Joachim Eberlein – Managing Director, Jebsen Motors
Let us tell you how the Jebsen-Porsche partnership has accelerated success for the luxury carmaker in Greater China.
When Jebsen first entered an agreement to distribute Porsche cars in Hong Kong and Macau in 1955, few could have foreseen the runaway success of this partnership. Nearly 60 years later, Jebsen remains the only Porsche distributor in Hong Kong and Macau, and one of the biggest Porsche dealership groups in the world, managing 8 Porsche Centres in key cities in Greater China.
Back in 2001, China’s entry to World Trade Organisation opened up the market to foreign car brands, which were previously held back by importation rules and other restrictions. Porsche was eager to enter these uncharted waters and turned to Jebsen for its century-long experience in Greater China.
Using its status as a Hong Kong registered business, Jebsen leveraged the Closer Economic Partnership Agreement (CEPA) signed in 2003 between Mainland China and Hong Kong to become one of the first foreign companies to sell Porsche vehicles in the country.
Creating a foothold for one of the world’s most prestigious automobile brands in Mainland China, however, was far from simple. Instead of the tried-and-tested formula of marketing Porsche’s heritage, Jebsen chose to position the brand as a reflection of its target consumers, the nouveau-riche Chinese. Extensive marketing and promotional work solidified Porsche as the symbol of success, wealth and taste; exclusive without being elusive.
In 2010, the Jebsen-owned dealership – Porsche Centre Shanghai Puxi had set a new record for being the first Porsche Centre to deliver more than 1,000 vehicles. By 2012, Jebsen set the record of delivering 7,273 new cars in Greater China.
And to celebrate the 10th anniversary of its Porsche dealership in Shanghai with a notable addition to the family, Jebsen Motors unveiled Porsche Centre Shanghai Minhang, the largest Porsche Centre in China, with a grand opening ceremony on 12th October 2013.
Today, Jebsen Motors has evolved from a sales-oriented organisation to a customer-centric organisation, meaning that whatever we do, we try to bring maximised value to the customers. The products at all Porsche centres are basically the same, but service makes a huge difference. That’s why, more than ever, Jebsen Motors focuses on customer service, and will keep investing in training our employees to deliver the best quality service.