Getting back on track: fresh out of the starting block, Porsche Latin America hopes to triple sales of the legendary German autos within three years

Latin CEO: Executive Strategies for the Americas, Dec, 2000 by Rochelle Broder-Singer

Safety is another issue that Startzel says has kept sales low in the region. Porsches, while fast and highly maneuverable, are not exactly defensible. The same safety concerns that make SUVs popular in the region make small sports cars difficult to sell, which is why Startzel says he expects the upcoming Cayenne SUV to be a boon. "In some countries, the penetration of Porsche gets limited by the unsafe character of the environment," he says. The four-seater Cayenne will provide a measure of safety and wider usability while delivering the same "Porsche driving experience."

Calmon urges caution with the Cayenne, which will compete for a limited market with less-expensive SUVs, such as Volkswagen's offering. He says Porsche has to be careful not to dilute the value and strength of the Porsche brand with a vehicle that is not a sports car. But don't tell that Startzel. He's too excited about bringing to Latin America a vehicle made in his hometown of Leipzig, Germany.