For 2018, “I think we can sell between 8,250 and 9,000,” he told Automotive News Canada. “The SUV luxury segment is still growing very fast but with a slightly lower pace, which is normal.
“Porsche’s success is based on a business model where we have a balanced amount of supply. I want to continue this success story, but I want the success story to be consistent. We try to go beyond customer expectation in terms of customer experience everywhere across the country, not only in dealerships but in events.”
Ouayoun has worked to learn more about the individual dealerships and regions across Canada so he can formulate a strategy to evaluate potential and promote the brand. Part of that, he said, is to hold the line on new-vehicle dealerships, which number 19, and extend used-car and service-centre operations in markets that cannot support an additional dealership.
Ouayoun has recruited Colas Henckes, with whom he worked in France, as his new marketing director to carry out Porsche’s plans for digital technology. Henckes’ expertise is in motorsports, experiential events and social media.
“It’s a very vast subject where you can talk about bringing modernization to the dealership, to connect virtual and the real world,” Ouayoun said. “Our customers like to go online and to configure their car at home and try different combinations of interior and exterior colours and equipment. They like to go to the dealers to connect the virtual experience to the real experience.
“We are now developing a lot of activities. We are putting big screens in the showroom everywhere across the Canadian network. It is not only about customer experience but also a social-media presence.
“For every activity we are doing, I’d like to have a digital communication platform, simply taking al the nice things we do and put it online.”