The People’s Republic Of Porsche?
In the past, Porsche was known for selling extraordinary sports cars, and owning a Porsche meant belonging to an exclusive—and prestigious—club. These days, however, the brand has become much more accessible. While this change ensures bigger profits, is there a danger that the brand might become less prestigious?
This change in direction came about in 2003 when Porsche launched the Cayenne, its very first SUV. Although consumers welcomed the vehicle with open arms, purists decried what they saw as Porsche turning its back on its roots. Back then, SUV and sportiness were considered mutually exclusive. The gamble certainly paid off and the extra profits generated by sales of the Cayenne helped the manufacturer invest in producing even more admirable sports cars. Since this time, SUVs have increased in popularity to the point that even Bentley will soon be releasing its first SUV.
A more complete line-up than ever
The recent additions of the Panamera sedan and the Macan, the little brother of the Cayenne, has intensified the feeling. Never has Porsche’s offer been more extensive, attracting an increasingly diverse clientele to its showrooms. Families and racing enthusiasts now cross paths and new sales records are set every year. Dealerships are more numerous and Porsche vehicles are increasingly common on the roads.
However, for Stefan Weckbach, head of production for the Boxster and Cayman, this does not mean that Porsche has become too populist. In a statement at the recent New York Auto Show, he stated that while the multiplication of models attracts a more diverse clientele, the manufacturer's market share has remained the same over the years. Sure, there are more vehicles bearing the Porsche logo, but their proportion has remained stable compared to the total number of vehicles circulating on our roads. In his view, this means the models are as exclusive as they ever were. What's more, although vehicles like the Macan are accessible to more people, few buyers opt for the basic, barebones versions. It appears that the often expensive options are as popular as ever.
What does the future hold?
We asked him how far the manufacturer was going to take its expansion. He feels that all vehicles offered by Porsche have one thing in common: superior performance. It is conceivable that there may be an arsenal of vehicles in the future, including more compact sedans, but they will all be able to run a few laps on the track without a batting an eyelash. Porsche strongly believes in hybrid and electric technology to ensure maximum performance and reduced fuel consumption.
