Maynard’s intention with the Porsche business sales initiative, however, is not to create a dash for sales growth – (“We’re not looking purely at the number of business sales and using that to judge the success of the programme”) – but to cement a deeper awareness of what Porsche stands for and the financial logic of Porsche as a purchase among a wider business user audience.

Consistent, rather than spectacular, sales growth remains the watchword.

Maynard says that the key to the current initiative… “Is to explain our non-product related benefit. We’re very good at communicating our product. What we’ve not been so good at is communicating our after-sales offer – for example in terms of service and maintenance, despite business users having become rightly more interested in total cost of ownership.

“And actually our cars are competitive in that respect but we’ve always kept that a secret. We’ve got all the SMR (service, maintenance and repair) data but we’ve never really made it clear that it’s a ‘pro’ for our brand.

“The same goes for residual values – we simply have not played to that strength. Yes, it’s a high cost of entry but once you’re in, the cars are of high quality and affordable to run and to own. So we understand what our cars represent and we’re not going to move away from that brand position.”