
Seat Altea Freetrack 4WD • Volkswagen
Junior Masters Soccer Tournament and
international finals of the European Junior
Masters in Salzburg • Porsche Holding
starts importing into the Ukraine • Little
brother of the T5: VW Caddy MaxiVan •
Hightech work of art: Audi RS 6 • Premiere
at Porsche: Cayenne equipped with Diesel
engine • Friends of the environment: Seat
Ibiza Ecomotive, León Ecomotive, Alhambra Ecomotive • Porsche Beograd Sever
opened • New Audi terminal und Porsche
showroom for AVEG Linz • Skoda Fabia
Super 2000 links up with 100 years of motorsport history • Turnover and sales all-time
high for Porsche Holding (12.8 bn. Euro,
approx. 600,000 cars) • Seat’s new saloon is
named Exeo • Skoda Octavia - revival of a
bestseller • New location for Porsche Steyr •
Porsche 356 celebrates its 60th anniversary
• Marked sportiness: TT TDI, TTS and S4 •
Porsche Holding MD Christian Klingler
appointed new CEO of Sales at Volkswagen.
Management Board consists of three members: W.D. Hellmaier, Kurt Loidl and HansPeter Schützinger • The world’s most
powerful Diesel-SUV: Audi Q7 V12 TDI
quattro • More highly rated than ever: the
new Golf, Golf GTI, Golf Plus • Allrounder:
the new VW TransVan • PIA expands location in Pilsen by one new Skoda dealership •
New member of the Porsche family: the
four-door Panamera • Audi A3 convertible
and A5 / S5 convertible – the pleasure of driving with the top open • Golden Steering
Wheel and Great Austrian Automobile
Award for Skoda Superb • VW Phaeton new
• Opening celebration at Porsche Bratislava
• Audi A6: Winner with new strengths • Porsche Centre in Ningbo, China, opened • PIA
grows by purchasing Autohaus Zankl in St.
Pölten • Breathtaking: Bugatti Veyron 16.4
Grand Sport, Lamborghini Gallardo LP 560
and LP560-4, Bentley Continental Flying
Spur Speed, Arnage Final Series and Azure
Porsche showroom,
Porsche Wien Liesing
Seat showroom,
Smoliner Wien
Skoda showroom,
Porsche Salzburg
Audi showroom,
Porsche Leibnitz
VW showroom,
Porsche Zagreb Jankomir
Parts Center Budapest,
Porsche Hungaria
Survey of dealerships.
The Structure.
Porsche Holding
Brands of Volkswagen Group and Porsche
Mag. W. D. Hellmaier (Speaker)
Mag. Kurt Loidl
Multi-Brands
NETHERLANDS
Dr. Hans-Peter Schützinger
CHINA
POLAND
GERMANY
UKRAINE
CZECH REPUBLIC
SLOVAKIA
Automobile Wholesale
Automobile Retail
FRANCE
Automobile trade with the brands
of other manufacturer &
Financial Services
AUSTRIA
HUNGARY
SLOVENIA
Porsche Austria
Importer of VW, Audi
Porsche Inter Auto,
Austria
Automobile trade with the marques
of other manufacturer
Allmobil
Importer of Seat
Porsche
Sports car distribution
Intercar Austria
Importer of Skoda
Exclusive Cars, Vienna
Direct selling of Bentley,
Bugatti and Lamborghini
PGA Motors, France
PGA Motors, Poland
PGA Netherland, Netherlands
PGA Ellada, Greece
Porsche Konstruktionen KG
Parts distribution
Porsche Werbemittlung
Auto Z
Accessories Wholesale
Importer sites abroad
Porsche Hungaria
Porsche Slovakia
Porsche Slovenia
Porsche Romania
