to Porsche. - Porsche Holding

From Porsche
to Porsche.
The history of an Austrian enterprise.
The history of Porsche Holding Salzburg
is deeply linked to Austrian history. It is
influenced by political upheavals since the
beginning of the 20th century. Marked by an
enormous development in technology and
the fascination with automobiles. Formed
by a family who substantially contributed to
the evolution of the automobile and whose
family history and corporate history have
been entwined over many generations.
Over the last 60 years, Porsche Holding
Salzburg has turned out to be the most
successful automobile trading company in
Europe. Now a 100% daughter company of
Volkswagen AG, it has brought, since 2011,
its vast knowledge of automobile trade to
the Volkswagen Group.
The Porsche saga.
The Porsche saga begins with
In 1902 F. Porsche has the honour of
road and on rail. Although it is war-
Ferdinand Porsche, the ingenious
driving the Archduke Franz Ferdinand
time, Porsche designs engines with
designer.
in the Lohner-Porsche on the occasion
six cylinders in line and V12 cylinder
of the imperial manoeuvres.
drives, having a capacity of up to 400
HP. After the war, Ferdinand Porsche
The story of the
family starts in
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.
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.
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.
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.
builds the first two-seater sports car,
the „Sascha“, which wins the famous
Maffersdorf, Bohemia on September
In 1903, Ferdinand Porsche gets
3, 1875. This is the
married and in the following year
day Ferdinand
his daughter Louise is born. Porsche
Targa Floria right after being launched.
Porsche goes to Germany.
Porsche is born as the third child of
moves to Wiener Neustadt, where he
his parents Anton and Anna Porsche.
is to control the fortune of Austro-
In 1923, Ferdinand
At the time the automobile is being
Daimler, the big Austrian automobile
Porsche transfers to
invented, Ferdinand Porsche is 11
company, for the next seventeen years.
Daimler, Stuttgart,
where he holds the
years old. Electricity holds a particular
fascination for him. At the age of 13
In 1909, his son Ferdinand, called
he installs electric bells in his parents’
„Ferry,“ is born. During his time at
house and provides it with electric
Austro-Daimler, Ferdinand Porsche
in charge of designing trucks, aircraft
light when he is 16.
designs automobiles, an aircraft en-
engines and the famous sports cars,
position of Technical Director. He is
gine and a 6-cylinder engine with 100
type S, SS and SSK. As Benz and Daim-
In 1893, Ferdinand Porsche starts his
HP, for which he received an honorary
ler merge to establish Daimler-Benz
job career with Vereinigte Elektrizi-
doctorate from the Technical Univer-
AG, Ferdinand Porsche does not renew
tätswerke Bela Egger & Co in Vienna.
sity of Vienna. Also while at Austro-
his contract, but returns to Austria
Not more than four years later the
Daimler, Porsche designs a hybrid
to take over the management of the
highly talented young man is appoin-
drive combining internal combustion/
Steyr-Werke, Austria’s biggest automo-
ted leader of the test centre for elec-
electric components.
bile plant at the time.
tric motors, only to become assistant
to the works manager a short time
His private pas-
In 1928, daughter Louise marries the
later.
sion, however, is
Viennese lawyer, Dr. Anton Piëch. At
car racing. At the
that time Ferry Porsche attends a pri-
Shortly before
beginning of the 20th
vate school in Vienna and improves
the turn of the
century he wins the
his technical knowledge at the Steyr-
century, Ferdinand
Semmering Moun-
Werke.
Porsche starts to
tain Rallye in a Lohner-Porsche in new
work for the
record time. The year 1910, however,
Lohner Imperi-
sees his biggest success in motor
Ferdinand Porsche’s own enterprise.
al and Royal Court Coach Factory
racing, as he wins the „Prinz-Heinrich-
In the wake of the world economic
in Vienna. It is there that Porsche
Fahrt“, the top event of the time, in an
crisis, the bank of the Steyr Werke goes
develops his first car equipped with a
Austro-Daimler, boasting its revolu-
bankrupt and is taken over by the CA.
wheel-hub motor which garnered the
tionary, streamlined, „tulip-shaped“
Due to the restrictions imposed on the
praise of an international audience at
torpedo body.
development department, Ferdinand
Porsche turns his back on the Steyr-
the World Fair in Paris. Since wheelhub motors were mounted on each
During World War I, Austro-Daimler
Werke AG and retransfers to Stuttgart,
of its 4 wheels, the Lohner-Porsche
switched to military production. For
where he founds his own design office
was the first four-wheel drive vehicle
the Austro-Hungarian army Porsche
in 1931.
in automotive history. 70 years later
designs the „Landwehrzug“, which
NASA used the same principle in
has an internal combustion/ electric
The young Ferry Porsche is already
their lunar vehicle.
drive and can thus move both on the
integrated in the Dr. Ing. h.c. F.
The Porsche saga.
Porsche Konstruktionen GesmbH.
(strength through joy) car. However,
In the meantime,
There Porsche designs all sorts of
the Second World War forced the fac-
Ferry Porsche is
technical equipment, such as wind
tory to convert to military production
working in Gmünd
power engines, turbines, as well as
such as jeeps, like the „VW Kübelwa-
to fulfil his dream
engines and prototypes for a number
gen“ and amphibious vehicles. Tank
of building a fast
of car manufacturers, like Wanderer,
engines take the place of racing cars
Zündapp and NSU. At that time
on the drawing boards of the Porsche
sports car based on its „father,“ the
Ferdinand Porsche is offered the job
Konstruktionen GesmbH.
VW Beetle. The sports car is named
Porsche 356, after its designer, and is
of a director general for building up
a car manufacturing industry in the
A Porsche development: the 16-cylinder
mid-engined racing
car for Auto Union,
invented and
constructed by a
team of Austrian
technicians.
