One Panamera, two customers

Porsche unveiled the four-door Panamera to motoring journalists on the 94th floor of the Shanghai World Financial Centre last night, capitalising on the company's new-found strength in China's auto market.

In that market, Porsche expects to sell around 2000 Panamera models per calendar year but predictions for the car's sales in Australia are far more conservative.

"As [Porsche Cars Australia CEO] Michael Winkler says: only a fool would predict what's going to happen with our market in terms of car sales for the rest of this year, and even into next year," PCA spokesman Paul Ellis told the Carsales Network in Shanghai.

"So we're not going to talk numbers, because what may be relevant today won't be tomorrow."

Nonetheless Porsche Australia's planning for the Panamera is based "around a couple hundred units" per annum. Projected annual worldwide volume for the Panamera is 20,000 units.

Porsche's first four-door goes on sale worldwide on October 3. Initially, local Aussie customers will be offered three V8-equipped variants: the S model, 4S and Panamera Turbo.

The Panamera S starts at $270,200; the 4S model at $282,400 and the range-topping Panamera Turbo will start at $364,900.

Following a 'top-down' approach, Porsche is initially releasing the V8-equipped Panameras but a V6 model will be made available later (sometime in 2010), and word is that a hybrid version (using the V6 engine) will be on offer in 2011. The V6 engine is sourced from the VW-Audi Group, and the hybrid version was shown in the Touareg early this year.

Porsche's Winkler hinted earlier this year that Australia could be the first right-hand drive market to get the hybrid Panamera.

The standard Panamera's naturally-aspirated 4.8-litre petrol V8 engine features direct injection and powers the rear-wheel drive base model as well as the all-wheel drive Panamera 4S. The engine develops 294kW and pushes the Panamera S to 100km/h from a standing start in 5.4 seconds, with a top speed of 283km/h.

Despite the additional drivetrain components, the Panamera 4S with the same engine knocks 0.4 seconds off the acceleration time (5.0 seconds to 100km/h), but is slightly slower, with a top speed of 282km/h.

The Panamera Turbo version musters an impressive 368kW for a 4.2-second time to 100km/h and a top speed of 303km/h. Combined-cycle fuel consumption is 12.2L/100km and CO2 emissions amount to 286g/km.

Australian-delivery Panameras will come standard with a new variant of Porsche's PDK transmission (more here). A stop/start system and PASM air suspension will also be standard.

Like the Carrera models, the Panamera Turbo comes with an adjustable rear wing and unsurprisingly, the $20K ceramic brake package remains an option.

Porsche Australia anticipates the Panamera S will be the volume-seller locally, attracting 50 per cent of sales over its lifecycle while the mid-range 4S will account for 15 per cent and the Turbo model will take the remaining 35 per cent.

This compares to around 45 per cent of sales for the 911 going to the "top end" models, including the Turbo, GT3 and GT3 RS.

The company says pricing for the Panamera was not influenced by the 911 model range's RRP.

"We looked at the spec of the Panamera and the segment in which it is going to be sold, and that was the driving force for setting the pricing for Panamera," Ellis told the Carsales Network on the eve of today's Shanghai Auto Show opening.

Meanwhile, Porsche Cars Australia says sales "will even out" to a downturn of approximately 30 per cent. Globally, the brand is down around 20 per cent.

Porsche is counting on the Panamera appealing to two customer groups: those already in the brand's cars that have "outgrown" their 911, and also new customers.

Of concern to the company was that the former group was likely going to a rival brand for four-door convenience.

"They will come back to Porsche, now that we have a car that meets their requirements," says Ellis confidently.

"The more established, more conservative 911 buyer that has [previously] moved out of a 911 because he or she doesn't feel the car is as practical will come back. So we'll see purchasers coming back from the 911 fold."

However, according to PCA the majority of Panamera buyers will be new to the brand. They include "high-end" Mercedes-Benz S-Class customers, and BMW 7 Series buyers.

"And even Maserati Quattroporte owners," says Ellis.

Unlike the Cayenne (technically Porsche's first five-door and also very successful in bringing new buyers to the brand) PCA believes the Panamera will not be seen as a "family car".  He says Porsche believes there will be only negligible substitution between Cayenne buyers for the four-door.

"This is a sporting four-seater whereas the Cayenne is very much a 'one-size-fits-all' car. [Simply] Different cars, different driving dynamics, different statements, different buyers."

According to Porsche the Panamera is creating a new segment, being both a limousine and sports car.

"Our competitors are either one or the other," says Ellis.

The likes of Aston Martin "are on Porsche's radar" but the brand is confident the Panamera won't be impacted too greatly by cars such as the Rapide.

The Panamera's styling looks set to be a discussion point -- much the same way the Cayenne's looks were dissected ad infinitum after its launch in 2002.

In the flesh the car has some 'interesting' angles. Front end it's all-Porsche. It's not the sexiest rear end we've seen on a Porsche, but we'll reserve judgment on the overall look until we see more of it on the road.

It almost goes without saying; a key focus of the Panamera's design was rear passenger room.

Though Porsche boss, Dr. Wendelin Wiedeking was notably absent from last night's proceedings, he at least made an appearance of kind. In commenting on the accommodations offered in the new Porsche, Panamera designer Michael Mauer quipped it will fit "four Wiedekings."

Look out for more news on the Porsche Panamera and from the 2009 Shanghai Auto Show in the coming days.

Picture: Klaus Berning, Executive Vice-President Sales and Marketing of Porsche AG, Dr Wolfgang Porsche, Supervisory Board Chairman and Wolfgang Dürheimer, Executive Vice-President Research and Development at the World Debut of the new Porsche Panamera in Shanghai (left to right)

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