Into the Future as a Group

2011 to Today

March 2011 marked the beginning of a new era for Porsche Holding Salzburg. Now fully anchored within the Volkswagen Group, our company continued its course for growth and internationalisation, mainly in Europe, South America and the ASEAN region. With our “evolve 2030” strategy, we are sustainably shaping the transformation of the automotive industry into an electric and digital age of mobility – with the aim of also playing a leading role as a global sales organisation in the new world of mobility.

2011

Shared origins. Shared future.

As of 1 March 2011, Porsche Holding Salzburg (PHS) became a 100% subsidiary of Volkswagen AG and hence an integral element of the most successful European automobile manufacturer.  It brought full circle the historical development that began with Ferdinand Porsche’s design of the Volkswagen and which formed the basis for the successful evolution of the two Porsche companies in Salzburg and in Stuttgart that today are a considerable part of this group as a whole. Porsche and Piëch, the two original shareholding families, continue to be significantly involved in the on-going development of the automotive group, holding key positions as principal stakeholders in Volkswagen AG and as members of the Supervisory Board. Through integration into the Volkswagen Group, Porsche Holding in Salzburg was given new sales responsibilities, which in turn triggered rapid growth within the company starting in 2012.

2012

Growth in Europe and expansion into south America

Porsche Holding Salzburg assumed overall market responsibility for the Czech Republic, making Porsche Česká republika the second largest importer within the company behind Austria. At the same time, the brands also saw expansion in some markets in Eastern Europe, such as in Albania, Slovakia and Ukraine.

The Volkswagen Group also gave us responsibility for 200 Group-owned retail outlets in Germany, Spain and Poland. We continued to expand our presence in China and began opening new dealerships every year from this time on.

We broke new ground as a company in 2012 when we began operating as an importer in Colombia. This also brought us initial experience in the sale and distribution of trucks with this.

2013 – 2015

Steps into Croatia and Bosnia-Herzegovina

We continued our expansion in South America in 2013 with the new market of Chile, where we operated as an importer and in the retail sector. As Porsche Holding Salzburg now held 100 per cent of the import responsibility in Croatia with the foundation of Porsche Croatia. Taking over import operations in Bosnia-Herzegovina in 2015 was a further step in Porsche Holding’s growth strategy. It is thus represented as the importer in all the successor states of the former Yugoslavia.

2016

Expansion into the ASEAN region

Porsche Holding Salzburg launched its first distribution activities in the ASEAN region assuming responsibility for the wholesale activities of Volkswagen Passenger Cars in Malaysia in September 2016, followed by Singapore in April 2017.

2017

Reorganisation of the retail business in France

In summer 2017 Porsche Holding Salzburg reorganised its sales operations in France, selling all of the PGA dealerships that carried models by outside of the Volkswagen Group. The newly founded Volkswagen Group Retail France (VGRF) brought together all operations that exclusively sell Volkswagen Group brands. We expand our sales network in France at the end of 2017 with a private dealership group in the north of the country.

2018

Growth in Italy

After France, Porsche Holding Salzburg next focused on Italy: we pushed ahead with strategic growth in 2018 with the acquisition of several independent dealers in northern Italy, including in Bergamo.

2019

Expansion to Japan and Portugal

The next expansion step led us to the ASEAN region: Porsche Holding Salzburg entered into an agreement in early 2019 to take over Group-owned Volkswagen dealerships in Japan. We also acquired the Portuguese importer Sociedade de Importação de Veículos Automóveis (SIVA) in October. At the same time, the importer’s own retail company SOAUTO, with its operations in Lisbon and Porto, was transferred to Porsche Holding Salzburg.

2020

Growth in Europe and Japan

Despite the Covid pandemic, Porsche Holding Salzburg was able to continue its strategic growth in 2020. This included the expansion of the brand portfolio in Portugal to include the SEAT and CUPRA brands, as well as acquisition of the Group’s own Audi retail business in Tokyo and Osaka, the Erre Esse Group in Turin and the Auto Wichert dealerships in Hamburg. At the same time, Porsche Holding completed its largest retail investment, totalling 70 million euros, in 2020 with Porsche Wien Liesing.

2021

Acquisitions in Italy, France and Germany

Despite the challenging economic conditions, Porsche Holding Salzburg continued its growth in 2021. In Italy, acquisition of the two automotive retail groups Rinaldi S.p.A. in Piedmont and Baistrocchi S.p.A. in Emilia-Romagna adds new locations to Eurocar Italia. In autumn, the Suffren car dealership located near the Eiffel Tower became part of the Volkswagen Group Retail France sales and distribution network. The Möbus car dealership in Berlin expanded the German sales and distribution network of Volkswagen Group Retail Germany.

2022

Investments with a sense of proportion

Porsche Holding Salzburg continued its growth and investment course with a sense of proportion in the third year of the crisis. At the same time, we further expanded our presence in strategic markets such as China, Japan and Germany. The company also entered the Swiss market with a Porsche dealership on Upper Lake Zurich.

2023

Record sales high

Porsche Holding Salzburg highlights its strong position even in volatile times: despite geopolitical unrest, an economic downturn, prices that are generally on the rise and inflation that remains stubbornly persistent, as well as a significant consumer reluctance to buy. As a result, the eventful automotive year ended successfully and profitably, achieving a record high for the third time in a row following the temporary decline in the first year of coronavirus in 2020.

Growth & internationali­sation

Louise Piëch & Ferry Porsche

Ferdinand Porsche

Supplier portal

As the largest automobile dealer in Europe, Porsche Holding is always on the lookout for the best suppliers.

Go to the supplier portal

Louise-Piëch-Straße 2

5020 Salzburg / Austria

Tel. +43/662/4681-0

© Porsche Holding Gesellschaft m.b.H, 2025

Louise-Piëch-Straße 2

5020 Salzburg / Austria

Tel. +43/662/4681-0

Supplier portal

As the largest automobile dealer in Europe, Porsche Holding is always on the lookout for the best suppliers.

Go to the supplier portal

© Porsche Holding Gesellschaft m.b.H, 2025

Louise-Piëch-Straße 2

5020 Salzburg / Austria

Tel. +43/662/4681-0

Supplier portal

As the largest automobile dealer in Europe, Porsche Holding is always on the lookout for the best suppliers.

Go to the supplier portal

© Porsche Holding Gesellschaft m.b.H, 2025