The second part of the family saga.
to establish the legendary reputation
of the Porsche sports cars. Well over
Soviet Union. Yet Porsche declines
Created on the
drawing boards
of the Porsche
design office: the
Volkswagen Beetle,
the world’s most
widely produced car.
and lightweight
the offer. In 1933 Porsche designs the
While the Second
a dozen of these sports cars are still
legendary 16-cylinder mid-engined
World War is still
manufactured in the Porsche work-
racing car for Auto
raging, the Porsche
shop at Alpenstrasse, Salzburg, in the
Union, which is to
design company
years 1949/1950.
become one of the
moves to Gmünd in
Carinthia. The war
most successful
Immediately after mass production
racing cars at the
being over, Ferry Porsche and his team
of the Beetle started in the rebuilt
time.
work on winches and tractors and
Volkswagen plant in Wolfsburg, Ferry
repair former military vehicles, also in
Porsche approaches the then CEO of
their workshop in Zell am See.
VW, Mr. Nordhoff, to negotiate the
Porsche designs the Volkswagen.
contracts that have been due for a
Camouflaged in
a saw mill in the
Carinthian Malta
Valley: the Porsche
design office in
1944/45.
April 1, 1947, in
Gmünd: Louise Piëch
and her brother
Ferry Porsche found
the Austrian
company, Porsche
Konstruktionen
GesmbH.
On June 22, 1934
Louise Piëch and Ferry Porsche found
long time. After all the Beetle was
Ferdinand Porsche
the Austrian company in 1947.
designed in the Porsche office.
is commissioned
by the RDA (Associ-
Since there was a
In preliminary negotiations Ferry
ation of the Auto-
risk that the occu-
Porsche achieves an agreement on a
mobile Industry of
pation forces might
licence fee to be paid for every Beetle and
the German Reich) to develop a car for
seize all their pos-
wins the approval to build a sports car
the people, the Volkswagen. Its first
sessions, Louise
based on VW parts. At the same time
prototypes are still built in the Stutt-
Piëch and her brot-
it is agreed that this sports car be sold
gart workshop. Ferry Porsche is entru-
her Ferry Porsche founded the Austri-
through VW’s later worldwide distri-
sted with the testing of the Volkswagen
an Porsche Konstruktionen GesmbH in
bution network.
and is the first to cover thousands of
Gmünd, Carinthia, on April 1, 1947.
Ferry Porsche also manages to obtain
kilometres in this car. Yet it is not until
Formula One racing
car from the Malta
Valley, the „Cisitalia“: one of the first
orders for the young
enterprise; a flat,
12-cylinder midengine,
4-wheel drive. The
money it brings
in is used to buy the
father back from
internment.
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.
1936 that the extensive test drives take
At that time the
the VW general importer’s license for
place under the supervision of the
company is com-
Austria and eventually this agreement
RDA.
missioned by the
is signed by Prof. Ferdinand Porsche,
Italian tycoon
Ferry Porsche, Louise Piëch and her
In the same year, Ferdinand Porsche
Dusio to design
husband, Dr. Anton Piëch in Germa-
travels to the States, where he familia-
an all-wheel drive,
ny (Bad Reichenhall). On September
rizes himself with the mass production
formula 1 racing car. However, the
7, 1948, the district administration
of cars. In 1937 Ferdinand Porsche is
„Cisitalia“ never took part in a race
of Spittal an der Drau, Carinthia,
named director in charge of the
because of financial problems. Brother
issues a trade license to “deal in
Volkswagen project. On May 26, 1938
and sister use the proceeds made with
motor vehicles and their spare parts,
the foundation stone of the Volks-
the Cisitalia as bail so that their father
limited to products of the Wolfsbur-
wagen plant is laid, and the Volks-
can return home from internment in
ger Motorenwerke“, (later known
wagen comes to be called the „KdF“
France.
as Volkswagenwerk), to the name of
The Porsche saga.
Ferdinand Porsche. The decisive step
made, but business worked on the basis
has been taken.
of barter transactions.
The Beetle made it possible.
It is the time when
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.
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.
Porsche in Salzburg,
In 1949 the Porsche company achieves
Louise Piëch orga-
Porsche in Stuttgart.
a turn-over of 6,072,000 Austrian shil-
nizes a nationwide
lings with its company at Alpenstrasse,
VW distribution
Since it is obvious that business
its branch establishment in Gmünd
network. All over the
cannot be conducted from Gmünd,
and its establishment in Zell am See. In
Louise Piëch and Ferry Porsche trans-
fact the annual turnover of that time is
prises mushroom, proudly displaying
fer the company from Gmünd to
Louise Piëch ran the
Porsche enterprise
for 20 years, thus
creating the basis
for the permanent
success of the Austrian VW distribution
organisation.
A visible sign
of upturn: the
Porschehof in
Salzburg opposite
the Central Train
Station.
country VW enter-
now achieved by the Austrian Porsche
the brand’s trademark. Already at
Alpenstrasse, Salz-
concern in not more than 20 working
this early stage an efficient customer
burg. On February
minutes.
service system provides the basis for a
successful automobile trade organisa-
28, 1949 operations
start on a former
From 1950 onwards, Dr. Anton Piëch
tion. In 1954 the VW marque, holding a
training area for
runs the Salzburg company, having
market share of 25.1 % with 5,218 pas-
pioneers.
been formally appointed General
senger cars sold, for the first time rises
Manager of Porsche Konstruktionen
to the position of market leader, never
Ferry Porsche, who has already forged
GesmbH. The central spare parts ware-
to lose it again after 1957.
big plans in Gmünd, returns to Stutt-
house is built in Salzburg in 1950, giving
gart where he is in charge of buil-
proof of the pre-eminently important
Also in Austria the Beetle is considered
ding up the sports car factory. Ferry
strategic approach to guarantee opti-
the symbol of the economic miracle.
Porsche’s name comes to be insepara-
mum support for all VW customers. In
The Porsche company in Salzburg
bly linked with the Porsche sports cars
the midst of all these activities the fami-
grew up with the Beetle to become
– thanks to the sports cars the name
ly is hit hard by two strokes of fate. On
Austria’s most important automobile
Porsche acquires worldwide fame and
January 30, 1951 Prof. Ferdinand Por-
company. As early as the beginning of
becomes one of the best known brand
sche dies an aged man. Only one year
the fifties the Porsche company esta-
names for motor cars which admirably
later, the family is afflicted by Dr. Anton
blishes own retail dealerships.
combine aesthetics and sportiness.
