Mercedes-Benz and BMW had also released their own SUVs in 1998 and 2000 respectively and their sales were stellar. The decision was made for the development of the Cayenne to begin.

Business Week reported that within one year of the Cayenne’s release, Porsche had gone from a $128 million deficit to showing a positive company value of over $2.1 billion. That also represented an industry-topping 10.1% net profit gain for Porsche. The Cayenne was a hit - a huge hit. The effects for the company were internationally rejuvenating. Hundreds of millions of dollars were invested into new production facilities. Worldwide Porsche dealers also invested substantially in upgraded facilities and Porsche was, in effect, reborn.

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