A power struggle between Volkswagen chairman Ferdinand Piëch and Porsche’s management continued to intensify on Friday, just as the company announced that sales had crashed 15 percent.

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Sales Tsunami

Friday’s numbers are creating a Tsunami of sorts at the German automaker. Bloomberg reports that Porsche SE’s sales for the period through April 30 declined to 4.64 billion euros ($6.46 billion) from 5.46 billion euros a year earlier, Stuttgart, Germany-based Porsche said today in a statement. The company reiterated that revenue and earnings will fall this fiscal year, based on “extremely poor business” in the first three months of 2009. Porsche’s nine-month vehicle deliveries fell 28 percent to 53,635 cars and SUVs, as Cayenne sales dropped 25 percent to 24,689 units. Deliveries of the 911 fell 18 percent to 20,254 cars. Sales of the less-costly Boxster model, including the Cayman version, fell 47 percent to 8,692 cars.

Changing Partners

The drop in sales will reduce Porsche’s options for paying back more than 9 billion euros of debt stemming from its purchase of a majority stake in Volkswagen AG, Europe’s biggest carmaker.   The sports car maker has entered exclusive talks with the Qatar Investment Authority, the sovereign wealth fund of the energy-rich Persian Gulf emirate. It could acquire as much as 25 percent of Porsche’s voting shares, which have long kept the Porsche family firmly in charge. The Qataris, who would get a seat on Porsche’s supervisory board, may also purchase the options Porsche has on VW shares.  Qatar could bring as much as €5 billion into the company, analysts estimate, helping to relieve the €9 billion debt load that Porsche incurred to acquire 50.76 percent of Volkswagen.

To tide it over, Porsche has applied for a loan of €1.75 billion from a fund the German government set up in March to help companies through the financial crisis. The request is being reviewed in Berlin, with a response expected in the coming days or weeks.

Dream Turned NightMare

Interestingly, the New York Times has a wonderful article explaining how Porsche’s top enchilada reacted to this reversal of fortunes.  When Wolfgang Porsche learned that his family’s sports-car maker, once bent on taking over Volkswagen, now had to beg its giant rival for money, he looked as if he were going to faint.  “He went absolutely white,” said one person briefed on that secret meeting, which involved executives from both companies. “It was as though he’d heard someone died.” A day later, on March 23, fax machines around Germany spit out a piece of paper for Volkswagen’s board members to sign: an emergency loan of €700 million, or $977 million, for Porsche from its former prey — Volkswagen.

Mr. Porsche is now on the verge of accepting Porsche’s integration into Volkswagen, rather than the hoped-for David-versus-Goliath takeover. On top of that embarrassment, Porsche also is seeking outside investors and a government bailout.

“This is becoming a reverse takeover on a financial level,” said Arndt Ellinghorst, head of automotive research at Credit Suisse in London. “Porsche has debt and VW has the luxury of cash.”

The company has responded to the sales drop by periodically suspending production. Porsche will halt work for two days between now and the end of July for a total cutback of 21 days for the fiscal year, Albrecht Bamler, a spokesman, said today.

Controlled by the Porsche and Piech families, the sports- car maker dropped its Volkswagen takeover plans on May 6, saying it will seek talks on creating an “integrated” company that would put Porsche alongside Volkswagen’s nine brands, which also include luxury unit Audi and mass-market manufacturer Skoda. Porsche said today that “there is a consensus” among family members to continue with creating an integrated group.

Arrival of Mr. McNasty & Blame Game

This change in fortunes has brewed a nastiness at the top levels of Porsche’s management that’s unseen in the history of the carmarker.  Controlled by the Porsche and Piech families, the sports- car maker dropped its Volkswagen takeover plans on May 6, saying it will seek talks on creating an “integrated” company that would put Porsche alongside Volkswagen’s nine brands, which also include luxury unit Audi and mass-market manufacturer Skoda. Porsche said today that “there is a consensus” among family members to continue with creating an integrated group.

Porsche CEO Wendelin Wiedeking and Piëch have been exchanging increasingly nasty words in recent days, the daily Süddeutsche Zeitung reported Friday. Piëch blames Wiedeking for increasing the company’s mountain of debt, now around €9 billion, in a failed attempt to take over Volkswagen.

Wiedeking, in turn, has said Piëch has harmed the company with his public criticisms at a sensitive time when the two companies are discussing a merger. Piëch is the grandson of Porsche founder Ferdinand Porsche and left a career at the company to work for Volkswagen in the 1990s.

In a letter to Piëch dated May 13, cited by the newspaper, Wiedeking warned Piëch that he would be help “personally responsible” if Porsche were harmed by Piëch’s verbal assaults. In the rarified world of German boardrooms, such strong language is almost unheard of and reflects the complex pressures brought on by rivalries between the Piëch and Porsche clans, collapsing car sales, industry consolidation and a credit crunch brought on by the financial crisis.

If this is not enough drama wait till you see what happens in the months ahead.  Looking ahead, the company declined to give a precise forecast but said sales were likely to fall below the level in its previous fiscal year.

(Source: The Local, New York Times, Bloomberg)