Piëch’s sudden death.
The first of them
In the meantime the Piëchs are sailing
Louise Piëch and
is Alpenstrasse
full speed ahead in Salzburg. How-
her brother, Ferry
Salzburg, followed
ever, both enterprises remain in the
Porsche, are faced
by the workshop
joint ownership of Louise Piëch and
with the question,
opposite the central
Ferry Porsche at all times.
whether to sell or to
continue the Salz-
train station, next
to the customer service building, the
Start of the automobile business
burg Porsche company. They decide to
Porschehof I, which later came to be
in Salzburg.
continue and Louise Piëch, a mother
nicknamed „the blue building“. Due to
of four, takes over the management of
its colour it stood out from the other
The first Beetles arrive in 1949. On May
the young enterprise. At that time the
buildings erected later on. Louise Piëch
16, the import business starts in
Porsche Salzburg staff consists of 71
runs the growing enterprise with pru-
Salzburg. At that time 14 Beetles are
members. And Louise Piëch tackles the
dence and great commercial skill.
delivered via Switzerland, the first six
task with inimitable energy.
of them being used as demonstration
VW – The Austrians’ favourite
cars. The seventh car is sold to the first
Yet it is not until the liberalisation of
customer, Viktor Piatnik, the producer
automobile imports that business starts
of playing cards from Vienna. The new
booming. The real upswing comes in
In 1957 the showroom opposite the
Beetle becomes his personal ace of
autumn 1953. Sales figures for the Beetle
central train station is opened in the
hearts. In those days no real sales were
rise from 798 units in 1952 to 2,675.
presence of Volkswagen’s CEO, Mr.
car brand.
The Porsche saga.
Nordhoff. In 1959
later, the Rally-Beetles of Porsche
After 20 years under the leadership of
Porsche establis-
Salzburg cause a tremendous sensa-
their „boss“, as Louise Piëch is called
hes its first branch
tion and win the Elba Rally.
with due respect, the Porsche company in Salzburg has become an
operation at
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.
Wiener Neustadt,
With new ideas on the
outstanding enterprise in the auto-
which is run by
road to success.
mobile sector. Under the guidance of
a Management Board the company is
Louise Piëch’s eldest son, Ing. Ernst
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.
Piëch. In 1961 an event calls for cele-
With the introduction of the car
restructured. Porsche Austria assumes
bration in Salzburg: the 100.000th
rental service in 1962 and the leasing
the task of importing Volkswagen,
VW has just been registered in Aus-
business in 1966, Porsche starts at
the retail activities are consolidated
tria. At that time VW holds a market
an early stage to engage in activities
in one corporate division and a great
share of 28%, with Fiat (16.8%) and
around the car, thus boosting the
number of new staff is being recruited.
Opel (14.8%) trailing behind at a safe
customer service sector. However,
The 500.000th VW is registered. PIA
distance.
business is getting tougher and toug-
builds dealerships in Dornbirn, Graz
her. The Beetle is ageing. The models
and Innsbruck, the Audi-NSU esta-
In 1962, the Por-
411 and 1500 are not a successful
blishments in Salzburg and Wiener
schehof II in
follow-up to the Beetle.
Neustadt join the Group.
the Fanny-vonLehnert Strasse is
With intensive advertising, Porsche
First steps in the
built, and the blue
starts to build up its marketing,
direction of hol-
VW trademark
which at the time is not yet called
ding interests in
signalises for all Salzburg where VW
marketing but sales support. Among
other industries
is based. The next years see the esta-
other activities, the „fruit beetles“
(Portex) show that
blishment of retail dealerships in Zell
are launched, their name deriving
am See, Saalfelden, Hallein, Kapfen-
from the bright colours in which the
of a lot of enterprises to gain ground
berg and Vienna-Arndtstrasse, follo-
Beetle presents itself for the first
outside their core business is not so
wed by the dealerships of Klagenfurt,
time.
easy after all. The Audi NSU importer,
Villach and Wolfsberg in the 1960s.
The retail sector of what is later to
In 1962 the
new Porschehof is
built in the Fannyvon-Lehnert Strasse.
however, is a different matter, since at
The next step forward.
become the Porsche-Inter Auto (PIA),
Apart from importing
cars, a retail division
is being developed.
following this trend
that time it is still a company in which
only an interest is held (the other part
is gaining contour. In 1967 construc-
1971 marks a turning point in
belongs to the manufacturer). For
tion of the workshop at Sterneck-
Porsche’s history. Louise Piëch and
the time being the Audi dealership in
strasse Salzburg is begun.
Prof. Ferry Porsche decide that all
Wien-Liesing develops most favour-
family members are to give up their
ably, later on Porsche becomes the
At that time Por-
operational functions both in Salz-
general importer of all Audi cars.
sche Salzburg
burg and in Stuttgart and are to with-
attracted worldwi-
draw – like they themselves – to the
The Salzburg location turns into a
de attention due
supervisory boards of both compa-
huge building site. The workshop
to its motor sports
nies. The four children in each family,
opposite the central train station
activities. Formula
begin to pursue their own job careers.
makes way for the Porschehof III,
V racing cars are built and cause a
Ferdinand Alexander Porsche, for
which houses the Head Office, but
great stir. In addition, the Porsche
example, the designer of the Porsche
above all provides room for the new
908 and 917, racers starting for Salz-
911, founds his own design office in
computing center, which since then
burg, perform outstandingly on the
Zell am See, Ferdinand Piëch trans-
has facilitated a rapid flow of data.
Nürburgring, at Watkins Glen and Le
fers from Porsche to Audi and makes
Handwritten notes, blueprints and
Mans. They proudly bear the lette-
his way to the very top, becoming
typewriters with correcting ribbons
ring „Österreich 1“ and „Österreich
Supervisory Board Chairman of the
are matters of the past. This develop-
2“ on top of their windscreens. Years
Volkswagen AG.
ment marks radical changes.
