"In the next five years the automotive industry will change more than in the last fifty years". This was stated by the connected car manager of Porsche Ibérica, Iván Burgos, during a session at the Marketing and Sales Club of the University of Navarra. "We are immersed in the fourth industrial revolution, the wave of digitalization is changing our lives with the convergence of different technologies: artificial intelligence, blockchain, machine learning, and the energy revolution," he said.

With only 50 employees in Spain, Burgos says that Porsche's sales success lies in selling very few cars, but with a high profit margin. "We are the only car brand that only makes sports cars and, moreover, for everyday use," said the guest. Burgos also defends that one of its main brand values is sporting competition: "it is in our DNA, we have won 19 times in the premier category of the 24 Hours of Le Mans and accumulated more than 36,000 races". 

With regard to the effects of the economic crisis on their sales, the connected car manager of Porsche Ibérica stated that cars are the product on which millionaires spend their assets first. "This volume of expense in vehicles does not stop growing, especially in China, and it is in periods of crisis when there are more millionaires. The problem is in boom times, when more premium products are sold to class average , thus increasing the sales of competing brands."

As for promotion, Burgos assures that Porsche does not use massive advertising , but only 'below the line': mostly experiential and digital marketing. "When the internet of things is fully implemented in its cars, the profits coming from its digital platform will be 30% of the company's total: the sale of apps from it will be an essential part of the brand's revenues".

When asked about future plans, he assured that 2025 will be the star year: "By then, it is expected that 80% of Porsche vehicles will be hybrid or electric. The electric car will standardize the cars of all brands, in terms of autonomy and noise. Only brands with a long-lasting image will survive," he said.