P. Z. Auto, Croatia1)
Porsche Serbia
Porsche Montenegro
Porsche Kosovo
Porsche Bulgaria
MONTENEGRO
KOSOVO
BULGARIA
MAZEDONIA
GREECE
Financial Services
Porsche Bank
Automobile-Wholesale
Automobile-Retail
Austria
Austria
ARAC/Europcar Austria
Hungary
Hungary
Schmittenhöhebahn AG
Slovenia
Slovenia
Romania
Romania
Croatia1)
Germany4)
Serbia
Serbia
Montenegro
Montenegro
Kosovo
Kosovo
Macedonia
Slovakia
Slovakia
Czech Republic
Porsche Insurance
Retail trade abroad
Porsche Inter Auto Hungary
SERBIA
ALBANIA
Porsche Informatik
Auto&Service PIA;
Autohaus Group Schwaba
Germany
ROMANIA
CROATIA
ITALY
Porsche Financegroup Hungary
ARAC/Europcar Hungary
Porsche Inter Auto Slovakia
Porsche Inter Auto Czech Republic
Volkswagen Financne Sluzby *
Slovakia
Porsche Inter Auto Slovenia
Porsche Financegroup Romania
Porsche Inter Auto Croatia
Porsche Financegroup Serbia
Porsche Inter Auto Romania
Porsche Financegroup Montenegro
Eurocar, Italy
Porsche Financegroup Bulgaria
Porsche Inter Auto Ukraine
Porsche Financegroup Slovenia
Retail trade, China
Porsche Financegroup Croatia
Porsche Financegroup Ukraine
Bulgaria
Albania
Czech Republic
4)Bayern
Bulgaria
Italy3)
3)Friaul
Julisch Venetien
Macedonia
Croatia
Ukraine
Albania
Porsche Albania
1)Joint Venture
Porsche Macedonia
Ukraine
Automobile-Direct sales
Porsche Ukraine
Austria
China
France
u. a.
Neatherlands
1)Joint Venture
1)Joint Venture
Poland1)
Greece
4)Warschau
Facts and Figures.
Development of Turnover Porsche Holding, Fy 99/00 – 08/09 (in billion EUR)
Total
Domestic
Abroad
13
12
Year
11
Total
Domestic Abroad
10
99/00
4,69
3,26
1,43
9
00/01
5,25
3,51
1,74
01/02
6,30
3,50
2,80
02/03
7,30
3,40
3,90
03/04
7,90
3,80
4,10
04/05
8,91
3,95
4,96
8
7
6
5
4
3
05/06
10,72
4,25
6,47
2
06/07
11,83
4,46
7,37
07/08
12,84
4,43
8,41
08/09
13,65
4,57
9,08
1
99/00
00/01
02/03
01/02
03/04
04/05
05/06
06/07
07/08
08/09
New Car Sales, Fy 99/00 – 08/09
Total
Domestic
Abroad
500.000
Year
450.000
Total
Domestic Abroad
99/00 202.122 108.728 93.394
400.000
00/01 231.217 114.242 116.975
350.000
01/02 239.763 104.021 135.742
300.000
02/03 318.842 127.297 191.545
250.000
03/04 324.563 134.334 190.229
200.000
04/05 344.325 131.964 212.361
150.000
05/06 416.131 146.880 269.251
100.000
06/07 436.979 143.788 293.191
50.000
07/08 470.421 141.058 329.363
0
99/00
00/01
01/02
02/03
03/04
04/05
05/06
06/07
07/08
08/09
08/09 473.512 142.584 330.928
New Car Sales, Fy 99/00 – 08/09
Total
Domestic
Abroad
Year
20.000
18.000
16.000
Total
Domestic Abroad
99/00
8.681
4.530
4.151
00/01
10.139
4.757
5.382
01/02
10.969
4.869
6.100
12.000
02/03
13.463
5.002
8.461
10.000
03/04
14.067
5.123
8.944
8.000
04/05
14.670
5.215
9.455
6.000
05/06
17.077
5.225
11.852
4.000
06/07
18.846
5.238
13.608
2.000
07/08
19.780
5.279
14.501
08/09
20.634
5.374
15.287
14.000
0
99/00
00/01
01/02
02/03
03/04
04/05
05/06
06/07
07/08
08/09
PORSCHE
holding
Vogelweiderstraße 75
5020 Salzburg
Austria
Tel. 0043/662/4681-0
www.porsche-holding.com
Published by: Porsche Holding, Public relations, 9th Edition August 2009