The Porsche saga.
Visible growth of the
Porsche company: in
spite of expansion,
office space at the
location near the
train station is
getting scarce.
The Beetle becomes the most widely
again in the following year. However,
produced car in the world, thus out-
these violent fluctuations are an
stripping the Ford Tin Lizzy. With the
opportunity for Porsche to further
Porsche itself is also active as a sub-
help of spectacular marketing activi-
improve the swiftness and flexibility
supplier on a small scale. The Porsche
ties, Porsche Austria once more
of the entire distribution network.
„Produktions- und Handels-GesmbH“
pushes the aged Beetle to a high. Yet it
Supported by Porsche Austria and
with its workshop in Alpenstrasse has
is the takeover of Audi imports by
their creative marketing, outstanding
from the very beginning specialized
Porsche Austria that marks a decisive
service support and excellent foresight,
in manufacturing parts for the Por-
step in the development. Nevertheless
the distribution organisation is able to
sche 356, and later on for the Porsche
the Austrian distribution organisation
take an exciting and successful deve-
911, supplying them to Stuttgart. By
clearly feels the weaknesses of the VW
lopment.
investing in some Austrian industri-
product range, which is why all hopes
al enterprises (Fichtel & Sachs, Alu
rest on the new models such as the
In 1985 Porsche starts distributing
Druck-Guss) and later by purchasing
Passat, Golf, Scirocco and Polo. In view
the Seat marque, a completely new
the German Zipperle Group (1988),
of this scenario, expanding the product
distribution network is installed and
Porsche makes headway also in this
range by the Audi models, is a very
with the help of the new generation of
line.
important move.
Seat models, the market share can be
gradually raised.
Porsche crosses borders.
First steps to go
abroad. Sonauto, the
Porsche importer in
France, develops into
a small but highly
successful importer of
vehicles from various
manufacturers.
Activities in new lines of business.
Since Porsche has utilized the maximum of opportunities in the Austrian
Opening the new spare parts distribu-
automobile business – as the superior
The Porsche Hol-
tion centre is a milestone in the field of
market leader holding a market share
ding is taking sha-
logistics, which proves as an advantage
of about 20 %, this position can hardly
pe, in France the
in competition as Porsche moves into
be surpassed with the current model
Sonauto company
countries of the former Eastern bloc.
range – it makes sense to engage in the
(a joint venture of
The „Allgemeine Leasingzentrale“
sub-supplying business so as to have a
the Porsche AG) is
(Central Leasing Company) is replaced
second leg to stand on. The purchase of
placed under the direct control of
by the Porsche Bank AG and the Por-
Taylorix AG and the expansion of EDP
Salzburg and a few years later, the
sche Insurance AG, which develop into
activities provides a third pillar. But it
newly founded Porsche España joins
a highly specialised company providing
is exactly at that time that worldwide
the Porsche Group.
all financial services related to cars.
restructuring in these two lines of
business leaves no stone unturned. A
Porsche has embarked on the way to
Porsche gives impetus to
few years later the Porsche Holding
becoming a European trading compa-
subsuppliers.
gradually withdraws from these fields.
the business is done on the Austrian
Let’s take a short step back into the
The chance of the century.
market, since these two companies
seventies. The idea of Bruno Kreisky,
only supply niches of the European
Federal Chancellor at the time, to build
The political changes in Eastern Europe
market with smaller marques of vari-
an all-Austrian car, the „Austro Porsche“
afford a once-a-century chance for
ous manufacturers.
eventually fails due to insufficient dis-
Porsche. As the borders come down,
ny. It is true that by far the majority of
tribution opportunities. Nevertheless,
vast opportunities suddenly open up
The Austrian market is of prime
Porsche, the biggest Austrian auto-
for entrepreneurial development. This
importance.
mobile importer makes tremendous
is particularly true in view of the fact
endeavours to get the sub-supplying
that due to establishing a distribution
In fact in Austria the introduction of
business from Austria to the manuf-
network in the new German states and
the new VW model generation brings
acturers on track. In retrospective
due to the purchase of Skoda, the Volks-
about the desired turning point.
Porsche has made a significant contri-
wagen AG does not have any manage-
Thanks to the fact that the VAT is
bution to the successful development
ment resources left to become active in
raised, sales rocket, only to plummet
of Austrian sub suppliers.
the reform countries straightaway.
The Porsche saga.
This is why the
The disintegration of Yugoslavia and
up its automobile trading activities in
Volkswagen AG
the ensuing war cut Slovenia off from
Serbia and Montenegro as well as in
commissions the
the supply of VW and Audi models,
Bulgaria. 2005 sees the start of business
Porsche Holding
which had so far been handled by the
activities in Albania and Macedonia. In
to set up a distri-
manufacturer’s importer in Sarajevo.
2008 Porsche Holding starts its trading
activities in Ukraine.
bution network for
Setting standards in
the reform countries
– Porsche Hungaria,
the parade horse
among the
subsidiaries. Porsche
takes shape as a
European enterprise.
the VW Group marques in Hungary.
Porsche applies to
Sharing a similar mentality with the
be entrusted with
neighbouring states and understan-
the import business,
ding the needs of the people in these
with the advantage
As to internationalisation, the Porsche
countries predestines Porsche to lay a
that it can point to
Holding made an early start back in
its outstanding suc-
the seventies in France, where it acted
sound basis for a successful future. The
Growth in Slovakia.
The importer
Porsche Slovakia and
the retail dealership in
Bratislava.
overriding aim is to build up national
cess both in Hungary and in Slovakia.
as an importer for a variety of minor
enterprises and to staff them with local
Porsche fulfils the task in record time.
marques from all over the world. However, the Holding saw itself confron-
employees up to the top echelons. With
the help of an outstandingly successful
Not later than six weeks after having
ted with more and more problems,
coaching system, Porsche Hungaria
been commissioned, all supply chan-
because in France, which is one of the
becomes the model company among
nels from the parts distribution centre
biggest European automobile markets,
the foreign subsidiaries.
in Salzburg are working and the new
practically all major car manufactu-
car business starts in Slovenia.
rers are represented by their own subsidiaries. This is why the possibilities
At the same time Porsche manages
to reanimate the Skoda marque in
Growth in the East.
