Deesch Papke-《Elite's Talk》_腾讯汽车

Ferdinand Porsche founded the Porsche design studio in 1931 in Stuttgart and the brand is named after this family since then. With an over 60 years’ history, Porsche has been producing sports cars that represent speed and passion, and its own brand culture.

Porsche has entered into the Chinese market for only 13 years. In Mr. Papke’s eyes, it takes time to tell Chinese consumers about the history and essence of our brand and it will not come overnight. During this period, patience is needed the most.

Mr. Papke has worked in many different countries. For him, China’s growth rate and huge market demand is amazing. In as short as a decade, China has become the second biggest market after the U.S. for Porsche. “Economy in North and South Europe is in recession, with an annual growth of probably only 1.5% to 3%, while the figure is 7% to 8% in China. Based on this growth, a new Porsche Center will be opened in every two weeks in China, which means that we will have 75 new members to join our family in every two weeks.”

Speed as such also means that it is very challenging for us to promote unified product of our brand in this highly developing market. There is a great demand for training of professional staff and a flexible operation strategy as well. “This requires my team and me to keep a rigorous working attitude, and keep learning new things to meet the challenges.”

As for uniformity, Deesch Papke explained that when you walk into any of the Porsche Center no matter in China, the U.S., Europe or Africa, you will see a unified setting in terms of the floor, lighting or the wall. “When the owner of a Porsche car is at abroad, he or she will find the same Porsche Center as at home. This well reflects our dedication for uniformity.” Behind his uniformity, the people who serve the brand embody the characteristics of different regions. “Hardware is the foundation, while our staff is the soul of each Porsche Center. Whether in selecting an investor or recruiting a cleaning person, we hope that each member of the Porsche Center is with passion for this brand and in-depth knowledge about its glorious heritage and the family’s history, so they can disseminate it to our clients.”

Macan officially hit stores in China this July, and immediately lead to a sales boom and has been in short supply since then. Mr. Papke is very happy about the strong response in the Chinese market, but for the limited market share, he also said that he was trying to ask for more supply in global regional meetings that is held every two months in the headquarter of Porsche, “Please believe me that I have been trying very hard on this, and I am not satisfied with my work by far.”

With the hot sales of Macan, Porsche sell 434 sports car in July, a record high for single month sale in the Chinese market. The overall sale in the first seven months of 2014 was 24133, an increase of 13% over the previous year. The popularity of Macan means further growth in sales in the second half year.[detail]

On July 1, 2013, Deesch Papke was named as the new China CEO by Porsche AG. He is now the President and Chief Executive Officer of Porsche China. Prior to this, Mr. Papke worked in Porsche AG successfully as Director, Region Overseas and Emerging Markets, leading operation market and managing work in Middle East, Africa, India, South-East Asia, Australia/New Zealand, Japan and Latin America. Over the past eight years, Mr. Papke has remarkably improved Porsche’s brand value in cross regional market by applying his in-depth and broad knowledge about this industry. Under his leadership, Porsche has achieved growth in a number of areas, such as selection and exploration of emerging markets, and expansion of regional importers’ network. Prior to this he has held significant leadership roles across Europe, the Middle East and Africa at Volvo, Land Rover and Mercedes-Benz.

Photography

Photography is the process of recording images, using certain special equipment to expose the sensory medium. Photography is the combination of applied science, imagination and design, professional skills and organization ability. A photographer can transform something that is common and transient in daily life into a visual image that is eternal.

In china’s workplace, everything is happening so fast that the pressure is imaginable. For Mr. Papke, he enjoys this feeling of waking up with considerable new assignments and new challenges ahead waiting, he said, “This keeps me in a positive and upbeat state.”

Born in South Africa, Deesch Papke is particularly interested in wild animals and natural sceneries. His biggest interest lies in photography. He talked about photography with our cameraman during the interview. When he is not busy at work, Mr. Papke will take his wife and two children to the nature. To capture the moments in the camera of his family is his time of satisfaction. “I love this warm family feeling.”

