Porsche: The Cayenne Launch
9-511-068
REV: MARCH 29, 2011
JOHN DEIGHTON
JILL AVERY
JEFFREY FEAR
Por rsche: The Cayenne Launch
T
h
In March 2003 the Porsche brand faced a challenge without pre d e ecedent in 55 years. Sinc the
5
ce launch of the Pors h sche 356 in 19
948, the brand had stood f expensive high-performance sports cars. d for e, s
Its de esigns, varyin little over the decades, formed and then came to reflect the notion of a c ng o classic sports car. It was a connoisseu racing ve s ur’s ehicle, engine eered for spee and maneuverability. But it ed was a also a rebel’s car; the car Ja c ames Dean di in and tha Tom Cruis ditched in t motion picture ied at se the
Risky Business. Alw ways and eve erywhere, Por rsches were sp ports cars.
2003 marked th end of thi single-min he is nded focus. I March of that year, it launched a s
In
sports utility vehicle (SU y UV), the Porsc Cayenne. The extensio of the bra che . on and to a new product cat w tegory posed many chall d lenges. Look king ahead, t the company had to thin about how to position the y nk w Cayen nne while pr rotecting the Porsche par rent brand. How much and in what ways woul the t ld
Cayen change Porsche’s imag and brand identity? nne ge
Th company also had to decide wh he o hat to do a about the on ngoing consumer-to-cons sumer conve ersations in online Porsch brand com o he mmunities. So ome argued t that online brand commu unities were an important source of con t nsumer resea arch. Others a argued that th consumers who partici he s ipated in the online conversations held views more extreme tha the averag consumer. Were they o any e d e an ge of value in decipherin the market renegotiation of Porsch brand meaning? ng t’s he’s The Legacya
Fe
erdinand Porsche was bo orn on Septem mber 3, 1875 in Bohemi part of th former Au
5
ia, he ustroHung garian Empire After a br
e.
rief stint as D
REV: MARCH 29, 2011
JOHN DEIGHTON
JILL AVERY
JEFFREY FEAR
Por rsche: The Cayenne Launch
T
h
In March 2003 the Porsche brand faced a challenge without pre d e ecedent in 55 years. Sinc the
5
ce launch of the Pors h sche 356 in 19
948, the brand had stood f expensive high-performance sports cars. d for e, s
Its de esigns, varyin little over the decades, formed and then came to reflect the notion of a c ng o classic sports car. It was a connoisseu racing ve s ur’s ehicle, engine eered for spee and maneuverability. But it ed was a also a rebel’s car; the car Ja c ames Dean di in and tha Tom Cruis ditched in t motion picture ied at se the
Risky Business. Alw ways and eve erywhere, Por rsches were sp ports cars.
2003 marked th end of thi single-min he is nded focus. I March of that year, it launched a s
In
sports utility vehicle (SU y UV), the Porsc Cayenne. The extensio of the bra che . on and to a new product cat w tegory posed many chall d lenges. Look king ahead, t the company had to thin about how to position the y nk w Cayen nne while pr rotecting the Porsche par rent brand. How much and in what ways woul the t ld
Cayen change Porsche’s imag and brand identity? nne ge
Th company also had to decide wh he o hat to do a about the on ngoing consumer-to-cons sumer conve ersations in online Porsch brand com o he mmunities. So ome argued t that online brand commu unities were an important source of con t nsumer resea arch. Others a argued that th consumers who partici he s ipated in the online conversations held views more extreme tha the averag consumer. Were they o any e d e an ge of value in decipherin the market renegotiation of Porsch brand meaning? ng t’s he’s The Legacya
Fe
erdinand Porsche was bo orn on Septem mber 3, 1875 in Bohemi part of th former Au
5
ia, he ustroHung garian Empire After a br
e.
rief stint as D