Porsche Cayenne turns 20 this year

MANILA: In 1989, Ferry Porsche predicted, “If we build an off-road model according to our standards of quality, and it has a Porsche crest on the front, people will buy it,” and he was proven correct.

The Porsche Cayenne has been a pillar of the brand's global success since 2002.

“The Cayenne has always been a major draw for our brand — it has brought many new customers and fans from all over the world to Porsche over the past 20 years,” Porsche Executive Board for Sales and Marketing Member Detlev von Platen stated. In the mid-1990s, Porsche had to make some significant decisions in order to ensure its long-term economic success. The company was in the midst of one of the most serious economic crises in its history at the start of the decade: it was in the red and only delivered 23,060 units in the 1991/92 fiscal year. Porsche began to emerge from its slump with the introduction of the Boxster in 1996. However, it soon became evident to management that the renowned 911 and the new mid-engined model would not be enough to ensure the company's future. Plans for a "third Porsche" started to take form, but without a definitive segment decision.

The company chose an off-road vehicle over the people-carrier/MPV that was also under consideration, based on the advice of the US sales organization. This type of vehicle was particularly popular in North America, which was at the time Porsche's largest market. Porsche Chief Executive Officer Wendelin Wiedeking had also set his sights on the growing Asian market. From the start, Porsche's ambitions were high: The company did not just want to produce a sporty SUV that fit the brand, but also wanted to give the top off-road competitors a run for their money.

The Cayenne became a worldwide hit shortly after its global debut at the Paris Motor Show in September 2002, and sales quickly exceeded expectations. Originally, 25,000 units were intended to be delivered per year. During the first generation's eight model years, 276,652 units were sold, or about under 35,000 per year. Meanwhile, the millionth Cayenne is in the books, having gone off the assembly line in the summer of 2020. In 2021, well over 80,000 units had been delivered at the last count.

The Cayenne has provided Porsche with the economic basis for long-term success without jeopardizing the sports car brand's motorsport-based values. “With the Cayenne, we have succeeded for the first time in successfully transferring the Porsche legend to a completely new market segment. Our sports car in the SUV segment has proven to be a best-seller and growth engine since 2002. And that’s not all. The Cayenne has opened the door to many new markets for Porsche and made a significant contribution to the internationalization of our sales network,” Porsche AG Executive Board Chairman Oliver Blume said at the world premiere of the third generation on the roof of the Porsche Museum in 2017.

“As a style icon in the SUV segment, the Cayenne has helped strengthen the appeal of our brand, particularly in China and other Asian markets,” Von Platen stated. “It is now one of Porsche’s most in-demand models worldwide, and I’m sure its popularity will remain strong in the future.”

Photos from Porsche

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