Porsche starts
importing to
the southern
neighbour Slovenia.
for the Porsche subsidiary, Sonauto,
which in its best times had been able
Austria and is highly successful.
Also in Romania
Porsche builds up a
distribution network
for the marques
of the Volkswagen
Group.
Growth in the West.
With great ingenuity and know-how,
The Porsche
to sell up to 40,000 new cars and
the newly founded Skoda importer
Holding has long
60,000 motorcycles, became more and
develops a distribution- and marke-
realized that the
more limited.
ting concept tailored to the needs of
chance to grow lies
the marque. It is with this concept
in the reform coun-
The Porsche Holding therefore sought
that in no time Skoda, still more of
tries, where there is
other opportunities for retail business
an outsider, first becomes a coveted
a great desire for mobility, yet the pos-
in this big Western European market.
car among insiders and later on, after
sibility for people to buy a private car
By holding interests in the PGA, one of
qualitative improvement of the model
is still a long way off due to the lack of
the most successful automobile retail
range, literally sells like hotcakes.
purchasing power. It is in these coun-
chains in France, the Porsche Holding
tries that all European car manufactu-
has established a totally new platform
In Czechoslovakia,
rers are eager to build up distribution
in this country.
the VW importer of
networks so as to have a foot in the
the manufacturer
door for the long-term development
Strengthened by the new partnership,
commissions the
of future sales. Porsche Holding takes
the PGA first expanded their business
Austrian Porsche
a pioneer role in these markets and
to Holland, where they acquired an
Group to establish
invests in long-term development of
interest in the renowned Dutch car
retail dealerships for VW and Audi,
its car trading activities. Having been
trading chain Nefkens (2001). One
both in Prague and in Bratislava. As the
commissioned to establish a distribu-
year later (2002) PGA bought the
country splits into a Czech and a Slovak
tion network in Romania (1997) and
French retail chain CICA and took a
Republic, the supply channels that had
the joint venture in Croatia (1999) are
financial interest in the retail group
been built up laboriously by the local
further proof of the successful course
GGBA. The PGA expanded its sphere
VW importer break down, whereupon
Porsche has been steering in these
of action in France & bought the car
Porsche also wins an importer’s con-
countries since the beginning of the
trading chain SAIP (2006) & SAS Car-
tract for the Slovak Republic.
1990s. In 2004 Porsche Holding takes
let (2007).
The Porsche saga.
The PGA acquires
an interest in the
Dutch automobile
dealership chain
Nefkens.
In the year 2006
By adding the distribution of Bentley
be able to respond to the distinctive-
Nefkens bought
(in 2000) and of Lamborghini (in 2001)
ness of the markets, to the diverse
the Ekris Group in
to the business, the Porsche Holding
pace of development and to the
the Netherlands.
is now represented in a further, highly
varied wishes of its customers.
In 2008 “Ellada” –
exclusive segment of the market. In
the new subsidiary
April 2006 the subsidiary became an
Since 1 March 2011, Porsche Holding
of the PGA Group – starts in Greece.
authorized distribution partner of the
has belonged to Volkswagen AG as a
The PGA Group acts as a totally inde-
Bugatti marque in Austria and in the
wholly-owned subsidiary and, there-
pendent company and to date encom-
South Eastern countries of Europe.
fore, is part of the most successful
European car manufacturer. It closes
passes close to 250 enterprises.
a historic circle which began with the
The next step: China
development of the Volkswagen by
These companies are part of the distribution network for the marques
Porsche Holding
Ferdinand Porsche and the growth
Peugeot, Citroën, Renault, Mercedes,
entered China as
of two successful companies in Salz-
BMW, Mini, Volkswagen, Audi, Ford,
the 1 European
burg and Stuttgart, two jewels now
Opel, Jaguar, Toyota, Landrover,
auto trading
being part of this greater whole. The
Nissan and Honda.
company in 2004.
previous shareholders of the Porsche
Within a very short
and Piëch families will continue to
st
period of time, dealerships were esta-
participate in the development of
blished which exclusively focus on
this automotive group as majority
The beginning of 1998 marks the
distribution and service of premium
shareholders of Volkswagen AG and
festive opening of the new Porschehof,
brands. The entry was realized at just
in their function as members of the
which now provides sufficient space
the right moment and offered Porsche
Supervisory Board.
for some 750 staff.
Holding the possibility to share dyna-
Growth in Austria.
In 1998 the new
Porschehof
is opened.
mics of the world’s biggest car market.
Also in this year, Porsche Holding
The Austrian
Porsche currently has more than 1,000
is entrusted with new tasks in the
Porsche dealer-
Chinese employees at its 11 sites.
Volkswagen Group. CROSS, the
computer system for dealers, is im-
ships have made a
considerable leap
Starting out from humble beginnings,
plemented in the Group as standard
in growth, since
Porsche has become one of the most
worldwide. As from 2012, Porsche
in the era of Fer-
successful European automobile tra-
Holding takes over the Volkswagen
dinand Piëch the Volkswagen Group
de companies. Concentration on the
import business in Colombia. The
perfected its multibrand strategy
core business activities around the
Czech importer IVG becomes part
thanks to the spectacular TDI tech-
automobile, opening up of Eastern
of Porsche Holding under its new
nology and to innovative production
European markets, the strong market
company name Porsche CZ. Porsche
techniques, while at the same time
position in Austria and the new retail
Holding takes over the management
expanding the range of products to
activities in France and in Holland
of all Spanish and Polish retailers
reach also market niches.
afford the enterprise further possibili-
owned by the Volkswagen Group.
ties to grow.
