A German Manufacturer Of Highend Sports Vehicles That, Despite Their High Performance, Are Reliable

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• A German Manufacturer Of High-end Sports
  Vehicles That, Despite Their High Performance,
  Are Reliable And Tractable Enough To Be Used For
  Daily Driving.
• Founded In 1931 By Ferdinand Porsche, The
  Engineer Who Also Created The First Volkswagen.
  
• The Current Porsche Lineup Includes Sports Cars
  From The Boxster Roadster, The 911, Cayman,
  Cayenne, Carrera Gt Supercar, And The Future
  Panamera.

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SUV Market

• Headquarters Stuttgart, Germany
• 2005 Sales 7.9 Million
• Ceo Wendelin Wiedeking
• Competitors-
• Ferrari
• Lamborghini
• Aston Martin,
• Mercedes-Benz,
• Maserati
• BMW

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• When you think of Porsche, What do you think of?

Is it this?
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• According To Porsche, American Consumers Want
  Reliable Vehicles That Can Haul A Lot Of People
  And Stuff And Are Insanely Easy To Use

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• Porsche Jumped Into The SUV Market In 2003 With
  The Cayenne
  
• They Quickly Found Out That The Consumers Of Its
  Carrera And Boxster Was Completely Different From
  The SUV Market
  

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• The Cayenne Turbo S Has The Second Most Powerful
  Production Engine In Porsche's History (With The
  Most Powerful Belonging To The Carrera GT).
  
• Starting At 42,200-111,600
• Cayenne Turbo S- V8 Engine, 1-60 In 4.8 Seconds,
  Top Speeds At 168 Mph

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Aftermath

• Porsche Was Harshly Critiqued After The Launch Of
  The Carrera
  
• Bottom Of The J.D. Power Initial Quality Study 2
  Years In A Row
  
• Least Reliable Rating From Consumer Reports
• People Registered Complaints With The National
  Highway Traffic Safety Administration
  
• Problems With Braking, The Rear Door Failing To
  Unlatch, Car Hesitating When Accelerating

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Aftermath Cont.

• Porsche Was In Trouble
• With Few Models Such As The Carrera And The
  Boxster, Problems With One Can Drag The Entire
  Brand
  

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Reconstruction

• Porsche took proactive action with greater
  emphasis on American Focus Groups
  
• Dispelled the notion that engineering knows
  exactly what the consumer wants according to CEO
  Michael Bartsh

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• Porsche Shot To 1 In The J.D. Power Initial
  Quality Survey (Measures Buyer Satisfaction In
  The First 90 Days Of Ownership)
  
• It Beat Out Industry Leader Lexus,

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New Target Market

• Cayenne Was Flooded With Female Buyers Who Had
  Never Driven One Of Its Sports Cars
  
• They Were Interested In Having A Cool Looking SUV
  To Help Cart The Kid Around Town And Satisfying
  The Urge To Drive Hard And Fast

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• 16,831 Cayennes were delivered in the review
  year, making this sports off-road model once
  again the top-selling Porsche in North America

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Porsche Consumer

• According To Lynn Kinzig- General Manager Of
  Porsche In Jacksonville, Buyers Who Shell Out
  42,000 -111,000 For A Vehicle Dont Expect To
  Be Dealing With Defects

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Cultural Differences

• Ceo Bartsch Said Some Problems Are The Cultural
  Divide Between German Engineers And The American
  SUV Market
  
• German Engineers Are Used To Designing Sports
  Cars
  
• For Example, Key Fobs For Porsche's Sports Cars
  Dont Unlock The Doors Unless The Driver Is Very
  Close To The Car For Safety Reasons, But SUV
  Drivers, Who Often Approach The Car In A Parking
  Lot With Arms Full Of Bags Or While Dealing With
  Children, Want The Cars To Unlock From A Much
  Farther Distance.

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• Porsche Needed Environmental Sensitivity
• Reflects The Extent To Which Products Must Be
  Adapted To The Culture Specific Needs Of
  Different National Markets
  
• Porsche Needed Better Marketing Research
• They Needed Better Primary Data In Their Market
  Research Such As Focus Groups To Better Know what
  their American Market Wanted
  
• Concentrated Global Marketing
• Devising A Marketing Mix To Reach A Niche. Such
  As the More Upscale, Prestige Segment Of The
  Market That Porsche Caters To.
  
• Country Of Origin Effect
• Perception And Attitudes About Germany Often
  Extend To Porsches Products.

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Future
Porche.Com Hoovers.Com Wikipedia.ComUsatoday.C
om-porsche Figures Out What Americans Want
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Discussion