Porsche Cayenne Case Study
Porsche: The Cayenne Launch –
During the more then 60 years that Porsche has been producing automobiles they have implemented a variety of design changes and launched many new models -- some drastic, others small. These changes have all been based on the brand’s firm ideals of high performance, fine craftsmanship and a high level of engineering,
With the launch of the Cayenne SUV, Porsche experienced an immense challenge in connecting its brand image and identity with the new offering, while maintaining brand legacy. As with any well-established brand there was an entrenched community of customers who participated in ongoing conversations about Porsche and the brand’s meaning. These online communities of loyal customers, such as www.Rennlist.com offered valuable insights into brand change reactions, particularly related to the new Cayenne. Porsche began as a design firm in the mid-1930’s in Germany, and were responsible for designing the first Volkswagen. The company designed some military vehicles during WWII, but by 1948 had launched their first Porsche branded automobile, the 356. In the early 1950’s the company introduced its first racecar and in 1964 unveiled the iconic and brand defining 911, which soon became a “design landmark.” Through the next few decades Porsche successfully built its brand image and garnered an extremely loyal customer base. The company introduced various new models, based on the popular 911, but in 1987 was in dire economic straights due to the U.S. stock market crash – sales volume drastically decreased through the early 1990’s. Under the direction of Porsche’s new CEO Wendelin Wiedeking, the company drastically changed directions. In response to rapidly declining sales volume, Porsche launched an array of new cars at lower price points, than what was typically associated with the brand. This brand diversification meant Porsche was able to compete in new market segments. As design and production changes continued the
During the more then 60 years that Porsche has been producing automobiles they have implemented a variety of design changes and launched many new models -- some drastic, others small. These changes have all been based on the brand’s firm ideals of high performance, fine craftsmanship and a high level of engineering,
With the launch of the Cayenne SUV, Porsche experienced an immense challenge in connecting its brand image and identity with the new offering, while maintaining brand legacy. As with any well-established brand there was an entrenched community of customers who participated in ongoing conversations about Porsche and the brand’s meaning. These online communities of loyal customers, such as www.Rennlist.com offered valuable insights into brand change reactions, particularly related to the new Cayenne. Porsche began as a design firm in the mid-1930’s in Germany, and were responsible for designing the first Volkswagen. The company designed some military vehicles during WWII, but by 1948 had launched their first Porsche branded automobile, the 356. In the early 1950’s the company introduced its first racecar and in 1964 unveiled the iconic and brand defining 911, which soon became a “design landmark.” Through the next few decades Porsche successfully built its brand image and garnered an extremely loyal customer base. The company introduced various new models, based on the popular 911, but in 1987 was in dire economic straights due to the U.S. stock market crash – sales volume drastically decreased through the early 1990’s. Under the direction of Porsche’s new CEO Wendelin Wiedeking, the company drastically changed directions. In response to rapidly declining sales volume, Porsche launched an array of new cars at lower price points, than what was typically associated with the brand. This brand diversification meant Porsche was able to compete in new market segments. As design and production changes continued the