Since 2004, we have
profited from the
development possi- bilities in China,
the world‘s biggest
car market, in a very
successful way. Here:
Porsche Jinhua.
Whereas at the beginning of the
nineteennineties a market share of
In the 65 years since its foundation,
20% seemed to be the very peak of
Porsche has sold more than 4 million
aspirations, Porsche Austria (VW,
cars. Porsche is extremely successful,
Audi), Allmobil (Seat) and Intercar
be it in the highly developed markets
Austria (Skoda) have expanded their
of Central and Western Europe, be it
market radius far beyond 30% by the
in the Eastern European markets as
end of the decade.
well as in China, and thus proves to
Chronicle.
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“
1957 VW becomes market leader in Austria and has kept this position ever since
1948 First racing car bearing the name
1960 Annual VW Beetle sales top 20,000
Porsche built: Porsche 356
units for the first time • VW 1600 imported
as the third model, joining the Beetle and
the VW van
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
1951 Porsche 356 produced in Austria
wins 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 PorschePiëch and her brother Ferry Porsche
1959 Zell am See holiday home (later
Hotel Porschehof in Schüttdorf) opened •
Porsche Konstruktionen KG, Wiener Neustadt, starts operating
1961 VW car rental company established
• Porschehof II built in Fanny-von-Lehnert-Strasse
in Saalfelden opened • The „Bayrischer
Hof“ hotel acquired in Salzburg
1964 Dealership established in Hallein •
Alpenstrasse workshop expanded • New
motor sport activities: Formula V racing
cars from Salzburg
1965 Beetle wins the Danube Rallye • VW
leasing system introduced • Dealership
established in Kapfenberg
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 •
1954 VW becomes most widely sold car
1970 VW Porsche 914 launched
in Austria • 10,000th VW imported to Austria
repairshop (Porschehof I) built opposite
the Salzburg Central Train Station
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
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)
1974 Scirocco and Golf introduced in
Austria • Porsche Holding established • VW
and Audi importing businesses merged to
create Porsche Austria Ges.m.b.H. & Co •
Distribution system consolidated • Porschehof III built
1975 Stocks of VWs and Audis top 500,000
1963 Porsche Zell am See and the branch
Porsche businesses opened in Klagenfurt,
Villach and Wolfsberg
1956 Customer service building and
1978 The Rabbit is born • Golf emerges for
80 added to model range • Dealerships
opened in Wien/Liesing and Dornbirn •
Accessories wholesaler Auto Z founded
1962 Porsche 356 succeeded by Porsche 911
1953 VW insurance company founded
1955 Porsche Konstruktionen KG founded
1972 500,000 cars imported so far • Audi
1971 VW K70 added to the model range
• 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
for the first time • Polo added to model
line-up • 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
1976 Porsche 924 introduced • Lease of
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)
1986 Audi 80 with new aerodynamics
added to sales line-up
1979 Golf convertible launched • Iltis, an
1987 Catalytic converters become mandatory for Austria • Last VW Beetle registered in Austria • Porsche Bank AG and
Porsche Versicherungs AG established •
Porsche Linz opened
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
1988 Audi V8 and Corrado added to
line-up • 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
1980 VW Jetta and Passat II added to
1989 Group restructured • Porsche Inter
model range • Porsche Wörgl and Autohandels GmbH Graz opened • Smoliner
& Kratky acquired • ALZ representative
offices in Linz and Klagenfurt
Auto Oberlaa opened • Stake acquired in
the Zipperle company • InterRent transformed into ARAC • Launch of environmental diesel versions of Golf and Jetta
1981 Audi Quattro celebrates sensational
premiere on rallye circuit • Audi 100, with
revolutionary aerodynamic design
1990 New car outlets built in Saalfelden,
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
1982 VW Santana added to product range • 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
1977 Volkswagen 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 Fahrzeughandels 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
market • Product range expanded by Golf
syncro • Seat Malaga launched
1983 VW, Audi and Porsche: Group
models delivered top 1,000,000 • Golf
II launched successfully • AVEG Group
restructured • Porsche Systems Engineering (CH) established
1984 All Audis available with quattro
drive • 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
1985 Complete range of catalytic converters available • Jetta Cat succeeds in
1991 Porsche Hungaria starts sales • Sales
centre for Porsche Inter Auto Innsbruck
and 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
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 • Porsche Inter 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
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 restructured • 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
Chronicle.
Chronicle.
Die Chronik.
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 WienLiesing • 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 dis-
tribution 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
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, star-
ted • 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 Porsche due to the Cayenne • After
three declining years overall passenger car
market picking up again
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 • 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 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 devel-oped the carbon-ceramics
brake • PGA buys car dealer group SAS
Carlet in Central France • Volkswagen
celebrates 25 million Golf cars • Two new
Chronicle.
Chronicle.
Die Chronik.
