Robby Niermann has the job of many men's dreams. His company car is a gleaming Porsche 911 Targa, and he gets to travel around Asia talking to people about something he loves.
As Porsche Asia-Pacific's regional marketing manager, Niermann's task is to map out ways of turning the region's wealthy car lovers into loyal Porsche owners, who are sold equally on the magic of the name and of the machine.Niermann arrived in Asia just over a year ago to set up Porsche's regional office in Singapore. Born in Germany, Niermann, 34, says that while Porsche's target market is fairly consistent around the world - largely 40-something men who are doctors, lawyers, senior managers or self-made success stories - their interest in cars differ from that of other buyers.
For Asians, the focus tends to be more on having the latest gadgets rather than the Porsche they have wished for since getting their first Matchbox car. Market by market, buyers also have varying degrees of interest in motor sports, knowledge about cars and of the strong history of the Porsche brand. "You talk to a Korean guy who hardly understands you, then to a Thai guy who's very centred within himself but not so outspoken, then to someone in Hong Kong or Singapore and it's all very different," he says.
For a brand that aims to project a consistent, classy message to potential buyers and existing customers, Niermann says the marketing strategy is heavily focused on the personal touch, with plenty of events and direct mail campaigns to provide glossy product literature and stunning visuals.
"For Porsche, advertising is the least important part of the mix," he says. "Instead, it's very much about building relationships and providing a unique ownership experience."
Which explains Niermann's decision to hire loyalty specialist ICLP to work on the brand at a regional level. Niermann's team works with Porsche owners' clubs organising rallies and other events, "just trying to give our customers a good time with their car". This year will also see Porsche step up its branding investment in Asia, with the launch of its Carrera Cup race. The race will be modelled on the same event that has run in Europe for a decade, in which identical 911 racing cars battle it out on the track.
"No modifications are allowed, it's pure driver ability, so it's always very close and very exciting, and the great thing is that a Porsche is always the winner," says Niermann.
While the Asian market is still small - Porsche sells only about 750 cars in the region each year, compared to 54,000 globally - there is huge scope for growth, and the launch of the new Cayenne model is expected to bring a 50 per cent increase in sales.
Niermann joined Porsche in 1996 after two years with another German giant, Bosch, where his job was marketing auto parts to people in the trade.
He has a degree in industrial engineering and management science, and majored in marketing.
The Porsche he now drives is a long way from the second-hand Volkswagen he saved up for as a student and bought within a week of turning 18. "At that time, it was the greatest car in the world because it took me to the places I wanted to go," he laughs. But Porsche is now under his skin.
He is saving up to buy a vintage Porsche, and is a wealth of information on all things Porsche: "Nearly two-thirds of all Porsches ever produced are still on the road."
Sitting in one of what he calls Porsche's "luxury toy shops", Niermann agrees that he is a lucky man to find genuine pleasure in his work. "The founder of the company was an engineer who was passionate about cars.
I'm like most people who work for Porsche - we share the same passion, we meet customers that share the same passion, and it's great."
NIERMANN: ON THE RECORD
Luxury toy: There is a tendency (in Asia) to see Porsche as just another European luxury brand, and we see this point as critical for our long-term success, because as soon as there's another nice luxury toy on the market, people could go for that.
Asia's challenge: The area we're working in is so big and so diverse, in terms of culture and religion and stages of development; it's very interesting and challenging.
Customer insights: Our importers know whether their customers like golf or would rather go sailing, and whether they prefer Western food.
For keeps: It's not a rational purchase, you don't buy it and return it, or scrap it after a couple of years.
A day at the tracks: The Carrera Cup is also a great opportunity to entertain people and give them a great weekend.
Selling Porsche: I don't think too many Porsche cars have ever been sold just on pure advertising.
Marque's heritage: The strongest selling point of our brands is the heritage, its association with motor sport and the strength of the product.