A Porsche Case Study Writeup FINAL
Introduction
For 50 years, Porsche has been one of the most renowned automobile manufacturers that specialize in luxury and highperformance sports cars. The Porsche sports cars are perceived as high quality racing cars with masculine design, advanced technical features and engineering that deliver the best driving and ownership experience to their owners. In 1998, the company decided to conduct brand extension into a new product category: sport utility vehicles (SUV), the Porsche
Cayenne, after recognizing the demand for SUV in the global market. The launch of the Porsche
Cayenne generated heated debates over the impact of this shift in the long established and favorable brand image and identity of Porsche. In this case study analysis, there will be two main focuses: (1) how brand extension can influence consumers’ attitudes towards both the old, classic products and the new product and (2) how brand community conversation can change the brand attitudes of the owners of the new Porsche Cayenne and the existing owners of other Porsche vehicles. Brand meaning
Traditionally, Porsche has focused on manufacturing pure sport racing cars and the brand had stood for, “expensive, highperformance sports cars.” Their classic twoseater race cars focused on sleek exterior designs and the delivery of various features integral to providing a fast and exceptional driving experience to sports car enthusiasts. One of the core competencies of the
Porsche racing cars was its engines, focusing on delivering speed and maneuverability to drivers who valued the driving experience. Porsche owners purchased the brand’s products not only for its quality but also for the positive association between status and possession of their cars. They saw themselves as part of an exclusive community comprised of pure sports car appreciators
with similar affluent socioeconomic background. Prior to the introduction of their luxury Sports
Utility Vehicle (SUV), the Cayenne, the
For 50 years, Porsche has been one of the most renowned automobile manufacturers that specialize in luxury and highperformance sports cars. The Porsche sports cars are perceived as high quality racing cars with masculine design, advanced technical features and engineering that deliver the best driving and ownership experience to their owners. In 1998, the company decided to conduct brand extension into a new product category: sport utility vehicles (SUV), the Porsche
Cayenne, after recognizing the demand for SUV in the global market. The launch of the Porsche
Cayenne generated heated debates over the impact of this shift in the long established and favorable brand image and identity of Porsche. In this case study analysis, there will be two main focuses: (1) how brand extension can influence consumers’ attitudes towards both the old, classic products and the new product and (2) how brand community conversation can change the brand attitudes of the owners of the new Porsche Cayenne and the existing owners of other Porsche vehicles. Brand meaning
Traditionally, Porsche has focused on manufacturing pure sport racing cars and the brand had stood for, “expensive, highperformance sports cars.” Their classic twoseater race cars focused on sleek exterior designs and the delivery of various features integral to providing a fast and exceptional driving experience to sports car enthusiasts. One of the core competencies of the
Porsche racing cars was its engines, focusing on delivering speed and maneuverability to drivers who valued the driving experience. Porsche owners purchased the brand’s products not only for its quality but also for the positive association between status and possession of their cars. They saw themselves as part of an exclusive community comprised of pure sports car appreciators
with similar affluent socioeconomic background. Prior to the introduction of their luxury Sports
Utility Vehicle (SUV), the Cayenne, the