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 • 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
Hans-Peter 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 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,
Lambor-ghini Gallardo LP 560 and LP5604, Bentley Continental Flying Spur Speed,
Arnage Final Series and Azure
2009 100 years of Ferry Porsche •
Volkswagen’s anniversary in Austria: 60
years ago (1949), Porsche Konstruktionen
GmbH started the import business with
Volkswagen in Austria • PIA Prag-Prosek
opens new Porsche center • Audi celebrates 100 anniversary • Porsche Holding
develops sales volume to 13.65 billion Euro
• With Exeo and Exeo ST, Seat takes off in
the compact executive class • New power
packs: Porsche Boxster, Boxster S and Boxster Spyder • Range of models grows with
the new Skoda Yeti • 25 years of Teilevertriebszentrum (Parts Center) • Bentley
celebrates 90 anniversary with the presentation of: the Continental GTC (Speed), the
GT Supersports with promising FlexFuel
drive concept and the new Grand Touring Limousine Mulsanne • Porsche Bank
starts deposit business via online banking
• PIA starts up the first Audi Terminal in
Croatia • BlueMotionTechnologies: new
VW umbrella brand for a world of efficiency • In 2009, Seat ranks for the first time
among Austria’s Top Ten car brands,
th
th
Ibiza for the first time number 1 in the A0
segment • Porsche Panamera celebrates
World Premiere in China • New Skoda
„athletes“: Octavia RS and allroad version of Octavia Scout • Porsche Holding
launches second Porsche dealership in
China (Jinhua) • „Advance through
Technology” with the new Audi A4 allroad quattro, A5 and S5 convertible,
TT RS, A5 Sportback and Q7 • Veyron
Grand Sport 16.4 celebrates Premiere
during Bugatti’s year of its 100 anniversary • Seat revives its range of models
with the new León, Altea and Altea XL •
„Professor Ferdinand Porsche Award 2009“
goes to the developers of a Li-Ion battery
for cars – Prof. Dr. Herbert Kohler and
DI (BA) Michael Keller • Skoda Yeti wins the
Austrian award „Goldenes Lenkrad Österreich“ • The most sportiest 911: Porsche 911
GT3 and GT3 RS • For the first time, Seat
shows a high profile at the GTI Meeting
at Wörthersee introducing two Austrian
Premieres: Ibiza Bocanegra and León Cupra
• Environmentally friendly AdBlue Technology for TDI engines of the Crafter LCV
models • New leading top model among
the series sports cars: Porsche 911 Turbo •
VW model offensive: Polo, Golf Variant, Golf Plus, Golf GTI and GTD Golf
R and Scirocco R, Passat and Touran
TSI EcoFuel, Touareg and Tiguan with
BlueMotion Technology • 25 years of
success: Seat Ibiza • First Porsche with
compression-ignition engine is launched:
Cayenne Diesel • Remake of Transporter, Multivan, Caravelle and California,
Caddy 4MOTION • Ultimate super sports
cars: Lamborghini Murciélago LP 670-4
SuperVeloce, Gallardo LP 550-2 „Valentino
Balboni“, Reventón Roadster • Raimund
Baumschlager celebrates 8-time Austrian
championship in his Skoda Rallye-Fabia
S 2000 • 75 years ago: Porsche was commissioned to develop a car for the people,
the Volkswagen
get ready for take-off • Apart from direct
savings Porsche Bank expands its offer to
term money • New at Audi: A1, S5 Sportback, RS 5, A7, R8 Spyder, A8 and A8 L •
Porsche Novi Sad opens new VW-Dealer •
Skoda Superb station car and the new
Fabia and Roomster generation celebrate their launch • Super lightweight:
Lamborghini Gallardo LP 570-4 Superleggera. Super fast: Gallardo LP 570-4 Spyder Performante • New VW showroom
at Porsche Graz-Liebenau • Porsche
Cayenne available with hybrid drive for
the first time • Porsche Holding expands
activities in China and plans three new
Porsche Centers • Revival of a bestseller: VW Caddy • From car to cult
object: 60 years VW mini-bus „Bulli“ • 60 years Seat • Skoda takes part in
Wörthersee GTI Meeting for the first
time • New top models of the 11-series:
Porsche 911 Turbo S, GT2 RS, Carrera GTS
and Speedster • New in the Seat model
line-up: Seat Ibiza ST station car, Ibiza
ECOMOTIVE, Alhambra, Leon GT and
Alhambra GT • Logistic masterstroke: Porsche Informatik moves its computer center • Skoda Fabia RS now also available as
station car • British elegance: Bentley Continental Supersports Convertible and Continental GT • Polo GTI is back • Raimund
Baumschlager again wins the National
Rallye Championship in a Skoda Fabia S
2000 • With the Amarok, Volkswagen Commercial Vehicles also enters the segment
of middle-class pick-ups • Porsche WienHietzing opens new showroom trio of VW,
Audi and Seat • High-class flair for the
middle class with the new VW Passat • 20
years of Porsche Hungaria • Porsche Bank
realizes highest market share ever (21.1%)
and clearly is number 1 in car leasing business • Change from fiscal year (4/1 – 3/31)
to calendar year • Porsche Holding back on
the way to growth with a turnover of 12.837
billion Euros in 2010
2010 Porsche Holding keeps business
2011 Volkswagen shows group brands
Hellmaier as speaker of the Management Board and forms together with
Kurt Loidl and Hans Peter Schützinger
the new three-person management team
• The newly founded subsidiary Porsche CZ takes over the responsibility
for the import business of Volkswagen,
Audi and Seat in the Czech Republic
• First appearance in South America:
Porsche Colombia starts the import
business of Volkswagen • Porsche Holding Salzburg takes over the management of all retail activities of the Volkswagen Group in Spain and Poland • New
Management Board consists of four
members: Alain Favey, Kurt Loidl, Hans
Peter Schützinger and Johannes Sieberer
volume 2009/2010 at high level with a
turnover of 12.221 billion Euros • 30 years
at AUTO 2011 • New versions of VW Tiguan,
Beetle, Golf convertible and Crafter •
Volkswagen AG acquires auto trading
business of Porsche Holding Salzburg
July 2012
th
quattro • Generation change: VW Touran,
Sharan, Touareg, Eos, Jetta and Phaeton
• Porsche Holding back on the way to
growth with a turnover of 12.837 billion
Euros • New presentations: Audi A6, RS 3
Sportback, A4, A5, Q3, A6 hybrid and Q5
hybrid quattro • Premiere of the Cayman
R and Panamera Turbo S and 911 Carrera
4 GTS • Reconstruction of Porsche WienPragerstraße • Exemplary driving with
Panamera S Hybrid and 918 Spyder •
Seat Ibiza GT features an extra portion of
sportiness • Anniversary: 30 years of the
GTI Meet at Wörthersee • The “Professor
Ferdinand Porsche Prize 2011“ goes to
Dr. W. Huhn and K. Fadel for the development and use of new LED lighting
technology in automobiles • Openings of
new Chinese Porsche Centres in Taizhou,
Hangzhou und Suzhou • Auto & Service
celebrates 10th anniversary at Frankfurter Ring, Munich • Porsche 911 Carrera:
tradition meets modernity • New dealership PIA Rijeka is built • VW celebrates 35
years of Golf GTI • More style, even more
efficiency for the new Seat Exeo • World
premiere of the cleverly new compact up!
