Porsche: Guarding the Old While Bringing in the New 1

The Porsche brand was created in 1931 by Ferdinand Porsche ? the man credited for making the
original Volkswagen Beetle, Adolph Hitler?s people?s car and one of the most successful car
designs of all time (Kotler & Armstrong, 2012). When Porsche began selling cars under their
own name in the 1950?s, very few cars were sold but were appealing to more financially
successful people. Because of this, the brand was considered more exclusive and not your
typical everyday purchase. These vehicles are not purchased as a necessity but solely as a want
as they are purchased more for pleasure and not a practicality.

Most customers base their buying decisions on price, size, economy and practicality but potential
Porsche customers base their buying decisions on feelings. Porsche customers purchase their cars
for pure enjoyment as it is viewed as a pleasure vehicle than as a necessity in their buying
decision. The traditional Porsche customer skips most parts of the buying decision process.
Porsche consumers do not have a need recognition, information search nor evaluation of
alternatives, but skip directly to the purchase decision because of its reputation of being an
exclusive car that is unique and appealing to highly successful people.

The traditional Porsche customer makes their purchases based on wants because of the brand and
how the car is made. Porsches were created as two door sport scars appealing to the wealthy and
the exclusive buying community. The Cayenne and Panamera customers are different as these
particular customers have moved into different stages of life and need a larger vehicle to
accommodate their needs but still have the drive as a Porsche since they still were fast just like
their coupe counterparts. These customers are more versed in their decision as they are almost
Porsche: Guarding the Old While Bringing in the New 2

going through the entire buyers? process. The customers have a need that they need a larger
vehicle because of their lifestyle. They then research the information on the specification of the
two vehicles is still in line with the traditional Porsche markings. There is still not an evaluation
of alternatives, as Porsche customers only want one thing ? a Porsche. This is the same reason as
why the vehicles would be purchased, because it is a Porsche and the structure and integrity of an
upscale vehicle.

Porsche sold so many lower priced models in the 70?s and 80?s because customers began using
the adoption process for new products. The adoption process is the mental process through which
an individual passes from first hearing about an innovation to final adoption (Kotler &
Armstrong, 2012). In the early 1970?s Porsche made new models that were affordable to the
middle class individual. The 70?s and 80?s saw an economic downturn in where consumers were
less frugal with their money, but still wanted the nicer things in life. Because of the lower price
range more consumers could purchase the lower priced Porsche models. Even though Porsche
had been in existence for forty years, these models were new products for the middle class
consumer. These customers became aware of the Porsche but did not have information about its
products. After seeking and learning information about these models, the customer decided
whether or not they should purchase the car by looking at the vehicle and test-driving the car.
Once these steps were completed and the customer learns the costs of the vehicle, the buyer
made the decision to purchase the lower costs model. Because these models were priced $10,000
less than the regular Porsche, sales increased 50 to 60 percent for the company.

Porsche: Guarding the Old While Bringing in the New 3

The positive and negative attitudes towards the Porsche brand depended on which side of the
purchase spectrum you are on. For those consumers who can afford a Porsche and are Porsche
enthusiasts, the attitude is normally positive as they love how exclusive the vehicles are and the
unique way they are made. For those who cannot afford a Porsche, the attitude is negative the
Porsche is probably looked at as an overpriced car when more reasonably priced vehicles can
handle the same capability as a Porsche. Also, the attitude would be more negative from people
who cannot afford to purchase a Porsche because most people who drive these vehicles are the
more social and economic elite class.