Porsche takes spotlight

Associate Editor –
Auto & Entertainment

Friday, April 28, 2017

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IN less than 24 hours ATL Automotive will be rolling out the red carpet for the official opening of its posh Porsche dealership in the bustling financial district of New Kingston.The high-performance German brand is the latest jewel to be added in the family-owned dealership's crown.

George Wills, president and managing director of Porsche Latin America Inc; Jose Luis Cabre, network development manager; and Angel Colon, sales manager for Porsche Latin America, are expected to be in attendance at the glitzy private affair.

“Porsche is revered throughout the world by the most exclusive motorists, and rightly so. Jamaica will be no different and, at ATL Automotive, we'll be boasting a full line-up, including the Cayenne, the Macan, and the 911, among others.

The sheer exclusivity of the brand, the way it's designed, the supreme luxury, and the technology that goes into creating each one means that it will be driven by those that are not looking to settle for anything less than the absolute finest,” Adam Stewart, CEO of ATL Automotive, told Jamaica Observer's weekly Auto magazine in a recent interview.

“Porsche is unquestionably one of the most exclusive brands in the world and, as a result, this introduction raises up the centre of gravity for the automotive industry in this country and gives us all something to aspire to.

Our Government has given us the best highways and byways that Jamaica has ever seen; now we're providing the best cars to use on them!” he continued.

Stewart is the son of Sandals Resorts International tycoon Gordon “Butch” Stewart. The elder Stewart started ATL Automotive 20 years ago with the Honda brand. Today, under the younger Stewart's leadership, the company's portfolio has grown to include BMW, MINI, Audi, and Volkwagen. Porsche AG is headquartered in Stuttgart and is owned by Volkswagen AG.

The hotelier had nothing but praises for the brand at the launch of the Panamera 4S at the home of the German ambassador to Jamaica in Jack's Hill, St Andrew, recently.

“Introducing Porsche at this time is just confidence, confidence, confidence. More so, it's really good to see that Jamaica has an appetite for this level of automotive and motor cars.

The flexibility that Porsche has these days — from four doors to two doors, its power and range — it's a great car to drive,” Stewart said. Porsche is big on safety.

They are the first car company in the United States to include dual airbags as standard equipment, as well as the first car to put brakes on all four wheels. Over the years the brand has acquired many accolades.

Porsche won the JD Power and Associates Initial Quality Study (IQS) in 2006, 2009, 2010, and 2014, while in 2015, US News ranked the Macan as the best luxury compact sport utility vehicle in its class.

This year US News & World Report voted it best luxury brand, while Kelley Blue Book gave it the nod for best resale value: luxury brand. Wills, at the recent launch of the Porsche Panamera 4S and Panamera Turbo in Mexico, said ATL Automotive is critical in his company's thrust in the region. “The Caribbean, we consider, is a very important area of development for us.

ATL Automotive is a very professional organisation, and it was a fairly easy choice in the selection process,” he said.

“We still have our eyes on other opportunities in the Caribbean — Cayman Islands, Barbados, and Antigua. But, predominantly, our Caribbean structure is Jamaica, Dominican Republic, Puerto Rico, and Trinidad & Tobago.”




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