Apart from recording his life, Mr. Papke and his wife also joined the Elephant Protection Organization. He is making his own contribution to the nature by photography. This attention to public welfare and philanthropy complies with Porsche’s consistent principle in China and is the exact reflection of “Responsible” and “Caring”characteristics of the brand that is emphasized by Mr. Papke.

Although a big fan of challenges, Mr. Papke also needs to relax and eliminate his stress. His way is running. “I insist on running for four times every week, during which time I can empty my mind so that my body and brain can relax thoroughly. After running, I feel my feelings are soothed and my tension is relieved every time.”

For Mr. Papke, Porsche has become an indispensable part of his and his family’s life. His 15-year-old daughter and 17-year-old son are both fans of this brand. They know a lot about its products and design. “When they see various cars on the street, they will make comparison unconsciously. If you have the opportunity to meet my children, they will tell you the story of the Porsche family.”

When we are talking about what Porsche is like in his own eyes, Mr. Papke chose three words – “Responsible”, “Caring” and “Appropriate”. In his views, a sports car should pay more attention to its humanitarian color than its speed and performance. A Porsche should also make you comfortable and warm in spite of the excitement it can bring. “Appropriate” may be the best word to express his meaning.[detail]

Running

Running is one of the most popular ways of exercise, which is easy to do without specific requirements for venue, clothes and equipment. No matter it is on the playground, on the road, on the fields or even in the woods, people can run anywhere. Running outdoors, people can breathe fresh air, which can not only relieve stress generated from work or study.

1
Tencent Auto: What is Porsche’s future expansion plan of dealers?
Deesch Papke: As is planned, there is expected to be about 85 Porsche Centers in China, which is evaluated by the construction cycle of a Porsche Center. It will take about 18 months to build a complete Porsche Center after the applicant signs the letter of intent. Of course it will depend on the process of the construction. In the following 2 to 3 years, our dealers’’ network will be developed steadily; there is expected to be 100 Porsche Centers. However, we have to keep pace with the economic development to make sure the rate of return on investment for our investors.
2
Tencent Auto: How can Porsche further demonstrate Chinese consumers the heritage, core value and essence of this brand?
Deesch Papke: First of all, we have to be patient. I just mentioned that with over 60 years’ history, Porsche has entered into the Chinese market for only 13 years. It takes time to tell Chinese consumers about the history and essence of our brand and it will not come overnight. Secondly, we hold targeted training sessions for members at Porsche’s center, and adopt different ways to help Chinese customers to know more about Porsche. Moreover, Porsche actively takes part in sports car events and holds the Porsche Carrera Cup to show our track spirit. We have also organized many driving experiencing activities, such as the Porsche World Roadshow and the Porsche ultimate experience, etc.
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Tencent Auto: Can you please choose three words to describe Porsche for Chinese consumers?
Deesch Papke: Responsible, caring and appropriate. If I could use a fourth word to summarize, it would be passionate.
4
Tencent Auto: Which country would you like to live in most if you don’t have to consider work?
Deesch Papke: I now live and work in China where every day is fresh with new things to study such as work, life and culture. I am in a positive and upbeat state all the time, so I want to live here and currently I want to live in China the most.

Patience

Coat of Arms

Track Spirit

South Africa

Responsibility

Continuous Progress

Chinese

When I went into the interview room, I was a little nervous because Deesch Papke has a serious and strict face that makes him look like a professor. I am not sure whether we can carry on our talk in a “pleasant and friendly way”. After the first question was asked, all my doubts and stress all disappeared. Deesch Papke made me close to him by saying that “Hey, let’s make a deal. Never say the three Chinese characters of BAO SHI JIE again. It doesn’t sound cool at all. Say Porsche [po she] because this pronunciation will make you more charming.” I immediately accepted his advice and he responded with generous laugh. We are very familiar with the name of Porsche. However, Mr. Papke showed us that in spite of being fast sports cars, Porsche has more characteristics such as being rigorous and precise, modest, caring and responsible, exactly as our impression of Mr. Papke. He said he was very exciting to live in China, where the life was busy and fulfilling, with fresh things coming up every day. The biggest regret was that his Chinese is not good enough and “I hope you will compliment my progress in speaking Chinese next time we meet!”