Porsche spices up off road market

The luxury sports car maker hopes to increase the company's sales volumes by about 50% after introducing the Cayenne off road vehicle.

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By  John Irish Published  January 20, 2003

Porsche, best known for luxury sports cars, launched its first off road vehicle in Dubai last night (Jan 19) after three years of planning. The 4.5 litre Cayenne S and the Cayenne Turbo will reach Middle East showrooms in the next few months after a series of tests in the deserts and on Gulf roads.

“From the Cayenne’s earliest development stages, we took the specific driving conditions in the region very seriously. As a result of our intense testing program, all Cayenne vehicles will feature a special Middle East off-road package which is only available for this market,” said Stefan Ruschke, Porsche’s Middle East Marketing Manager.

The main features that Porsche says will set apart the Cayenne from other off road cars include the Porsche Active Suspension Management (PASM), which aims to ease driving conditions and control, and the Porsche Traction management (PTM) to improve on-road and off-road performance.

The recent implementation of the GCC customs union means that retail prices are uniform throughout the region. The Cayenne S will retail at $63,295, while the Cayenne Turbo, which has greater acceleration and higher maximum speeds, will retail at 93,082.

“This is, without a doubt, the right car for the region. Judging from the initial reactions in our markets, I am confident that the Cayenne will be a great success and I anticipate our sales volume to significantly increase,” said Mark Bishop, Porsche’s Middle East managing director.

Porsche is hoping that the new Cayenne will increase the company’s sales volumes by about 50%.

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