Driving in its Purest Form
Porsche is a leading manufacturer of exclusive sports cars and the most profitable carmaker in the world. Porsche sports cars have always stood for performance, quality and inimitable design. Last year the company, which has been a Volkswagen Group brand since 2012 and is represented in 129 markets around the world, sold 237,778 vehicles and recorded revenues of €22,318 million. This means 2016 was the most successful fiscal year in the company’s history. It was also the sixth year in a row in which the company achieved record sales revenue, operating result and deliveries. Porsche’s most important markets are Western Europe, China and the USA. The company’s headcount also reached record levels in 2016, increasing to 27,612 employees across all sites. These locations are currently being upgraded for future plans. At its main plant in Zuffenhausen, for example, 2016 has been all about preparing for the Mission E, Porsche’s first all-electric vehicle, which will soon roll off the production line at the factory. The investment of over €1 billion is also creating more than 1,400 new jobs.
“Porsche is investing in a sustainable future for its main plant in Zuffenhausen, injecting €1 billion into production of the first all-electric Porsche Mission E and creating 1,400 new jobs.”
Informing Local Residents about Construction Work in Zuffenhausen
Stakeholder groups involved: local residents and interested members of the public.
Form of dialog: letters were sent to residents living in the vicinity of the main plant in Zuffenhausen inviting them to attend an information event; this event included an explanation of the planned construction works, a question and answer session and a tour of the “Central Workshops” construction site.
“targa” Newspaper for Residents
Stakeholder groups involved: local residents living in the vicinity of the Zuffenhausen, Weissach and Leipzig sites
Form of dialog: site-specific information was provided to local residents and interested members of the public about new developments at Porsche such as construction projects, far-reaching company decisions and social outreach activities. Also, two email addresses – targa[at]porsche.de and nachgefragt[at]porsche.de – were set up so that interested readers could ask questions and provide feedback.
Stakeholder groups involved: customers
Form of dialog: the Sales and Marketing department has christened 2015 “Customer Satisfaction Year” with a view to further improving the quality of customer care worldwide. Under the “Customer Experience Management” initiative, Porsche has implemented hundreds of measures aimed at ensuring high standards of customer service throughout the entire customer lifecycle. As part of the initiative, customer satisfaction surveys generate approximately 17,000 responses every month. This feedback directly reflects customer experience and feeds into the continuous improvement process.
Identification and Analysis of Key Stakeholder Topics in 2015
The 2015 stakeholder survey on Porsche’s sustainability performance identified the following topics as particularly relevant (top five, in descending order of priority): long-term economic stability, long-term customer relationships, health and safety, fuel consumption/vehicle emissions, and staff development. These and all other survey findings are translated directly into a “materiality matrix”, where they are ranked according to their relevance to stakeholders on the one hand, and to the company on the other. This materiality analysis is then used by Porsche to set priorities for its sustainability reporting. In particular, it underpins the selection and editing of content in the Sustainability Report itself. At the same time, stakeholders’ opinions are also taken into account in internal decision-making, for example in issue prioritization and strategic planning.
In spring 2016, Porsche held a virtual press conference to present the Company’s second sustainability report. The latter uses four global megatrends to illustrate the challenges currently confronting sports car manufacturers and describe how Porsche is tackling them.