• Gerstinger Leopoldau wins silver
medal of the Audi Twin Cup, the World
championship for Audi technicians and
service advisers
2012 Alain Favey is to succeed W. D.
Survey of dealerships.
The Structure.
Porsche Holding
Automobile Retail
Automobile Wholesale
CHINA
Automobile trade with the
brands of other manufacturer
& Financial Services
Overseas & Systems
POLAND
NETHERLANDS
GERMANY
Brands of Volkswagen Group and Porsche
SLOVAKIA
Dr. Hans Peter Schützinger
Kurt Loidl
Alain Favey (Speaker)
UKRAINE
CZECH REPUBLIC
Multi-Brands
Johannes Sieberer
AUSTRIA
HUNGARY
ROMANIA
FRANCE
SLOVENIA
ITALY
CROATIA
SERBIA
BULGARIA
MONTENEGRO KOSOVO
MAZEDONIA
SPAIN
Porsche Austria
Importeur of VW, Audi
Porsche Inter Auto,
Austria
ALBANIA
Porsche Bank
GREECE
Porsche Insurance
Allmobil
Importeur of Seat
Porsche
Sports car distribution
Intercar Austria
Importeur of Skoda
Exclusive Cars, Vienna
Direct selling of Bentley,
Bugatti and Lamborghini
Porsche Konstruktionen KG
Parts distribution
Automobile-Retail
Austria
COLOMBIA
Porsche Financegroup Hungary
ARAC/Europcar Hungary
Hungary
BRAZIL
ECUADOR
Slovenia
1)
Porsche Inter Auto Hungary
Auto-Z
Accessories Wholesale
Porsche Inter Auto Slovakia
Porsche Inter Auto
Czech Republic
Porsche Hungaria
Porsche Inter Auto Slovenia
Porsche Slovakia
Porsche Inter Auto Croatia
Porsche Slovenia
Porsche Inter Auto Romania
Porsche Romania
P. Z. Auto, Croatia
Porsche Serbia
Porsche Financegroup
Montenegro
Porsche Financegroup
Bulgaria
Porsche Financegroup
Croatia
Porsche Bulgaria
Porsche Albania
KPI Retail, Poland
2)
Automobile-Wholesale
Porsche Financegroup
Serbia
Volkswagen Group Retail
Deutschland (VGRD),
Germany
Volkswagen Group Retail Spain
(VGRS), Spain
Germany
2)
Eurocar, Italy
2)
Porsche Kosovo
Romania
Porsche Colombia
Porsche Financegroup
Romania
Porsche Financegroup
Slovenia
1)
Hungary
Kosovo
Croatia
1)
Management Responsibility
1)
Bulgaria
Montenegro
Macedonia
Kosovo
Croatia
Slovakia
Bulgaria
PGA Motors, France
PGA Motors, Poland
PGA Netherland, Netherlands
PGA Ellada, Greece
Czech Republic
Italy
Albania
Albania
Ukraine
Spain
2)
Poland
2)
Czech Republic
Ukraine
Porsche CZ
Slovakia
Serbia
Macedonia
Automobile trade with
the marques
of other manufacturer
Porsche Ukraine
Montenegro
Romania
Porsche Financegroup
Ukraine
Serbia
Austria
Slovenia
Porsche Automotive
Investment, China
2)
Porsche Macedonia
Joint Venture
VENEZUELA
ARAC/Europcar Austria
Volkswagen Financne Sluzby
Slovakia
Porsche Werbemittlung
1)
Porsche Informatik
Colombia
China
France
Joint Venture
Neatherlands
Automobile-Direct sales
Poland
1)
Austria
a. m.
Greece
2)
Management Responsibility
Facts and Figures.
Turnover, 2011 (in billion EUR)
Domestic
Abroad
Abroad
7,3 billion EUR
Domestic
4,0 billion EUR
Year
2011*
Total
11,3
Domestic Abroad
4,0
7,3
* With fiscal year 2011, Porsche Holding Salzburg reports for the first time on its consolidated wholesale, retail and financial services revenue according to
IFRS. However, the revenue figures cannot be compared with the previous year due to the fact that it was a stub fiscal year (1st March until 31st December).
New Car Sales, 02/03 – 2011
Total
Domestic
Abroad
500.000
Year
450.000
400.000
Domestic Abroad
03/04 324.563 134.334 190.229
350.000
04/05 344.325 131.964 212.361
300.000
05/06 416.131 146.880 269.251
250.000
06/07 436.979 143.788 293.191
200.000
07/08 470.421 141.058 329.363
150.000
08/09 473.512 142.584 330.928
100.000
09/10 420.824 156.106 264.718
50.000
0
Total
02/03 318.842 127.297 191.545
2010* 432.191 157.270 274.921
02/03
03/04
04/05
05/06
06/07
07/08
08/09
09/10
2010*
2011
2011
484.621 187.169 297.452
Employees,02/03 – 2011
Total
Domestic
Abroad
Year
Total
02/03
13.463
5.002
8.461
03/04
14.067
5.123
8.944
14.000
04/05
14.670
5.215
9.455
12.000
05/06
17.077
5.225
11.852
10.000
06/07
18.846
5.238
13.608
8.000
07/08
19.780
5.279
14.501
6.000
08/09
20.634
5.374
15.287
4.000
09/10
20.299
5.412
14.887
2010** 20.859
5.510
15.349
2011
5.788
15.593
20.000
18.000
16.000
2.000
0
02/03
03/04
04/05
05/06
06/07
07/08
08/09
09/10
2010*
2011
21.381
Domestic Abroad
PORSCHE
holding
Vogelweiderstraße 75
5020 Salzburg
Austria
Tel. 0043/662/4681-0
www.porsche-holding.com
** Change from fiscal year (4/1 – 3/31) to calendar year.
Published by: Porsche Holding Gesellschaft m.b.H., Public Relations, 13th Edition July 2012