• STUTTGART, GERMANY - APRIL 22: Tennis player Maria Sharapova poses for the media as she is unveiled as car manufacturer Porsche's new brand ambassador at the Porsche Museum on April 22, 2013 in Stuttgart, Germany. (Photo by Thomas Niedermueller/Getty Images)
  • STUTTGART, GERMANY - APRIL 22: Tennis player Maria Sharapova poses next to a Porsche 956 C race car after at the Porsche Museum on April 22, 2013 in Stuttgart, Germany. (Photo by Alexander Hassenstein/Bongarts/Getty Images)
  • STUTTGART, GERMANY - APRIL 22: Tennis player Maria Sharapova poses at the Porsche Museum on April 22, 2013 in Stuttgart, Germany. (Photo by Alexander Hassenstein/Bongarts/Getty Images)
  • STUTTGART, GERMANY - APRIL 22: Tennis player Maria Sharapova poses in a Porsche 911 Carrera 4 Cabriolet as she is unveiled as car manufacturer Porsche's new brand ambassador at the Porsche Museum on April 22, 2013 in Stuttgart, Germany. (Photo by Alexander Hassenstein/Bongarts/Getty Images)
  • STUTTGART, GERMANY - APRIL 22: Tennis player Maria Sharapova poses next to a Porsche 911 2.0 Coupe at the Porsche Museum on April 22, 2013 in Stuttgart, Germany. (Photo by Alexander Hassenstein/Bongarts/Getty Images)
  • STUTTGART, GERMANY - APRIL 22: Tennis player Maria Sharapova poses for the media next to a Porsche 911 Carrera 4 Cabriolet as she is unveiled as car manufacturer Porsche's new brand ambassador at the Porsche Museum on April 22, 2013 in Stuttgart, Germany. (Photo by Alexander Hassenstein/Bongarts/Getty Images)
  • Russian tennis player Maria Sharapova poses next to a Porsche 911 in Stuttgart,�southern Germany, on April 22, 2013. Sharapova will be the first global ambassador for German car manufacturer Porsche. AFP PHOTO / FRANZISKA KRAUFMANN GERMANY OUTFRANZISKA KRAUFMANN/AFP/Getty Images
  • STUTTGART, GERMANY - APRIL 22: Tennis player Maria Sharapova poses for the media next to a Porsche 911 Carrera 4 Cabriolet as she is unveiled as car manufacturer Porsche's new brand ambassador at the Porsche Museum on April 22, 2013 in Stuttgart, Germany. (Photo by Alexander Hassenstein/Bongarts/Getty Images)
  • Russian tennis player Maria Sharapova poses inside a Porsche 911 in Stuttgart,�southern Germany, on April 22, 2013. Sharapova will be the first global ambassador for German car manufacturer Porsche. AFP PHOTO / FRANZISKA KRAUFMANN GERMANY OUTFRANZISKA KRAUFMANN/AFP/Getty Images
  • Russian tennis player Maria Sharapova and CEO of German car manufacturer Porsche Matthias Mueller pose for photographers inside a Porsche 911 in Stuttgart,�southern Germany, on April 22, 2013. Sharapova will be the first global ambassador for German car manufacturer Porsche. AFP PHOTO / FRANZISKA KRAUFMANN GERMANY OUTFRANZISKA KRAUFMANN/AFP/Getty Images
  • STUTTGART, GERMANY - APRIL 22: Tennis player Maria Sharapova poses in a Porsche 718 RS 60 Spyder at the Porsche Museum on April 22, 2013 in Stuttgart, Germany. (Photo by Alexander Hassenstein/Bongarts/Getty Images)
  • STUTTGART, GERMANY - APRIL 22: Tennis player Maria Sharapova poses in a Porsche 718 RS 60 Spyder at the Porsche Museum on April 22, 2013 in Stuttgart, Germany. (Photo by Alexander Hassenstein/Bongarts/Getty Images)
  • STUTTGART, GERMANY - APRIL 22: Tennis player Maria Sharapova with Matthias Mueller (R), CEO of Porsche AG, as she is unveiled as car manufacturer Porsche's new brand ambassador at the Porsche Museum on April 22, 2013 in Stuttgart, Germany. (Photo by Thomas Niedermueller/Getty Images)
  • STUTTGART, GERMANY - APRIL 22: Tennis player Maria Sharapova poses for the media as she is unveiled as car manufacturer Porsche's new brand ambassador at the Porsche Museum on April 22, 2013 in Stuttgart, Germany. (Photo by Thomas Niedermueller/Getty Images)
  • STUTTGART, GERMANY - APRIL 22: Tennis player Maria Sharapova poses for the media as she is unveiled as car manufacturer Porsche's new brand ambassador at the Porsche Museum on April 22, 2013 in Stuttgart, Germany. (Photo by Thomas Niedermueller/Getty Images)
  • STUTTGART, GERMANY - APRIL 22: Tennis player Maria Sharapova with Matthias Mueller (R), CEO of Porsche AG, as she is unveiled as car manufacturer Porsche's new brand ambassador at the Porsche Museum on April 22, 2013 in Stuttgart, Germany. (Photo by Thomas Niedermueller/Getty Images)
Porsche is having a good sales year in the US, with 25,129 vehicles delivered year-to-date coming off the automaker's best July sales ever. That's a 31-percent increase over the same period last year (19,253 deliveries). With year-to-date Panamera sales a surprising 36 percent lower than last year, what possibly could be driving Porsche's sales surge? If you answered Cayman and Boxster sales, you're right. But dealerships are noticing another factor: more women are coming in to buy Porsches, CNBC reports, the bulk of whom picked up new Cayenne SUVs. The German automaker's sales to women in the US have more than doubled in the past two years, increasing from 7 percent to 15 percent. This has helped year-to-date Cayenne sales reach 11,082 – 31 percent higher than the same time last year.

Porsche executives have been trying to tap into the women's market, as evidenced in part by the company's move to pick professional tennis player Maria Sharapova as a brand ambassador. Porsche maintains it has not moved to dramatically change its brand image, but it has shown a number of ads in recent years that uncharacteristically emphasize its vehicles' practicality under the "Engineered for Magic. Everyday" banner – some featuring female drivers.

Be sure to watch CNBC's video report on Porsche's female movement below – you'll also find one of the aforementioned Engineered For Magic ads as well as an interesting case study video on the campaign from ad agency Cramer-Krasselt.






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    • 1 Second Ago
  • 40 Comments
      Hal Jordan
      • 1 Year Ago
      I didn't read the article. I only clicked on all of the photos of Sharapova.
      Dave
      • 1 Year Ago
      Mmmmmmm, Maria Sharpova...
      al4gg10
      • 1 Year Ago
      Maria can drive my car anytime. I love the way she screams when hitting balls !
      Black Dyanmite
      • 1 Year Ago
      Sugarpova, lookin' so sweet! BD
      bK
      • 1 Year Ago
      ...porsche hit the money with the Cayenne.
        benjamin_braddock
        • 1 Year Ago
        @bK
        Yeah, funny how it isn't much different to an Audi Q7 or a Volkswagen Touareg. Everyone is just waiting now for the Bentley and Lamborghini versions.
          johnnythemoney
          • 1 Year Ago
          @benjamin_braddock
          The Q7 is significantly and probably pointlessly longer, especially outside of the US market.
      TiSE
      • 1 Year Ago
      I think it's partially due to Porsche really improving their interiors. We were looking for an SUV a few months ago and were deciding among the usual suspects in the luxury segment. All the cars we tested were good performers, but my wife instantly liked the Cayenne S (which is what we got) due to the interior, convenience touches.
        Bernard
        • 1 Year Ago
        @TiSE
        No, it's the addition of family cars like SUV's and station wagons. These women aren't buying 911's, Cayman's, and Boxster's anymore than they were before.
      jessesrq
      • 1 Year Ago
      I wonder how the sales to women are calculated. In most married straight couples I know, the husband deals with the car purchase even if the vehicle is for his wife. My two sisters didn't even go to the dealerships for the last few cars their husbands bought. By that logic, the number of Porsches now driven primarily by women would be a lot higher.
        Cayman
        • 1 Year Ago
        @jessesrq
        Most likely survey's. Buy a car and you'll get a bunch of annoying survey requests. I don't even think the bill of sale or title has the person's sex on it.
      EZEE
      • 1 Year Ago
      What Car?
      knightrider_6
      • 1 Year Ago
      So women are buying SUVs. In other news sky is blue and water is wet.
      Bobby Robinson
      • 1 Year Ago
      Maria Sharapova, 6'2' of SEXY! Porsche is a great brand too.
      wafflesnfalafel
      • 1 Year Ago
      huh - interesting. I would not have guessed a dramatic increase in women buyers all of a sudden. Wonder what is drawing women to the Cayenne all of a sudden over say a comparable Benz, BMW or Lexus? I can't believe it's Sharapova.
      Koenigsegg
      • 1 Year Ago
      i dont get whats so appealing about a boxster or a cayenne
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